Brokers place growing value on regional presence as relationships become key to success

• Almost nine in ten (88%) brokers want to work with insurers with a strong regional presence
• Support from insurer’s regional teams is crucial, as 87% brokers rank strong relationships higher than competitive pricing for success of their business

With regional engagement remaining front of mind for brokers, the role of knowledgeable, locally-based teams has become key to success. Our latest Broker Barometer research shows that brokers place real value on support from local teams, where expertise is accessible, relationships are stronger and client service feels closer to home.

Brokers overwhelmingly want to work with insurers that have a strong regional presence, with almost nine in ten brokers (88%) agreeing, according to our latest Broker Barometer survey¹ - an increase of 12% year-on-year.

The findings highlight the growing importance of regional visibility, with over two in five (42%) brokers reporting better service from insurers with strong regional presence and nearly a third (32%) finding regional teams more accessible than centralised ones.

In-person engagement remains important

Face-to-face engagement continues to matter for many brokers, with almost a third (31%) saying their needs are better understood by insurers they can meet in person.

In response to broker desire for local service, we’ve expanded our regional footprint, taking our number of physical locations to 15 – the largest broker footprint in the UK. This investment makes it easier for brokers to access empowered decision makers on their doorstep, supported by teams with a deep understanding of local industries, geography, and clients.

Regional teams supporting stronger relationships

Business Development Managers (BDMs) are critical to brokers’ success, with 96% of brokers viewing their support as important to their business. Just under half (44%) describe BDMs as “essential” to their business as they “materially improve brokers’ ability to place business and serve clients”, and an additional 52% say they're important because they “add clear value and help us navigate the insurer relationship”.

Combined with underwriters, Client Relationship Managers (CRMs), Claims Relationship Leads (CRLs) and local risk experts, regional BDMs form a joined-up support network that brings insurers, brokers and clients closer together.

As brokers navigate current trading conditions, support from regional teams is increasingly valued because it helps them focus on what matters most: nurturing strong client relationships. Nearly nine in ten (87%) brokers agree that strong client relationships are more important than competitive pricing, and almost half (49%) cite strong relationships as key to the success of their business. Relationship management is also the most highly valued aspect of BDM support (42%).

This tri-partite relationship allows expertise and insight to be shared more effectively, leading to more informed conversations with clients about how best to protect their business. For example, almost half (48%) of brokers say they plan to address underinsurance by strengthening client relationships – a clear example of where insurers and brokers can work together to deliver better outcomes for clients.

Broker roadshows

We've met more than 200 brokers on our nationwide roadshow of the UK’s regions, which arrived in Glasgow last week. More information on upcoming stops is available on the website here.

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

“The roadshows create a fantastic opportunity for us to meet a huge number of brokers across the country.  We get the opportunity to share everything we’ve delivered – and  what’s coming next – to help drive better outcomes for both brokers and customers. The roadshows also give us the chance to hear directly from our broker partners, understanding what’s important for them and what we can focus on in order to work together even more effectively.

“Brokers continue to tell us that strong relationships and face-to-face engagement are central to their success. With the largest broker footprint in the UK, our focus is on understanding what brokers and customers need, keeping our service as responsive as possible, and making sure we meet the promises we make. Our broad range of insurance solutions supports customers from small businesses through to large corporates, and we’re here to work with brokers to help solve problems for their clients.

“Strong regional relationships are about more than winning or retaining business. They’re about making sure clients are properly protected against the risks most likely to affect them, whether that’s underinsurance, new technologies, or emerging risks unique to the sectors they operate in and the geographical areas where they’re based. Supported by our regional teams, brokers are in a strong position to continue building trusted relationships that go the distance, delivering great outcomes for clients in their region.”

_{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.}