Company name
Ashbourne Insurance


What town/city are you based in?

Number of generations
2nd generation


Number of employees


Tell us about your family business (What you do, how you started, who’s involved etc)
Ashbourne Insurance is a family-run, multi-award winning, independent broker serving the local business and residential community of Hertfordshire. Founded more than 36 years ago, the business has been headed up by second-generation family team husband and wife Peter and Sarah Smits and Sarah’s brother Matthew Hunt since 2008.

Richard Hunt founded the business in 1981 at a time when there were no computers, marketed the business door to door and gradually recruited family members and staff to work in the business.

Authorised and regulated by the Financial Conduct Authority, the company is based in Hoddesdon, Hertfordshire, and employs 16 people. Ashbourne provides a one-stop service, from personal and complex commercial insurances to 24-hour claims advisory support. It provides insurance solutions at a price to suit any requirement; business, motor, home or travel insurance.

What’s your proudest moment/biggest achievement as a family business?
People matter at Ashbourne and have done since day one. Whether it be taking the very best care of customers, giving staff ongoing training or networking with local businesses, we ensure the emphasis is always on people.

Continuing to offer the same personal service offered 36 years ago when Ashbourne was founded makes us very proud. There is a commitment to offering that very personal service – Ashbourne’s unique selling point – and keeping it at the heart of everything we do long into the future. While we have embraced modern technology wholeheartedly and allow it to benefit the company by streamlining computer systems, for example, we also fully understand our customers’ buying habits and know there remains the demand to buy insurance from real people.

Winning several business awards over the years for offering outstanding customer service makes us all very proud as well!

What do you love about being a family business?
While family businesses are generally borne out of love, passion, inspiration and talent, those drivers can often be missing when a business is handed down to family members not involved in their inception. We are proud that Ashbourne Insurance is thriving well into the second generation.

At Ashbourne, our staff are considered as ‘extended family’ and are nurtured and accommodated as such. We love highlighting one another’s accomplishments whether that be charity fundraising, winning a business award, receiving an exceptional customer testimonial or passing a driving test! Not everyone gets to work with their Dad, Mum, Auntie, Uncle, brother, husband and wife every day…a unique and privileged position.