Kelbrook Mutual Insurance / BG-Demo – Check In
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Kelbrook Mutual Insurance · 9 Jan 2026 09:45
On 9 Jan 2026, Rebecca Ainsworth said member services is embedded but underwriting and claims have drifted. She fears the renewal turns into a debate on paying for 80 users, and her director signs, not her.
What was said
What this says
As at Fri 9 Oct 2026On 9 Jan 2026, Rebecca Ainsworth said member services is embedded but underwriting and claims have drifted. She fears the renewal turns into a debate on paying for 80 users, and her director signs, not her.
What happened: Marcus Bell showed daily active users of about thirteen or fourteen against 80 licensed on Growth, down roughly a quarter on the quarter before. The term ends 16 Jan 2026 and the renewal date is 17 Jan 2026.
Customer view: Rebecca says relationship managers open B-Viz before every renewal meeting. She says underwriting and claims never made it routine, and no refresher sessions ran last year. She reports no technical problems.
Commercial: Rebecca champions B-Viz but cannot agree terms without her director. She expects the question why the customer is paying for 80 users at £56k a year, so Marcus offered a one-page value case.
Watch: No tickets and a quiet product may mean people have stopped trying. Rebecca is the main admin with one back-up, and she named her own exposure if the renewal is contested.
Themes
As at Fri 9 Oct 2026Theme
Low usage before renewal
Importance
renewal
Sentiment
mixed
Voice
champion
Who was there
BG-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
As at Fri 9 Oct 2026- Marcus Bell to send Rebecca the list of everyone who used B-Viz in the last quarter, split by team.
- Rebecca to ask the underwriting and claims leads about thirty-minute listening sessions.
- Marcus to brief Tom Ashdown on usage first, and Tom to phone Rebecca rather than email.
Risks
As at Fri 9 Oct 2026- Active users are about a quarter lower than the quarter before, and underwriting and claims have largely dropped off Growth.
- The director who signs the renewal has not been shown the value, only a falling usage chart.
- The champion's own standing is tied to the renewal, and she cannot agree terms alone.
Opportunities
As at Fri 9 Oct 2026- A one-page value case built from real examples, such as the church treasurer call, matched to usage data.
- Listening sessions with the underwriting and claims leads, using a page built by a senior relationship manager as the way in.
Transcript
Marcus BellMorning, Rebecca. Can you hear me alright?
Rebecca AinsworthMorning, Marcus. Yes, loud and clear. Can you hear me? I've got the new headset on and I don't trust it yet.- Marcus BellPerfect, no echo at all. Good week so far?
- Rebecca AinsworthBusy, busy. First full week back, so everything that was parked before Christmas has landed at once. Let me tell you one thing, though, because it's stuck with me. We had a call on Tuesday from a church treasurer, very flustered, a burst pipe in the hall over the break. And the relationship manager who picked it up already knew the building, knew the last claim, knew they'd rung us in the autumn about the roof. She didn't have to ask a single question twice.
- Marcus BellThat's exactly what it's for. That's lovely to hear.
- Rebecca AinsworthWell, the treasurer said it, not me. She said, you actually know us. Which, you know. That's the whole point. Let's not make them tell us twice.
- Marcus BellRight. So, I'll share my screen if that's alright, and I'll say what I want to cover. Can you see it? It should be the usage report for Kelbrook.
- Rebecca AinsworthI can see a lot of blue lines. Yes.
- Marcus BellGood, blue lines. Okay. Three things today. First, I've pulled the numbers on how people are using B-Viz over the last quarter. Second, I want to hear from you what's behind them, because the numbers only tell me so much. And third, we're a week away from the end of the term, so I want to make sure the renewal conversation with Tom goes smoothly and nobody's surprised. Is that alright as an agenda?
- Rebecca AinsworthThat's fine. I did see the renewal date on the calendar. Is it the sixteenth or the seventeenth? I've seen both.
- Marcus BellFair question, it confuses everyone. The current term ends on 16 Jan 2026, and the renewal date is 17 Jan 2026, so the new term would start the next day. You came on with us on 17 Jan 2024, so that's two years, near enough to the day.
- Rebecca AinsworthTwo years. Goodness. It doesn't feel like it.
