Aviva has launched the largest intake of its Rising Stars broker development programme, with 19 professionals joining the 2026 cohort – a move that comes as the UK insurance talent pipeline faces mounting pressure.
The programme arrives against a backdrop of growing concern over workforce sustainability. A survey by Ecclesiastical last year found that 56% of UK brokers believe the industry faces a potential talent crisis, with half struggling to recruit candidates under 30.
Research from the Chartered Insurance Institute in 2024 showed that just 4% of young people view insurance as an appealing career.
Meanwhile, RSM UK has warned that 50% of the current insurance talent pool could retire within the next 15 years, while London Market Group data has revealed a widening demographic gap, with the number of professionals aged over 50 now matching those under 30.
The Aviva Rising Stars programme is designed to help brokerages retain and develop high-potential staff. Participants attend six two-day sessions across the UK over 12 months, covering stakeholder management, critical thinking, and personal branding.
This year's cohort places a renewed emphasis on mentoring, with each Rising Star nominated by a senior broker who acts as mentor throughout the year. Nearly half of the 2026 mentors are graduates of Aviva's own Future Leader Programme.
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Simona Mitrica, insurance representative at i4me and a member of the cohort, said the programme had an immediate impact on her confidence. "I've only been in the insurance industry for just over a year, so I feel very lucky to have the opportunity to learn, develop and build such strong connections so early in my career," she said.
Her mentor, i4me associate director Adam Mixer, called Mitrica's willingness to learn a key factor in her nomination.
Aviva is not alone in its investment. AXA UK Commercial launched its own broker leadership programme earlier this year, while Zurich UK has committed nearly £1.3 million to an AI-focused apprenticeship scheme developed with Imperial College London.
Michelle Taylor (pictured above), broker distribution director at Aviva, said Rising Stars reflects the insurer's commitment to the broking sector's future.
"By giving Rising Stars access to a great network and high-quality learning, we hope to give brokers' most promising individuals all the tools they need to build a long-term career within their brokerage," Taylor said.
