August 13th, 2026
Catapult White Paper Highlights Areas for Insurance Broker Attention
The specialist insurance marketing team at Catapult PR has commissioned independent research that shows UK insurance brokers should put concerted effort behind building greater awareness of their role. Research findings, now collated in an insurance broking white paper, also demonstrate that insurance brokers should be actively communicating service value, and access to insurance products, if they wish to secure more client business and grow.
Furthermore, they need to work hard to shift customer perceptions. The Catapult PR-commissioned survey showed that the viewpoint of one-in-ten UK consumers is that insurance brokers are ‘outdated’ in our modern digital world.
The findings of this survey are not wholly surprising to our insurance PR and content team. Catapult PR has represented insurance clients continuously since the consultancy’s foundation in 1998 and has a good handle on the approaches that brokers take and the gap in knowledge between their world and that of the average insurance buyer.
More about the independent Catapult PR insurance broker research survey
Catapult PR’s insurance white paper, ‘What UK Consumers Think About Insurance Brokers’ is based on independently commissioned research, organised by specialist research company, Censuswide.
It discovered a sizeable percentage of respondents have insufficient knowledge of brokers to comment on their viewpoints of broking (22%). 14% believe brokers add cost but no value. 11% of people openly admit they do not know what brokers do.
The white paper offers many more insights into how insurance brokers are perceived, both in general and in different areas of the UK. It demonstrates the challenge insurance brokers face in making insurance provision through a brokerage relevant to younger generations.
The added-value contained within the insurance broker white paper
Suggestions about messaging that could assist with broker marketing and client acquisition are provided by the specialist insurance PR and content team at Catapult PR. The survey pinpointed key areas on which brokers can work, to help guide customers through the pitfalls that can emerge within non-personalised insurance provision. This has been part 1 of the Catapult team’s focus.
Part 2 of the white paper homes in on a ranking of factors that would actively encourage consumers to use an insurance broker. Beyond more obvious answers relating to better value for money, and having the reassurance of having the right cover, were the following. Personal/face-to-face service; a good reputation built up by the brokerage, a belief in the brokerage as an expert, and better explanations of products/provision of online resources.
Catapult PR suggests how brokers can utilise this knowledge, to communicate with potential customers and also attain all-important expert positioning through thought leadership.
Catapult PR’s credentials in insurance PR and content writing
Catapult PR has already engineered thought leader status for a variety of insurance brokers. It also acquired 13 years’ of experience in representing Gauntlet Group and its AR network and took brokerages like fleet specialist, McCarron Coates, to multi award-winning insurance industry success, creating campaigns that won hearts and minds in key insurance niches.
It has provided content writing and resource-creation services to Willis Towers Watson Networks and worked, in its earlier years, with the Budget Group. Other insurance sector clients represented include CIS/CFS, Primary Direct, Primary Group, Bennetts Motorcycle Insurance and Dial Direct.
Views of Jane Hunt: an insurance-sector PR and content writer with 33 years industry experience
Managing director, Jane Hunt, a former PR Manager at the then 750-branch-strong Swinton, who later handled the PR launch of Privilege Insurance, says, “Brokers typically make too many assumptions about prospective clients and their knowledge of working with a brokerage. Many also head down the wrong marketing routes, underestimating the importance of building awareness, trust and an expert voice. These factors have always been important but they now dovetail with exactly what AI-drive search wishes to see, whether that is through Google or an AI bot. All search is now looking for signs of authority and unique insights.
“Brokers are currently at risk of falling out of view, because they are not focusing on the right strategy. They often lack considered messaging that can both speak to, and connect with, the average client. It is rare for them to focus on external brand-building through PR, so as to become an expert voice. They also usually overlook the importance of online material that educates both the consumer and the AI search tools.
“Our insurance broker white paper seeks to support brokers, by helping them get inside the head of their prospective clients, to attain a clear view of those to whom they are marketing. With the marketing advice we also offer within the white paper, we have sought to guide both broker thinking and marketing efforts and help brokers move forward more productively and visibly.”
How to access the Catapult PR white paper on insurance brokers
‘What UK Consumers Think About Insurance Brokers’ is available for download at the Catapult PR website at www.catapultpr.co.uk/brokerWP. Brokers wanting assistance with their thought leadership, PR and content, can contact Jane Hunt on jane@catapultpr.co.uk
