Aviva leads the market in 2025 UK Commercial Insurance Broker Survey

The company led the market in 10 of 12 surveyed categories, including underwriting flexibility, digital capabilities and AI integration.

The company is the preferred partner for brokers looking to address increasingly complex client demands. Credit: Piotr Swat via Shutterstock.

Aviva has received high praise from brokers in GlobalData’s 2025 UK Commercial Insurance Broker Survey, leading the market in 10 of the 12 surveyed categories including underwriting flexibility, digital capabilities and AI integration – essential elements in the fast-changing insurance landscape.

The survey also indicates a heightened focus on affordability, with 28.4% of brokers identifying price and premiums as the most critical factor when selecting an insurer – an increase from 26% in 2024. This trend reflects ongoing economic pressures including inflation, rising interest rates and increasing premium costs, which have compelled brokers to provide greater value to their clients. The significance of flexibility in underwriting and coverage has also risen, climbing from 19.6% in 2024 to 24% in 2025. Aviva excelled in this area, with 24.8% of brokers choosing the insurer as the best in class, reinforcing its status as a preferred partner for brokers looking to address increasingly complex client demands.

As the industry continues to invest in digital solutions, Aviva remains a leader, consistently improving its digital offerings to address the changing needs of both brokers and customers. Over half of the brokers surveyed have rated Aviva’s extranet sites and e-trading capabilities as top-tier, further solidifying the company’s strong position in online services. This acknowledgment not only underscores Aviva’s market leadership but also highlights its commitment to innovation and customer satisfaction. The findings from the survey emphasise the critical role that adaptability and technological advancement play in the insurance sector. As brokers navigate increasing economic challenges, their attention is clearly shifting towards insurers that offer tailored solutions, competitive pricing and strong digital capabilities. With firms such as Aviva making substantial investments in digital transformation, they are well positioned to maintain their leadership in the market and establish higher benchmarks.