Aviva has received high praise from brokers in the 2025 UK Commercial Insurance Broker Survey conducted by GlobalData. The survey found that Aviva led the market in 10 out of 12 categories, including underwriting flexibility, digital capabilities, and AI integration. These elements are crucial in the rapidly changing insurance landscape, and Aviva’s performance reinforces its position as a preferred partner for brokers. The survey also highlighted the importance of affordability, with 28.4% of brokers citing price and premiums as the most critical factor when selecting an insurer. This is an increase from 26% in 2024, reflecting the ongoing economic pressures of inflation, rising interest rates, and increasing premium costs.
Aviva excelled in underwriting flexibility, with 24.8% of brokers choosing the insurer as the best in class. This is a significant increase from 19.6% in 2024, demonstrating the growing importance of flexibility in addressing complex client demands. The survey also found that Aviva’s digital capabilities, including its extranet sites and e-trading capabilities, were rated as top-tier by over half of the brokers surveyed. This solidifies Aviva’s strong position in online services and highlights its commitment to innovation and customer satisfaction.
The survey’s findings emphasize the critical role of adaptability and technological advancement in the insurance sector. Brokers are increasingly seeking insurers that offer tailored solutions, competitive pricing, and strong digital capabilities. Aviva’s substantial investments in digital transformation have positioned the company for continued leadership in the market. The survey’s results demonstrate that Aviva is well-equipped to meet the evolving needs of brokers and customers, and its commitment to innovation and customer satisfaction is likely to maintain its market leadership.
Overall, the 2025 UK Commercial Insurance Broker Survey highlights Aviva’s strengths in underwriting flexibility, digital capabilities, and AI integration. The company’s performance reinforces its position as a preferred partner for brokers and demonstrates its ability to adapt to the changing insurance landscape. As the industry continues to evolve, Aviva’s commitment to innovation and customer satisfaction is likely to drive its continued success.