Created from nearly two decades of building B2B2x insurance programmes that perform
Henry Wilkins founded B2XPRO after nearly two decades advising on and leading B2B2x insurance programmes across Asia and international markets — designing programmes from first feasibility, building the commercial and product frameworks that make them work, and managing the insurer, MGA, and distribution relationships that sustain them.
Most recently, Henry served as Managing Director and Asia Affinity Leader at Marsh — leading a team of 120 colleagues across 11 countries. A portfolio of over 60 programmes generating several hundred million dollars in gross written premium. Distribution partners that included some of the world's most powerful brands: Amazon, Airbnb, BMW, BYD, General Motors, Meta, Samsung, Tesla, and Xiaomi.
That experience spans every stage of the B2B2x value chain — from programme origination and product design, through capacity market engagement, regulatory architecture, technology integration, and claims model design, to live performance management and renewal.
B2XPRO was founded to bring that depth of specialist expertise to the UK and European market — independent, founder-led, and built around a clear point of view: in B2B2x insurance, B1 is the insurer, B2 is the distributor, and x is the customer. B2XPRO focuses on the B2 and the x — the distributor who needs the programme to generate genuine commercial value, and the customer who needs it to deliver when it matters. Get those two right and the insurer gets a performing book.
B2XPRO is an independent management consultancy. We do not arrange, sell, administer, or advise on insurance contracts and do not carry on regulated insurance distribution activities.
b2xprotect.com
Why B2XPRO?
The full chain — not one side of it
Most advisers come from one position in the B2B2x chain. B2XPRO's experience covers all of them — capacity strategy, product design, regulatory architecture, distribution structuring, technology, and performance management. That full-chain perspective is what makes the three-party framework work in practice.
Earned in practice — not borrowed from theory
The decisions that define a B2B2x programme — commercial structure, product scope, renewal terms — are business decisions with real consequences. B2XPRO's founding experience comes from owning those decisions across a large portfolio of programmes. That is a different kind of knowledge from purely theoretical expertise.
Scale and complexity — not just simple programmes
The programmes that shaped B2XPRO's perspective were built for the world's largest distribution partners, across 11 markets. That depth of multi-market, multi-partner programme experience informs every engagement.
Working with specialists
B2XPRO is a specialist advisory practice. Where engagements benefit from additional capability — actuarial input, legal support, technology expertise, regulatory input — we draw on a network of trusted specialists with deep B2B2x market experience. Regulatory and legal specialists engaged on client work are independently authorised or qualified as appropriate for the activity they perform. Every engagement has a single accountable point of view at the centre.
Let's talk about your programme
Connect with us to discuss your objectives and determine how a tailored engagement can advance your strategic priorities.
