Applied withdrawing Epic from UK ‘significantly reduces choices for brokers’

Applied Systems withdrawing its Epic proposition from the UK “significantly reduces the choice brokers have” when selecting their broker management system (BMS).

That was according to Joe Sultana, commercial director at IS2, who added that the move “could slow down innovation” in the market.

On Tuesday (10 June 2025), Applied Systems said it was taking Epic out of the UK following a strategic business review.

Among reasons for the exit was complex product requirements and steep competition. Applied Systems also said it had been especially challenging to align with insurers on agreements to distribute their products in the commercial lines segment.

Sultana, who used to work at the software house as chief operating officer, said the commercial market was “complex and nuanced and does demand a particular expertise” and noted that as the broker market continues to consolidate, it “is probably overserved with BMS suppliers”.

However, he felt the move could have an impact on brokers, with him adding: “The news from Applied Systems significantly reduces the choice brokers have when selecting their BMS and could slow down innovation.

“Heritage, relationships, longevity and continual investment in R&D continue to count for a lot in this market. I feel for the talented employees at Applied Systems – having worked there previously, I know some of them personally.

“The insurtech market is thriving and I’m sure they will all find suitable homes swiftly.”

‘Sad news’

Applied Epic first launched in 2018 with lighthouse customer A-Plan, which is now Howden.

Among features include sales automation, allowing brokers to view, monitor, track and forecast new business opportunities and renewals directly within the application.

It also integrates with brokers’ customer self-service portals and mobile apps.

Adam Bishop, chief executive at SchemeServe, said brokers want software “that serves their specific demanding requirements, while providing a flexible and cost effective solution for product distribution, end-to-end policy management, accounting and data and reporting needs”.

He echoed Sultana’s comments about the commercial market, stating that this “does require a level of knowledge and expertise that is quite unique in the UK” and that “it demands the ability to take a long-term view and stay committed to continual R&D”.

However, Bishop added that while “one or two names have dominated in the market, this should provide opportunity, not hinder it”.

“Meeting the needs and requirements of customers, while continuing to develop and advance our own offering that gives clients something different, has created more competition, and this is where SchemeServe has thrived,” he said.

“It’s sad news for Applied Systems’ brokers, but they should rest assured there is competition alive and well in the software market and there are viable alternatives to the big players.”

Future plans

Applied Systems will now redirect investment into markets and products where business results are accelerating.

As part of the strategic review, Applied TAM, Applied Rating Hub and Applied RiskHandler products in the UK will continue to be supported and the software house will continue to invest in and operate its business in Ireland.

Taylor Rhodes, chief executive at Applied Systems, said: “Our decision to bring Applied Epic into the UK market was based on our belief that the UK broking community desired new BMS alternatives, but we struggled to deliver a fully featured product in the face of competitors with incredibly strong positions in the market.

“As in any business, you take calculated risks and some of them play out and return significant value and others do not.”