Suzy Middleton, CEO of SEIB Insurance Brokers, shares how her professional journey became deeply intertwined with the funeral industry and why that connection still drives her today.

“I didn’t expect my career at SEIB to become so closely tied to the funeral profession but, for 25 years, I’ve worked alongside dedicated funeral directors across the UK. We’ve built lasting partnerships grounded in shared values. I started at SEIB in 2000 as a commercial account handler and was promoted to commercial manager within six months. I gained my Chartered Insurance Institute fellowship in 2010, joined the board in 2011 and became CEO in 2021.

Coming from a heavily regulated insurance background, I was surprised by the lack of formal regulation in the funeral industry. Many funeral directors adhered to voluntary codes through memberships with SAIF (National Society of Allied and Independent Funeral Directors) or NAFD (National Association of Funeral Directors). That’s changed over time, with new regulation from the Scottish Government, the CMA (Competition and Markets Authority) review and the FCA’s (Financial Conduct Authority) involvement in funeral plans.

In recent years, we’ve seen significant consolidation, but funeral directors’ commitment to their communities hasn’t changed. I saw this first-hand when I needed help repatriating my father from abroad. The funeral industry was there for me, just as SEIB has always aimed to be there for them.

My respect for the profession grew even more during the Covid-19 pandemic. Funeral directors became silent heroes, continuing to serve with compassion through incredibly challenging times. We worked with the NAFD to ensure our insurance programme continued to support funeral directors during legislative changes.

Some of my fondest memories come from face-to-face conversations at NAFD AGMs, local association dinners, NFE (National Funeral Exhibition) and YESW (Your Employee Social Weekend). I even brought my children along a few times!

I’ve come to know so many funeral directors not just as professionals, but as passionate, community-minded individuals who genuinely care about their work. These connections shape how we at SEIB support the industry, always listening, learning and evolving alongside them.

I’m proud to support a profession rooted in care and community, and remain committed to the work funeral directors do. It’s not just about insurance, it’s about understanding their world and I’m honoured SEIB plays a small part in that story.”