Link2Market Launches to Provide Direct Lloyd’s and London Market Access for Non-Standard Risks

Link2Market has launched as a 100% wholesale broker and Lloyd’s coverholder, targeting the gap in the London market for non-standard and challenging risks. For retail brokers struggling to place business that falls outside the appetite of traditional composite carriers, the firm provides direct access to specialist Property and Casualty binders and Lloyd’s capacity.

What was announced

Link2Market is positioning itself as a dual-capability entity, operating simultaneously as a Lloyd’s broker and a Lloyd’s coverholder. This structure allows the firm to combine broking and underwriting expertise under one roof, specifically managing its own Property and Casualty (P&C) binders. The primary objective is to serve retail broker partners who require access to the Lloyd’s and London markets for risks that are typically rejected or underserved by the traditional composite insurance market.

Led by Lewis Skelt, the team brings a combined 45 years of experience to the venture. The firm emphasizes a service-led approach, aiming to provide more responsive and timely access to specialist markets. By operating exclusively as a wholesale business, Link2Market acts as an intermediary for retail brokers, placing complex and non-standard risks into markets that these brokers may not be able to navigate or access independently. The launch focuses on providing an alternative for business that does not fit the standard "box" of the wider market, requiring more nuanced underwriting and direct access to London market capacity.

"Starting Link2Market gives us the opportunity to get back to our roots and focus on what we do best: getting close to our broker partners, providing outstanding levels of service and helping them to place business."

Lewis Skelt, lead of Link2Market

The companies involved

Link2Market enters the market as a specialist wholesale intermediary with a specific focus on the London and Lloyd’s insurance ecosystems. The firm is led by Lewis Skelt, who previously served as a key member of Incepta Risk Management. Incepta is a known entity within the industry as part of the Howden Group, one of the world's largest independent insurance brokerage groups. This background suggests a pedigree rooted in large-scale market operations and complex risk placement.

Link2Market itself is established to bridge the gap between retail brokers and the specialized capacity available within Lloyd's. As a Lloyd’s coverholder, the company has the authority to enter into contracts of insurance on behalf of Lloyd’s syndicates, effectively acting as an extension of the market's underwriting capacity. This dual status as both broker and coverholder is a strategic positioning intended to streamline the placement process for non-standard Property and Casualty risks, which often require high-touch negotiation and specific technical expertise that broader market players or automated platforms may lack.

What this means from an insurtech perspective

The launch of Link2Market highlights a persistent friction point in the insurance value chain: the "non-standard" risk gap. While many insurtech initiatives focus on automating the "sweet spot" of standard risks for composite carriers, this move suggests that human-led, specialist broking remains vital for complex P&C business. For the wider industry, this puts pressure on incumbent wholesale brokers to improve their responsiveness and service levels. From a distribution standpoint, it reinforces the importance of Lloyd’s capacity for risks that defy algorithmic underwriting. The challenge for the sector remains whether these high-touch wholesale models can eventually integrate with digital placement platforms without losing the bespoke underwriting expertise that defines them.