About Mustard Consulting

Mustard Consulting is committed to the profitable growth of Lloyd’s and the London insurance market, providing underwriting performance, business planning, business development and distribution consulting services. 

I bring deep, proven experience from across the insurance ecosystem. I have led business development and growth initiatives in both retail and wholesale markets, and whilst working at Lloyd’s, I helped managing agents and syndicates design and execute distribution and diversification strategies across global markets.

I originated and led the creation of the Lloyd’s captive syndicate framework to attract profitable new business to the platform.

In 2022, I was the principal founder of Lime Syndicate Management, Lloyd’s newest managing agent and the first third-party syndicate MA to be successfully submitted to Lloyd’s and the PRA. Lime was acquired by Somers Re (an Arch subsidiary) in July 2024.

Lloyd’s is often perceived as complex and expensive. It needn’t be either. I work on a project basis to help businesses—many of whom have not considered Lloyd’s as part of their strategic plans—understand, access, and succeed within the market.

John Keen, Director