- Marcus BellNo. Anyway. So, the headline. You've got eighty licensed users on the Growth tier. Over the last thirty days, the average number of people actually active on any given day is about thirteen or fourteen. And compared with the quarter before, that's down by roughly a quarter.
- Rebecca AinsworthMm. Thirteen or fourteen out of eighty.
- Marcus BellYeah. I should say straight away, that's a daily average, and the last thirty days includes the Christmas and New Year stretch, so it's going to be lower than a normal month. I don't want to over-read it. But it was already drifting before the holidays, which is why I wanted to talk.
- Rebecca AinsworthNo, I appreciate you being straight. Honestly, it doesn't surprise me. Can I ask you to scroll down? Is there a split by team?
- Marcus BellThere is. Hang on, let me find it. Okay, here. So member services is the steadiest by a long way. That's your team and the relationship managers. Underwriting is lower, and claims is lower again. Claims has a handful of people who log in, but it's not many.
- Rebecca AinsworthRight. That's what I suspected. Can I tell you what I think is going on, and you tell me whether the data agrees?
- Marcus BellPlease. That's the bit I can't get from a report.
- Rebecca AinsworthSo when we bought it, the idea was three teams looking at the same member. Member services, underwriting, claims. And in my world it's embedded. The relationship managers open it before every renewal meeting with a school or a charity. It's just what they do now. But underwriting never quite made it part of the daily routine. They had a couple of people who were keen, and I think one of them has moved to a different piece of work. And claims, they've got their own systems they've used for years, and they were always going to need a reason to change. I don't think we ever gave them one.
- Marcus BellThat's helpful. And that matches what I'm seeing, to be honest. The people who dropped off were mostly in those two areas.
- Rebecca AinsworthIs that the whole picture, though? Because I'd hate to just blame the other teams. Some of it's us. We didn't run any refresher sessions last year. The people who were trained in the first few months have been left to it.
- Marcus BellWhich is partly on me, to be fair. We did the onboarding sessions and then it was mostly the check-ins with you. I'd have liked to get in front of the claims team at some point and I didn't push it.
- Rebecca AinsworthWell, nobody asked either. Let's not do the blame thing.
- Marcus BellAgreed. Okay, so, a few other things from the report while I've got it up. Tickets. There's nothing in the last thirty days. No tickets at all, no high-priority ones. And nothing overdue on invoices either.
- Rebecca AinsworthWhich I'd normally read as good news.
- Marcus BellNormally, yeah. With a lot of users, no tickets means it's just working. With fewer users, it can also mean people have stopped trying. I'm not saying that's you. I just think it's worth saying out loud.
- Rebecca AinsworthNo, I think that's fair. Nobody's complained to me that it's broken. They've just not been using it.
- Marcus BellRight. And on the data side, the connectors are all loading, the nightly refresh is landing, so there's no technical reason behind the drop. I've checked that. It's about people, not plumbing.
- Rebecca AinsworthGood. That's what I wanted to know. Because the first thing my director would ask is whether something's wrong with the product.
- Marcus BellNothing that I can see. Sorry, I should say, when you say your director, is that the person who signs off the renewal?
- Rebecca AinsworthYes. I'm the one who champions it and who lives in it, but I can't agree anything on terms without them. I want to be upfront about that. I can tell you what I think and what I'll recommend, but it's not my signature.
- Marcus BellCompletely understand. That's usually how it works. And just so you know, anything on commercials I'd pass to Tom anyway. He's your account owner and he'd be the one talking terms. My job is more, is it being used, is it giving you value.
- Rebecca AinsworthWhich brings me to the thing I'm actually worried about. If I take the usage chart to my director, and it says thirteen or fourteen active out of eighty, what do they say?
- Marcus BellYou tell me. What would they say?
- Rebecca AinsworthThey'd say, why are we paying for eighty? And they'd be right to ask. It's fifty-five thousand eight hundred pounds a year. That's not small money for a mutual. Our members own us. Every pound has to be one I can explain.
- Marcus BellYeah. Fifty-five thousand eight hundred is the contracted figure, and it matches what's been invoiced, so there's no mismatch on our side. I'll leave the price discussion to Tom, like I say. But I do think the honest answer is that there are two questions in there. One is whether eighty is the right number of users. And the other is whether the value is being seen by the right people.
- Rebecca AinsworthGo on.
