UK insurance brokers are heading into the rest of 2026 with near-record confidence, even as softening rates and tighter regulation squeeze the market they operate in.
Aviva's latest Broker Barometer found 95% expect their business to grow over the next 12 months, with regional brokers leading the way at 98%.
The survey polled 251 UK general insurance brokers in March. Confidence has effectively plateaued at the top end. Prior Broker Barometer editions recorded 83% growth confidence in 2024 and 94% in 2025.
The bigger shift sits beneath the headline number.
Some 64% of brokers named retaining existing clients as their main route to growth. New customer acquisition came in second at 59%.
That marks a clear pivot. The 2025 Barometer (old data) showed 70% of brokers citing new customers as a growth driver, more than double the 33% recorded in 2024. Brokers chased new business at the peak of the hard market. They are now defending the book.
Relationships still trump price. 87% said strong client ties matter more to success than competitive pricing.
Service expansion (46%), tackling underinsurance (39%) and stronger marketing (62%) rounded out the growth levers. Aviva said the underinsurance figure rose to 60% among brokers who see themselves as ahead of the technology curve.
The optimism sits against real pressure.
PKF Littlejohn's 2026 UK broking outlook warned that softening rates, particularly in commercial property and motor, are eroding margins. EY has projected that for every £1 of consumer motor premium earned in 2025, the sector will pay out £1.01 in claims and expenses. The figure rises to £1.11 in 2026.
Regulation is piling on. Slaughter and May's 2026 Insurance Outlook noted that the FCA's Consumer Duty implementation work, its pure protection market study, and its review of insurance premium finance all remain priorities for the regulator this year.
Sentiment toward the wider sector held firm. Nine in 10 brokers said they were proud to work in insurance. 87% said they enjoyed broking specifically.
91% said the industry offers good career opportunities. 86% viewed insurance as an enabler of UK economic growth.
95% expressed optimism about the future of the profession. 84% said the industry is adapting successfully to new risks.
Nine in 10 brokers said they were willing to manage business digitally, up 10 points year-on-year. 44% want clearer visibility over who is handling their quotes and claims. Two in five want more AI for personalised insights.
Carrier collaboration scored well, with 90% rating engagement as good or excellent.
Michelle Taylor (pictured above), broker distribution director at Aviva, said: "It's great to see the level of optimism and ambition across broking, reflecting the strength of the broking community today."
Taylor added that Aviva will continue tailoring its support to help broking businesses "get ready to grow with confidence throughout 2026."
