GlobalData’s 2025 UK Commercial Insurance Broker Survey has found that brokers are increasingly turning to insurtech partnerships to enhance their product offerings. Meanwhile, Aviva has found that brokers are advocating for insurers to adopt more digital technologies to improve service delivery. This sentiment reflects a growing expectation for insurers to modernise their operations and better support broker needs.
GlobalData’s 2025 UK Commercial Insurance Broker Survey shows an increase in brokers partnering with insurtech firms to improve product breadth; rising from 7.6% in 2024 to 16% in 2025. This more than doubling indicates a proactive approach by brokers to leverage technological advancements for competitive advantage. Moreover, when brokers were asked to identify the insurer they consider best in class for AI integration, 52.8% responded with ‘don’t know’ which highlights a lack of clear leadership in this area. Only 15.2% named Aviva and 8.4% indicated ‘none’; suggesting that while AI is a focal point, its implementation across insurers remains inconsistent.
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Meanwhile, Aviva’s latest broker barometer echoes the call for increased digitalisation, with 37% of brokers identifying greater use of digital technology as the top improvement insurers can make to their services. This enthusiasm for digital tools among brokers underscores a desire for more-efficient processes and enhanced customer service capabilities. To remain competitive and meet broker expectations, insurers must accelerate their digital transformation efforts. This includes not only adopting advanced technologies, such as AI and automation, but also providing brokers with the tools and support necessary to leverage these innovations effectively. Insurers that fail to prioritise digital integration risk falling behind in a market where brokers are actively seeking partnerships with insurtechs.
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By GlobalData
