What is an insurance broker and why use one?
An insurance broker is a qualified professional who helps you find and arrange the most suitable insurance policy by comparing options from multiple providers—and working on your behalf, not the insurer’s.
They offer tailored advice, access to specialist products, and support throughout the policy’s lifetime.
Unlike agents, who represent one insurer, or comparison sites, which sometimes show headline prices without much context, brokers are there to understand your situation and make recommendations that fit. Whether you’re looking for car insurance, business cover, or something more niche, their role is to match the right cover to your risk—and make the process easier.
But not everyone needs a broker. Some people value speed and simplicity over personalised advice. Others want support from someone who knows how to navigate a complex claim or source non-standard cover without sending them in circles.
In this guide, we’ll explore what brokers do, when they add real value, and how to decide if using one is right for you.
What does an insurance broker actually do?
An insurance broker acts as your representative, helping you find the right policy by assessing your needs, comparing multiple insurers, and offering expert advice—not just selling you a product.
At the heart of their role is client advocacy. A broker doesn’t work for the insurer—they work for you. They’ll start by asking the right questions to understand what you need to protect and where your biggest risks lie. This could involve anything from finding cheaper car insurance for a high-mileage driver to sourcing complex public liability cover for a small business.
Once they understand your requirements, they’ll approach a panel of insurers—sometimes big household names, sometimes specialist providers—to find policies that fit. They then break down the differences in cover, exclusions, excesses, and optional extras so you’re not just comparing prices—you’re comparing value.
Many brokers also offer claims support. If something goes wrong, they can guide you through the process, deal with the insurer on your behalf, and help chase progress or resolve disputes.
A self-employed delivery driver needs van insurance with hire-and-reward use, personal accident cover, and minimal downtime if the vehicle is damaged. A broker sources a tailored policy that wouldn’t appear on a typical comparison site.
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Get QuotesWhy use an insurance broker instead of buying direct?
Using a broker gives you access to advice, niche products, and a broader panel of insurers than you’d typically find on comparison sites—along with personal guidance if something goes wrong.
When you go direct to an insurer, you only see their products. When you use a price comparison site, you’re comparing quotes—but not necessarily understanding the differences in what’s actually covered. A broker sits in between. They help you understand what you’re buying, not just how much it costs.
You’re also more likely to access specialist products—especially if your needs aren’t straightforward. Modified cars, young drivers, convicted drivers, taxi cover, or multi-vehicle fleets often fall outside of standard online offerings. Brokers can source policies that aren’t available elsewhere, or tailor coverage that fits better than an off-the-shelf option.
Then there’s the support. If you ever need to make a claim—or dispute one—your broker can act on your behalf. You’re not just a reference number in a call queue. You have someone who already understands your situation and can chase progress, check decisions, and push for fair outcomes.
Comparison snapshot:
| Broker | Direct | Comparison Site | |
|---|---|---|---|
| Advice included | ✓ | ✗ | ✗ |
| Access to specialists | ✓ | ✗ | ✗ (limited) |
| Claims support | ✓ | ✗ or limited | ✗ |
| Tailored cover | ✓ | ✓ (but limited to one) | ✗ |
Do insurance brokers have any downsides?
While brokers offer personalised advice and access to a wider range of policies, they aren’t always free, and not every broker is equally independent.
It’s worth knowing how they work before you commit.
Some brokers charge a fee for arranging the policy, especially in business or specialist insurance markets. Others work on commission from insurers—meaning they’re paid by the provider when you take out a policy. In most cases, this doesn’t increase your premium, but it’s still something to ask about.
There’s also the issue of panel size. Brokers don’t scan the entire market. Each one works with a selected group of insurers, so while their reach is broader than a single provider, it may still be limited. If you’re after a very specific product or want to compare absolutely everything yourself, this might feel restrictive.
And while brokers are supposed to act in your best interest, commission structures can sometimes create a bias—whether conscious or not. That’s why good brokers are transparent about their relationships, the insurers they work with, and how they’re paid.
Ask before you commit:
- Do you charge a fee?
- Which insurers are on your panel?
- Do you receive commission from providers?
- Can I see alternative quotes?
The best brokers won’t hesitate to answer.
How do brokers differ from insurance agents or comparison sites?
Brokers represent you—the client. Agents represent the insurer. And comparison sites simply show you prices, often with limited context or support.
Understanding the difference helps you choose the right route for your needs.
