ETrading has undoubtedly come on in leaps and bounds since it first came to fruition in the 1990s.
Nowadays, insurer extranets or access to eTraded products via software houses is the norm and many brokers expect to be able to place risks digitally, alongside more traditional trading routes.
Although ongoing developments in the eTraded marketplace have seen the continued introduction of additional lines of business and more complicated products featuring on digital trading platforms, what does the future of eTrading really look like and how can this channel be better leveraged to create an important differentiator for both brokers and insurers alike?
Within Insurance Times’ Five Star Rating Report: eTrading 2025, published in May 2025, Aviva’s head of SME change and transformation, Derek Cowie, said the insurer sees “a growth area in more bespoke digital trading for partners [that] want to differentiate through niche products or unique trading models”.
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