Many general insurance brokers have avoided getting involved in the sale of life insurance products because of perceived “cultural” differences, but Zurich Australia CEO David Smith says they’re missing a golden opportunity.

Speaking at the Steadfast Convention in Adelaide this morning, he said brokers should be taking a serious look at the life market.

“Life is good business for brokers,” he said. “It’s a good connect with general insurance and there are real opportunities in the sale of simple life products.”

Mr Smith also reaffirmed his company’s commitment to the intermediated sales channel for the sale of the group’s products, and indicated that non-organic growth will be increased by “increasing our footprint and expanding into new markets”.