An insurance broker works on your behalf. They’re not tied to any one insurer and instead compare policies from a panel of providers to find the best match for your situation. They’ll ask the right questions, explain what’s covered (and what’s not), and help you get things right first time.
An insurance agent, by contrast, works for the insurer. They can offer advice, but only on that company’s products. Think of them as knowledgeable salespeople with just one shelf of items.
Comparison sites don’t offer advice. They let you compare prices and product names, but they often strip out detail—like voluntary vs compulsory excess, exclusions, or small-print clauses. If you know exactly what you need, they’re useful. If you don’t, they can be risky.
Side-by-side comparison:
| Broker | Agent | Comparison Site | |
|---|---|---|---|
| Represents | You | The insurer | Neither |
| Range of insurers | Multiple (but panel-based) | One | Many (but limited info) |
| Offers advice | Yes | Yes (but tied) | No |
| Handles claims | Often | Rarely | No |
| Fee-based | Sometimes | No | No |
In short: brokers guide, agents sell, and comparison sites list. Each has its place—but they’re not interchangeable.
When should you consider using a broker?
You should consider using a broker when your insurance needs aren’t straightforward—or when you’d rather have expert guidance than go it alone.
Brokers are especially helpful when your risks don’t fit neatly into a drop-down menu.
If your situation includes:
- A non-standard vehicle (e.g. modified, imported, classic, or commercial use)
- A complex driving history (convictions, previous claims, or high-risk postcode)
- Business insurance with multiple cover types
- A need for ongoing advice or someone to help manage future claims
…then a broker can be worth their weight.
Even for personal cover, some people simply want a trusted point of contact—someone who’ll answer the phone, explain jargon, and chase up slow claims departments when needed.
You don’t need a broker for every policy—but when your needs get specific, or when the cost of being underinsured is high, they’re often the safest route.
How do you find a good insurance broker?
A good insurance broker is transparent, FCA-authorised, and focused on your needs—not just their commission.
Finding one means looking for credentials, not just convenience.
Start with regulation. All UK brokers must be authorised by the Financial Conduct Authority (FCA). You can check their status using the FCA Register. If they’re not on it—walk away.
Next, look for BIBA membership. The British Insurance Brokers’ Association is a professional body that promotes high standards. While not mandatory, membership shows they’re serious about their trade.
Don’t be afraid to ask questions. A reputable broker will explain:
- How they’re paid (fees, commissions, or both)
- Which insurers they work with
- Whether they specialise in a certain type of cover
- How they’ll support you if you need to claim
They should also be reachable. If your only way to contact them is a webform or automated system, that’s not really a broker—it’s a call centre with better branding.
Checklist:
- FCA-authorised
- Clear about fees and commissions
- Explains cover, doesn’t just quote it
- Responsive when you need support
- Offers a wide but relevant panel of insurers
A good broker earns your trust before they earn your business.
Final thoughts
An insurance broker can save you time, confusion, and—sometimes—a lot of money, especially when your cover needs are anything but average. They’re not just policy finders—they’re problem solvers, interpreters, and advocates.
If you’ve ever struggled to understand the fine print, found comparison sites too limited, or needed more than a basic policy, a broker can step in with tailored advice and broader access. They add the kind of value automation can’t replicate.
That said, not everyone needs one. If your insurance needs are simple and your cover is easy to place, buying direct or online might be enough. But when the stakes are higher—or the situation more complex—it’s worth having someone in your corner.
The key is to ask questions. Know what you’re getting, who’s offering it, and whether that extra layer of support is worth it for you.
In many cases, it is.
Frequently Asked Questions (FAQs)
Yes—especially for non-standard risks. Brokers often have access to specialist markets or bespoke rates not listed online.
Not always. Some charge a fee, others take commission from insurers. A good broker will tell you upfront before you commit.
No. Many brokers deal with personal insurance too, including car, home, and travel. They’re especially useful when your situation falls outside the norm.
In many smaller firms, yes. You’ll often build a relationship with one person or a small team who knows your history.
Yes. They usually handle the quote process, help arrange cover, and can assist with admin or claims later on.
Most are—but some are tied to certain insurers or use restricted panels. Always ask how wide their market access is.
Yes. They can liaise with the insurer, challenge outcomes, and explain appeal options if they feel the decision was unfair.
Sometimes. But for anything more complex than standard cover, brokers can often get it right faster by cutting out trial and error.