Brokers expecting growth and ‘proud’ of their profession – Aviva

Despite “challenging trading conditions”, optimism within the UK insurance broker market remains high, with some 95% of firms forecasting growth in their business across 2026.

This is according to insurer Aviva’s latest Broker Barometer survey, released yesterday (30 April 2026), which also revealed that optimism was highest among regional brokers, where some 98% of surveyees predicted growth.

Firms viewed improved client retention as the primary driver of growth, with 64% of respondents expecting to improve their customer renewals levels.

Improved marketing (62%), new customers (59%), offering new services (46%) and organic growth including through improving underinsurance (39%) were also cited as expected drivers of improved performance.

Moreover, the survey indicated that brokers are currently “overwhelmingly positive about the wider profession”. Indeed, 90% reported being “proud” to work in the insurance industry and 91% reported feeling the industry offers good career opportunities.

Optimism and ambition

Michelle Taylor, broker distribution director at Aviva, said: “It’s great to see the level of optimism and ambition across broking, reflecting the strength of the broking community today.

“With brokers looking to grow through nurturing relationships with existing clients, we’re more focused than ever on supporting them to deliver the best possible outcomes for clients.”

She continued: “I’m particularly pleased to see the pride brokers have for their profession. Broking offers opportunity, variety and the chance to make a difference and we’re proud to support them in the vital role they play for businesses across the country.

“As brokers swiftly adapt to changing external pressures, we continue to respond by tailoring our support to their needs. Working together, we’re well placed to continue supporting clients, strengthening relationships and helping broking businesses get ready to grow with confidence throughout 2026.”