Ed Durell | Building the best – not the biggest – referral-based protection business

In this episode of Just Covered, Wayne and Clodagh catch up with Edward Durell, Managing Director of Cover Direct. Cover Direct specialises in advised personal and business protection as well as group risk and private medical insurance, as a predominantly referral-based model. He shares his career journey, from chartered accountancy and digital marketing, to founding Cover Direct. Their referral service is built for busy advisers, for those who aren’t protection experts, those who don’t have a large panel, or who have complex cases to handle. “We’re not trying to be the biggest, but trying to be the best,” he says. In this episode, Ed covers:Why Cover Direct works on a booked call-basis with clients, and why he believes an effective, familiar referral journey can make or break a sale.Protection as a fundamental part of financial resilience.How Ed’s hero moment happened early on in Cover Direct’s history.With Ed’s strategies and business ethos, it’s clear he’s building a business based on transparency and respect. L&G Apply - Adviser Registration Ignite - Ignite | Mortgage Technology | Legal & General