An appointed representative is:

  1. a party to a contract with an authorised person (his principal) which:
    • permits or requires him to carry on business of a description prescribed in the Appointed Representatives Regulations; and
    • complies with such requirements as are prescribed in those Regulations; and
  2. is someone for whose activities in carrying on the whole or part of that business his principal has accepted responsibility in writing;

"Who is therefore an exempt person in relation to any regulated activity comprised in the carrying on of that business for which his principal has accepted responsibility."

Source: Section 39 of the Financial Services and Markets Act

In layman’s terms, an appointed representative is able to carry out the business of an insurance brokers, but with the added benefit of being able to focus their efforts on winning new business, whilst allowing the principal organisation to deal with the administrative tasks in day to day broking.