Avatar MGA, a managing general agent specialising in US direct and facultative (D&F) property insurance, has secured approval as a Lloyd’s coverholder and from the UK Financial Conduct Authority (FCA). The company will commence underwriting from 1 August 2025.
Avatar is supported by three leading Lloyd’s syndicates, the Aon Reinsurance team, and strategic investment from Santam, South Africa’s largest general insurer.
Leveraging Verisk’s advanced technology and data analytics, Avatar integrates machine-assisted insights with experienced underwriting judgement to assess catastrophe-exposed risks with speed and precision—without the need for a large operational team.
Led by a seasoned executive team, including CEO-designate Simon Clapham, COO Adrian Williams, and Head of Property Clare Bailey, Avatar focuses on US mid-market property risks with total insured values ranging from $25 mn to $1 bn.
The firm aims to transform underwriting efficiency in this space, applying deep market knowledge and next-gen tools to improve risk selection and pricing.
We created Avatar to meet rising demand for underwriting in the US mid-market property sector
COO Adrian Williams
“The support from Santam, Aon Reinsurance, Lloyd’s syndicates, and Verisk has been vital in enabling our launch,” said COO Adrian Williams.
Clare Bailey added: “The US property sector offers unparalleled data richness, ideal for enhanced underwriting. Our approach blends robust analytics with human insight, delivering faster, smarter risk assessment for brokers and insureds.”
“This partnership strengthens our international strategy and aligns with Santam’s FutureFit 2030 vision. Avatar’s leadership and access to the Lloyd’s market provide us with valuable growth opportunities,” Santam’s Gareth Beaver, CEO of Santam Specialist Solutions, commented.
