Kelbrook Mutual Insurance / BG-Demo – QBR
Callcompleted
Kelbrook Mutual Insurance · 7 Sep 2026 11:30
On the 7 Sep 2026 QBR, daily active users fell by about a third, tied to a few heavy users in member services. Underwriting never took off. No tickets are open and the term runs to 16 Jan 2028.
What was said
What this says
As at Fri 9 Oct 2026On the 7 Sep 2026 QBR, daily active users fell by about a third, tied to a few heavy users in member services. Underwriting never took off. No tickets are open and the term runs to 16 Jan 2028.
What happened: Marcus Bell showed daily active users down by about a third on the previous quarter. Rebecca Ainsworth linked part of it to a senior adviser, the unofficial trainer, who moved to another part of the business.
Customer view: Rebecca and Tariq Mahmood say the platform is fine, with nightly loads finishing and nothing raised. Rebecca worries that quiet means people drifted back to the policy system.
Commercial: Tom Ashdown said nothing is happening on the contract, which runs to 16 Jan 2028. Rebecca asked about handing seats back and Tom said not to decide now, as the Growth licence is eighty users.
Watch: Underwriting has had little activity since the early months. The cause for the heavy users is unproven until logins by person are seen.
Themes
As at Fri 9 Oct 2026Theme
Falling usage, key-person loss
Importance
neutral
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 to send the usage breakdown by team and by person to Tariq and Rebecca within a couple of days.
- Rebecca to pick the champions, and Marcus to book thirty minutes with them.
- Tariq to compare the access list against HR's, and Tom to wait for Rebecca before approaching underwriting.
Risks
As at Fri 9 Oct 2026- Daily active users are down by about a third, concentrated in member services after a heavy user moved role.
- Underwriting has barely used the Growth licence, so the three-team case for buying it is unmet.
- Quiet support with falling usage may mean people have drifted back to the policy system.
Opportunities
As at Fri 9 Oct 2026- Name two or three member services champions and run a working session on real adviser questions.
- Ask the underwriting lead what would make B-Viz worth opening, possibly a richer data mapping.
- Right-size the eighty licensed users once usage is sorted, ahead of the January 2028 renewal.
Transcript
Marcus BellHello, can you hear me all right? I think I'm on mute on the other tab. There we go.
Rebecca AinsworthYes, we can hear you, Marcus. Morning. Tariq's just joining, he's dialling in from the other room.
Tariq MahmoodMorning all. Sorry, the meeting room was double booked, so I've taken my laptop to the quiet corner. Can you hear me?
Tom AshdownLoud and clear, Tariq. Morning, everyone. How's your week been, Rebecca? Good one, bad one?- Rebecca AinsworthBusy, but a good busy. I'll tell you one thing, actually. A church in the north of England rang the helpline on Friday because their roof repair had changed what they needed covering. The adviser who picked up had the whole picture in front of her, the policy, the old claim, the last call. The member said, and I wrote this down, 'Oh, you already know.' That's what I want every time.
- Tom AshdownThat's lovely, that. No drama, just the thing working. That's what we like to hear.
- Marcus BellAgreed. Right, I'll share my screen, if you give me a second. Can you see the usage report? It should be the one with the green header.
- Tariq MahmoodYes, I can see it. Before you start, can I do my usual? Open tickets. There aren't any. I checked this morning and there's nothing open with you, and nothing logged in the last month.
- Marcus BellThat matches what I've got. No tickets at all in the last month, so nothing high priority either. And no overdue invoices on our side, so the account is tidy from that point of view.
- Rebecca AinsworthWhich is good. Though I'll be honest, Marcus, I read your email about today and I noticed you said you wanted to talk about usage. So I assume that's where this is going.
- Marcus BellIt is, yeah. I'd rather be straight with you than dress it up. So what I wanted to cover today is three things. How the team is using B-Viz, what's changed since the last review, and what we do about it. Happy to jump on a longer call after if we need one.
- Rebecca AinsworthGo on then. Let's see it.
- Marcus BellSo you're on Growth, eighty licensed users, contracted at £58k a year, and that's matching the invoices, so no surprises there. Here's the number I wanted you to see. The average number of people actually active in a day over the last month is a bit over a dozen. Compared with the previous quarter that's down by about a third.
- Rebecca AinsworthA third. Right.
- Tom AshdownAnd that's out of eighty seats, so it was never exactly full. But a third down is a move, you know? I wouldn't want to wave it away.
- Rebecca AinsworthNo, and I won't. Can I ask, is that a few people using it less, or some people who've stopped altogether? Because those are different problems, aren't they. Is that the whole picture?
