The British Insurance Brokers’ Association (BIBA) has rolled out a national advertising initiative aimed at promoting the role of insurance brokers among small and medium-sized enterprises (SMEs).
The campaign, which spans multiple platforms including Sky TV, national radio, newspapers, podcasts, Spotify, Google, and social media, is expected to reach more than 30 million adults across the UK. Its primary audience includes entrepreneurs, startups, and the wider business sector.
Speaking at the BIBA Conference, CEO Graeme Trudgill introduced the campaign as the first of its kind during his tenure.
"This is a new era for promoting insurance brokers. I am passionate about telling the broker story and we want to reach the business owners of the future who have grown up buying their personal insurance online,” he said.
A central feature of the campaign is a character called Ben the Broker, who will serve as the face of the messaging and demonstrate the range of options, guidance, and support available through brokers.
Trudgill stated that the campaign signals a new phase in efforts to promote brokers and is intended to connect with future business owners who are used to purchasing personal insurance online. He said BIBA aims to present the broker proposition in a way that resonates with this demographic.
Developed by advertising agency Lavery Rowe, the campaign incorporates feedback from BIBA’s Board and Advisory Boards. It is scheduled to run throughout May and June and is focused on SME decision-makers and startup founders aged 21 to 45.
Additional versions of the advert introduce two more characters: Jen, who is launching an office-based business, and Sam, an electrician starting his own operation. In each storyline, Ben the Broker assists in sourcing appropriate insurance products from a range of insurers.
Outside of the campaign, BIBA has recently introduced several initiatives aimed at supporting SME brokers and small businesses.
In its 2025 manifesto, BIBA outlined a six-point strategy to establish a more proportionate regulatory environment. The association called for the removal of unnecessary Financial Conduct Authority (FCA) rules, reforms to product value assessments, and streamlining of current reporting requirements.
Another key initiative is BIBA’s campaign encouraging SMEs to develop business continuity plans. This push comes in response to research showing that many small businesses remain unprepared for crises such as fires, floods, or other disruptive events. BIBA emphasises that having a proper insurance-backed continuity strategy can significantly enhance resilience.
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