You wouldn’t usually associate insurance advice with surfboards and boot camps, but then again, Andrew Davies doesn’t exactly do things by the book.
As founder of Tidal Life & Health, an up-and-coming Hawke’s Bay-based life insurance brokering firm based in the heart of Havelock North, Andrew is making waves by rethinking how life and health insurance can fit into people’s lives.
“Insurance should empower people to live their lives, not weigh them down,” he says. “If your insurance strategy is well thought out and tailored to your situation, it should give you the freedom to get on with living.”
That outlook, rooted in his own lifestyle as a husband, dad of three, business owner and volunteer firefighter, is what gives Tidal its refreshingly human approach. But Andrew didn’t always work in the insurance world.
From contaminated land to clean starts
Originally from the UK, Andrew spent the first eight years of his professional life in environmental consultancy. Working for large multinational firms, he specialised in risk assessment — specifically around contaminated land and remediation projects for high-stakes clients like the British nuclear industry and Ministry of Defence.
“Eighty percent of that job was about understanding risk,” he explains. “Whether that was health and safety on-site or long-term human health, or liability risks from contamination, it was about identifying exposures and planning for worst-case scenarios.”
When he moved to New Zealand in 2016, Andrew was ready for a change.
“I wanted to work in a people-focused industry, somewhere I could see the tangible impact of what I was doing.”
That led him to insurance, working for a local firm, initially in fire and general before moving into life and health insurance.
“That transition happened almost by accident,” he recalls. “I took over a client base from a well-respected advisor who had to step back due to illness. I jumped in the deep end and just started learning by doing.”
Working across a diverse client base of business owners, professionals and families, it was a crash course in how life insurance really works in a variety of different situations. Later, he moved to another local firm where a younger, more digitally savvy client base taught him how modern insurance could be more responsive, accessible, and lifestyle-aligned.
A name with purpose
By the time Andrew turned 40, the itch to start his own business was undeniable. That led to the founding of Tidal in 2023.
“Tidal reflects how I see life and business. It’s ever-changing. Like the tide, your insurance needs ebb and flow as your personal and professional life changes. But the tide is also predictable. That’s what we want your insurance to be – reliable, solid, and built for your real-life risks.”
With a love for surfing, the name also reflects his lifestyle. It’s more than branding, it’s personal.
Bringing humanity back to insurance
Tidal specialises in life and health insurance for families, professionals and business owners. What sets them apart is a focus on education and clarity.
“So many people have insurance that they don’t understand,” says Andrew. “Or it’s outdated. They’re paying premiums for policies that might not actually protect them if something happened.”
Tidal provides clear, strategic advice, often reviewing existing policies and upgrading them to better match clients’ current life circumstances. The goal is a personalised plan that grows with you, and shrinks when appropriate.
“People’s personal and business risks change. Debt levels change. Incomes change. Families grow. You need insurance that moves with you, not one-size-fits-all policies.”
Real claims, real impact
It’s not just theory. Andrew has seen firsthand how the right cover can change lives.
“Nobody wants to make a claim,” he says, “but when they do, I want them to feel confident they’re protected. I’ve had clients tell me they don’t know what they would have done without the cover we put in place. That’s when you know you’re doing something that matters.”
Tidal doesn’t just walk away once the policy is signed. They handle the process from start to finish, giving clients wraparound support for claims, administration and day-to-day questions.
Culture of care, connection and community
Up until recently Tidal was just Andrew, but he’s since taken on Shannon as a client support assistant, and over time, he plans to expand with more advisors.
“We’re a relationship business,” he says. “I want clients to always have access to the support they need, not be waiting weeks to talk to someone.”
Community is also a big part of Andrew’s DNA. Last year, inspired by well-known fitness and wellbeing champion David Letele, he launched a series of free weekly bootcamp sessions in Havelock North, open to all ages and fitness levels.
“I wanted to give back and help break down barriers for people who might not feel comfortable in a gym. The community vibe, the accountability, the social side, it’s all good for your mental health. Just like insurance, it’s about protecting your future.”
Wellbeing beyond policies
Andrew is quick to point out that today’s insurance isn’t just about claims. Leading insurers now offer wellness add-ons, like AIA Vitality or NIB Balance self-assessment tools, which reward people for staying on top of their health.
Mental health, too, is no longer a fringe consideration. One-third of income protection claims are now linked to mental health. Tidal helps clients access the support and resources provided by insurance companies.
“Don’t wait until it’s too late,” says Andrew. “We encourage people to reach out to us early. A five-minute conversation could mean the difference between getting support and struggling alone.”
What’s next for Tidal?
Tidal is anchored in Hawke’s Bay, but its impact is growing. Clients span the country, many connected remotely through Zoom and digital platforms.
Andrew sees plenty of scope for growth, but not at the expense of client care.
“We want to grow sustainably, by building a team that shares our values and keeps our service personal. This is a long game. It’s about building trust and delivering value year after year.”
In true Tidal fashion, the future is fluid, but the direction is clear.
“I want to be known as the business that makes insurance make sense. That gives people peace of mind, and actually enhances their lifestyle. Because when you’re confident in your insurance, you’re free to focus on what really matters.”