- Marcus BellGood question. From what I can see it's a bit of both. A handful of names that were regular have dropped off the list completely, and a few others are logging in, but a lot less often. I've pulled the numbers by team, so I can scroll down. Member services is the biggest group, and that's where most of the change is.
- Rebecca AinsworthThat's my team. Well. That's the relationship managers and the helpline advisers. Hm.
- Tariq MahmoodCan I come in on that? Before anyone says it's the platform, I can say that nightly loads have been finishing. I checked last night's load, and the one before. Policy, claims and helpline all came through, and they were done well before the morning. So if people are saying the data's stale, I'm not seeing it.
- Marcus BellSame from our side. Records indexed are still moving up, so the sources are feeding in. I don't think this is a broken connector. I'd say that with some confidence, but I'd want to check it with you, Tariq, to be sure.
- Tariq MahmoodThat's fine. Which member number is that, though, if someone's saying a record's wrong? I mean, if it's a mapping question I'll look at it, but nobody's raised one with me.
- Rebecca AinsworthNobody has with me either. That's what's bothering me, to be honest. If people were frustrated they'd be moaning, and I'd know. It's quiet. And quiet can mean people have just drifted back to how they did it before.
- Tom AshdownYeah, that's the bit I'd worry about as well. No tickets is great when people are happy. When usage is dropping at the same time, it can mean they've just stopped bothering. I'm not saying that's what it is. I don't know yet.
- Rebecca AinsworthNo, I think that's fair. Look, I can think of a few things. Summer was a patchy few months, with people off on holiday in waves. We also had a bit of movement in the teams, people changing roles. But I'm guessing, and I'd rather not guess in front of you.
- Marcus BellThat's all reasonable, and holidays would explain some of it. The thing is, the dip looks bigger than a summer dip, and I've not got a good way to say from the data why. That's why I'd like to ask rather than assume.
- Rebecca AinsworthAsk away.
- Marcus BellSo, when your relationship managers prepare for a member's renewal meeting, what do they actually do now? Do they open B-Viz first, or is it something they do after they've looked at the policy system?
- Rebecca AinsworthI'd like to say B-Viz first. I think it's mixed. Some of them are really good with it. They'll ask it for the claims history and the last few calls and walk in knowing. Others, and I don't want to name anyone, still go to the policy system because it's the one they were trained on years ago.
- Tariq MahmoodI'd add something, if I may. When we launched, I did most of the questions in the early weeks, and so did a couple of others. I think we've always had a few people asking much more than everyone else. If those people are the ones who've gone quiet, that would show up in a big way.
- Marcus BellThat's actually in the report. Let me scroll. Yes. Questions asked have been concentrated in a small group of people, and part of the fall is from a couple of those heavy users. So it's not even across the team.
- Rebecca AinsworthMm. I think I know who one of them is. One of my senior advisers moved across to another part of the business over the summer. And she was brilliant at it. She was the one who showed other people how to use it.
- Tom AshdownAh. That'd do it. If she was the unofficial trainer, then when she goes, the habit goes with her, doesn't it. We see that a lot, honestly.
- Rebecca AinsworthIt does. And I hadn't joined those dots until just now. I should have.
- Marcus BellDon't be hard on yourself, it's not obvious from where you sit. What I'd suggest, if it helps, is that we make it somebody's job. Not a big thing. A couple of people in member services who are the go-to for the rest of the team.
- Rebecca AinsworthI like that. Let's not make people work it out on their own. I could ask two or three of the stronger users if they'd be up for it. Would you do a session for them?
- Marcus BellYes, happy to. We could do a short working session on the real questions your advisers ask. Not a slide deck. Shall we book thirty minutes once you've got names?
- Tariq MahmoodAnd I can help with that. I can pull together the questions that have worked well for us, the ones that save time on a renewal meeting. People will copy a good question quicker than they'll read a guide.
- Rebecca AinsworthThat's true. They will.
- Tom AshdownCan I come in on the commercial side, just so nobody's wondering? Rebecca, there's nothing happening on the contract, we're not here to wave a renewal at you. You're through to 16 Jan 2028 on the current term, and the renewal date is 17 Jan 2028. That's a long way off. I just want you getting the value out of it in the meantime.
- Rebecca AinsworthI appreciate you saying that, Tom. I'll be honest, it did cross my mind when I saw the agenda. But I'd rather get it working than argue about it later.
- Tom AshdownExactly my view. You bought it because you wanted underwriting, claims and member services looking at the same member. If only one team's really using it, we've not delivered what you bought, have we? So let's fix that.
- Rebecca AinsworthUnderwriting and claims, actually, that's a fair point. Can we look at them? What does the report say about those two?