- Marcus BellWell, on the first one, the thirteen or fourteen is a daily average. If I look at who logged in at all across the month, it's a good deal more than that. I'd need to pull the exact list, but it's definitely more than a handful. Daily average understates how many people dip in. So I'd be careful about presenting that one number on its own.
- Rebecca AinsworthThat's useful. Could you pull that? The list of who's used it at all, by team.
- Marcus BellYes, happy to. I'll send it over today if I can, or Monday at the latest.
- Rebecca AinsworthThank you. And the second thing. The value being seen. What do you mean?
- Marcus BellI mean the story you told me at the start. The treasurer, the burst pipe, the relationship manager who already knew the building. That's the value. But it's not in any report. It's in your head and maybe in a couple of emails. If the person signing the renewal hasn't heard stories like that, all they see is a chart going down.
- Rebecca AinsworthOh, that's fair. Yes. I tell my team these things but I've never written them up for upstairs.
- Marcus BellSo that might be a thing we do together. You give me a few examples, I'll match them with what the system shows, how many members were looked up before renewal meetings, that sort of thing, and we make one page that your director can read in five minutes.
- Rebecca AinsworthI like that. A page. Not a deck.
- Marcus BellNot a deck. I hate decks.
- Rebecca AinsworthGood. Neither of us then.
- Marcus BellRight. So can I check something about the other teams? If I could get in front of underwriting and claims before the end of the term, would that help, or is it too late?
- Rebecca AinsworthIt's a week. Realistically, a week is tight. People are still catching up from the break, and I'd have to ask the team leads, and they're in planning meetings most of next week.
- Marcus BellUnderstood. It doesn't have to be a big thing. Thirty minutes with each team lead, just to ask what they'd want from it. Not a training session, a listening session.
- Rebecca AinsworthHmm. Let me think about who. The underwriting lead is quite sceptical, if I'm honest, so I'd want to warn them. Claims, I think, would come if I framed it as, what's getting in your way.
- Marcus BellThat framing is perfect. And if the answer is that nothing in B-Viz helps them, then I'd rather hear that now than find out at the next check-in.
- Rebecca AinsworthI appreciate you saying that. A lot of suppliers would just want to keep the numbers up.
- Marcus BellI'm not that sort of CSM. Or I try not to be. Honestly I'd rather you had the right number of seats than a lot of empty ones.
- Rebecca AinsworthOkay. So, thinking about it. If underwriting and claims don't come round, what are the options? I don't want to be surprised on a call with Tom.
- Marcus BellThat's one for Tom, really, and I don't want to put words in his mouth or promise anything. What I can say is that the tier and the contract are set at renewal, so it's the right moment to look at how many users and which teams make sense. He can walk you through what's possible. I'd just encourage you to go in with a view of which teams you actually want on it.
- Rebecca AinsworthRight. Member services for certain. The relationship managers. Underwriting and claims, I need to find out.
- Marcus BellYes. And that's why the listening sessions matter. They give you something to say.
- Rebecca AinsworthMm. Yeah.
- Rebecca AinsworthCan I ask something slightly different? Since you've got the screen up. What are the people who do use it actually asking? I know the relationship managers look up members. But is there anything else popping out?
- Marcus BellLet me have a look. So the commonest thing is member lookups, as you'd expect. Policies, then claims history, then call notes. There's a bit of searching across emails. And some of your team have built pages that pull the three together for a renewal meeting, which is the clever bit. Whoever set those up has done a really good job.
- Rebecca AinsworthThat'll be one of my senior relationship managers. She'd be delighted to hear it.
- Marcus BellTell her from me. And that's a nice example for the one-pager, actually. A page somebody on your team built that other teams could copy.
- Rebecca AinsworthOh, that's good. That could be the way in for claims. Show them what a page looks like when it's built for their job.
- Marcus BellExactly. We could even build one together in the listening session, if they're up for it. I'd need to check what claims data is connected, but I think it's all there.
- Rebecca AinsworthI think it's all there. It was in the original scope, the three teams. We just never followed through.
- Marcus BellYeah. Okay. I think that's a decent plan, then. Before I summarise, is there anything on the technical side you want to raise? Anything annoying, anything slow, anything you've not wanted to bother us with?
- Rebecca AinsworthNo, truly. It's reliable. If anything it's too quiet. I almost forget it's there.
- Marcus BellThat's a compliment and a warning at the same time.
