The Interview with David Sweeney, household and commercial director, Sterling Insurance.

The longevity of brokers, particularly in personal lines, has been a constant preoccupation of the insurance industry ever since Direct Line appeared in the 1980s. The internet has since brought the fight for customers directly into their living rooms and offices. And with one high profile high net worth insurer recently dropping the brokers and going direct, yet another traditionally advised sale seems to be becoming commoditised.

But despite all this, the provision of mid and high net worth cover is still a broker stronghold and one I firmly believe will remain so. The cash rich and time poor may well look at a comparison website, but these often financially astute individuals quickly realise these sites are not good enough for them.

Brokers’ advice is crucial in helping these sophisticated buyers understand fully what they know intuitively: that there is a world of difference between bargain basement internet deals and the protection and service they seek. While some products may appear to have the same features as others, say a sum insured of £100,000, lurking in the fine print of some are many exclusions.