Leslie Nylund, national managing director at The Baldwin Group, says that trust is the foundation of successful relationships between brokers and insurance companies. Speaking on September 24, 2025, Nylund emphasized that this trust remains important no matter how the market changes, whether it’s hardening, softening, or swinging between the two.
At Baldwin, the team refers to insurers as “insurance company partners” rather than carriers or markets. This choice in language reflects their approach to building strong and respectful relationships. Nylund described these partnerships as a “three-legged stool” made up of clients, brokers, and insurers, all needing equal strength and good communication to stand strong.
One of the ways Baldwin stands out is through early engagement with clients and a unique method called the Risk Map process. This approach goes beyond the usual market bidding by looking carefully at a client’s business plans, risk setups, contracts, costs, and coverage. By spending time upfront to understand everything, Baldwin can often secure new clients with an 85% success rate without going out to the open market.
This early work also benefits the insurance company partners, who receive better submissions and see improved financial results. Nylund shared that a top insurer praised Baldwin for their growth and retention compared to competitors.
With risks like cyber threats, climate change, and social inflation on the rise, Nylund says traditional insurance products alone aren’t enough. Instead, brokers must work closely with insurers before renewals to tailor coverage to the unique risks clients face. This collaboration ensures that policies match real exposures rather than just buying off-the-shelf.
Transparency and trust guide Baldwin’s entire culture. The company requires all employees to annually certify that they understand market security guidelines. This includes knowing which insurance partners have the right stability, claims-paying ability, and consistent policies to protect clients well.
Nylund revealed that sometimes, advising clients means recommending a higher-priced option if it offers greater long-term security. She recalled a client who chose to renew with a carrier known for being reliable through good times and bad, even though the premium was higher. “It has to be a true partnership,” Nylund said.
In a changing insurance landscape, The Baldwin Group’s focus on trust, early involvement, and teamwork aims to create stronger, more reliable connections between brokers, insurers, and clients.