What more than 15 years in event insurance has taught us

Entrepreneurship rarely goes exactly to plan. Ronald Hoogenbos and Maarten van Denderen, founders of No Risk, know that better than most. Over the past fifteen years, they have faced financial headwinds, international growth, a global pandemic and hundreds of complex claims. But those moments have shaped what No Risk is today: a specialist that understands the events industry from the inside out.

From crisis to new opportunities

The first major lesson came during the financial crisis of 2008. At the time, a large share of the company's income still came from mortgages. When the market suddenly came to a standstill, quick decisions had to be made. Instead of making staff redundant, Ronald and Maarten started looking for new opportunities. That search eventually led them to the events industry.

Within the company, a clear division of roles soon emerged. Maarten focused mainly on the events industry, while Ronald specialised in the world of film.

A second lesson was that real innovation starts with listening. Before Ronald and Maarten developed insurance solutions, they first spoke with organisers to understand the practical challenges they faced. Those conversations became the basis for solutions that fitted the everyday reality of events much better.

Along the way, they discovered something else: success is not only built on knowledge, but also on being present. For years, they were visible at festivals, concerts, events and film productions. Not behind a desk, but alongside organisers. As Ronald puts it: "Eighty per cent of success is simply showing up."

Staying available when everything stops

The biggest test came in 2020. In January of that year, No Risk decided to focus fully on events and film. Just a few weeks later, the world came to a standstill because of the coronavirus pandemic. The very sectors the company served were among the hardest hit. Income disappeared, while hundreds of claims came in at the same time. In the end, No Risk handled around 650 cases.

Under those circumstances, the true meaning of trust became clear. Despite the enormous pressure, No Risk remained available to clients. The team kept thinking along, explaining options and looking for solutions where possible. Giving up was never an option.

Trust as the most important lesson

When the events world opened up again, something remarkable happened. Clients returned in large numbers. Not only because of the products or policy conditions, but above all because they had seen that No Risk stayed available during the most difficult period.

After more than fifteen years, Maarten and Ronald draw one clear conclusion: in the end, success is not about insurance, but about relationships. About people knowing that you are there when things become uncertain. About trust that is built in good times and proves itself in difficult times, both in the events industry and in the world of film.