Professional development is the answer to continued broker talent challenge

• Nearly three quarters (72%) of brokers are currently recruiting, a decrease of 2% year on year
• Almost half (45%) say their recruitment needs have increased over the past year
• Professional development is brokers’ top retention strategy, ranked above pay and other incentives

Aviva’s latest Broker Barometer survey ^[1] finds that nearly three quarters (72%) of brokers are currently recruiting, down 2% from last year. This marginal decrease reveals a stabilising recruitment picture, but also signals a slowing of progress compared with the fall of 20% seen between 2024 and 2025 ^[2].

As brokers continue to grow, their recruitment needs grow too. Almost half (45%) of brokers say their recruitment needs have increased over the past year, and a further 49% report that their demand for new employees has remained consistent. Just 6% of brokers report a decrease in recruitment needs.

Local firms are under the greatest pressure to build their workforce. Three quarters (75%) of local brokers are currently recruiting, with over a half (53%) experiencing an increase in recruitment needs over the past year.

High salary expectations remain the top barrier for recruiting brokers, with 57% saying they would have to offer a higher-than-expected salary in order to recruit new talent.

Brokers identified professional development as their top strategy for retaining staff (50%), ranking it above offering competitive salaries and benefits (42%).

Making the most of insurer support could be the difference for many brokers looking to futureproof their business. For example, Aviva’s Rising Stars programme has already supported over 30 brokers since its launch in 2024, nurturing the industry’s most promising talent. Through developing business behaviours and providing high-potential talent with access to a wider network, the programme aims to help brokers encourage talent to develop within their business rather than elsewhere.

This is in addition to Aviva’s long running Future Leader Programme (FLP), which directly addresses broker concerns around retention and succession by supporting experienced talent to become boardroom-ready. The programme has supported 140 delegates so far, 38 of which have since been promoted. Thirty-nine FLP alumni are now running their brokerages.

New technology is creating new opportunities, as 43% of recruiting brokers seek staff with new skills, such as creative and digital abilities.

With both skilled employees and innovation ranked in the top three factors key to brokers’ success, talent and technology are increasingly working hand-in-hand as brokers adapt to the changing market.

Michelle Taylor, Broker Distribution Director, Aviva, said: “It’s brilliant that brokers value professional development so highly, and are seeing their investment translate to a more confident, capable, and committed workforce.

"I’m really proud of the support Aviva offers to talent in the industry. Whether its young brokers looking to build their network or experienced brokers getting ready for the next step, our programmes are successfully helping brokers attract and retain talent, develop capability, and future-proof their businesses.

“People are at the heart of broking, and are what make this industry special. We know brokers are facing into tough conditions, but as always, they’re facing forward – prioritising the long-term development of the talent that is central to their success. We’re committed to backing brokers’ people, and in turn, helping them get ready for the future.”

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^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. [↑]}

^2. _{The research was conducted by Censuswide with 205 general insurance brokers 18+ (all job levels/seniorities) between 10.03.2025 – 12.03.2025. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles and are members of The British Polling Council. [↑]}

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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 as at 31 March 2026 was £6.1 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