Insight Australia Group plans to help its members take a more entrepreneurial approach to their businesses.

CEO David McKinnis says the broker cluster will encourage members to focus as much on the quality of their business as the quality of their products.

The move towards creating “innovative entrepreneurs” was agreed after a strategic planning day attended by Mr McKinnis, the Insight board and staff.

The group will provide webinars, tailored training and access to guest speakers to help members acquire a range of management and entrepreneurial skills.

There will also be a renewed focus on providing the latest market data and industry research.

“We believe it’s important to make sure our members are at the cutting edge of their particular field,” Mr McKinnis told insuranceNEWS.com.au.

“There is still a place for technical product knowledge, but technical stuff doesn’t help them become better [business] operators.”

Mr McKinnis says better managed and more innovative businesses will give members a “sustainable competitive advantage”.

“We also know from current worldwide research that innovative entrepreneurs build stronger and longer-lasting relationships [with clients] than those businesses built on price and product.”