What to Look For When Choosing an Insurance Broker or Insurer

Shopping for insurance isn’t like picking up a new book or going to the supermarket for a few groceries, it’s one of those decisions that carries weight, because the right (or wrong) choice can have long-lasting consequences for your business.

  With countless providers, options and promises out there, the question is how do you choose a broker or insurer who’s genuinely the right fit for you and your company?

  Whether you're seeking comprehensive business protection, a bespoke insurance solution or a new type of insurance you haven’t purchased before, like cyber insurance, here are some key factors to consider:  

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1. Independent advice and market access

There are three main routes to buying insurance: directly from an insurance company, through a captive agent who represents one provider or via an independent broker.

  Going direct to an insurer may seem quicker and more convenient, with online platforms allowing instant quotes and policy management, and an insurer offering competitive pricing for straightforward cover. However, obviously this limits you to one insurer’s products, and there’s little room for personalisation or advice. Support can be way too generic, also, especially if you need to make a claim.

  Using a captive agent – who represents one insurer only – can offer a personal touch and local presence, while still representing a well-known national brand, but then you are restricted to one insurer’s offerings, which may not always be the most suitable or cost-effective for your business’s specific needs.

  Is an independent broker your best bet?

  Independent brokers are often the best positioned to find competitive pricing and the right fit, as they work across multiple insurers and markets. With an independent broker like Ascend Broking Group, clients benefit from impartial advice, access to a broad panel of specialist insurers and solutions tailored to individual risks. This avoids the pitfalls of those one-size-fits-all policies.

2. Service that matches your pace

If you’re considering a broker, take time to think about their communication style and responsiveness. In today’s fast-moving world, a broker should make insurance feel seamless, not sluggish, so determine how easy it is to reach them, the methods of communication they offer and their willingness to respond quickly when it really matters.

  Do they have a flexible, responsive service? Do they offer face-to-face meetings, site visits, teams calls or a system of emergency claims responses? Do they respond expediently to emails, do they pick up the phone quickly, expending with phone queues or call centres?

  When it comes to Ascend, the answer to all those questions is ‘Yes!’ We put you, the client, first. We know that as a busy business owner, you want direct and swift access to an advisor, with continuity and clarity at every stage, and that’s what we provide.  

3. Experience and specialisation

Insurance isn’t just about policies, it’s about people who understand your world. A broker’s experience, particularly in niche or complex sectors, can make all the difference when navigating claims or tailoring coverage.

  Ascend Broking’s sector expertise spans industries from hospitality and vineyards to construction, fleet and professional services. With us, clients receive guidance from a broker who genuinely understands their risk landscape and knows how to protect against it.  

4. Claims support that has your back

A policy only proves its value when something goes wrong, so the real test of a broker is in their claims service.

  Ascend offers a bespoke, personal claims experience, helping to manage the process from start to finish, advocating for clients and aiming to secure the best possible outcomes. We don’t hand matters off to faceless claims departments, but offer real support from a dedicated advisor that knows your cover inside out.  

5. Transparency, ratings and recommendations

Reputation matters. Look for brokers or companies with a strong track record, genuine testimonials and independent ratings. Also consider whether they help you evaluate insurer quality - not just price!

  Ascend believes in Advice Before Price – always! We also offer our unique ‘Ascend Index’, a five-star rating system that evaluates insurers on product strength, claims responsiveness and service quality. It allows our clients to make informed decisions based not just on price, but on long-term value.  

6. Digital tools without the jargon

While relationships are at the heart of insurance, digital tools play a key role in simplifying management and access. A modern broker should offer convenient technology without sacrificing personal service.

  Ascend has developed innovative client platforms that help with policy management, documentation, renewals and even claims tracking - keeping things transparent, simple and always accessible.  

7. Tailored services and tiered options

Everyone has different priorities. Some clients want hands-on support and regular reviews; others prefer low-touch, efficient service. The best brokers understand this and offer choice.

  Ascend’s tiered service proposition allows clients to choose the level of advisory input and support that suits their needs, while always having access to expert guidance when it matters.  

8. Fair pricing and real value

Cheap premiums might look tempting, but often mean minimal cover or nasty surprises when claiming. The right broker helps strike the balance between affordability and comprehensive protection.

  As an independent advisor, Ascend Broking doesn’t just chase the lowest quote – we compare multiple providers, negotiate directly with underwriters and look for available discounts and added-value cover to fit each client’s profile.  

9. More than just insurance

Great brokers don’t stop at policy paperwork. Many provide added value through risk management, regulatory support, business planning tools and training, especially for commercial clients.

  Ascend offers a wide range of risk services, access to an award-winning training academy, and even support with ESG strategies and cyber resilience - helping clients protect not just their assets, but their growth.  

Further Ascend offerings: 

Ascend Life 

Ascend Risk 

Ascend Health 

Ascend Executive Wealth Management

Claims 

 

Making the right choice

Selecting an insurance provider isn’t about ticking boxes, it’s about finding a partner who understands what matters to you and delivers on it, year after year.

  Whether it’s convenience, personal service, niche expertise or claims advocacy, Ascend Broking Group brings clarity to a cluttered market and ensures clients are always one step ahead of risk.

  Want to explore what a more tailored insurance solution could look like for your business cover? It might be time to take a closer look at what an advisory-led broker like Ascend can offer.

  Call us today on 01245 449060 or email matthew.collins@ascendbroking.co.uk. and let us guide you every step of the way.