Robert Kelly AM: A legacy of resilience and compassion in insurance broking

When Robert Kelly AM accepted the ANZIIF Lifetime Achievement Award this week, his remarks were characteristically humble.

“This industry has been incredibly good to me,” he said. “From setbacks to building Steadfast, it has been a remarkable journey — and I accept this award on behalf of the many people who made it possible.”

That sense of shared success has been at the heart of Kelly’s leadership. For more than five decades, he has shaped the insurance industry with resilience, foresight and humanity.

Over a career defined by extraordinary professional achievements, Kelly has also held true to the deep belief that collaboration, ethics and compassion should shape the future of insurance.

A journey built on resilience

Robert entered the industry in 1969 and like many in insurance, his path was far from linear. His first venture ended in liquidation, forcing him to take jobs driving taxis and working as a cleaner to repay debts. But setbacks only fuelled his determination.

With characteristic grit, he re-established himself through Delaney Kelly Golding Insurance Brokers, where he built long-lasting relationships and earned respect across the profession.

That firm continues today, a testament to the foundations he helped lay. His resilience through failure shaped a philosophy he would carry for life: that perseverance, integrity and relationships are the true measures of success.

Founding Steadfast: stronger together

By the mid-1990s, Robert was troubled by a market increasingly dominated by large international brokers. Small and medium-sized brokers, though vital to serving SMEs, risked being marginalised.

His solution was bold. “If you want to survive, you can’t become 43 islands — you have to become one,” he argues.

In 1996, Robert co-founded Steadfast Group with 43 brokerages united under a single network. His vision was simple yet transformative: by standing together, brokers could remain competitive, innovative, and essential to the clients who relied on them.

Nearly three decades later, Steadfast has become the largest general insurance broker network in Australasia with  645 brokerages across Australia, New Zealand, Singapore, and the United States.

The group includes 29 underwriting agencies, a specialty wholesale broker in London, and offices in Greece and Paris. Steadfast holds a 60% stake in UnisonSteadfast, a global broking network with 295 members across 113 countries.

The company also owns nine complementary businesses and operates an innovative technology arm. Listed on the ASX for 12 years, Steadfast has a market capitalisation of $7 billion and controls $25 billion in gross written premium.Champion of innovation

Kelly’s entrepreneurial spirit drove Steadfast to embrace technology as a force for empowerment.

His most notable innovation was the Steadfast Client Trading Platform (SCTP), a digital marketplace allowing brokers to compare and place SME insurance policies quickly and transparently.

Initially greeted with scepticism, SCTP is now market-leading, handling over $1.4 billion in premiums in FY24 — more than any other quote-and-bind platform globally.

Alongside SCTP, Kelly spearheaded INSIGHT, a broker management system with over 7,100 licences, giving brokers tools to serve clients efficiently and with transparency.

These innovations reflect his conviction that technology should strengthen, not replace, the broker–client relationship.

By equipping brokers with cutting-edge platforms, Kelly ensured they remained central to advising SMEs and safeguarding livelihoods.

Humanity at the core

Robert Kelly AM’s leadership has always been marked by humanity. Beyond corporate success, he has been a tireless philanthropist and advocate for inclusion.

He is a regular participant in initiatives such as the Vinnies CEO Sleepout and the Children’s Cancer Institute Dare to Cure challenge, consistently ranking among the top fundraisers.

As a Director of KidsXpress, he has championed children’s mental health. Through the Steadfast Foundation, he ensured a share of company profits is donated annually to charities supporting vulnerable communities.

Kelly has also been an outspoken advocate for Diversity, Equity, Inclusion & Belonging (DEIB). Under his leadership, Steadfast has been named a Family Friendly Workplace and one of Australia’s top employers for women.

He supported the Hollard Aspire Program, helping female brokers access leadership opportunities, and advanced the company’s Reconciliation Action Plan to create employment and supplier opportunities for First Nations peoples.

Ethics and conduct

Not surprisingly, integrity has been central to Kelly’s philosophy. He was instrumental in implementing the Steadfast Broker Code of Conduct, requiring transparency in remuneration and a commitment to ethical client service.

Known for being true to his word, Kelly has never hesitated to remove brokers from the network who failed to meet those standards.

His uncompromising approach set a benchmark for ethical conduct across the industry, reinforcing public trust in brokers and elevating professional standards.

Recognition and influence

Kelly’s influence extends well beyond Steadfast. In 2022, he was appointed a Member of the Order of Australia for “significant service to the insurance sector and the community.”

He has served as a Director on the ACORD Global Board, representing the Asia–Pacific, and has been honoured with awards including the Lex McKeown Trophy (2016) and the ACORD Rainmaker Award (2014).

With over 56 years in insurance, he is regularly ranked among the most influential figures in the profession.

A lasting legacy

Perhaps Kelly’s greatest legacy is cultural. He built Steadfast on values of teamwork, trust, humility and ethics, embedding these principles into the company’s DNA.

He is admired not only for his achievements, but for the authenticity, kindness and generosity he brings to every interaction.

The ripple effects of his leadership are profound. Steadfast has strengthened the SME insurance market, empowered brokers across Australasia, driven industry-leading innovation, and fostered a culture of inclusion and integrity.

As Kelly reflected in his Lifetime Achievement acceptance:

“It’s the sum total of many, many people following along the line to help many, many people to become successful.”

His insistence on sharing credit is emblematic of a leader who always believed that the industry—and life—are strongest when people stand together.

2025 ANZIIF Lifetime Achievement Award

From driving taxis to leading a $7 billion international company, Robert Kelly AM’s story is one of resilience, vision and humanity.

He turned personal setbacks into stepping stones, created a network that transformed broking, and championed innovation, inclusion and philanthropy.

The ANZIIF Lifetime Achievement Award recognises more than his career—it celebrates a legacy that has reshaped insurance for the better.

Robert Kelly AM has left the industry more resilient, more ethical, and more united than he found it. His influence will be felt for decades to come.

Tribute from Nick Cook

Nick Cook (pictured right with ANZIIF President Scott Leney), Executive General Manager – Australasian Networks, Broker and Insurer Services, Steadfast, accepted the award on Robert Kelly AM's behalf. 

It was a privilege to accept the award on behalf of Robert Kelly AM. We are all so incredibly proud of Robert. He is not only a founder and a visionary, but more importantly, he is a genuinely great person. Tonight’s tributes reflected what many of us know so well — Robert is about lifting people up and bringing them on the journey with him. This recognition is richly deserved.

Robert’s true edge has always been his ability to see the future with clarity and then to bring others with him. When he gathered a group of brokers in Parramatta in 1996 and said, “We need to do this together,” he set the foundation for what would become Steadfast. Today, to have Steadfast represented on almost every continent is extraordinary. That growth is not just a business story — it’s a story of vision, courage, and collaboration.

I’ve had the privilege of working with Robert for more than ten years, and I can honestly say it’s been the greatest chapter of my career. He gave me confidence at a time of change, and my story is far from unique. Across this industry, there are thousands of people who can point to a conversation, a word of encouragement, or a gesture of support from Robert that helped shape their careers.

Robert has also never shied away from being himself. In an industry that can sometimes be careful and cautious, Robert’s honesty and directness have been refreshing — what you see is what you get, and what you get is so much more than business.

On behalf of all of us, congratulations Robert. This award honours not just your achievements, but the way you’ve lifted an entire industry with you.

Learn more about the 2025 ANZIIF Australian Insurance Industry Awards winners