- Rebecca AinsworthHa. Yes. That's it exactly.
- Rebecca AinsworthCan I be a bit blunt for a second?
- Marcus BellPlease.
- Rebecca AinsworthI'm a bit worried. I don't mind saying it. I brought this in, my name's on it, and if the renewal turns into a debate about whether it was worth it, that lands on me. I believe in it. I've seen it work. But I haven't been loud enough about it, and now the numbers are making the argument for me, and they're making the wrong one.
- Marcus BellI hear you. And I think that's recoverable. The thing you've got going for you is that the people who use it, use it properly. That's a better position than lots of people dipping in and not getting anything from it.
- Rebecca AinsworthIs it? It doesn't feel it.
- Marcus BellIt is. I can't promise how the renewal conversation goes, that's not mine to promise, but I'll give you everything I've got to make the case properly. The usage list, the one-pager, the examples.
- Rebecca AinsworthThank you. That does help.
- Marcus BellNo problem. Now, one question for you. Is anything changing at Kelbrook that I should know about? A reorganisation, a new system, people leaving? Because sometimes a drop in users is down to something like that and nobody mentions it.
- Rebecca AinsworthNot a reorganisation. There's been a bit of movement in underwriting, like I said, one person went to a different project and somebody else has been covering. Nothing dramatic. And the claims team had a busy autumn, so I think they simply put everything else aside.
- Marcus BellOkay. And the admin side. You're still the main admin?
- Rebecca AinsworthI am, with one of my team as back-up. Why, is that a problem?
- Marcus BellNo, I just like to know there's more than one person who can open the settings. If you're off for a fortnight and a connector needs a nudge, it's good to have someone.
- Rebecca AinsworthYes, we're covered.
- Marcus BellGreat. Right, let me go through what I think we agreed, and you tell me if I've got it wrong. One. I'll send you the list of everyone who's used B-Viz in the last quarter, split by team, today or Monday. Two. You'll ask the underwriting and claims leads whether they'd give thirty minutes to a listening session, framed as, what's getting in your way. Three. You'll send me a few examples of when B-Viz made a difference, like the church treasurer, and I'll put them next to the usage and make a single page for your director. Four. Tom will be in touch about the renewal, and I'll make sure he has the usage picture first so he's not starting cold.
- Rebecca AinsworthThat's it. Can I add one? Could the one-pager have the sixteenth and seventeenth dates on it, so nobody argues about which it is?
- Marcus BellHa, yes. Term ends 16 Jan 2026, renewal date 17 Jan 2026. I'll put both on, clearly.
- Rebecca AinsworthLovely. And can you tell Tom I'd rather he rang me than emailed? I find it easier to say what I actually think on the phone.
- Marcus BellI will. I'll mention it when I brief him.
- Rebecca AinsworthThanks. And honestly, Marcus, thanks for not just reading me the chart and leaving it there. I came into this call a bit braced.
- Marcus BellI thought you might be. It's better to talk about it now than the day before the term ends. Shall we book thirty minutes next week to see where you've got to with the team leads?
- Rebecca AinsworthYes, let's. Not Monday, I'm in back-to-backs. Later in the week would be better.
- Marcus BellFine. I'll send a few slots for Wednesday or Thursday and you pick one.
- Rebecca AinsworthPerfect.
- Marcus BellAnything else before we finish? I think we're a bit ahead of time.
- Rebecca AinsworthOne small thing. Back to the members. Once the treasurer got through, she wanted to know if we could look at her other buildings in one go. A hall and a small school. Is that something the relationship managers can do already, or is it a request I should pass on?
- Marcus BellIf those are all linked to the same member in your records, they can see them together, yes. If they're held as separate records, that's more of a data tidy-up on your side, and I can show your team where to look. Happy to jump on a call with whoever handles that.
- Rebecca AinsworthI'll find out which it is. Probably the second, knowing us.
- Marcus BellLet me know and we'll sort it. It could even be a nice example for the one-pager, if it works.
- Rebecca AinsworthMm. Yes. Right. Well. I think that's me done.
- Marcus BellSame. I'll stop sharing. Thanks, Rebecca. Speak soon, and good luck with the team leads.
- Rebecca AinsworthThank you, Marcus. Speak soon. Bye for now.
- Marcus BellBye.
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