UK Broker Distribution Insight 2026: Which Insurers Lead The Way?

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.

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.