Business growth is driving broker recruitment across the UK

As businesses expand and we see an indication of market stabilisation, having the right talent to help drive your business forward is essential. Our latest Broker Barometer survey reveals an encouraging broker recruitment trend in the UK, highlighting both the opportunities and challenges you face in a competitive market environment.

There has been a drop in the percentage of you actively recruiting, from 94% in 2024 to 74% in 2025, suggesting that many of you have been successful in securing new talent. The primary driver for recruitment is business growth, with 52% of you citing this as the reason for your hiring efforts, a 19% increase compared with 2024.

While growth presents exciting opportunities, recruitment challenges remain on the agenda for many brokerages. Retirement of experienced brokers also plays a significant role, with over a quarter of respondents (26%) indicating this as a reason for recruitment, up from 22% in 2024.

This has led to a greater need for experienced brokers, with 59% of you reporting senior vacancies, a substantial increase from 39% in 2024. Additionally, there's a growing demand for junior brokers, with 42% hiring less experienced staff, up from 35% in 2024. Mid-tier opportunities remained consistent with 54% reporting a vacancy in this category vs 53% in 2024.

This new research also shows that the time taken to fill vacancies has decreased significantly, indicating positive momentum in the market. In 2024, 40% of brokers reported having vacancies open for four months or more, but this figure has dropped to 16% in 2025. The average duration for filling a vacancy is now just over three months, down from three and a half months in the previous year.

While the competition for talent remains high, there are signs of improvement in managing recruitment costs. In 2024, 72% of you had to pay more than expected to secure your desired candidates. This figure has now decreased to 67%, indicating a positive trend.

Retention levels are also encouraging, with over two-thirds (67%) rating staff retention as ‘high’ or ‘very high’. Local brokers reported the highest retention rates at 73%, while less than 1% rated their retention as ‘low’ or ‘very low’.


Dave Martin, MD UK Commercial and Chief Distribution Officer, said, "Our Broker Barometer data shows that brokers continue to play a vital role in driving economic growth. Over half of brokers cited growth as the reason for their recruitment efforts, which is testament to the significant value that insurance brokers bring to the wider economy.”

“This growth is driving a rising demand for experienced brokers, with significant increases in senior vacancies and a notable rise in junior-level opportunities. Supporting the development of junior-level brokers is essential to retaining talent. To support brokers who have identified employees with high potential, we have developed our Aviva Rising Stars Programme to accelerate the careers of brokers’ brightest prospects."

"The level of staff retention is encouraging to see and is arguably one of the reasons behind the drop in the number of brokers actively recruiting. High retention rates are crucial for the broking industry as they ensure continuity and stability for customers, while preserving valuable expertise within the sector.

“Despite a challenging recruitment market, we are seeing positive signs of improvement as vacancies are taking less time to fill, which will help brokers fulfil their growth ambitions. We are actively working with our broker partners to help them build and retain their talent through a number of programmes designed to support brokers at every stage of their career - from apprentices and promising new talent, through to more experienced brokers. Brokers can use these resources to attract, develop, and retain talent to achieve their growth ambitions.”

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