More than a quarter of brokers say Aviva is the insurer they place the most business with, according to a GlobalData survey. Meanwhile, Aviva has completed the modularisation of its Digital Commercial Combined Insurance (CCI) product, enabling brokers to tailor policies by selecting only the covers their clients need.
GlobalData’s 2025 UK Commercial Insurance Broker Survey found that 26.3% of brokers place the most business with Aviva—well ahead of AXA in second place (10.9%) and Allianz in third (6.2%). Aviva also ranked highest across multiple best-in-class measures, including claims service (24.8%), AI integration (15.2%), and online support (38.4%). Across every category, Aviva outscored every other insurer; it was only surpassed where responses such as “we have our own in-house team” ranked higher, with no rival insurer beating it on any measure.
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Meanwhile, Aviva has completed the modularisation of its Digital CCI product, enabling brokers to select only the covers their clients need, rather than buying traditional packaged policies. Aviva said the move simplifies placement by allowing policies to be tailored to each customer’s requirements and removing unnecessary complexity.
The CCI revamp is part of Aviva’s wider push to expand its digitally-traded product suite. In February, the insurer said it plans to launch a new eTraded contractors’ combined policy via its Fast Trade platform and software-house partners in May 2026. Aviva described this as a fully developed contractors’ combined proposition, combining core covers typically associated with tradespeople or self-employed policies with liability elements more commonly found in commercial combined products. Fast Trade also includes an AI-powered client dashboard that flags relevant additional covers and potential protection gaps, alongside an underinsurance alert tool.
Aviva’s popularity with brokers likely reflects consistent performance on the basics, such as claims and service, alongside tools and products that make quoting and placement easier. Modular cover options and straightforward digital trading reduce friction for simple risks, while underwriter access remains available when cases are more complex. Other insurers may need to take note because brokers tend to favour carriers that are easy to trade with and that support faster, more tailored outcomes for clients.
