QBE-owned rural cover specialist Elders Insurance has launched the Urban Agents program to drive expansion into metropolitan areas via authorised representatives.

The insurer says the program provides a pathway for urban insurance professionals such as brokers and underwriters to become Elders ARs.

“We’re proud of our heritage, but we’re equally focused on our future,” GM Dale Gleeson said.

“As customer needs evolve and urban markets grow, we’re seeing more interactions move online – but not all of them deliver the meaningful connection that customers value.”

Elders says the Urban Agents model is also ideal for former insurance professionals looking to re-enter the market.

“We’ve built a model that supports independence with the strength of a national brand behind it,” Mr Gleeson said.

“It’s a great fit for professionals who want to focus on clients and growth, without the worry of going it alone.”

The insurer is starting its urban push in NSW with the launch of the National Elders Service Team, based in Parramatta.

The team provides centralised support for Urban Agents, including quoting, policy changes, renewals, debtor management and complex risk referrals. It also will play a key role in training, business continuity and overflow support during peak periods and catastrophes.

“This operational backbone allows authorised representatives to focus on what matters most – building strong client relationships and growing their franchise,” Mr Gleeson said. “It’s about making the work more rewarding and the path to growth more achievable.

“There’s a real opportunity to bring that same relationship-led [AR] model into urban areas, by combining the convenience of digital with the reassurance of local, face-to-face interactions, particularly when customers are making more complex or important insurance decisions.”