Fenmoor Specialty Underwriting / B-Brain – Proposal
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Fenmoor Specialty Underwriting: documents · 2026-09-24 11:30
On the 24 Sep 2026 proposal call, Imogen Hartley said she wants to move, not just agree in principle. Scope is connectors, setup, a sandbox and optional training and support, added to the current order form, with a checked price still to come.
What was said
What this says
Current to 10 Oct 26On the 24 Sep 2026 proposal call, Imogen Hartley said she wants to move, not just agree in principle. Scope is connectors, setup, a sandbox and optional training and support, added to the current order form, with a checked price still to come.
What happened: Tom Ashdown scoped an addition for the two new lines with Imogen Hartley, Chief Data Officer. She does not want more users yet, but asked for a sandbox, an on-site training day and named support to be priced.
Commercial: No figure was quoted. Tom described a one-off setup piece plus an addition to the annual subscription, ending with the current term and renewing together on 1 Jul 2027.
Customer view: Imogen asked about discount room, and Tom said it is capped on a first term. Budget goes through her finance director, whom she wants to bring in early.
Watch: B-Brain's target close of 14 Nov 2026 is a Saturday, and one line goes live soon after. The evidence does not show whether the promised summary has been sent.
Themes
Current to 9 Oct 26Theme
Add-on proposal scoping
Importance
upsell
Sentiment
positive
Voice
champion
Who was there
B-Brain
CRMmade from
Them
CRMmade from
Follow-up
Next steps
Current to 9 Oct 26- Tom Ashdown sends a short summary with scope and a checked price for Imogen to take to her finance director.
- Imogen Hartley sends the names of the two lines and any capacity-provider scrutiny.
- Tom Ashdown confirms in writing that the addition ends with the current term and renews on 1 Jul 2027.
Risks
Current to 9 Oct 26- No price has been quoted yet, and Imogen has signalled she will negotiate a first-term discount.
- Budget sign-off sits with a finance director who has not yet been brought in.
- A capacity provider may want to review how the data is held, which is not yet known.
Opportunities
Current to 9 Oct 26- Connector design and setup plus the Sandbox for the awkward partner feed.
- An on-site training day for each new line, offered as an option.
- Named-engineer support for the go-live period, which Imogen leans towards taking for the first few months.
Transcript
Tom Ashdown NoneMorning, Imogen. Can you hear me alright? Lovely. How's your week been, anything good on?
Imogen Hartley NoneGood morning, Tom. Busy, in the way that quarter-end makes everything busy, but I can't complain. And you?- Tom Ashdown NoneSame, same. Kids back at school, so the house is quiet at last. Anyway, thanks for giving us the time. Where I'd like to get to by the end of this is a rough shape of what you want us to propose, and then what happens after. That sound sensible?
- Imogen Hartley NoneEntirely. Let me set the context first, because it makes the rest simpler. You'll have heard from the team after the quarterly review that I've said both of our new lines will need the brain. Since then I've talked to Callum and to the people who will run each line, and I'm now in the position of wanting to move, not just agree in principle.
- Tom Ashdown NoneBrilliant. That's exactly what I wanted to hear, and I did hear it was said clearly. No drama, then. Let me say back what I understand and you tell me where I've got it wrong.
- Tom Ashdown NoneYou're on Enterprise today, a hundred and fifty users, a hundred and twenty-five thousand a year, running to the end of June next year with renewal on 1 Jul 2027. The two new lines would come into the brain on top, same shape as the existing books, submissions and bordereaux queries first, then claims, with the CRM alongside. And at least one of them has a partner sending data in a different format.
- Imogen Hartley NoneThat's right. Nicely put. I'd only add that the point of doing it is the oversight. The capacity providers on the new lines are going to ask questions from the first week, and I don't want us answering them by hand.
- Tom Ashdown NoneUnderstood. Now, users. You're nowhere near your limit at the moment, so I don't think this is a users conversation, unless you tell me you want the underwriters themselves on it.
- Imogen Hartley NoneNot yet. I'd rather get the right small group using it properly than hand out access and watch it go unused. Perhaps later, once the new lines are settled, I'll revisit that.
- Tom Ashdown NoneSensible. So really it's connectors, and the work to set them up, and maybe a place to test before it goes live. Our solutions engineer reckons the sandbox is worth having for the awkward feed. Does that chime?
- Imogen Hartley NoneIt does. I've seen this work elsewhere. Testing a new feed away from the live dashboards means the first numbers anyone sees are numbers people already trust. I'd like that built into the proposal rather than as an afterthought.
- Tom Ashdown NoneRight, I'll write it in as a proper line. What about training? Daniel had mentioned a session for the people who'll use it.
- Imogen Hartley NoneYes. I want a session near the start for each new line, and I'd rather it was in person if the price is sensible. People ask better questions when they're sat next to a person than when they're looking at a screen.
