What were insurance leaders’ 2025 highlights?

Michelle Taylor, broker distribution director at Aviva

One of my highlights this year has been the talent agenda. This is a people industry and relationships are everything, so we’ve focused on backing the next generation of talent through initiatives like our Rising Stars programme and our Future Leaders Programme. It’s been brilliant to see the real impact – including participants stepping into more senior roles – because it’s all them. We’re just helping with extra skills, confidence and a platform to grow.

A second highlight was Biba. There’s nothing like getting in front of brokers, catching up properly and listening to what’s working – and what isn’t – so we can be better partners. It was also a reminder of the energy in this market. Two days of conversations, then dancing the night away at Aviva Studios at our biggest Biba party yet, capped off by an incredible set from The Human League. We’re already looking forward to Biba 2026 and are planning on hosting an even bigger and better broker event – watch this space to find out who we’ve lined up for next year’s bash!

Finally, it’s been a big year for broker trust. Broker sentiment for Aviva is the highest we’ve seen, which I’m genuinely thrilled about because it’s hard won. And being named General Insurer of the Year at this year’s Insurance Times Awards – voted for by brokers – meant a lot, because it reflects the lived experience of trading with us. We’ll keep earning that trust in 2026.

Emma Rawlinson, chief executive at Markerstudy Distribution 

2025 has been another action-packed year, both for Markerstudy Distribution and the industry as a whole.

A personal highlight has been leading the integration of Atlanta Group into Markerstudy. Integrations of this scale inevitably bring a significant amount of change as we knit together cultures, portfolios and ambitions and whilst there are always lessons to learn, I’m incredibly proud of how the team has adapted, collaborated and grown. We’ve built a strong foundation and are entering 2026 in a powerful position, ready to accelerate our plans.

From an industry perspective, the Ageas deals with Esure and Saga and the Aviva/DLG acquisition have to be the standout – they were certainly the most talked about pieces of news from 2025 and for good reason! Alongside this, seeing the digital revolution truly gather pace has been another major highlight. Brokers are sharpening their focus on how customers want to engage, recognising the demand for seamless self-service and have set their sights on matching the digital standards of the retail leaders. This has mirrored our own commitment to further enhance our customer centric proposition and it’s a vision that will continue to excite our business.

After a busy 2025, I’m looking forward to spending time with loved ones this Christmas and recharging, so we’re ready to make the most of the opportunities 2026 will no doubt bring.

Graeme Trudgill, chief executive at Biba

2025 has been an incredibly active and rewarding year. Witnessing one of the students who we first met in a school, that joined us for work experience, go on to start a career in insurance by securing a role at a Biba member. Supporting new talent and seeing them enter the industry is incredibly rewarding.

The launch of our Manifesto at the start of the year was also a significant occasion, especially with the Minister showing her support for our sector on her very first day in office.

Another important milestone was the FCA unveiling CP25/12, aimed at simplifying insurance rules, a result of extensive collaboration between Biba and the regulator. This is now leading to a more proportionate approach to Fair Value Assessments and the Consumer Duty when dealing with larger commercial customers. And we welcome the strong progress with FCA authorisations.

Launching our first-ever national advertising campaign, Ben the Broker, across multiple channels was another defining moment, helping to spread positive messages about brokers to customers around the UK.

All of this and our biggest-ever conference, best-attended Regional Tour, no IPT increase and great success with the industry fire safety reinsurance facility.

2025 has seen huge engagement with members and we just had six small firms sign up to our SME broker advisory board this month, so the extensive support from members has been a massive highlight and overall it has been a year to remember.

Huw Evans, KPMG UK insurance leader

“It has been a good year for the insurance market.

“We have seen important consolidation with the Aviva/DLG and proposed Sompo/Aspen deals in the carrier market and AJ Gallagher/Assured and Howden/Barnett Waddingham acquisitions in the broker space. Non-listed investors continue to be very interested in the UK market, especially in the broker and MGA space.

“We have also seen a strong trading year with good profitability and claims performance, although the need for ongoing underwriting and reserving discipline in a softer market remains.

“From a policy and regulatory perspective, the market has seen a slowdown in new FCA regulation and has successfully worked with the UK government on the Motor Taskforce to lessen the risk of political intervention.”