Insurance brand manager: Online market has 'redefined' the model


Alex Todd (pictured) sits at the helm of all things brand and customer service-related for Northern-Ireland based MCL Insurance, which operates motor-focused online brands its4women.ie and boxymo.ie.


Insurance brand manager: Online market has 'redefined' the model


Insurance Business caught up with Todd to find out about her journey from customer adviser to brand manager, and how online is driving MCL’s customer service offering.

How did you begin your career, and what was your journey to your current role?

I moved to Liverpool for love and worked as a part-time customer service adviser for BT Global Services, before moving into a full-time customer service position with Norwich Union Direct.

After a few years, I moved back home to Coleraine to go to university to be a teacher, while working as a customer adviser within MCL Insurance Services. After being promoted to call centre and brand manager within MCL Insurance Services, I completely changed my mind and decided not to train as a teacher and stay within the insurance industry. I went from overseeing eight people, to now, 15 years later, being responsible for four different departments and 65 staff.

What are some of the highlights of your career so far?

Being instrumental in developing the online its4women product in the Republic of Ireland, starting with a team of four people. Its4women is now one of the leading providers of online insurance in Ireland and the company now employs over 100 staff.

What have been some of the challenges?

Learning the difference in the industry legislation between Northern Ireland and the Republic of Ireland. Being based in Northern Ireland, we were delving into new ground in ROI and experienced significant differences including customer perspective.

Have you seen any significant changes in the industry during your career?

The online market has redefined the model of insurance. From walking in to your local broker and dealing with customer advisers, either face-to-face or over the phone, to now having a high percentage of new business and policy adjustments done online. MCL Insurance Services provide all customers with an online portal which enables them to self-maintain and manage their account 365 days a year, 24-7.

What is your personal or professional goal for 2018?

To further develop our telematics product within the young drivers’ market, providing better drivers with a financial incentive to drive safely at all times. Our aim is to watch the telematics product grow in the same direction as our online product has over the last 10 years.

“If I wasn’t in insurance, I would be…”

Either a teacher or a social worker.


Please share :)