King Price Insurance appoints De Lucia to drive commercial growth

Rochelle De Lucia

King Price has named Rochelle de Lucia as business head of its commercial division as it looks to further bolster its presence in the commercial space, with a strong focus on growing the company’s already-thriving broker channel.

De Lucia has more than 20 years’ experience in the insurance industry. Since getting into the industry at the age of 19, she’s amassed extensive management and leadership experience, including building an award-winning brokerage and establishing and a successful insurance administrator.

As the head of sales and distribution of the commercial division, she’s responsible for setting the vision, direction, and objectives for all King Price’s commercial business lines, including agri, business, community, engineering and personal lines brokers.

King Price’s commercial division has seen double-digit growth each year since 2017, with the insurer embracing new technology and product offerings to streamline service delivery and provide greater value to the ecosystem.

“One of my main goals is to build strong, mutually beneficial partnerships in the broker market. I believe King Price has a huge role to play in the broker space, and it gives me the opportunity to build on my strong existing relationships with reinsurers, brokers, UMAs and other administrators in the market,” said De Lucia.

De Lucia sees the commercial space as challenging at the moment, with the combination of the Covid-19 pandemic and changing weather patterns having a significant impact on most insurers.

“To add to this, consumers have higher expectations of quality, choice and service than ever before. Insurers have to demonstrate that they’re not only able to meet consumer demands, but also able to adapt and be more innovative, to stay ahead in the tough, competitive industry,” she said.