From Common Sense to Common Practice: Why Corporate Curiosity is a Superpower in Insurance’s #NewEra
At BIBA 2025, under the banner of “A New Era”, EDII CEO Caroline Bedford delivered a message that resonates not just with brokers, but with all professionals across the insurance sector: in a world of constant change, curiosity is no longer a soft skill – it’s a strategic imperative.
As the UK’s leading broker conference, BIBA has always been a barometer for where the market is heading. This year’s theme captured more than technological advancement – it acknowledged a fundamental shift. From digital transformation and new customer behaviours, to regulatory pressure and emerging risk, the sector is being reshaped. The message was clear: legacy thinking won’t deliver future value.
Curiosity in a New Era
Client operations are evolving fast. Risk profiles are shifting just as rapidly. Brokers, insurers and underwriters alike must reframe how they engage, advise and respond. That starts with asking better questions.
Curiosity isn’t optional. It’s a professional capability. It reveals what clients aren’t saying. It uncovers emerging needs. And in our corporate insurance world, it drives the insight needed to stay relevant in a competitive, disrupted landscape.
The Problem with Assumption
Many in the industry still operate on well-worn scripts:
- “Same sites as last year?”
- “Any material changes?”
- “Good to renew?”
But assumptions can be dangerous. They:
- Reinforce outdated thinking
- Conceal operational change
- Lead to misaligned cover
- Damage client trust
- Result in missed opportunities
Caroline Bedford challenged this head-on at BIBA. Curiosity is the antidote – bringing clarity, challenge and value to every conversation.
From Transaction to Discovery: The EISE Model
EDII introduced the Discovery System – a practical framework that shifts insurance conversations from renewal to real discovery:
This model equips professionals to surface change, not just respond to it.
Skills That Match the Moment
The industry is entering a new era. That doesn’t just demand new technology – it demands new behaviours. The professionals who will thrive are:
– Inquisitive, not assumptive
– Strategic, not procedural
– Client-led, not product-driven
This applies across the board – whether you’re a broker on the front line, an underwriter managing evolving exposures, or a claims lead building resilience strategies.
Three Powerful Shifts to Embed Curiosity in Your Practice
1. Move beyond transactional questions – Replace binary checklists with open, exploratory dialogue that reveals change, nuance and unmet needs.
2. Immerse yourself in your clients’ world – Read the publications, track the trends and understand the forces shaping their decisions. Industry context isn’t background – it’s a commercial asset.
3. Prioritise time for deeper conversations – Don’t let process override purpose. Make space for strategic questioning that surfaces risk, opportunity and partnership potential.
Curiosity keeps you relevant. Insight makes you valuable. In this new era, EDII helps insurance professionals at every level turn questions into competitive advantage.
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