UK Broker Distribution Insight 2026: Which Insurers Lead The Way?
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This report explores which insurers are viewed as best in class from the perspective of commercial brokers across 12 different categories. he four leading insurers are discussed individually, as well as each separate category. The report also examines the factors that brokers find most important when selecting an insurer, including analysis of how these have evolved over the course of the cost-of-living crisis.
In 2026, brokers prioritized flexibility in underwriting/cover when choosing insurers for business placements. This shift reflects more complex client needs and ongoing pricing pressure. AI capability is not yet a decisive differentiator for brokers. However, fewer brokers selected “none” for best-in-class insurer for AI compared to 2025, suggesting improving capability across the market.
Scope
Aviva received the highest best-in-class ratings among brokers in nine of the 12 categories surveyed.
Aviva’s nearest competitors—Allianz, AXA, Zurich, and Intact Insurance—consistently rank among the top three in most categories.
AXA saw a decrease in broker ratings across most categories in 2026, including notable declines for product materials and partnering on a new scheme.
Key Highlights
- Aviva was the standout performer in the eyes of brokers once again in 2023. It was the leading performer in nine out of 11 categories for which brokers were asked to select their best-in-class insurers.
- Brokers’ goals have slightly changed as the UK economy emerges from the COVID-19 pandemic and heads into a potential recession. The importance of underwriting flexibility to brokers has grown significantly in recent years, with brokers ranking it as the most important factor when choosing an insurer.
- Brokers of all classes selected flexibility in underwriting/cover as the most crucial factor when choosing an insurer to place business within 2022 and 2023, highlighting the importance of this factor for both brokers and clients.
Reasons to Buy
Understand which aspects brokers are placing increasing emphasis on when choosing an insurer with which to place business.
Compare yourself with market leaders and see how they are strategizing going forward.
Enable yourself to continue adapting to the cost-of-living crisis and economic climate in line with brokers’ expectations.
Allianz
AXA
Zurich
Intact Insurance
QBE
Ecclesiastical
Hiscox
CFC
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