Aviva received high praise from brokers, leading the market in 10 of the 12 categories including underwriting flexibility, digital capabilities, and AI integration, which are essential elements in the fast-changing insurance landscape, according to the 2025 UK Commercial Insurance Broker Survey by GlobalData, a leading data and analytics company.

Aviva, Allianz, AXA, and Zurich consistently ranked among the top three in multiple categories, underscoring their positions as leading insurers in the industry.

Sahil Haider, Associate Insurance Analyst at GlobalData, comments: “As brokers navigate increasing economic challenges, their attention is clearly shifting towards insurers that offer tailored solutions, competitive pricing, and strong digital capabilities. Aviva continues to dominate broker sentiment in this year’s survey, a trend that has remained consistent across previous editions. This strong performance reinforces Aviva’s position as the leading insurer in the eyes of commercial brokers.”

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, reinforcing its status as a preferred partner for brokers addressing increasingly complex client demands.

Haider concludes: “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 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.”

* GlobalData’s annual UK Commercial Insurance Broker Survey was carried out in January and February 2025 and reached 250 brokers.