Ask brokers or insurers what SMEs want and they’ll generally tell you it’s value for money, great service and the swift processing of claims – all things they pride themselves on already. But ask the SMEs themselves and, while they do want all those things (who doesn’t?), they also have other requirements the industry either doesn’t seem to have picked up on, or for which it hasn’t found an easily marketable answer. Can big business ever really sell the services SMEs want? I investigated insurers’ attempts to produce standard policies that satisfy everyone.