No, Amelia isn’t the founder. In fact, Amelia isn’t a real person. Even though she's a fictitious character, her personification lives and breathes within our firm every day. It’s as if she’s a 3rd partner, who reminds us who we are, what we stand for, and why our unique approach to serving our clients is essential for reshaping the insurance industry.
So if Amelia isn’t a real person - where did the name come from? Amelia Risk is a play on the word ‘ameliorate’, to make better - particularly something unsatisfactory. We’re acutely aware of the perception that insurance is a headache for any business. But we don’t believe it has to be. Simply put, Amelia is here to ensure every client, big or small, receives high-quality coverage that’s customized to the exact needs of their business. Get the coverage you need, hassle free.
And that’s why, Liz and Danielle (and Amelia) launched Amelia Risk in late 2019. After working for a cumulative 20+ years, we launched our business with an ethos of providing “coverage first” insurance programs with a heavy dose of education and transparency, so our clients understand what and why they’re buying. Our clients always receive a plan that is uniquely tailored to their needs, and most importantly, never because it’s going to reap the most profits to our shareholders.
Moreover, Amelia saw multiple opportunities of how the insurance industry could, and should, be disrupted with a more innovative approach. And as a women-owned and operated business, we are perfectly positioned to deliver on our vision of reshaping an antiquated industry full of obscure headaches into an easy-to-understand customer-centric operation.
There are a lot of reasons we started Amelia Risk, most of which boil down to the fact that we don’t believe traditional brokers sufficiently address client needs and wants. The first issue is that there’s a tremendous amount of consolidation in the insurance industry, which leaves fewer options for founders, resulting in lower quality products and service. An independent broker is an important part of the ecosystem for a few reasons:
A secondary issue is that women owned and operated businesses are few and far between, particularly in the insurance industry. In fact, there are so few, it’s hard to get an accurate statistic for this. But we don’t believe this is healthy for women working in the industry or for the clients it serves.
Throughout our insurance careers, we repeatedly saw women either not pursuing sales positions or leaving the workforce altogether due to the demands of motherhood and inflexibility of the position or employer. Many mothers want to work and have a tremendous amount to give, so we set out to be first and foremost, an employer of women by women, who celebrate and embrace motherhood and its unpredictable schedule and demands, instead of tolerating and making exceptions for it. Fitting in as a woman in a male-dominated field can be a game of twisting oneself into a pretzel to figure out how to be what you’re told to be. At Amelia Risk, there’s no twisting - there’s just showing up with a head full of insurance knowledge and providing that to our clients who chose us, knowing that if life happens, we’ll bend for it.
Amelia Risk is aware of the under representation of women in leadership roles in the industry. Organizations that consciously or unconsciously exclude women from higher levels of employment are putting themselves at a disadvantage. Due to subconscious bias and a lack of role models to mentor and support them, women often find themselves being denied leadership roles. By being women-owned and operated from the start, we’re committed to giving staff the support and development they need to grow their career. Clients can look forward to building a relationship with an insurance expert that is passionate about the work they do and is excited to watch their business alongside them.
When you work with Amelia, you work with a coverage-first broker who is independent, agile, and transparent; we do the right thing because it’s the right thing. You’ll have a more technologically advanced experience, while getting policies tailored for you - avoiding the quote-yourself, off-the-shelf product pitfalls of distilled down coverage, and problematic exclusions. And while some boast about not needing to get on the phone with a person to obtain the insurance, we’ll actually get on the phone with you when you do need us down the line.
So whether you’re in desperate need of a new insurance broker or just want to hear about other options, don’t hesitate to reach out to us at [email protected].