Half of UK brokers say innovation is most important value for business – Aviva

Half (50%) of UK brokers believe innovation around technology and digitalisation is the most important value for their businesses.

This is according to Aviva’s latest Broker Barometer Survey, which collected responses from 250 general insurance brokers between 23 January and 5 February 2026. 

The survey revealed that appetite for digital self-service has grown by 10% year-on-year, with nine in ten (90%) brokers now happy to manage business digitally. 

Meanwhile, the results highlighted that over a third (36%) of brokers believe digital innovation is one of the biggest keys to business success – ranked ahead of competitive pricing at 32%. 

This is especially seen in strengthening market connections, as the report revealed 89% of brokers agreed that digital innovation is improving the broker-insurer relationship. 

Jason Chambers, director of innovation in commercial Lines at Aviva, said: “Brokers are telling us loud and clear that digital innovation is no longer optional – it’s central to their success.

”The true test of any technology is how it delivers for clients, so I’m delighted that brokers embedding innovation into their day-to-day workflows are delivering stronger service as a result. In current trading conditions, we know relationships are more important than ever and innovation is key to strengthening them. 

”New technology is empowering brokers to serve clients with less friction and more insight. Those that embrace it will have better client conversations and, ultimately, stronger outcomes.”  

Improving service 

The broker barometer also highlighted how insurers can further improve service.

 For example, almost half (44%) of brokers pointed to greater transparency of who is managing quotes and claims, while two in five (40%) said they would like increased use of artificial intelligence (AI) and automation to deliver personalised insights and faster quotes. 

The survey also revealed that faster claims settlement (46%) and faster quotes (36%) are brokers’ top priorities, with nearly one in three (29%) wanting these improvements to be achieved through further automation.

Chambers added: “At Aviva, we’re investing at pace in capabilities that respond directly to what brokers are asking for – more transparency, faster turnaround and smarter insight. 

”We’ve deliberately challenged ourselves to deliver more for brokers across the end-to-end journey, from our market-first quote tracker to real-time claims tracking. These practical tools are already making trading more efficient and clients are benefitting as a result. 

”It’s an exciting time for the market and we’re ready to support brokers with the tools, insight and partnership they need to embrace the opportunity in front of them.”