Brokers predict that digital distribution will overtake in-person methods – Open GI

The vast majority of both commercial and personal lines brokers foresee a major shift in the main distribution channels of insurance over the coming years, with traditional methods such as in-person and phone channels being steadily overtaken by digital distribution.

This is according to a new whitepaper – entitled The Future of Broking: Distribution, Placement and Technology – from software house Open GI, published on 8 December 2025. This revealed that 95% of the brokers polled predicted a marked switch in distribution methods moving forward.

The research suggested that while phone and in-person sales remained the most commonly used channels – both utilised by over 60% of brokers – these methods were viewed as least likely to grow in importance, with fewer than 40% of respondents suggesting this might be the case.

Phone or tablets apps, meanwhile, are reportedly offered by fewer than 45% of brokers today, but were rated by 60% of respondents as likely to grow in importance.

Online sales via a website proved to be a key growth prospect, with 60% of brokers currently offfering such solutions. A further 60% of respondents suggested that this channel is likely to grow in importance.

Commenting on the statistics, chief executive at AllClear Travel Insurance and its parent company InsurEvo, Chris Rolland, suggested that insurance is “becoming digital first, human when it matters” and that “most customers start online, even for specialist products”.

“Brokers [that] can offer slick, self-serve quoting with expert support on demand will lead the way,” he added.

Importance of people

Open GI’s survey, however, also identified a subsection of brokers that believe in-person insurance distribution may actually grow in relevance moving forward, as some firms look to distinguish themselves from digital first propositions by focusing on the human element of sales.

Katie Freemantle, managing director at FSB Insurance Service, said: “I hope that in 10 years’ time we still have the advisory side of trading, face-to-face meetings and telephone calls as opposed to all technology, but I appreciate that tech is going to make things a lot different to how it is now.”