- Marcus BellRight, so, scrolling. Claims is small but steady. A few people there use it regularly and that hasn't moved much. Underwriting is the one I'd flag. There's very little activity there, and I don't think there's been much since the early months.
- Rebecca AinsworthThat doesn't surprise me, sadly. Underwriting was always going to be the harder sell. They've got their own tools and their own way of looking at risk. I think they saw it as a member services thing.
- Tariq MahmoodI'd say that's partly my doing. I wired in the policy and claims data, and the underwriting side only gets the part of it that comes through the policy record. If they wanted something richer, that's a mapping question, and nobody's asked me for it.
- Rebecca AinsworthThen we should ask them. Not tell them, ask them. What would make it worth opening for someone in underwriting? Let's not guess on their behalf.
- Tom AshdownI'm happy to sit in on that if you think a conversation with their lead would help. I'm not selling anything, I'd just like to hear what they'd want. Leave that with me, I'll drop you a line.
- Rebecca AinsworthPlease do, but let me mention it to them first. I'd rather they heard it from me.
- Tom AshdownOf course. Your call.
- Marcus BellSo let me try and sum up where we've got to, and tell me if I've got it wrong. One, the platform is fine, loads are finishing, nothing is open. Two, usage has fallen by a fair bit, and it looks tied to a few heavy users moving on or going quiet, particularly in member services. Three, underwriting never really took off.
- Tariq MahmoodThat's how I'd put it. I'd add that I can't prove the reason for the heavy users yet. I'd want to see the logins by person before I say it's definitely that.
- Marcus BellFair, and I wouldn't either. I'll send you the breakdown by person and by team. Tariq, you'll see it before Rebecca does, and you can tell me if anything looks off.
- Tariq MahmoodFine. I won't be forwarding names around, mind. I'll keep it within the three of us and Rebecca.
- Rebecca AinsworthThat's right, and I wouldn't want it any other way. Marcus, you mentioned a plan. What would you actually do, if it were your team?
- Marcus BellHonestly? Small steps. Name the two or three champions in member services. Do the working session with them. Then have each of them run a short show-and-tell for their own group, using a real member case. And then come back in a few weeks and see whether the numbers have moved. I wouldn't promise it'll fix everything.
- Rebecca AinsworthI'd rather you didn't promise. I'd rather it was honest. Okay. That's sensible, and it's something I can do. What about the users who've gone altogether? Eighty seats and we're nowhere near it. Should I be handing seats back?
- Tom AshdownNot something to decide today, and not something I'd push either way. The licence is eighty users on the term, so there's nothing to do about it before January 2028 in any case. Let's get the usage sorted first and then look at whether the number makes sense. I'd rather we got to a right-sized answer together than you paid for seats nobody sits in.
- Rebecca AinsworthI appreciate that. That's refreshingly straight.
- Tom AshdownWell. Long relationships, Rebecca. I'd rather have you in five years than squeeze you this year.
- Tariq MahmoodOne practical thing from me. If we're going to push more people onto it, I'd like to check that the access list is current. People who've moved teams might still have the old permissions, and people who've joined might not have been added.
- Marcus BellGood shout. I can send you the current user list from our side and you can compare it against HR's. Then we'll know who's got a login, and who should have one.
- Tariq MahmoodPerfect. I'll do that this week and tell Rebecca what I find before I change anything.
- Rebecca AinsworthThank you, Tariq. Right. So, to close it off, who's doing what? I want to be sure I've got it written down.
- Marcus BellOkay. I'll send the usage breakdown by team and by person, to you and Tariq, in the next couple of days. Rebecca, you pick the two or three people for the working session and tell me, and I'll find thirty minutes. Tariq compares the user list against HR's and gathers the questions that have worked well.
- Tom AshdownAnd I'll wait to hear from Rebecca about underwriting before I go near them. Then I'll check back in a few weeks to see how it's looking. No drama.
- Rebecca AinsworthLovely. I'll also have a word with the senior adviser who moved. She may have some thoughts on why people stopped, and she's still in the building, which helps.
- Marcus BellThat would be really useful, actually. Better than anything I can tell from a chart.
- Rebecca AinsworthI'll let you know what she says. Thanks, both. I came in a bit braced for this, and it's been more constructive than I feared.
- Tom AshdownGood. Speak soon, then. Enjoy the rest of the week.
- Tariq MahmoodThanks all. I'll be in touch once I've checked the list.
- Marcus BellThanks, everyone. I'll stop the share and send a short note this afternoon. Bye for now.
- Rebecca AinsworthBye, all. Kind regards.
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