Aviva reveals drop in percentage of brokers actively recruiting

There has been a drop in the percentage of brokers actively recruiting, Aviva’s latest broker barometer survey has revealed.

Published yesterday (29 April 2025), the data showed that 74% of brokers are actively recruiting for new staff, down 20 percentage points from 94% in 2024.

Aviva said the drop may be due to “stabilisation in the market, suggesting that many brokers have successfully filled their staffing needs”.

The insurer added that the outlook was promising among those who are looking to fill vacancies – when asked why they were recruiting, over half of brokers (52%) responded that they were recruiting due to business growth.

This represents an increase of 19 percentage points compared to 2024.

”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,” Dave Martin, managing director of UK commercial and chief distribution officer at Aviva, said: 

“This growth is driving a rising demand for experienced brokers, with significant increases in senior vacancies and a notable rise in junior level opportunities.”

Types of roles

Aviva said retirements had contributed to a “greater need for experienced brokers”, with 59% of brokers reporting they were in the process of recruiting a senior hire, up from 39% in 2024.

Recruitment for junior positions also rose, with 42% of brokers currently recruiting for such roles, up from 35% in 2024.

Martin said: ”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.”