Strengthening partnerships top of brokers’ agendas ahead of 2026 BIBA conference

Strengthening partnerships with insurers is the top priority for brokers ahead of this year’s BIBA conference in Manchester, according to Aviva’s latest Broker Barometer^[2].

More than half (52%) of brokers say it is ‘Time:To’ improve insurer relationships, as brokers look to collaborate more closely with insurers to deliver stronger outcomes for clients. 

With nine in ten (90%) brokers rating collaboration with insurers as good or excellent, they are showing ambition to build upon already strong relationships and maximise their value.

Innovation high on brokers’ agendas

Innovation is the second highest priority for brokers ahead of BIBA, with 46% saying it is ‘Time:To’ invest in digital technology and AI. This reflects brokers’ growing appetite for digital solutions, as nine in ten (90%) are now comfortable to digitally self-serve. 

As brokers increasingly link digital capability to improved client outcomes, expectations on insurers to provide tools that reduce complexity and increase insight are rising. 

In response, Aviva continues to invest in digital solutions that give brokers visibility, clarity, and insight from quote to claim, whether through providing the name of the allocated underwriter in new business cases, or showing real-time status updates for ongoing claims. 

Investment in AI tools is driving speed of service, with Aviva’s AI quote ingestion tool resulting in a 30% reduction in quote turnaround time through preparing quotes for underwriting decisions.

Digital demand not at the expense of regional expertise

While appetite for digital trading continues to grow, brokers are clear that face to face support still matters. Almost a third (30%) of brokers say it is ‘Time:To’ provide regional expertise, valuing the unique local insight shared in regional relationships.

With the largest broker footprint in the UK, Aviva’s expanded regional teams are well-placed to support brokers with insight and decision-making tailored to their region and client base. 

Relationships built on high quality service

More than two in five (43%) brokers say it is ‘Time:To’ improve client relationships, with 49% saying they are the key to their business’ success. As a result, high-quality service from quote to claim is a priority for brokers looking to nurture relationships underpinning their growth.

The greatest demand for service improvements is in claims, with ‘faster claims settlement’ brokers' top priority from insurers going forward (46%). 

To further streamline claims service, Aviva has strengthened its claims capabilities through the recent acquisition of DisasterCare, enhancing the insurer’s disaster recovery and restoration capability. The acquisition will also give broker partners broader access to expertise around flood prevention, mitigation, and recovery, through the newly acquired National Flood School.

This builds on the success of Aviva’s wholly owned repairer Solus and wider repair network, which has resulted in key-to-key times for commercial repairs being 50% lower than market average.

Internally, Aviva has also grown its loss adjustor team, which is now capable of handling over 75% of property claims requiring loss adjustor assessment, often within 24 hours. 

Breadth and flexibility to meet evolving client needs

As client needs continue to evolve, nearly a third (31%) of brokers say it is ‘Time:To’ offer flexible cover, with price (44%) and flexibility (42%) identified as the top factors influencing client purchasing decisions. 

Alongside gaining access to the Lloyd’s market through Probitas, Aviva has broadened its appetite to increase flexibility of cover. Updates to Mid-Market products, including Property Owners and Motor Trade, have expanded appetite and include more cover as standard, while investments in digitally traded products including Minifleet and CCI give brokers power to tailor cover to client’s individual needs. 

To further reflect demand for flexibility in the current economic landscape, Aviva will also simplify how Commercial Lines broker customers pay monthly for their insurance in the second half of this year. Aviva will be removing fees, charges and interest, and customers will no longer need to sign a separate credit agreement for broker‑placed business.

Long-term support for broking business

Whilst client outcomes remain the priority, brokers are also looking to future-proof their own businesses in an uncertain external environment. With almost two in five (38%) brokers recognising skilled employees as key to their success, recruitment and retention is a clear example of where long-term partnership with insurers can support broking businesses. 

Through the long-running Future Leader Programme, Aviva has supported 140 brokers to become boardroom-ready. This programme is complemented by Aviva's Rising Stars programme, which welcomed an expanded cohort of new broking talent this year. 

Dave Martin, Managing Director, UK Commercial, and Chief Distribution Officer, said: “BIBA has asked its members what is it ‘Time:To’ do at the industry’s annual gathering this week, and brokers have made it clear that they want to use their time in Manchester to develop even stronger ties with insurers for the benefit of our shared customers. 

“I couldn’t agree more, and that’s exactly why BIBA is always a standout moment in the year for us. It’s a chance to spend time with brokers, understand their priorities, and hear first-hand how we can best support them to seize the opportunities ahead. 

“We share brokers’ ambition to build on the strong foundations of our relationships to produce even better outcomes for clients. That’s why we are investing across our proposition – innovating tools that make digital trading more efficient, strengthening our in-house claims capabilities to deliver standout service, and broadening our appetite and solutions to meet evolving clients’ needs. 

“We’ll continue to invest where it matters most for brokers, supporting them in the vital role they play for businesses and communities across the UK. We share the belief that through strong partnerships, we deliver stronger outcomes, and with a shared commitment to protecting clients, we’re unstoppable together.”

-ends-

References

^1. _{Time:To is the theme of the 2026 BIBA Conference. [↑]}

^2. _{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. [↑]}   

Enquiries