- Tom Ashdown NoneGood, there's an on-site training day we can offer, so I'll put that in as an option and you can say yes or no. Now, you'll want to know the price, and I've got to be straight with you. I'm not going to quote a figure from memory on a call. I'd get it wrong, and then you'd quite rightly hold me to it.
- Imogen Hartley NoneI appreciate that. I'd rather have a number you've checked. Can you at least tell me how it hangs together? I don't need the number, I need the structure.
- Tom Ashdown NoneCourse. Broadly there'd be two parts. A one-off piece for the setup work, the connector design and the sandbox, and then an addition to the annual subscription for what you're adding, so it all sits with what you already have. The idea is that it's added to your existing order form, so nothing about your current terms moves.
- Imogen Hartley NoneAnd it ends when the current one ends? I don't want two renewal dates to manage.
- Tom Ashdown NoneYes. The aim is that everything runs to the end of June next year and renews together on 1 Jul 2027. That's the cleanest for you and for us. I'll confirm in writing, because it's the sort of thing I'd rather you had on paper than took on my word.
- Imogen Hartley NoneGood. Now, discounts. I'll be candid. I'm not going to pretend I've never negotiated. Is there room on a first-term addition?
- Tom Ashdown NoneThere's a bit of room, there always is on a first term, but it's capped, and I'd want to see the scope settled before I start talking about it. Let me get you the scope and a proper number, and we'll have that conversation with the paper in front of us rather than in the abstract.
- Imogen Hartley NoneFair enough. That's what I'd say if I were in your seat.
- Tom Ashdown NoneHa. Well, you've been on both sides. Can I ask about timing? In our system we've got a target of 14 Nov 2026 for this to close, which is a Saturday, so obviously in practice it's the week before. Is that roughly where you'd want it?
- Imogen Hartley NoneMid-November is about right. One of the lines goes live not long after, so I'd want the technical work underway before then. If it's signed in the week before, can you start any preparation in advance?
- Tom Ashdown NoneI think so, and I'd need to check with our solutions engineer what's sensible to do ahead of signature, so let me not promise it. The sample data and the field definitions can start moving now, though, and that's often the slowest bit.
- Imogen Hartley NoneCallum's already pulling a sample together. I'll make sure it goes to your solutions engineer rather than sitting in someone's inbox.
- Tom Ashdown NoneBrilliant. And who signs on your side? I'm guessing it's you for the sponsorship, but there'll be someone for the commercial sign-off.
- Imogen Hartley NoneI'm the sponsor and I'll drive it, but budget goes through our finance director, and I'd rather bring them in early than surprise them. If you send me something I can put in front of them in a page or two, I'll take it from there.
- Tom Ashdown NoneLeave that with me. A short summary, scope on one side and the commercials on the other, plain English. I'll try not to bury it in the usual paperwork, though my paperwork is not my strong suit, as Daniel will tell you.
- Imogen Hartley NoneI'll hold him to that. Is there anything you need from us that you don't have?
- Tom Ashdown NoneA couple of things. The names of the two lines as you want them to appear in the brain, so we label things the way your people think about them. And whether either line has a regulator or capacity provider who's going to want to see how the data's held. If there's a security or compliance question coming, I'd rather our solutions engineer knew now.
- Imogen Hartley NoneReasonable. I don't know yet whether one of the capacity providers will want to see it. I'll find out and tell you. I'd rather you were ready than surprised.
- Tom Ashdown NoneThat's all I ask. Right, anything else on your list that I've skipped?
- Imogen Hartley NoneJust the question of support. If the new lines go wrong on a Monday morning, who do I ring? I'd like to understand that before I put my name to it.
- Tom Ashdown NoneGood one. On Enterprise you've got the executive sponsor on our side and the fastest response for urgent issues, and there's a named-engineer option on top if you want it for the go-live period. I'll put that in as something you can take or leave, with how it works, so you can decide with the facts.
- Imogen Hartley NonePlease. I'd lean towards having it for the first few months and reviewing.
- Tom Ashdown NoneNoted, and I'll write it that way. So, just to be sure I've got it. Scope is the two new lines, connectors and setup, a sandbox for the awkward feed, an on-site training day as an option, and named support as an option. All added to the current order form, ending together at the end of June next year.
- Tom Ashdown NoneYou'll send me the line names and tell me about any capacity-provider scrutiny. I'll send you a short summary with scope and a checked price, by the end of next week, so you can take it to your finance director. And let's get something in the diary for after that so we're not trading emails.
- Imogen Hartley NoneThat's exactly right. Thank you, Tom. This has been more straightforward than I feared.
- Tom Ashdown NoneNo drama, that's the aim. Cheers, Imogen, speak soon.
- Imogen Hartley NoneSpeak soon. Best, Imogen.
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