Barry Smith

"All that glisters is not gold..."

Co-founder of LIM, Barry has over 32 years of experience within the insurance industry. He began his career as an office junior at what was then Norwich Union (now Aviva) before working his way up to Branch Manager, and then onto Hiscox Insurance as a Sales Manager before setting up LIM Group with co-founder Peter Lusted. Barry is an inspirational leader; teaching, motivating and empowering his team with the intention of building strong corporate foundations and people capable of delivering market-leading results. His approach to strategy as a basis to compete and win in the insurance market has led to our strong, sustainable growth and the quality of proposition that we are proud of today.

Barry achieved his Associateship of the Chartered Insurance Institute at the young age of 21, and was awarded a Fellowship and Chartered Insurer status at the age of 30.

He is known around the office for his witty analogies and love of Kidderminster Harriers.

Get to know Barry...

What is your food heaven and food hell?

My food heaven is home-made steak and kidney pie with chips and salad, my food hell is lamb and peas.

If we asked your colleagues to describe you in three words, what would they say?

Professional, honest, approachable.

What do you enjoy doing outside of work?

Watching non-league football, golf, fishing and looking after my newly acquired Grandson.

What is your biggest achievement?

Achieving the ACII (Associate of the Chartered Insurance Institute) at age 21.

What are five things you would take with you to a desert island?

My wife, iPad, fishing tackle, access to Sky TV and my own pillow.

If you could invite three people to a dinner party, dead or alive,who would you choose?

Barack Obama to understand the politics of his presidency, Tom Hanks because he comes across as a very interesting and genuine person despite his stardom, and Adolf Hitler to understand what drove him to do what he did.

What is your spirit animal?

A frog - reflective of the constant change in life and business.

If you could pick a superpower, what would it be?

Being invisible - you would be able to get the inside track on everything that was going on without anyone knowing you were there.

If you weren't working in Insurance, what would you be doing? 

I'd be a commercial airline pilot.