At Guardsman UK, everything we do starts with one priority: protecting our retail partners by protecting their customers.
In today’s retail landscape, reputation is hard won and easily lost. Customers expect the brands they buy from to look after them not only at the point of sale, but long after they’ve left the store.
When something goes wrong, how that experience is handled defines how a retailer is remembered. That is why offering a regulated insurance product is one of the most effective ways retailers can safeguard both their customers and their brand.
Russell Philpott, Managing Director, brings deep experience in insurance, compliance and regulatory frameworks. From his perspective, regulation is
not about restriction - it is about reassurance. “A regulated insurance product ensures customers have proper protection and a clear route to
support if they need it,” Russell explains. “That protection reflects directly back on the retailer. Customers trust brands that do the right thing when it matters.”
Guardsman UK work closely with regulatory bodies such as the FCA and the Financial Ombudsman to ensure customers have that backup in place. This means clear processes, fair outcomes and robust oversight if a claim or complaint arises. For retailers, that translates into confidence that their customers are protected and their reputation is not exposed to unnecessary risk.
Russell continues: “Andy Leech, our Head of Strategic Partnerships, was brought in to ensure our propositions work commercially as well as operationally. Retailers care about how their brand is perceived, and a regulated product provides reassurance that the protection offered is credible, consistent and aligned with customer expectations.”
Crucially, regulation does not come at the expense of commercial performance. One of the most persistent misconceptions we hear is that regulated insurance limits margin or slows sales. “Our experience, and our results, show the opposite,” Russell adds. “When products are clear, trusted
and properly supported, customers are more confident in purchasing them. Retailers remain able to generate strong margin while also offering protection that enhances, rather than risks, their brand.”
Over the last six months, Guardsman has spent time listening directly to its retail partners through face-to-face meetings, understanding their priorities around performance, reputation and customer experience. That insight has shaped how its sales team supports them on the shop floor. The impact is already visible, with “improved engagement and stronger attachment rates” demonstrating that regulated products can deliver both trust and growth.
“We are confident that our insurance proposition meets what today’s customers expect and what retailers need,” Russell said. “It supports sustainable margins, protects customers, and strengthens brand reputation. Regulation is not the headline - it is the framework that makes commercial success, great service, and long-term trust possible.
“At Guardsman UK, we believe looking after customers properly is the most reliable way to look after business. And a regulated insurance product remains the strongest foundation for doing both.”
If you would like to understand how Guardsman UK protection insurance can drive improved performance, strengthen your customer proposition and protect your brand, the company welcomes the conversation. Speak to Ryan White, Head of Sales, by calling +44 (0)1235 444701 to discuss how Guardsman can support your business.