Building a local rural business with purpose

Becoming a self-employed Agent of NFU Mutual offers the opportunity to grow a local business with the support of an established organisation.

For Matthew Gummerson, the role combines commercial responsibility with looking after customers, developing a team and building trusted relationships across the rural community.

Since joining the NFU Mutual Agency Network in 2011, Matthew has helped an established insurance business grow.

Today, as Senior Agent, he works across a larger merged Agency serving Honley and Halifax.

From graduate scheme to local business

After university, Matthew joined a car hire graduate scheme. “I turned up on my first day in a suit and they had me washing cars, so I learned the business from the ground up.”

He later progressed to Area Manager, developing skills in customer service, team management and commercial decision-making.

Matthew most enjoyed working with customers and being part of a local business community.

When the Agent opportunity was advertised locally, he contacted the existing Agent, Robert Nobles.

“I picked up the phone and said, ‘Tell me about it.’ Robert gave me an honest view of the opportunity, so I went into it with my eyes open.”

Matthew joined the Honley Agency in 2011 and became Robert’s business partner. Without a traditional general insurance background, he gained the necessary training and developed his insurance knowledge.

His familiarity with the local agricultural community was equally important.

“You’ve got to have that understanding and passion for farming. It is a unique business, and our responsibility is to bridge the commercial and agricultural worlds.”

A varied, client-focused opportunity

“Being an Agent is rewarding, diverse and challenging,” says Matthew.

The work combines customer relationships and new business with financial management, recruitment, team leadership and maintaining high standards of service.

“A typical week is predominantly client-focused,” he explains.

“You may see five to ten clients, alongside staff one-to-ones, management meetings and work with Young Farmers or local agricultural shows.”

Running a business responsibly

Self-employment brings responsibility. Agents need to understand how their business generates income, manage cash flow and plan for quieter periods.

They also employ their Agency teams, so decisions about recruitment, development, marketing and growth sits alongside their responsibilities to customers.

Agents are not building entirely from scratch. Matthew joined an established Agency with existing customer relationships and learned the way the relationship between Agencies and NFU Mutual works alongside Robert.

“I was fortunate to join a successful business and team, with support from NFU Mutual and other Agents across the Network.”

Building a stronger Agency

The Honley Agency later merged with the neighbouring Halifax Agency, bringing together two established businesses and their teams.

The larger operation has created more specialist roles and greater resilience when colleagues are on holiday or vacancies arise.

“A bigger business can ride challenges and gives people the opportunity to develop specialisms,” says Matthew.

Growth is not simply about financial targets. “First and foremost, it is about looking after what we’ve got, developing our people, bringing in new customers and creating an environment where people enjoy coming to work.”

Matthew also values seeing colleagues flourish, pass exams and progress in their careers. For him, a successful Agency depends on good people working together behind the customer relationships.

Supporting customers when it matters

Matthew’s strongest sense of purpose comes from supporting customers when they need help most.

“You see the true strength of NFU Mutual when a customer faces a serious claim,” he says.

“Behind it are people you have known for a long time and who may have become friends.”

“There is a real sense of satisfaction in knowing we stood by them in their darkest hours and helped their family or business recover.”

With support from NFU Mutual’s claims and specialist teams, Matthew combines local service with wider expertise, remaining a familiar point of contact while helping customers understand what happens next.

Part of the local community

Matthew attends the local livestock market, supports agricultural shows, works with Young Farmers and coaches cricket.

These activities help him stay close to the people and businesses the Agency serves.

“I’ll probably get three or four questions about insurance while coaching seven and eight-year-olds,” he says. “But that is part of being in the community.”

“It’s not a nine-to-five; it’s a way of life,” says Matthew. “You are a custodian of your Agency and of NFU Mutual in your area. I feel a real sense of pride in what we deliver.”

Looking ahead

Matthew’s focus is on growing a resilient local business, maintaining strong customer relationships and creating opportunities for the team.

He also wants the Agency to adapt as farming and rural businesses change, including when customers diversify into leisure or renewable energy.

Ever thought about becoming a self-employed Agent of NFU Mutual?

People become Agents of NFU Mutual from a wide range of backgrounds, including financial services, agriculture, commercial business and people leadership.

For those who enjoy building long-term relationships, leading teams and making commercial decisions, becoming a self-employed Agent can be a natural next step.

Find out more at agent.nfumutual.co.uk/become-an-agent