G. Moore & Co: A Yorkshire insurance broker that cares for clients
This family-run insurance business holds its own against the giants by applying the personal touch to client care.
The UK insurance sector is an interesting place. On the one hand, it is known as the largest in Europe, with the City leading the way. Yet, it hasn’t been immune to mis-selling scandals. In an insurance sector with a mixed reputation, smaller firms that operate with integrity stand out, and Yorkshire-based G. Moore & Co. Ltd is one of them.
An independent personal and commercial insurance broker based near Keighley, West Yorkshire, it has a long legacy rooted in family, longevity, customer care and hard work.
A family-firm, first and foremost
G. Moore & Co started life in 1967 and was founded by Geoff Moore in the Yorkshire town of Haworth. By 1985, his son Jason joined the firm.
This was followed by Ian Thornber, who joined as a partner in 1999 and Scott Wilkins, who joined as office manager in the subsequent years as founder Geoff, as is common with founders as the years go on, began to step away from the business.
In 2003, the firm founder and patriarch, Geoff, sadly passed away, leaving behind a thirty-seven-year legacy of small family business building, something which the UK has acquired a proud reputation for.
Fast forward to 2026, and G. Moore & Co is still going strong, with Geoff’s son Jason and Ian as partners and three members of staff employed.
“We are still committed to finding clients the most suitable insurance policies at the most competitive rates available,” Director Ian Thornber confirms.
A customer-priority service
But what keeps clients coming back to G. Moore & Co when the market is flooded with countless providers who are contactable at the touch of a button? It’s the personal effect, Thornber adds: ”People like dealing with us as opposed to the big online companies, as we try to offer a personal, caring service. We answer telephone calls swiftly, and there is a good chance you will be able to speak to the same person every time you call.”
This personalised service extends to customers in the firm’s West Yorkshire community and beyond, proving that small doesn’t have to mean provincial. Their focus on customer experience has meant they continue to hold their own against the industry giants: “We have overcome the introduction of telesales companies like Direct Line and the introduction of buying and selling Insurance on the internet,” Thornber says.
Going forward, the mission is strong yet straightforward; to continue to build the commercial insurance side of the business.
“With over eighty years of experience between us, we are well positioned to guide people through the not so enjoyable journey of understanding and purchasing the right insurance policy for their unique and specific requirements,” he explains.
Learnings and future goals
Thornber’s advice to other leaders? Listen to your instincts and look after the people you manage. For the firm itself, the ultimate goal is ongoing steady growth via serving their community and wider area: “We envision customers returning year after year, no customer complaints and increased sales. We are proud of the steady growth year on year in a tough industry.”
If G. Moore & Co can be defined by one thing, it has to be the way they treat customers, he concludes. “We always treat customers with integrity and fairness. If we look after them, they will recommend us to family and friends.”
In a world of market saturation and company competition, it can be easy to forget the art of looking after customers properly, but clearly, G. Moore & Co is one that remembers.
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