Regional teams delivering brokers’ most valued sources of insurer support

Aviva’s latest Broker Barometer^[1] has revealed the support brokers value most from insurers as they look to provide clients with faster decisions, greater insight, and more efficient service.  

Claims service topped the list of priorities, with almost half (46%) of brokers selecting faster claims settlement as the thing they want most from insurers. Brokers also expressed demand for increased risk management support (34%) and deeper insight into clients’ businesses (32%), as they help customers navigate an increasingly complex risk environment.  

The findings suggest insurers’ regional teams are playing a critical role in delivering the support brokers value most as they look to draw on local expertise and partnerships to deliver even better client outcomes. 

Regional claims teams driving better outcomes 

Almost half (46%) of brokers selected faster claims settlement as the thing they want most from insurers.  

With 30% saying the claims experience is a key influence on a client’s purchasing decisions, the findings underline the value of regional claims relationship leads in helping brokers deliver a consistent and efficient claims experience when it matters most.  

Risk management support helping clients stay ahead 

More than a third (34%) of brokers expressed a desire for more risk management support going forward, as they look to support clients in an increasingly complex risk landscape.  

Aviva’s team of 160 risk consultants are regionally aligned, enabling them to provide bespoke, localised, and on-site support to businesses. Combining local knowledge with the scale and depth of Aviva’s wider risk management capability and partner network, consultants can help brokers and clients tackle both established risks and emerging threats. 

Business Development Managers helping brokers compete 

Brokers recognise Business Development Managers (BDMs) as critical to their business, with 96% of brokers saying BDMs are important. Nearly half (44%) describe BDMs as ‘essential’ to their success, ‘materially improving’ their ability to place business and serve clients.  

Driving business growth (42%) and strong relationship management (42%) are the most valued aspects of BDM support. Two in five brokers (40%) also value the knowledge, training, and education BDMs provide, highlighting the important role BDMs play in helping brokers grow their own businesses by delivering even better outcomes for clients. 

Client relationship teams strengthening relationships 

87% of brokers want or expect insurers to deliver personalised insights into their customers, as they look to further strengthen established client relationships that are key to their success. 

Acknowledging brokers’ continuous ambition to understand their clients’ needs even more closely, Aviva has doubled the size of its Mid-Market Client Relationship team since the start of 2025, with clients aligned to Client Relationship Managers achieving retention rates of 99%.  

Empowering regional underwriters 

Demand for accessible, empowered regional underwriting continues to grow, with nine in ten (88%) brokers wanting to work with insurers with a strong regional presence. Aviva continues to strengthen its regional underwriting capabilities, recording 787 licence increases in 2025 across its Mid-Market teams. As a result, brokers can benefit from even greater access to local decision-making across Aviva’s 15 regional locations.  

Michael Yabantu, Managing Director, Mid-Market, Aviva, said:  

“Brokers know that success isn’t down to one individual – it’s about having the right people in the right positions, backed by a strong team. From efficient claims handling to empowered local underwriting, regional teams have a key role to play in helping brokers understand and deliver for their clients. 

“That’s why we’re continuing to invest across our regional team – strengthening underwriting authority, improving claims experience, and putting more support on the ground. With BDM support standing out as a clear priority for brokers, we're also committed to investing in our regional BDM network to give more brokers access to the expertise and guidance they value most. 

“Together, we’re providing brokers with a strong bench of expertise to call upon, helping them stay on the front foot and compete in a challenging market. By wrapping the right support around them, I’m pleased that we can help our broker partners advance their own business goals whilst delivering consistently strong results for our shared clients.” 

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References:

_{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. Censuswide adheres to the MRS Code of Conduct and ESOMAR principles. [↑]}

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