Modernising business insurance: a Sussex success story
26th April 2026
Author EditorPosted on Categories Business
Insurance might not strike most people as the most exciting profession, but then again, most people haven’t met Daniel Stoner and the entrepreneurial team behind base Insurance Brokers.
As founder and managing director, Dan represents a new generation of insurance leaders reshaping one of the UK’s oldest industries. In just a few years, he has built a fast-growing, award-winning brokerage from the ground up, one that blends technical expertise with a refreshingly modern, client-first approach.
Still in his 30s, Dan’s journey began with over fifteen years in the city, advising global brands including Dyson, Ricardo and Sony. It was here he saw both the sophistication of high-level risk management and the gap in how it was delivered; “I learnt a huge amount about complex risks,” he explains, “but also how impersonal the experience could feel. There was a clear opportunity to offer that same level of expertise, but with genuine personality, accessibility and care.”
That insight became the foundation for base, launched in 2021 from a home office in Sussex. From day one, the vision was clear: to create a next-generation brokerage that speaks the language of modern businesses, from fast-growth start-ups to established firms, as confidently as it does traditional sectors.
Four years on, that vision has translated into tangible success. The business has moved into new premises, expanded its team, and gained national recognition for outstanding client care – all while maintaining the personal touch that underpins its growth.
Built on three pillars
At its core, base operates across three key divisions: Business Insurance, Private Client, and Influencer / Content Creator Insurance – the latter becoming one of the firm’s defining specialisms.
In a market that has historically struggled to keep pace with digital industries, base has carved out a reputation as a go-to adviser for content creators and online businesses, also exclusively partnering with influencer specialist accountants Starbox. The team now supports some of the UK’s most prominent influencers, arranging cover for everything from production and intellectual property through to large-scale live events; including a recent sell-out Wembley Stadium charity match hosted by the world’s biggest YouTube group, a key client of base Insurance.
“It’s an area the industry had barely touched,” Dan says. “But creators are running serious businesses with studios, staff, merchandise and brand partnerships. They need the same level of protection as any SME. We just deliver it in a way that feels more relevant and responsive.”
This progressive thinking sits at the heart of the company’s ethos: “Inspired by the need to be different.” Whether supporting a technology start-up with cyber insurance, advising property investors on complex portfolios, or structuring professional indemnity for creative agencies, the focus remains consistent – clarity, trust and tailored advice, without unnecessary jargon.
A modern take on an old industry
Building a brokerage from scratch is no small task; particularly against the backdrop of a pandemic-era economy. “Those first two years were relentless,” Dan reflects. “Early starts, late finishes; doing everything possible to build momentum. But it reinforced something important: clients buy people, not policies.” That belief has shaped the culture and client experience at base, and it is one of the reasons the firm was awarded the Outstanding Client Care Award, sponsored by Allianz. For Dan, it remains a defining moment. “It validated what we set out to do. Insurance can be complex, but trust is simple. If you get that right, everything else follows.”
Internally, base is equally focused on challenging industry norms. While many traditional brokerages rely on long-established structures, Dan has built a team that is deliberately young, ambitious and diverse. “The industry has a legacy issue – not enough young people coming through,” he says. “We wanted to change that. We invest in people, give them responsibility early, and create an environment where they can grow. They’ll be the ones shaping the future of insurance.”
Community, clients and culture
Although base now works with clients across the UK, its Sussex roots remain central to its identity, including supporting local partner charities, such as The Russell Martin Foundation and This is Village.
From its Sussex headquarters, the firm supports a broad mix of sectors including technology, media, retail, property, hospitality, and private clients – combining national capability with local accessibility. “Being approachable really matters,” Dan says. “Clients want to pick up the phone and speak to someone who understands their business – not navigate a faceless portal.”
This approach has helped position base as something of a “fixer” within the market – a brokerage known for resolving complex insurance challenges, negotiating fair outcomes, and stepping in quickly when clients need support most. It has also driven growth the right way: through referrals, long-term relationships and genuine advocacy, rather than heavy reliance on advertising.
Beyond the business, Dan measures success in more personal terms. “For me, it’s about buying back time,” he says. “Having the freedom to be present with my wife and three kids. Building a business that enables that – that’s what really matters.”
Looking forward
As Sussex Business Times celebrates its 500th edition, base Insurance Brokers is proud to be part of a thriving regional business community – and to play its role as a trusted adviser within it.
Looking ahead, the opportunity is clear. Businesses are facing increasingly complex risks; from cyber threats and regulatory pressures through to evolving working models and digital exposure. At the same time, expectations around service, speed and clarity have never been higher. base is well positioned to meet that challenge!
With continued investment in its people, technology and insurer relationships, the firm is focused on scaling its impact without losing the personal approach that defines it. Its growing specialisms; particularly within media, influencer and emerging industries; place it at the forefront of where insurance is heading, not where it has been.
At a local level, the ambition is equally strong: to be recognised as Sussex’s go-to independent insurance broker – not just for placing cover, but for providing genuine advice, advocacy and long-term partnership.
“We’ve built strong foundations,” Dan says. “But this is just the start. Our goal is simple – to continue raising standards, supporting our clients properly, and proving that insurance can be done differently.”
Daniel Stoner
Founder / Managing Director
base Insurance Brokers
01273 101380