Garrick Dartnell, Sign Trade Supplies, talks to Luke Wildey, Development Executive, The Print Team at Howden Insurance for his latest blog
Insurance might not be the most exciting part of running a sign business, but when things go wrong, it can make or break your ability to bounce back. At Sign Trade Supplies, we’ve seen growing interest from customers wanting to better understand their risks and responsibilities. With regulation and liability becoming bigger issues for the industry, we asked Luke Wildey, Development Executive at Howden Insurance, to share his insights. Drawing on real-world examples and common pitfalls, Luke breaks down what modern sign businesses need to know about cover and where many are getting it wrong.
Underinsured? You’re not alone.
The biggest issue Luke sees is businesses unknowingly operating with inadequate cover. “We often find sign-makers only have £1 million in public liability,” says Luke. “But if you’re working in shopping centres or for larger retailers, you’ll usually need at least £5 million. Procurement teams often set those indemnity limits, but it’s not always communicated clearly.”
The danger, he explains, is being caught short if something goes wrong, whether that’s a piece of signage falling, or a fault in workmanship. “Defective workmanship is hard to prove,” he adds. “But without the right cover, you’re on your own.”
Don’t overlook the fine print
One increasingly common area of confusion involves vehicle wrapping. Many sign makers now offer this as part of a wider service offering, but insurers don’t always understand what’s involved.
Luke recalls a recent case where the insurer wanted to exclude cover if any vehicle parts were removed. “But to wrap a vehicle properly, you have to remove badges, door handles, maybe even light clusters. It’s part of the process,” he explains. “So I went back to the underwriter and clarified – no, they’re not tampering with locking mechanisms or electronics. They’re just doing what’s necessary to apply the graphics safely and professionally.”
Know what you do and make sure your broker does too
Luke’s biggest piece of advice? Make sure your broker understands exactly what you do.
“It’s all about defining your trade activities correctly,” he says. “If your paperwork only lists you as doing ‘sign manufacturing, metal, non-illuminated’ but then you install an illuminated sign that causes property damage, you might not be covered.”
He recommends being specific and including all the relevant trades – printing, installation, repair – to avoid falling into a grey area. “It might increase the premium slightly, but it ensures you’re properly covered.”
Mind the gaps: common blind spots
One major blind spot is working at height. Luke describes a client who thought they were covered up to 30 metres, but their policy only allowed for 10.
“After reviewing their Instagram and website, I could clearly see they were working well above 10 metres. We asked the right questions. How often are you working at height? Are your people trained in MEWPs? Are they certified?” These details help mitigate risk and avoid “premium loading,” where insurers raise prices to cover the unknown.
Another area that often gets overlooked? Business interruption. Many sign companies take out 12 months of cover to save on premiums. “But it’s rare you can fully recover within a year, especially if you’ve lost key clients, equipment, or staff,” Luke says. “We always recommend 24 months. It’s there to make sure you can keep the lights on during a crisis.”
Cyber threats are an emerging risk
While cyber might feel like an issue for big corporations, Luke warns that small and medium sign businesses are just as exposed.
“If you’ve got a website, email, or client upload portal, you’re at risk,” he says. “And it’s usually down to human error. Someone clicks a dodgy link, and your systems are locked up.”
Many commercial combined policies offer “cyber” as an add-on, but Luke says these often provide minimal protection “£10K, £15K, maybe £25K in indemnity,” he says. “It’s not enough.”
A proper cyber policy, he explains, should offer: At least £250,000 in cover, employee phishing simulations and training, penetration testing and dark web scans, and incident response support from cyber experts.
“It’s not just about getting the payout; it’s about understanding the threat and putting defences in place before anything happens.”
Keeping costs manageable
So how can smaller or newer sign businesses get the right cover without blowing the budget?
“Transparency is everything,” Luke says. “Tell your broker everything you do. A good broker will find the best deal and represent you correctly to the insurers.”
He also recommends documenting everything: risk assessments, safety protocols, even photos and videos of installs. “Insurers often offer access to templates and risk management platforms. Use them,” he advises. “You don’t need a novel, a few photos or a short video can show how the work was done safely.”
And for those using equipment like heat guns, MEWPs or even doing light welding, Luke suggests getting recognised certifications. “It’s like locking your motorbike with a Thatcham-approved padlock. Yes, it’s effort, but it reduces your risk and can bring your premium down.”
Be proactive, not reactive
When asked about future risks, Luke doesn’t hesitate. “Cyber is the big one. It’s not going away and it’s not about being a target. It’s about being vulnerable.”
His parting advice? “Stay educated. Use your broker as a resource. Understand your cover and make sure it grows with your business. No one likes paying for insurance, but when you need it, you’ll be glad it’s there.”