Abermule Insurance / BG-Demo – Discovery
Callcompleted
Abermule Insurance · 17 Jun 2026 15:00
Discovery call with Abermule Insurance on 17 Jun 2026. They are considering Enterprise, want cost to serve by broker, and need the one-off and ongoing split and security dates in writing before deciding.
What was said
What this says
As at Fri 9 Oct 2026Discovery call with Abermule Insurance on 17 Jun 2026. They are considering Enterprise, want cost to serve by broker, and need the one-off and ongoing split and security dates in writing before deciding.
What happened: Tom Ashdown ran discovery with Carys Pugh and CFO Emyr Hopkins, then showed the broker view sorted by claims contact against premium.
Customer view: Carys described brokers asking the same question in several systems. Emyr said "I see the premium, not the friction" and wants cost to serve by broker. He asked for policy and claims joined first.
Commercial: Both said they are looking at Enterprise, company-wide. Tom named a deal of £155k on BG-Demo's side but did not confirm what it covers. The aim is a decision and go-live at the end of January, a plan and not a commitment.
Watch: Emyr will decide whether to go further after reading the written split and security dates. The evidence does not show whether they were sent.
Themes
As at Fri 9 Oct 2026Theme
Enterprise cost-to-serve discovery
Importance
upsell
Sentiment
positive
Voice
decision-maker
Who was there
BG-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
As at Fri 9 Oct 2026- Tom Ashdown to send the one-off and ongoing split in writing to Emyr Hopkins and Carys Pugh.
- Tom Ashdown to confirm security review timing with the solutions team and share dates.
- Tom Ashdown to raise starting the security review early with the solutions team.
Risks
As at Fri 9 Oct 2026- Emyr Hopkins will decide whether to go further only after the written price split and security dates arrive.
- The security review timing is unconfirmed and the end of January go-live depends on it.
- Tom Ashdown quoted the deal amount without confirming what it covers.
Opportunities
As at Fri 9 Oct 2026- Enterprise suits the company-wide need Carys Pugh described, with extra governance control and audit trail.
- Cost to serve by broker is a clear value case for the CFO.
Transcript
Tom AshdownAfternoon Carys, afternoon Emyr. Tom from BG-Demo. Can you both hear me?
Carys PughYes, clear. Sorry, I'm in the car park, so I might drop out.
Emyr HopkinsI can hear you. Carys has told me what this is about, so I'll keep it to the point.- Tom AshdownBrilliant. How's the week been, Carys? Busy with the broker renewals?
- Carys PughAlways busy. We've got a lot of brokers and a lot of files going through. That's why I wanted this call.
- Tom AshdownGood. Tell me about broker management. What's painful at the moment?
- Carys PughBrokers send us the same question three times in three different systems. Our claims people chase the answer, and the broker thinks we're slow.
- Emyr HopkinsFrom my side, I don't know which brokers are worth the time. I see the premium, not the friction.
- Tom AshdownThat's a useful distinction. So the question is cost to serve against premium, by broker?
- Emyr HopkinsYes. That's exactly it. I need that by broker, not by team.
- Tom AshdownRight. Which systems hold it at the moment? Let's start with the big ones.
- Carys PughOur policy system, the claims system and the broker portal. Plus a lot of email, which is the bit nobody can search.
- Emyr HopkinsI'd want the policy system and claims joined up before we talk about the portal. Can that be done?
- Tom AshdownIt can be connected to the systems you name, and each answer would show the source and the date of the record. I'll have our solutions team confirm how that works for your set-up.
- Emyr HopkinsConfirm, don't assume. I'd like that in writing.
- Tom AshdownYou'll have it. Emyr, do you want to know the cost before the demo?
- Emyr HopkinsYes, I'd like a sense of it now. We're looking at Enterprise, I think.
- Carys PughThat's what we're considering. We need the company-wide option, not just my team.
- Tom AshdownThe deal's sitting at £155,000 on our side. I'd rather not quote from memory, so I'll confirm exactly what that covers, one-off and ongoing, before anything's agreed.
- Emyr HopkinsGood. I'm not interested in a headline. I need the split, one-off and ongoing, and I need it in writing.
- Tom AshdownUnderstood. You'll get it in writing from me this week.
- Emyr HopkinsAnd the security side? We'll have a review, I expect. How long does that take?
- Tom AshdownOur solutions team runs the security review on Enterprise. I'll confirm the timing with them and not guess it now.
- Carys PughYes, please don't guess. Emyr will want the controls in writing, with dates.
- Tom AshdownSure. We'd want a clear list of what you need from us, and the dates we commit to.
- Emyr HopkinsRight. What's the timetable? I'd like to know when we'd be live if we sign.
- Tom AshdownWe're aiming at the end of January for a decision and go-live. That's our plan, not a commitment yet.
- Emyr HopkinsFine. That's realistic if the security review goes smoothly.
- Carys PughIt would be easier if we start the review early, actually. Before the final price.
- Tom AshdownGood idea. I'll raise that with the solutions team today.
- Tom AshdownShall I show you the broker view now? It's the one Carys asked about.
- Carys PughYes, please. I want to see a broker with a claim open and a question outstanding.
- Tom AshdownOkay. I'll share the screen. Can you see the broker list?
- Emyr HopkinsYes. Show me the one that costs the most to serve. That's the one I'll ask about.
- Tom AshdownRight. Sorting by claims contact against premium. That one's at the top.
- Carys PughYes, I know that one. That's the broker who rings us every morning.
- Emyr HopkinsSo that's our cost to serve, right there. Premium's not the whole picture.
- Tom AshdownThat's the point. Each row links to its source, so you can open the claim and check it.
- Carys PughGood. That's exactly what my team would want. Not for the reports, for the calls.
- Emyr HopkinsOne question on governance. Who sees the data, and who can export it?
- Tom AshdownAdmins control that, and every change is logged. On Enterprise there's more control, which I'll confirm in writing.
- Carys PughGood. I'd want the audit trail. That's a must.
- Emyr HopkinsAgreed. Tom, I'll look at the written split and the security dates, then decide whether we go further.
- Tom AshdownThat's fair. I'll send both to you and Carys.
- Carys PughRight, I need to go, I've got a claims call. Thanks Tom, thanks Emyr.
- Emyr HopkinsThank you. Speak soon.
- Tom AshdownCheers Carys, Emyr. Speak soon, have a good one.
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