Rural insurance specialist Elders Insurance has expanded into the Sydney area as it continues to target the metropolitan marketplace.

The company, which is owned by QBE, has traditionally provided insurance to rural communities, but the addition of Elders Insurance Sutherland is part of a strategic shift to expand its business model.

The new agency is run by former QBE executive Peter Jamieson, who has more than 25 years’ insurance experience.

Elders Insurance GM Andrew Corbett told insuranceNEWS.com.au the company has a small presence in all the major capital cities, with a stronger focus on Adelaide and Perth, but “we have high aspirations for growth, particularly on the east coast of Australia”.

“We’re currently looking to recruit new agents to the business in metro Melbourne and Sydney as part of our growth plan.

“We believe that the metropolitan areas of the east coast present a huge opportunity to bring the Elders Insurance brand offering to potential clients.

“Essentially, we see a gap in the services that are currently available in these metro locations that we can fill.

“Many metropolitan clients, like rural or regional clients, value personal service, local knowledge and a community-centred approach, which we provide through our agencies.”