Joe Daley

AJ Insurance Services is a Sydney-based commercial insurance brokerage built on a simple ethos — education first, generic cover never. Founded by Managing Director Joe Daley, the firm acts relentlessly on behalf of Australian businesses to deliver tailored protection that genuinely fits the risk profile of each operation.

Drawing on years of experience across multi-national, national and boutique broking firms, Joe established AJ Insurance to address a recurring issue he saw across the industry — clients with little understanding of their own risk, their insurance program, or how the cover actually responds when something goes wrong. His response was a brokerage built around active risk management, in-house claim handling, and long-term client relationships rather than transactional renewals.

The practice covers the full commercial spectrum, including general business insurance, professional indemnity, public and product liability, cyber liability, management liability, motor fleet, industrial special risks, landlords and property owners cover, and specialist programs for trades, hospitality, motor dealerships, retailers and professional services. Based in Western Sydney with pan-national coverage, AJ Insurance acts as a partner in risk — identifying exposures, negotiating effectively with insurers, and handling claims directly so clients can focus on running their businesses with confidence.