A sterling effort

Sitting in Sterling Insurance's office in Richmond - a pleasant leafy suburbia compared to the fast-paced environment of pin-stripe suits and imposing office blocks of Leadenhall Street - John Blundell, managing director, explains how the insurer has firmly positioned itself as a niche operator in a demanding market.

As a small fish in a sea of sharks, Sterling has attempted to set itself apart from the rest, concentrating on the broking market and specialist areas of the sector. There is no doub