Structured template for any additional named staff. Director to fill against actual personnel.
This file holds the bio structure for every named member of the Apex senior team beyond Matt Bartlett (file 01) and Chrissie Anderson (file 02). The intent is that when Apex grows, a new senior hire’s bio is written into this file using the same three-length format, the same credentials block, and the same media-topics structure. That keeps the pack consistent and means no journalist ever receives a bio in a different format than the rest.
Anyone reading this file as an external party should treat the [INSERT…] markers as the spaces where Apex will fill in confirmed detail. Until those markers are replaced with confirmed copy, the named individuals below should not be put forward for media work.
[INSERT: Name] is [INSERT: title] at Apex Insurance Brokers Limited, the Bristol-based FCA-regulated commercial broker. [INSERT: Name]’s remit covers [INSERT: one or two sentence summary of specialism — e.g. “the commercial book for contractors and property owners” or “the development of Apex’s IFA PI specialism”].
[INSERT: Name] is [INSERT: title] at Apex Insurance Brokers Limited, the FCA-regulated commercial broker based in Bristol. [INSERT: Name]’s work at Apex covers [INSERT: two or three sentence summary of remit — what they own day-to-day, which part of the book or which client group, what they bring to the team]. [INSERT: One or two sentence biographical context — previous role, length of time in market, particular specialism, any notable industry background].
[INSERT: Specific CII / professional qualification level held, to be confirmed in writing before quoting in editorial copy.]
[INSERT: Full 400-word bio following the same structure as Matt’s file 01: opening paragraph (role and remit), middle paragraph (specialism in detail — what they own, which clients, which technical areas), context paragraph (background, qualifications, market experience), and closing paragraph (media topics they are credentialled to comment on).]
[INSERT: Specific CII / professional qualification level, prior firms, length of time at Apex, and any further confirmed credentials — to be added in writing by Matt before this bio is sent to a journalist.]
[INSERT: Specific Chartered Insurance Institute qualification level held, named individual permission scope under the FCA register entry for Apex Insurance Brokers Limited, any senior manager certification, and any further professional qualifications or industry roles. Each item must be verifiable on the FCA register, on the CII member register, or on a published trade body record.]
[INSERT: Three or four sentences on the individual’s natural areas of expertise — the topics on which they have placement experience, technical depth, or sector knowledge. Anchor each claim to verifiable experience — books of business handled, sectors served, market cycles placed through.]
[INSERT: Three to five short bullet-equivalent sentences naming the topics this individual is credentialled to comment on for trade press, podcast or feature work. Restrict topics to areas where the individual has direct placement or servicing experience — no generic commentary on areas they have not worked in.]
When a new bio is added, it must pass the same quality bar as files 01 and 02:
The first test is that every factual claim can be evidenced — the FCA register entry, the CII member register, an employment record, a published award entry, a confirmed trade body role. Nothing in a bio should be unverifiable.
The second test is that the voice matches the rest of the pack — UK English, confident, professional, no hyperbole, no claim that Apex cannot substantiate. The same audit standard the rest of the pack is written to.
The third test is that media topics are restricted to areas of demonstrable depth. A new hire who has placed surveyor PI for ten years can be put forward on surveyor PI; the same individual should not be put forward to comment on the Lloyd’s reinsurance market.
The fourth test is that the closing footer is identical to every other piece in the pack — same contact details, same regulatory disclosure, same trading address.
For media enquiries: Matt Bartlett, Director — matthew.bartlett@apexinsurancebrokers.co.uk — 0117 325 0027. Apex Insurance Brokers Limited, FCA FRN 724952, Companies House 07014570. Trading address: QCS, 53 Queen Charlotte Street, Bristol BS1 4HQ.
Last reviewed: June 2026.
Apex Insurance Brokers serves UK professional services firms and commercial businesses. Call 0117 325 0027, email hello@apexinsurancebrokers.co.uk, or request a quotation.
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