In Focus: Should insurers give brokers more ownership of coverage points when eTrading?

WE ASKED: “Should insurers give commercial lines brokers more ownership of coverage points when eTrading on behalf of niche business clients?”

Becky Henry, vice-president of eTrade for UK commercial lines, RSA

ETrading has been hugely valuable in supporting brokers with high volume, straightforward risks where speed and efficiency are key. Digital platforms can add value by cutting down referral times and enabling brokers to transact quickly, with confidence.

When it comes to niche or highly bespoke coverage, however, there is a balance to strike.

Giving brokers more ownership of coverage points via eTrading sounds attractive, but the reality is that these cases often require deep underwriting expertise. Therefore, forcing these submissions through a digital journey risks slowing down the placement process because referrals inevitably increase when the risk profile does not fit neatly within set parameters.

Better value could potentially come from ensuring eTrading processes are frictionless and effective for simpler risks, while leaving room for specialist engagement when the complexity demands it.

Brokers consistently tell us that simplicity and certainty matter the most when eTrading – and that means we must continue to refine products, widen eligibility where appropriate and optimise digital journeys.

However, this should not be at the expense of the service quality that comes from expert underwriting support on more complex cases.

Jonathan White, head of technical and business performance, QBE Europe

We believe our broking partners should have increased control over coverage requirements within eTraded products in order to find the best solution for customer needs.

This is particularly important for customers that have risks outside the scope of cover typically offered through these products. Historically, eTraded products have provided fixed limit covers and a one-size-fits-all approach.

However, we are seeing a clear shift towards more flexible, modular products that allow brokers to select cover options tailored to individual customer requirements. At the same time, the size and complexity of risks being eTraded continues to grow.

QBE’s eTrade products have always been fully flexible and we are continually evolving what can be offered through eTraded routes, to accommodate larger and more complex business than ever before.

Our goal is to provide adaptable solutions for our customers while reducing the number of referral points for our broking partners and retaining human engagement with expert underwriters where it adds value for both parties.

This allows brokers to respond to customers more quickly and efficiently, as well as more easily find the right solution to complex risks.

Jo Sykes, broker divisional director, Markel UK

Brokers have deep customer and sector knowledge, so empowering them through eTrade platforms can enhance speed, flexibility and client outcomes.

As a result, the potential of giving brokers greater ownership in this space could drive efficiency, reduce friction and improve the overall client experience. This is particularly true for niche clients, where standardised processes and covers may not fully address their unique requirements.

Technology that improves data capture and drives clear underwriting parameters is key to achieving this, alongside having strong underwriting governance. With the right infrastructure, insurers like Markel UK can work with brokers to support them in placing risks, while still retaining the controls needed to protect underwriting integrity.

Digital development is central to Markel UK’s strategy as we anticipate that commercial lines eTrading will grow with increased broker confidence in using this channel.

For instance, this has already been seen with the launch of our contractors’ combined product in June 2025, which offers a one-stop shop solution for a wide range of construction trades.

In the same way, Markel UK’s eTrade strategy is designed to assist brokers through responsive underwriting, specialist policy wordings, efficient workflows and a strong commitment to service excellence.