We changed our name. Here's exactly why.

We've always been really honest. But now we're REALLY HONEST®.

That's not wordplay for the sake of it. It's the most accurate thing we can say about what's changed, and what hasn't.

Fuelled Group was a name built around what we do for clients: help their business to grow. That's still true. But it says nothing about how we do it, and how we operate is what sets us apart.

Part of that journey is becoming a certified B Corp™, something we're genuinely proud of. Not because it looks good on a website, but because it represents a commitment to being held accountable. To clients, to our team, to the wider world. That accountability is part of our DNA, and it's part of what pushed us toward a name that actually means something.

So let's be direct about what this means in practice, because if we can't explain it clearly, it's just a name.

Delay, deny, don't pay. Traditionally the three D's of the insurance industry. That's why we’re proud to be different. We don't do small print and we put our clients’ needs first. Because we're REALLY HONEST.

It means we tell you things other brokers won't.

The insurance industry runs on opacity. Brokers earn commission from insurers, but most won't tell you how much. Policies get renewed without a proper market review. Clients stay because switching feels like effort, not because their broker has earned it.

We think that's wrong. So we publish our data. Renewal rates, loss ratios, the things that tell you whether we're actually doing our job. Other brokers don’t do this, but we think they should.

It means your cover grows with your business, not against it.

Most brokers show up at renewal. We don't wait that long. We check in regularly, because a business that's grown, hired, or expanded needs cover that reflects that. We're a growth partner, not an annual transaction.

It doesn't mean we're perfect.

We've made mistakes. We'll make more. What we commit to is telling you when we do, and fixing them without making it hard for you.

That's what the name means. Not a strapline. Not an aspiration. An operating principle we intend to be held to.

If you've worked with us as Fuelled Group, nothing will change about how we work, how we're regulated, or who looks after your account. The brand name changes, but the commitment behind it just gets louder.

If you haven't worked with us before: welcome. We're REALLY HONEST. Let's see if we're the right fit.