Martin Hall: ERS Targets Next £100m GWP Through Mobility, AI, and Cultural Continuity
Martin Hall has firmly taken the wheel at ERS, a specialist motor insurer with an 80-year legacy. Since joining as an underwriter in 2018, he has helped push the firm's gross written premium (GWP) beyond £500 million for 2024. After his promotion to managing director in May 2025, Hall is driving ERS toward its next £100 million growth milestone, focusing on future mobility, artificial intelligence, and a strong company culture.
Clear Direction on Motor Insurance’s Future
Hall describes ERS as a key player in the evolving mobility landscape. The company underwrites insurance for semi-autonomous vehicle trials and embeds coverage within emerging platforms like e-scooters and peer-to-peer leasing. Hall says, “We’re the leading specialist motor provider in the UK and have likely grown to over £500m of premium this year. We’ve made an underwriting profit in six of the last seven years and generally outperform the UK motor market by about 10 percentage points annually.”
ERS takes a selective approach to growth, prioritizing data-driven decisions, strong broker relationships, and underwriting discipline over hitting arbitrary growth targets. Hall explains, “I’m more interested in delivering good profits and solid propositions to customers.” Growth remains a priority, especially in areas like short-term insurance embedded in digital platforms, with ERS currently partnering with Uber and Jaguar Land Rover.
AI-Powered Underwriting Enhances Service
ERS has integrated advanced data modeling and machine learning into its pricing processes. Unlike many insurers who focus on cost-cutting, ERS uses AI to improve responsiveness and broker service. Hall points out, “Pricing models that used to take three months are now updated daily. AI helps us get better data faster and provide quicker pricing and acceptance decisions to brokers and customers.”
AI also supports claims data ingestion and extends automation throughout the policy lifecycle. This technological edge is paired with strong data management and legacy IT understanding, enabling ERS to quickly detect and respond to changes in performance—delivering stability and continuity that brokers value.
People-First Culture Builds Broker Trust
Despite embracing digital innovation, ERS maintains a collaborative and flat organizational culture. Hall credits low staff turnover and internal promotions as key to the company’s edge. Recent internal moves, including Hall’s own promotion and Annie Ward’s appointment as head of bespoke personal lines and agriculture, highlight a focus on talent development.
Hall notes, “Brokers appreciate dealing with knowledgeable people and often speak to the same contact repeatedly. That continuity builds confidence.” He also links strong employee engagement directly to financial performance, emphasizing the importance of maintaining high staff satisfaction.
Focused on Complex Risks, Not Commoditised Markets
ERS avoids the commoditized mass motor insurance market, instead focusing on complex risks where expertise drives value. Its portfolio is balanced across commercial (55%), personal lines (35-40%), and motor innovation (5-10%). This diversity allows selective growth and the ability to step back when necessary to protect profitability.
The company covers a wide range of vehicles, from high-net-worth prestige and classic cars to fleets, agricultural vehicles, taxis, minibuses, and specialist commercial vehicles. Reflecting on 2023, Hall says, “Our investments in data and pricing in 2022 allowed us to adjust prices quickly, contributing to a very positive year.”
ERS’s approach combines disciplined underwriting, digital innovation, and a culture that brokers and customers trust. With this foundation, the firm is set to continue growing steadily into the next phase of motor insurance.
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