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Conduct Matters

Sally Pearce: Founder and Owner of Conduct Matters


My career in insurance first began in 1979. After 20 years as an underwriter, I moved to specialise in conduct risk, dispute resolution and customer experience.

I set up my company in 2014. My mission is to help small and medium-sized insurance firms understand and embrace the regulatory requirements relating to conduct risk and fair treatment of customers. In 2018 I created my e-learning catalogue, allowing customers to buy training designed and created by me.

I am dedicated to continuing to create engaging, useful and effective e-learning solutions on a variety of relevant topics. For each course, I use my knowledge and experience alongside my ability to translate existing or new regulatory requirements into easy-to-digest and high impact course content, for companies like yours.

I also provide some consultancy support to insurance firms needing help with conduct risk issues. 

I have worked with some big names in my time. I was part of the The Society of Lloyd's Underwriting and Claims Standards Review team, working with managing agents (including onboarding of new syndicates) to make sure they were compliant. I worked for the Financial Ombudsman Service and a number of companies, including Brit Insurance, where I headed the complaint function and qualified as a mediator

Samantha Hogwood: Support Services


For more than 20 years I worked as a PA at senior management and Board level in London, commuting daily from my home in Tonbridge. As exciting as it is to be fully immersed in the City of London, the long days, commute and demands of the job often left me exhausted, impacting my personal life. Today I run my virtual assistant business Escape from the City from my home, with the company of my 2 cats.

I lend my skills as a PA to Sally, so she can focus on the job she needs to do. I work with her to make sure the administration gets done and the business runs smoothly. 

I also provide a second pair of eyes check on the e-learning, helping to make sure it is clear and readable. I don't have Sally's insurance expertise so I can look at the courses from the perspective of a learner.   

Sally has experience in

  • Creating and managing conduct frameworks (including creation of policies and procedures)Sally Pearce
  • Working with delegated authority teams to incorporate conduct risk due diligence and binder oversight
  • Designing and delivering customer-centric training, including board presentations and e-learning
  • Setting up and participating in product oversight groups (and providing customer challenge)
  • Producing market reports for meeting/board packs
  • Developing conduct and customer service management information
  • Setting up new Lloyd's syndicates
  • Managing root cause analysis activity
  • Providing expert support, challenge and sign-off for high conduct risk activity
  • Undertaking coverholder audits
  • Undertaking GDPR information audit as well as creating framework, training and guidance
  • Investigating and resolving complaints

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