Today marks the first day of the 2025 British Insurance Brokers’ Association (BIBA) Conference - the annual reminder for the UK insurance industry that there’s a whole world of insurance outside of London.
While London has long been seen as the heart of the UK insurance market, this year’s BIBA theme - “a new era” - underscores a growing industry realisation: regional brokers face a very different set of challenges, and they need a different kind of support from their insurer partners.
Speaking with Insurance Business ahead of the ‘Christmas of insurance’, Danielle Champion, MD of Global Markets, UK for Munich Re Specialty, noted that amid criticism that the insurance industry is very London-centric, she’s keen to spread the message that, “the UK regions need a different servicing model. They need local offices. They need boots on the ground.”
That message is resonating more than ever in 2025, as regional brokers continue to navigate shifting market dynamics, growing SME complexity, and client demands for faster, more tailored solutions.
Champion emphasised that supporting the UK regional market is integral to the strategy she’s driving at Global Markets, UK - and to the long-term success of Munich Re Specialty overall. “We believe the UK regional market is playing an important role in delivering on the vision for global specialty insurance.” She also highlighted that the UK regional market business has seen “pleasing” gross written premium growth of around 14% between 2019 and 2024.
Brokers across the UK regions are clear about what they need: responsive underwriting, tailored products, and meaningful partnerships. Unlike many of their London-based counterparts - who may focus on large corporate risks or international placements - regional brokers tend to work with SMEs and niche local businesses. This demands a different level of underwriting flexibility, relationship-based servicing, and decision-making autonomy.
The BIBA Conference offers a rare opportunity to hear directly from those brokers about their everyday pain points and the kind of insurer support that actually moves the needle. As Champion put it, “Making the right investments in a great service proposition can only happen as a result of spending time with brokers,” she said. “And it’s that which enables a business to further consolidate its presence in the regional market. I feel the service part of that is really key. We’ve had a great history, but we have a great future. So there’s lots more for us to do here.”
All too often, investments into the service element of an insurer’s proposition are conflated with technology and automation programmes. But for regional brokers, service isn’t just about systems - it’s about accessibility, speed, and trust. While technology and innovation have undeniable roles in building a business, Champion noted that what regional markets value most is face-to-face interaction and real investment in relationship management.
“We’re investing in service at a time when I think automation is being widely used, sometimes to great efficiency, but sometimes also losing that personal contact and especially the flexibility around underwriting,” she said.
Indeed, regional brokers consistently express the need for insurers to empower local underwriters, support quicker turnaround times, and tailor cover for region-specific industries - from agriculture and manufacturing to tourism and trades. They don’t just want efficient platforms; they want trusted partners who understand the realities of the local economy.
“Flexibility and creativity” are top of the wish list, Champion said. Brokers want to work with insurer partners who understand their needs and those of their clients. That includes regular, reliable points of contact - and showing up in person at key events like BIBA, where the value of face-to-face engagement can’t be overstated.
As the conference gets underway, the message is loud and clear: for insurers looking to deepen their presence across the UK, the path forward isn’t just digital - it’s deeply human, distinctly local, and built on mutual understanding.
