Local agents, national strength

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Elders Insurance blends community-rooted service with corporate support, empowering local agents to handle claims, tailor coverage and build trust – proving personalised insurance still has a powerful place

FEW INSURANCE companies can claim their agents know which way the wind needs to blow for the fire risk to spike – or which flood plain will overflow first after heavy rain. Fewer still can tell you their customers’ kids’ names or what beer they keep in the fridge. But Elders Insurance agents have a long history of being known as trusted advisers in their local areas, recognised and called upon by their clients to visit onsite and share their technical expertise and advice. The company operates through a network of local business owners – Authorised Representatives who sell and service insurance under the Elders Insurance brand while operating their own small businesses. “What really differentiates us is our local agency model. Our

For over 100 years, Elders Insurance has been dedicated to helping Australians navigate life’s challenges. With a network of over 200 agencies across rural, regional and metropolitan Australia, our teams are driven by a passion for providing expert local service while making a real impact in the communities they call home. Backed by two leading global companies, Elders Rural Services and QBE, we’re investing in tomorrow and are excited about the future growth of our business and brand.

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Fast facts about Elders Insurance

Established in 1899, with over 120 years of insurance experience in Australia

“With over 100 years of trusted service and a franchise network servicing more than 200 locations, we’re uniquely positioned to deliver personalised insurance solutions tailored to the needs of rural, regional and metropolitan customers alike”

Dale Gleeson, Elders Insurance

agents don’t just work in the communities they serve – they live in them,” says Dale Gleeson, general manager of Elders Insurance. “Their expert knowledge and close connection to their customer base ensures we can consistently deliver a service that resonates with customers.” This approach allows Elders Insurance to manage certain claims locally at the office level, providing faster support than centralised models typically allow. The effectiveness of this strategy shows in its numbers – the company has maintained a 90% customer retention rate over the past three years. Elders Insurance has carved out a distinctive place in the market through a franchise model that prioritises local presence and personal connection. With over a century of experience and the support of parent company QBE, this blend of homegrown service and corporate backing gives Elders Insurance a strategic edge, enabling quicker claims handling, tailored coverage and enduring customer trust. As the company pushes into metropolitan markets and modernises its operations, it continues to bet on a simple but powerful idea: local still matters.

What differentiates Elders Insurance from many industry competitors isn’t just its products but how they reach customers. “Elders Insurance stands out because of its unique blend of strong local roots and the backing of two trusted partners – the iconic, trusted brand of Elders with the global backing of QBE Insurance,” says Gleeson. “With a proud rural heritage and over 100 years of experience in helping our clients, we are deeply embedded in the Australian insurance marketplace.” This combination of local presence and institutional support creates a distinctive position in the market. Elders Insurance’s approach to complex commercial offerings

also demonstrates the technical knowledge behind the company’s personalised service model, something that is perhaps personified by Gleeson himself. “My background in construction and heavy industries has given me a strong foundation in understanding complex insurance products and risk fundamentals,” he says.

Despite its long-standing presence, Elders Insurance isn’t resting on tradition. “Our growth has been driven by a strong foundation of trust and satisfaction among our customers,” says Gleeson. “We consistently receive positive feedback on our Business Pack product, with many clients valuing the personalised local service we provide – over half say we offer coverage tailored to their needs, and nearly half see our products as good value for money.” Behind the scenes, the company is investing substantially in modernising its operations, enhancing how it supports its agent network while strengthening data capabilities. “We are investing significantly in technology and business improvements through an Enterprise Transformation Program, which kicked off in 2023,” Gleeson says. “This program is designed to modernise how we operate, helping us better support our agent network and, ultimately, our customers.” The company complements these technical investments with human-centred approaches, providing targeted training and ongoing support to its agents, ensuring they can deliver expert, localised advice.

contribute to better outcomes for both agents and customers.” The company runs regular engagement initiatives to gather insights from across its network. “We regularly engage our teams through workshops and programs like our ‘Change Champions’, which bring together ideas from across our agency network to refine the way we work,” Gleeson says. “Our open communication channels – like two-way Teams platforms – ensure frontline staff, underwriters and claims teams can collaborate in real time to solve problems and share best practices.” For insurance professionals considering their career options, the company’s franchise model offers advantages that go beyond customer service. “For those in the industry, the Elders Insurance franchise model is something that I think more should consider,” says Gleeson. “We help our local agents with national marketing campaigns that drive leads to agencies; training to educate and guide; personal support when required – particularly in times of need; and access to tools and solutions that leverage our combined scale.”

