UK Business Leaders Prioritized Service Over Cost
For many firms, selecting an insurance broker has shifted toward finding strategic risk management partners.
Updated on Oct. 5, 2026 in Insurance
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A survey of 1,000 European C-suite leaders revealed that UK executives now prioritize broker service quality over price when managing commercial insurance. This shift reflects a growing view of insurance as a strategic investment rather than a simple operational expense.
Why it matters
Business leaders are increasingly seeking proactive risk management partners to navigate complex threats, particularly in cybersecurity, where many firms remain exposed. This transition highlights a broader effort to use insurance to improve long-term business resilience and performance.
In a survey of 1,000 C-suite leaders, 55% of UK executives prioritized service quality over price when selecting a broker. Meanwhile, 42% of UK leaders reported that their current brokers failed to provide sufficiently proactive or consultative services.
The players
Worldwide Broker Network
An international alliance of independent insurance brokerages that provides global risk management solutions.
MarshBerry
A consulting and investment banking firm specializing in the insurance brokerage and distribution industry.
The details
As cyber threats become a top concern for 52% of UK leaders, the gap in specialized coverage has become more apparent. With 35% of SMEs lacking cyber insurance and fewer than 3% protected by standalone policies, many executives are moving away from purely price-driven procurement. Instead, they are seeking brokers who can act as technical consultants to bridge these critical protection gaps.
Timeline
59% of SMEs experienced a cyber attack in the 12 months prior to the 2025 report.
Research regarding broker risk management conversations was published in September 2026.
Survey results regarding broker service and strategy were published on October 5, 2026.
Money Landscape
This development marks a departure from traditional commodity-based insurance purchasing toward a model centered on risk advisory. It follows a documented trend in Broker Insights research where firms are increasingly prioritizing resilience over cost-cutting as cyber threats expand.
Business leaders should review their current insurance portfolios to determine if their broker is providing the necessary consultative support for emerging risks. Consider discussing with a professional whether your current coverage meets your specific cyber risk profile versus industry averages.
The takeaway
The move toward strategic, service-oriented brokerage highlights that insurance is now a pillar of operational continuity for modern businesses. Executives should prioritize audits of their existing coverage against recent threat data to ensure they are not part of the 35% of SMEs lacking cyber protection.
Further reading
For more on how to manage corporate protection, explore our Insurance section.
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Do you feel your professional service providers are proactive enough in addressing your business needs?
