June 29th, 2026
New White Paper Offers Insurance Brokers Insight
What do insurance brokers need to know about the public’s perceptions of what an insurance broker can do for them? Similarly, what should insurance brokers be focusing on, in terms of potential insurance buyers’ needs? And how can insurance brokers address consumer viewpoints, once they know what they are?
Getting inside the head of UK consumers, on behalf of insurance brokers, is something I’ve been doing since 1993. And I don’t think it’s just longevity that has won Catapult so many awards for insurance PR and content campaigns. I think we really do ‘get’ the insurance consumer and how they think. But to keep my finger on the pulse, I bother to ask consumers what they think, on a regular basis.
New white paper relating to insurance brokers
To coincide with yesterday’s Insurance Awareness Day, Catapult PR has published a whole new body of research that explores consumer perceptions of insurance brokers. All has been summarised within a new insurance broking white paper. This is based on research that we independently commissioned through respected research body, Censuswide.
Why is knowing what insurance customers feel and want so important right now? Well, as we identified in our November 2023 download, Your Insurance Marketing Wake-Up, also based on consumer research, consumers want better service from the insurance sector. There’s an opportunity for brokers to differentiate their service from that of large insurance firms who tend not to treat consumers as real people, merely as case files to be picked up by anybody who happens to be in the office.
The opportunity for insurance brokers
Insurance brokers have the opportunity to deliver the one-to-one, personalised service that consumers want, but ONLY if they employ the right messaging that will cut through other noise, align with what consumers want to hear, and also, most importantly, be delivered in the right way for AI search.
If they do not consider the latter, they will become invisible. People are not now getting their information from websites but from AI-drive summaries. These are based on information that is publicly available and in the ether, having been generated by PR, online content on insurers’ websites and, to some degree, social media.
Building authority as insurance brokers
The point about AI search is a hugely important point, as the majority of insurance brokers are just not building authority in the places that matter. At best, they probably place a few posts on social media and think that LinkedIn posting will get them where they want to be. It won’t. It’s not even the best tool to be using on LinkedIn.
There’s an important point to make here. What I have always appreciated, is that insurance brokers think they are more interesting than they actually are. I don’t mean that they are dull people, in fact, often quite the opposite, but what they sell is truly dull to the consumer. Yet, insurance brokers seem to just assume that there will be thousands of consumers out there, who are following their social media pages and picking up information about them. They just aren’t.
Marketing of insurance brokers
Yet, social media is important, if you link it up with other marketing – PR that will generate citations in trusted third-party media sources (a big plus for AI search) and online content that answers questions and builds authority. But again, the majority of insurance brokers are ignoring both of these forms of marketing. They fail to appreciate the ‘show up everywhere’ strategy that is so desperately needed, to avoid becoming invisible. (Please download our booklet about this, if you need to know more)
So, I am gifting insurance brokers across the UK an awful lot of insight within the white paper but it will only be of benefit if they know how to make use of the messaging hints also provided. They also need to do the litmus test – searching for their own company using the most likely keywords that a consumer would use (perhaps ‘best insurance broker in Littleville, or wherever) and see where they appear.
Summarising the insurance broker white paper
The research findings shows that there have been some interesting shifts in the past 2.5 years, perhaps indicative of a tough economy and reduced focus on community. I feel there are real opportunities for insurance brokers to grow and acquire more customers, despite this. To do that, however, they will first need the white paper, available below, and they then require the right marketing tactics.
At Catapult PR, we currently have some availability to assist brokers, particularly in niches such as haulage and fleet transport, farm and rural insurance and cyber.
We can also promote insurance brokers within specific geographic areas, and right across personal lines products, where we have years of experience in pet, motorcycle, home and motor insurance and much more, both through brokers and direct online purchase.
Make the most of the opportunity in front of you, if you are an insurance broker, as it’s a chance to shine, stand out and be found. Just find out what the consumer thinks about you first! Download link is below.
Authored by Jane Hunt, managing director of Catapult PR
Jane has been working in the insurance sector since 1993, when she was PR Manager of Swinton Insurance. She was then asked to launch new – and then high-risk motor insurance provider – Privilege insurance, with this PR campaign becoming an award-winner. Having then moved to another agency to create a national award-winning PR campaign for Yorkshire Bank, Jane also created high-profile insurance campaigns for Wedding Plan and Green Flag motor and home rescue.
She founded Catapult PR in 1998, with Abbey National Direct as her first client. For six years, she then created a string of award-winning PR campaigns for Primary Direct travel, pet and home insurance and Bennetts Motorcycle insurance. Other insurance campaigns contributed to clients such as CIS winning their own awards. In late 2013, she moved into commercial insurance PR and content n a big way, starting to represent Gauntlet Risk Management, with whom she has enjoyed more than a 12-year journey, to date. She has also carried out projects and newsletter writing for Willis Towers Watson Network and for Budget Insurance Group and has created award-winning PR campaigns for fleet-transport specialist, McCarron Coates, including a very high-profile pandemic campaign, named ‘Wish You Could Hear’, that rallied support for the UK coach sector.
