Founder and managing director of Trade Risk Shane Moore has grown the business from scratch into one of Australia’s leading firms specialising in insurance for tradespeople. Refusing to be deterred by experts in the insurance industry who warned him against the strategy, Moore – without using any debt or an existing book of clients – instead chose to utilise digital marketing to target a particular niche, and single-handedly made it a success. Though it began as a single broker operation, Moore has grown the business to a team of six, with a book of over 2,000 clients from every state and territory in Australia. As a result, he is now focused on improving his management skills, to become a better manager of his people and his business. The insurance profession can expect to see more of Moore in future, with expectations he may be able to replicate his success in other niches outside of building and construction. Moore has already been an inspiration to other business operators in the industry, through a demonstration of his commitment to invest in websites and digital marketing to achieve success, which Moore sees as a big part of the future of the industry, especially when it comes to fighting off the challenge of the direct market.