Brokers remain confident in growth despite challenging trading conditions

• More than nine in ten (95%) brokers expect to grow in 2026

• Client retention is the leading driver of growth ambitions

• Satisfaction among brokers is high, as nine in ten (90%) are proud to work in insurance

Aviva’s latest Broker Barometer ^[1] reveals a high level of confidence among brokers, with 95% expecting their business to grow in the next 12 months. Optimism is highest amongst regional brokers - 98% expect their business to grow.

In challenging trading conditions, 64% of brokers plan to achieve growth through retaining existing clients, ranked above gaining new clients (59%). Relationship management has emerged as a clear priority for brokers, as nearly nine in ten (87%) believe strong client relationships are more important than competitive pricing for the success of their business.

Offering value for clients is also a focus for brokers, with 46% planning to grow through offering new services, and nearly two in five (39%) expecting to grow organically through addressing issues like underinsurance.

In addition to their confidence in their businesses, brokers are also overwhelmingly positive about the wider profession. Nine in ten (90%) brokers are proud to work in the insurance industry, and 87% say they love working in broking.

This high level of satisfaction is supported by a belief among 91% of brokers that the industry offers good career opportunities. Brokers also recognise the wider importance of the profession to the UK, with 86% seeing insurance as an enabler of growth of the UK economy.

95% of brokers are optimistic about the future of the profession, as almost nine in ten (84%) believe the insurance industry is successfully adapting to new risks. As new technology gives brokers greater efficiency and insight, brokers are embracing new ways of working, ranking innovation as their most important value.

Strong partnerships with insurers contribute to brokers’ optimistic outlook, with nine in ten (90%) brokers rating the current level of collaboration with insurers either good or excellent.

In response to broker feedback, Aviva has continued to evolve its proposition to support broker growth. Ongoing investments, such as the recently completed modularisation of Aviva’s CCI proposition, are designed to give brokers greater flexibility to tailor cover to their clients’ needs -delivering even better value to both new and existing clients. This is supported by a responsive service, combining strong regional presence with innovative digital tools that empower brokers to serve clients with ease and efficiency.

Through providing flexibility, insight, and efficiency, Aviva’s support allows brokers to meet clients’ changing needs, deliver greater value, and ultimately strengthen the relationships that underpin brokers’ growth.

Michelle Taylor, Broker Distribution Director, Aviva, said:

“It’s great to see the level of optimism and ambition across broking, reflecting the strength of the broking community today. With brokers looking to grow through nurturing relationships with existing clients, we’re more focused than ever on supporting them to deliver the best possible outcomes for clients.

“I’m particularly pleased to see the pride brokers have for their profession. Broking offers opportunity, variety, and the chance to make a difference, and we’re proud to support them in the vital role they play for businesses across the country.

“As brokers swiftly adapt to changing external pressures, we continue to respond by tailoring our support to their needs. Working together, we’re well placed to continue supporting clients, strengthening relationships, and helping broking businesses get ready to grow with confidence throughout 2026.”

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<sup>1. The research was conducted by Censuswide, among a sample of 250 general insurance brokers aged 18+ (all job levels/seniorities): Operating locally = 30% (n=75), Operating regionally = 40% (n=100), Operating nationally = 30% (n=75). The data was collected between 23.01.26 - 05.02.26. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. We adhere to the MRS Code of Conduct and ESOMAR principles .[↑]

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Notes

• We are the UK’s only diversified insurer and we operate in the UK, Ireland and Canada. We also have international investments in India and China.
  
  
• We help our 25.2 million customers make the most out of life, plan for the future, and have the confidence that if things go wrong we’ll be there to put it right.
  
  
• We have been taking care of people for more than 325 years, in line with our purpose of being ‘with you today, for a better tomorrow’. In 2025, we paid £31.9 billion in claims and benefits to our customers.
• Aviva is a Living Wage, Living Pension and Living Hours employer and provides market-leading benefits for our people, including flexible working, paid carers leave and equal parental leave. Find out more at www.aviva.com/about-us/our-people/
• As at 31 December 2025, total Group assets under management at Aviva Group were £454 billion and our estimated Solvency II shareholder capital surplus was £7.1 billion. Our shares are listed on the London Stock Exchange and we are a member of the FTSE 100 index.
  
  
• For more details on what we do, our business and how we help our customers, visit www.aviva.com/about-us