Matthew Hopkins
Business Protection Specialist
I enjoy making a jargon-filled industry easier to understand.
Business Protection Specialist
I enjoy making a jargon-filled industry easier to understand.
The one thing to know
It’s important that clients have an honest conversation with their adviser, so their circumstances can be properly understood and their cover is appropriate. The conversations aren’t as daunting as people expect.
The biggest myth
In 2025 we supported 100 claims, and £1,133,478 was paid out to our clients. Our Claims Report shows who claimed, what for, and how we helped from the first call to the final payout.
Where to start
We build a trusting environment where clients can have difficult conversations and feel comfortable being honest with us.
I had a client who decided to cancel his policy because he was struggling to afford it temporarily. During our conversation I reinforced why the policy was important and explained that, although the direct debit had been cancelled, the policy would take some time to lapse. I also told him that if his circumstances changed, we could look at reinstating the direct debit.
The client later contacted me after suffering a heart attack. Because of the circumstances, Waddle was able to support the arrears and the client was able to receive a £100,000 payout.
What made that interaction particularly rewarding was that the client felt comfortable coming back to me for support, even after he had previously decided to cancel his policy. It showed the importance of the relationship we build with our clients and the support we provide beyond the initial sale.
Matthew made a confusing subject feel simple. Now I feel properly protected.
Matthew was the first adviser who didn’t make me feel like I was being sold to. He gave proper advice, showed me my options, and left the decision totally up to me. So refreshing.
I run a small business and needed key person cover. Matthew walked me through everything - top-notch service.
I’ve been with Waddle for about seven years. Before joining, I was selling non-advised Life Insurance products, as well as working in a few other sales roles.
I’ve always liked Waddle’s mission of making a change within the protection industry. I also knew one of the directors and wanted to work alongside him, supporting that mission and helping Waddle grow within the industry.
For me, what makes Waddle different is the culture. We have a really strong shared-practice approach and a genuine sense of inclusivity. Everyone is encouraged to be themselves, both in the office and when speaking to clients.
Now I’m focused on developing the Business Protection Team and growing as a manager. Ultimately, I want to become a trusted head of department.
Matthew HopkinsBusiness Protection Specialist
Protection · Football · Family
Waddle Originals06
Garfield
I love lasagne, so does Garfield.
Matthew, in his own three words.
He’s surprisingly competitive about beating his father-in-law at golf.
His favourite day off is taking his family to local attractions. What he’s most proud of? His children.
Something you’d never guess about him.
His go-to order, four times a day.
His go-to karaoke song, by The Kooks.
His Chinese Crested Dog is vocal, grumpy and cwtchy, with a real passion to protect. At Waddle, Ziggy would be Office Security. At home, he climbs onto the sofa and sits like a human.
Empathy, knowledge and understanding. You need to be able to empathise with clients who may have experienced difficult situations, including losing family members, and understand their financial circumstances and how those things relate to the advice you provide.
You also need to understand the products you’re discussing and, most importantly, how they could benefit the customer and suit their needs.
Being approachable and personable. Building trust with clients and making them feel comfortable speaking openly with you.
Making a jargon-filled industry easier to understand. I enjoy talking to clients about what they’re paying for, why they’re paying for it and what their cover actually does.
We take an educational approach because many people don’t fully understand why they have certain covers in place or the value those covers can provide. I want customers to understand why particular protection may be relevant to them and how their policies work.
For me, it’s seeing the reaction from my clients after I’ve given them advice. There’s a lot of gratification in knowing you’ve genuinely helped someone.
Seeing a claim go through and be approved, and then being able to speak to the client or their family afterwards, is incredibly rewarding. It’s a reminder that the advice we give can make a real difference to people’s lives.
Following through with our promises. We provide ongoing policy management and support our clients throughout the life of their policy, right through to a claim. What we promise our clients is reflected in the care we provide.
Coffee.
