What does a typical small business look like?

The truth is, every small business is different. Different size, turnover, risks — and therefore different insurance needs.

To illustrate that the ‘one size fits all’ approach doesn’t work, we wanted to generate the ‘average person’ — just to show they can’t and don’t exist. We analysed the national statistics on names, age, occupations, household sizes, even pet names, and created a profile with the most common characteristics. His name is David Smith, and our radio advert was designed specially for him: it talks about his wife Susan, their 1.7 kids and 1.2 labradors called Alfie.

We turned David Smith into a social media video to demonstrate what he would be like as an average social media user.

David Smith social media video

David Smith is a statistic, and unlike him, Hiscox treats every customer as an individual, not a statistic. As a small business specialist Hiscox appreciates that businesses are as unique as the people who run them. All the Claires and Dans and Maxes and Ninas, with their histories and idiosyncrasies, who would hate to be put in boxes and treated as numbers.

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Need more help? Speak to our UK-based experts. Call us on 0800 2800 351

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