WA Broker of the Year: Charles Elders’ Remarkable Career Built on Integrity, Empathy and Humility

At the 2025 NIBA WA Gala Lunch, Charles Elders, Managing Director of Avoca Insurance Brokers, was named WA Broker of the Year.
After more than four decades in the profession, Charles’ journey is one of quiet resilience, service, and steadfast commitment to clients. This recognition is a tribute not only to his technical expertise and leadership, but to the integrity and heart with which he has conducted every part of his career.

 How It All Began: A Ladder, a Neighbour, and an Unexpected Path
“Insurance broking wasn’t something that I had considered or even understood at the time… I was on a hiatus — I was either going to repeat a couple of subjects to improve my points or maybe get work in an accounting office and work it from there.”
Fresh out of school in Ireland, Charles had plans to study accounting, but life had other ideas. One afternoon while painting his mother’s house, a neighbour called him down from the ladder to offer him a job in an insurance broking office.
“I accepted immediately and then promptly asked, ‘What does an insurance broker do?”
That question launched a career that would span over 40 years — one defined by growth, leadership, and empathy.

 The Wisdom of Experience: A Humble Reflection on Recognition
After decades of contribution to the industry, Charles initially hesitated about being nominated for such a public accolade.
“I initially felt it could be perceived as blowing my own trumpet — which is not how I roll.”
But as he reflected, he began to understand the value of his journey, not just for himself but for others coming up through the industry.
“I’ve conducted my career and built my business with integrity and have represented our profession with pride… To have such peer acknowledgement and recognition is very humbling, and I have to say, I am very proud of it.”

Charles’ Vision for the Future of Broking
Charles sees a clear and exciting path ahead — but one that requires brokers to adapt, evolve, and deepen their value proposition.
“Looking to the future, I believe we will need to make some changes to how and what services we deliver.”
He anticipates the broker’s role becoming more complex, technical, and advisory, with a greater emphasis on risk management and strategy — and less on traditional placement.
“We’ll have better use of technology, which will enhance and take over a lot of the less productive and less valuable tasks… Future brokers will be highly educated and trained across several fields, from which specialties will emerge.”

In true Charles fashion, he ends this vision with a smile:
“The future broker will be less stressed, always happy, and will be a seriously good catch as a partner.”

What Drives Him: Empathy, Connection, and Loyalty
More than anything, Charles is inspired by people — their stories, their challenges, and the chance to be a trusted part of their journey.
“Most of us provide a caring and invaluable service to our clients. I see and hear of the stress and anxiety when stuff happens to people, only for them to find out it’s all going to be okay because their insurance person takes them by the hand and guides them to a good outcome.”
His approach is deeply human — built on loyalty, empathy, and emotional investment in client outcomes.
“You become emotionally invested and only ever want the best outcomes. Who would ever want to let a friend down?”
This is the heart of Charles’ success — not just professional skill, but personal connection. That rare ability to combine precision with care, and advice with heart.

What the Award Represents
Becoming WA’s Broker of the Year isn’t just a title, for Charles, it’s a moment of deep personal reflection.
“It’s made me reflect on a lot of things as part of this journey, which has not only surprised me but also energised me.”
While he’s grateful about the recognition, his pride is evident and well-earned.
“To have such peer acknowledgement and recognition is very humbling… I am very proud of it.”

 A Career That Models the Best of Broking
Charles’ journey, from a spontaneous job offer on a ladder to leading one of WA’s respected brokerages, is a testament to what’s possible in this profession.
His clients know him as someone who shows up, listens deeply, and advocates fiercely. His peers see him as a mentor and leader. And the industry now recognises him as one of its very best.
As Charles now progresses to the national finals for the 2025 NIBA Broker of the Year, the rest of Australia will get the chance to meet a broker who’s not just technically excellent, but deeply human.

Congratulations, Charles
Your story reminds us what truly matters: integrity, care, and the quiet power of doing things the right way, for the right reasons.
WA is proud and the national stage is lucky to have you.