De Baets joins from Foyer Assurances, where he led the company’s operations in Belgium. His prior roles include serving as CEO of Touring Assurances, a member of the AXA Group, and as chief executive at BNP Paribas Cardif Belgium.
He brings more than three decades of experience in the insurance sector, with a focus on executive leadership across both Belgian and European markets.
Howden entered the Belgian market in 2020 and has expanded through a mix of organic growth and acquisitions. The company’s regional presence now includes a growing team and broker network providing services to both corporate and individual clients.
In his first comments since taking the post, De Baets said he was drawn to Howden’s entrepreneurial structure and approach to client service.
“I’m looking forward to driving the next chapter of growth in Belgium, leading a highly capable local management team, and collaborating with colleagues across Europe to build on the great momentum already underway and deliver real value for our clients and partners,” De Baets said.
The acquisition of WDR Insurance Group in October 2023 marked a key milestone in Howden’s local build-out. With offices in Drogenbos, Aalst, and Antwerp, WDR specialises in property and casualty as well as employee benefits. The deal brought Howden Belgium’s headcount to over 60, with annual revenues surpassing €10 million and gross written premiums exceeding €100 million.
In parallel with the WDR transaction, Howden secured its entry into Luxembourg through the acquisition of a portfolio from United Brokers S.A. This allowed the company to establish a retail presence in Luxembourg City, extending its cross-border reach in the Benelux region.
The company’s acquisition of Brussels-based Sarton & Associés in 2021 was its first Belgium-based deal following market entry the previous year. That transaction enabled Howden to diversify its Belgian offerings across property, casualty, and employee benefits, targeting corporate and SME clients.
The activity in Belgium and Luxembourg is part of a wider European expansion strategy. For the year ending September 2024, Howden Group reported revenue of £3.01 billion, reflecting a 23% increase year-over-year. Growth was led by a 28% rise in reinsurance and a 14% increase in insurance broking.
The firm now operates in 55 countries, having completed 65 strategic acquisitions during the reporting period – including 28 in Europe – and employs 20,000 people globally.
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