The Story Behind WA’s Top Broker
Throwback Spotlight: Charles Elders, WA Broker of the Year, Inspires with Timeless Insights
We’re throwing it back to one of the standout moments in WA’s insurance industry – when Charles Elders, Managing Director of Avoca Insurance Brokers, was named Western Australia’s Broker of the Year by the National Insurance Brokers Association (NIBA).
While Charles didn’t take home the national title that year, this video interview serves as a powerful reminder of why he was a top contender. His clarity, conviction, and client-first mindset continue to resonate across the industry.
Watch the video
Charles Elders – WA Broker of the Year.
A Leader Who Built Something Bigger Than a Business
Charles’ story is one of steady determination and long-view leadership.
From humble beginnings with just 3–5 staff, Charles has grown Avoca into a thriving small-to-medium enterprise with 18 team members, including one Authorised Representative (AR) – and the momentum hasn’t stopped. The business continues to expand, driven by a culture of trust, strategic thinking, and long-term client relationships.
Why This Throwback Still Matters Today
Charles’ reflections in the video carry weight. His message is timeless and remains relevant in an industry where change is constant but core values remain the anchor.
1. A message that is still relevant today
Charles’ client-first approach is a masterclass in how brokers can build lasting trust and differentiation.
2. A reminder of what makes great broking
His words reflect the deeper purpose behind the profession. Clarity, advocacy, and a commitment to meaningful service.
3. Proof that presence and purpose leave a mark
Awards recognise excellence, but it is the consistency behind the scenes that leaves a legacy.
4. An inspiring growth story for SME leaders
From small beginnings to a high-performing SME, Charles’ journey shows what is possible when strategy and values work together.
A Lasting Legacy of Leadership
Whether you are a broker, a business owner, or someone who appreciates strong leadership, this video offers more than a moment of recognition. It is a reminder of the power of vision and integrity.
Charles’ story continues to influence Avoca’s trajectory today, and this throwback captures exactly why.