Conduct Matters

Conduct Matters was set up in 2014 to provide insurance firms with help to develop and maintain a framework and culture which puts customers at the heart of their business. After a number of years successfully helping firms become compliant by improve their processes, knowledge and culture Conduct Matters now provides e-learning based on practical knowledge of what regulators expect and what is proportional and practical for businesses.

Conduct Matters is a member of the Association of Professional Compliance Consultants and the Lloyd's Market Association.

Conduct Matters Ltd is registered in England & Wales. Company Number 08823236. VAT No. 186970161


Sally Pearce ACII

I am an expert in management of conduct risk and dispute resolution. I started out as an underwriter and, after 20 years, moved to dispute resolution and customer experience. 

I set up Conduct Matters in 2014 to assist clients in regulatory requirements relating to conduct risk and fair treatment of customers.  In 2018 I set up my e-learning catalogue, allowing customers to buy training designed by me and found this was so successful that in 2019 I decided to focus on this service. My focus is now on creating and updating the e-learning content, using my knowledge of how things work for businesses in the real world and regulatory requirements. . 

Between 2013 and 2014, I was part of the The Society of Lloyd's Underwriting and Claims Standards Review team reviewing and helping managing agents with action plans. I developed and managed the minimum standards self assessment return and helped with the onboarding of a number of new syndicates.

Before then, I worked in dispute resolution, working for the Financial Ombudsman Service and a number of companies, including Brit Insurance where I headed the complaint function and qualified as a mediator. 


I have experience in the following

  • Setting up up and managing conduct frameworks, including creation of policies & procedures
  • Working with delegated authority teams to fully incorporate conduct risk due diligence and binder oversight
  • Design & delivery of customer centric training, including board presentations and e-learning
  • Setting up and participating in product oversight groups - 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 and creating framework and training/guidance 

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