Insurance may not strike most people as the most exciting profession, but then again, most people haven’t met Dan Stoner. As founder and managing director of base Insurance Brokers, Dan represents a new breed of entrepreneur shaking up one of the UK’s oldest industries.
Still in his 30s, he’s built a fast-growing brokerage from scratch, won national awards for client care, and carved out a reputation as the go-to broker for social-media influencers and next-generation businesses.
“I’d spent over fifteen years in the city looking after global brands like Dyson,” Dan recalls. “I learnt a lot about how complex risks are managed and how impersonal it could all feel. I saw a real gap for a broker who could offer that same level of expertise but with genuine personality and accessibility.”
That gap became the spark behind base, founded in 2021 from Dan’s home office. From day one, he set out to build what he calls a next-generation brokerage: one that would speak the language of modern business owners and emerging industries as confidently as it does traditional sectors. Within four years, base has expanded into new premises, grown its team, and been recognised nationally for outstanding client care.
Built on Three Pillars
base Insurance operates across three divisions: Business & Commercial, Private Client, and Influencer Insurance – the last of which has turned heads across the market. The team now handles policies for some of the biggest influencers in Britain, including the Sidemen, managing everything from content-production cover to the insurance for their sell-out Wembley charity football match, which raised more than £4.7 million.
“It’s an area the industry had barely touched,” Dan explains. “But influencers are businesses in their own right with studios, merchandise, staff and brand collaborations. They deserve the same tailored protection as any SME. We just approach it in a way that feels fresh, fast and relatable.”
That ethos runs through the company’s slogan: “Inspired by the need to be different.” Whether arranging cyber cover for a tech start-up, property insurance for a developer, or professional indemnity for a creative agency, the focus is always on clarity, trust, and personal service rather than jargon and box-ticking.
A Modern Take on an Old Industry
Breaking into the market wasn’t easy. Starting with no clients, no insurer relationships and a pandemic-era economy required resilience and relentless graft. “Those first two years were 6 a.m. to midnight most days,” he admits. “But it taught me the value of perseverance and staying authentic. Clients buy people, not policies.”
It’s that human-centred approach that earned base the Outstanding Client Care Award at its 2025 industry awards, a milestone Dan cites as his proudest to date. “It proved we were right to focus on relationships first. Insurance can be complex, but trust is simple.”
He’s equally proud of the culture he’s built internally. While many brokerages rely on long-serving account executives, Dan’s team skews young, diverse and entrepreneurial. “The industry has a legacy problem. Too few young people are joining. I wanted to change that. We hire smart, ambitious colleagues and give them space to grow. They’re the ones who’ll serve the next generation of insurance buyers.”
Community, Clients & Culture
Headquartered in Sussex, base’s footprint now extends nationally, with clients spanning tech, media, property, hospitality and private wealth. Yet Dan remains a firm believer in local roots and reputation. “Being approachable matters,” he says. “People want a broker they can call, rather than be stuck using a faceless portal.”
That philosophy has helped base become known as a “fixer” - a firm that unpicks tricky cover problems, negotiates fair renewals, and steps in fast when disaster strikes. It’s also fuelled word-of-mouth growth through genuine advocacy rather than glossy advertising.
Outside the office, Dan describes success as something more personal. “It’s about buying back time,” he says. “The freedom to be present for my wife and three kids. Building a company that allows me to do that is the real win.”
Starting next month, Dan will be sharing regular insights with Platinum Business Magazine readers, opening the lid on a sector that affects every entrepreneur yet is rarely explained in plain English.
“People often think a broker takes money once a year and then forgets about you until renewal,” he says. “In reality, there’s a huge amount of analysis behind the scenes: understanding a client’s business granularly, thinking holistically about their risks, then designing a programme that truly protects them. I’d like to demystify that process and show where the real value lies.”
Among the topics Dan plans to explore are:
• Cyber Risk — how rising digital threats are changing insurance from boardrooms to home offices, and what practical steps businesses can take before an attack hits the headlines.
• Insurance 101 for Entrepreneurs — a mini-series on what you must have when you start a business versus the covers that become essential as you grow.
• Must-haves vs Nice-to-haves — why policies like Directors & Officers liability or Legal Expenses protection often prove the smartest investments you can make.
• Behind the Broker — an insider look at how policies are negotiated and why “cheap online quotes” can cost more in the long run.
• The Future of Insurance — exploring where the sector is heading, from AI-driven underwriting to how influencers and digital creators are reshaping what needs protecting.
He also hopes to highlight positive stories from within the profession, celebrating innovation, young talent and community-minded brokers working to make insurance feel relevant again.
“I want readers to see that insurance isn’t just paperwork; it’s the safety net that lets entrepreneurs take bold decisions,” he says. “If my column helps even a few business owners feel more confident and informed, that’s a result.”
Daniel Stoner
Founder / Managing Director of
base Insurance Brokers.
Find out more at www.baseinsurance.co.uk
01273 101380
daniel@baseinsurance.co.uk
