Nearly three quarters of UK insurance brokers are currently recruiting, but the rate of improvement in the sector's talent challenge has slowed, according to Aviva's latest Broker Barometer survey.
The research found 72% of brokers are actively hiring, down just two percentage points on the previous year. The marginal fall contrasts with a 20% decline recorded between 2024 and 2025. Almost half (45%) said their recruitment needs had grown over the past year, 49% reported consistent demand, and only 6% said their requirements had decreased.
Professional development ranked as the top staff retention strategy, cited by 50% of respondents, ahead of competitive salaries and benefits at 42%.
Michelle Taylor, broker distribution director at Aviva, said the results reflected a broader shift in how the industry approaches its workforce.
"People are at the heart of broking, and are what make this industry special. We know brokers are facing tough conditions, but as always, they're facing forward — prioritising the long-term development of the talent that is central to their success," Taylor said.
The survey findings reflect a structural challenge that extends beyond near-term hiring pressures. The number of insurance professionals aged over 50 now roughly equals those under 30, according to the London Market Group, which reported the two age groups now account for roughly the same share of the talent pool.
Meanwhile, more than half of brokers said they struggle to attract recruits under 30 even where training programmes are available.
Graduate intake has also weakened. Despite a modest increase in graduate hires between 2020 and 2022, the sector recorded an 18% drop in graduate vacancies in 2025. The Chartered Insurance Institute has found that only 4% of young people express interest in a career in insurance.
Separate research found that 87% of brokers cite succession planning as their primary reason for prioritising younger talent attraction, ahead of fresh ideas (77%) and new skills (76%).
Three quarters of local brokers are currently recruiting, with more than half reporting an increase in recruitment needs over the past year — a higher proportion than the broader market.
More than half of all brokers (57%) said they would need to offer a higher-than-expected salary to secure new talent, making pay expectations the single biggest barrier to filling roles. Risk-role vacancies across the UK insurance sector rose approximately 11.4% year on year, according to Vacancysoft data published in April 2024.
The skills brokers are seeking are also changing. Of those currently recruiting, 43% are specifically looking for staff with creative and digital capabilities, as artificial intelligence and automation alter operational requirements. Skilled employees and innovation both featured in brokers' top three factors for business success.
The Chartered Insurance Institute's Aspire Apprenticeship framework, which spans Level 3 through to Level 6 Senior Insurance Professional, offers one structured route for firms seeking to develop talent internally rather than compete for it in a tight market.
The number of retail brokers regulated by the Financial Conduct Authority fell 46% between 2006 and 2024, concentrating the workforce within fewer, larger organisations and reducing the traditional entry points that independent firms once provided.
Years of acquisition activity have also contributed to experienced professionals leaving the sector, while the regeneration of younger talent has been inconsistent, according to the report.
Taken together, the Aviva data points to a market where the talent challenge is becoming harder to solve through conventional means.
With demographic pressures deepening, graduate pipelines weakening and consolidation shrinking the number of independent entry points into the profession, the brokers best placed to weather the squeeze are likely to be those that invest in development now rather than waiting for the labour market to ease.
