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Judge Profile

Peter Smits
Managing Director
Ashbourne Insurance

Peter Smits is the Managing Director of multi-award winning Ashbourne Insurance, where he has worked for over twenty years, before being appointed Managing Director in 2008.  He is responsible for the strategic future development of the business and supporting the management team.  Peter is fascinated by innovation and passionate about extending public knowledge of good practice within the insurance industry.  

Peter sits on the steering committee of David Lloyd Police and Crime Commissioner’s “Hertfordshire’s Independent Business Advisory Group (IBAG)” and is a specialist guest speaker at numerous GDPR & Cyber Security Seminars held in Herts.  He spoke alongside NIS and Microsoft in 2017 at a GDPR and Cyber Security Seminar which explained the changes around General Data Protection Regulation (GDPR) becoming law in May 2018 and how to prepare for it. 

Peter has been a key member of the Keychoice Broker Forum (Insurance Industry) for a number of years where he provides significant input and guidance to help shape the direction Keychoice takes for its members. He is a regular contributor in The Hertfordshire Mercury Newspaper, Herts Chamber Inspire Magazine, online with the Hertfordshire Growth Hub and has been with Insurance Times. 

He has spearheaded many of the firm’s developments including its digital and social media presence and the increased awareness of the Ashbourne brand within Hertfordshire and beyond.  Peter and his team have won numerous business awards at a local, regional and national level. Most recently Ashbourne won the UK’s 2018 ‘Best Customer Service’ award at the SME National Business Awards 2018.