Value Added Partner Stories

This month, the spotlight falls on Dan Stoner, founder and Managing Director of base Insurance Brokers.

Tell us your Story?

base Insurance Brokers was born from a clear, simple idea: to do insurance differently.

After spending over 15 years working in the City of London for large, traditional insurance brokers – looking after global businesses like Dyson – I saw first-hand how complex risks were handled and how impersonal the industry could be. That experience was invaluable, but it also sparked a lightbulb moment for me: there was such huge opportunity to bring that high-level expertise to clients we actually want to work with, and to do it in a way that feels truly personal, modern and refreshingly different.

I founded base in 2021 from scratch, knowing the barriers to entry were high and that our industry sorely needs young entrepreneurs and individuals, as we genuinely have a real legacy issue across our sector. The goal was to create a next-generation brokerage: one built for today’s insurance buyers, but also established businesses wanting a new approach, and the next wave of industries often overlooked. We’ve pulled together a talented, proactive team that balances youthful energy with deep expertise to deliver exactly that.

base is built on three core pillars: Business/Commercial, Private Client and Influencer. That last one set us apart from day one. We’re now firmly established in that space, working with some of the biggest names, handling all their insurance needs — right down to covering their sell-out charity match at Wembley that raised over £4.7 million for charity.

Our mission has always been to break the mould. That’s why our slogan is ‘Inspired by the need to be different’. We want to show clients that insurance doesn’t have to be confusing or corporate – it should be tailored, clear, and designed around them.

Over the last few years, we’ve built strong insurer partnerships, a fantastic team, and a reputation we’re proud of across Sussex and beyond. At the heart of it all is staying true to being the insurance “fixers” our clients trust, while building genuine, lasting relationships along the way.

What has been your biggest business challenge to date?

I’d say the biggest challenge has been building trust and traction from day one. Starting completely from scratch with no previous clients to lean on, no insurer relationships to piggyback, meant huge financial pressures and a lot of hard graft. It was 6am to midnight most weeks in those early years just to establish ourselves locally, and now nationally, in our niche sector. Proving the value of genuine, tailored advice, navigating tough market conditions, educating clients about the risks of being underinsured, and keeping up with new exposures like cyber isn’t always easy. But staying personable, building an unrivalled culture and truly looking after our clients and colleagues is what makes it all worthwhile.

What has been your greatest or proudest business achievement to date?

Having started the business less than five years ago, there have been so many positive milestones along the way. We’ve moved from a home office into our first commercial premises, hired our first employee (and many more since!), been recognised as the UK’s go-to broker for Influencer insurance, and built a culture and environment where both colleagues and clients can truly thrive. We’ve also worked hard to establish ourselves as the next generation of insurance broker in Sussex and the surrounding counties.

But if I had to pick one standout moment, it would be earlier this year when we were awarded the ‘Outstanding Client Care Award’ at our 2025 industry awards, chosen from among hundreds of peer firms. That recognition means a lot because it shows we really do put our clients first in everything we do, and that’s exactly what we set out to achieve from day one.

What type of clients do you currently work with and who are you looking to meet?

We’re “inspired by the need to be different” here at base. We work with a diverse range of clients, from SMEs, property owners, tech entrepreneurs and professional service firms – all needing tailored insurance solutions. We have also recently been named the UK’s go-to insurance broker for social media influencers and content creators, which is a niche we are very proud of being established in.

We’re always keen to meet local business owners, landlords and professionals who value refreshingly clear, independent advice, and want an insurance “fixer” in their corner: someone who truly takes the time to understand them as people, as well as their business. We’re not your everyday insurance broker, that’s for sure!

Tell us a story/fact about yourself that people might not know

During my late teenage years, I completed professional qualifications in Motorsport Engineering, which opened the door to an incredible early career experience. I worked as a Junior Engineer for the Renault F1 Team at their Enstone HQ during the 2005 and 2006 seasons — the very years Fernando Alonso won back-to-back World Championships. It was an extraordinary environment to learn in and be part of, surrounded by some of the sharpest minds in engineering and racing. What an experience that was!

How do you define success?

For me, success is all about buying back time. Running a successful business isn’t just about growth or awards – it’s about managing it well enough that I can be truly present for the people who matter most. The real reward is having the freedom to be the best father I can to my three children and a supportive husband to my wife, who’s been there through the highs and lows. That balance is what success really looks like to me.

www.baseinsurance.co.uk