This balance between heritage and forward-looking strategies allows Elders Insurance to maintain relevance across diverse market segments.

Local advantage, technical knowledge

Leading through change

Published 16 Jun 2025

“Over the coming years we will be broadening our distribution, deepening our product suite and creating a simplified customer process”

Dale Gleeson, Elders Insurance

Franchise network covering more than 200 locations across Australia

Part of QBE Insurance Group, one of Australia’s largest global insurers

Continuing to grow, onboarding 25 new agents in the past 5 years

1839

Key milestones for Elders Insurance

Elders is founded by Alexander Lang Elder

Early 1900s

Informal insurance offerings begin for rural customers

1990s

Elders Insurance is formalised as a national underwriting agency; adopts a franchise-style model with local authorised representatives

2007

QBE forms a partnership with Elders Insurance

Current

Elders Insurance is one of Australia’s most recognised insurance brands, with agents offering tailored general insurance solutions across:

•farming •business •commercial motor and fleet •householders and private motor

Balancing heritage with innovation

With an extensive franchise network across Australia, Elders Insurance occupies a unique position spanning rural, regional and metropolitan markets. This geographical spread isn’t accidental – it’s central to the company’s business philosophy. “At Elders Insurance, our geographic diversity is both a strategic strength and a reflection of our deep roots in Australian communities,” says Gleeson. “With over 100 years of trusted service and a franchise network servicing more than 200 locations, we’re uniquely positioned to deliver personalised insurance solutions tailored to the needs of rural, regional and metropolitan customers alike.” The company’s expansion strategy includes urban growth initiatives while maintaining its rural foundations. “We’re expanding our offering through initiatives like the Urban Agent program. Backed by our national support team in our Parramatta office, this new program is part of our broader growth strategy,” Gleeson explains. “It’s designed to attract experienced insurance professionals in urban NSW and ultimately beyond, offering them a pathway to agency ownership, strong operational support and the power of the Elders Insurance brand behind them.”

Geographic diversity as strategic strength

The franchise model underpinning Elders Insurance fundamentally shapes how the company approaches customer relationships and service delivery, whether in regional towns or metro centres. “Our franchise model is at the heart of how we build trust with our customers,” says Gleeson. “It ensures that Elders Insurance agents are real, accessible people, not just voices at the end of a call centre.” In metropolitan areas, this local presence translates into professional support that’s close at hand, an advantage often unavailable in the current market. Agents typically have offices on site or nearby and understand the commercial landscape of the businesses they work with. “Being part of the local business environment – rather than removed from it – means our agents can offer tailored service and fast decision-making based on real understanding,” Gleeson adds. This approach delivers a level of accessibility and personal accountability that centralised models struggle to match – something particularly valuable in fast-moving urban markets.

Building trust by creating connections

As the insurance industry continues adapting to technological advancements and regulatory shifts, Elders Insurance maintains its competitive position through structured communication channels that connect frontline staff with underwriters and claims teams. “Staying relevant means being proactive – investing in our people, processes and systems to meet changing expectations across the industry,” says Gleeson. “We’re focused on continuous improvement, transparent communication and strong ethical foundations, all of which

Looking ahead, Elders Insurance plans to expand its reach while maintaining the local connections that differentiate its service model. “Our goal is to make Elders Insurance available to all Australians. Over the coming years we will be broadening our distribution, deepening our product suite and creating a simplified customer process,” says Gleeson. The company aims to strengthen its presence beyond its traditional rural strongholds. “Specifically, we are looking to have an expanded footprint across metropolitan markets, with more franchise agents onboarded to bring the value of the Elders Insurance offering to more customers – a great brand, with great products, localised claims handling, local owner-operators, all backed by great people,” Gleeson explains. “It’s an exciting time to be a part of the Elders Insurance business.” For an industry increasingly pulled towards centralisation and automation, Elders Insurance represents an alternative approach – proving that local knowledge combined with institutional support can create customer loyalty that many larger competitors would envy.

Elders Insurance for everyone – making everywhere local

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