New Zywave Survey: AI Emerges as Defining Force in the Broker-Client Relationship
Today, Zywave released its 2026 Broker Services Survey, an annual study examining what employers expect from their insurance brokers. Based on insights from over 1,400 U.S. employers, the report reveals AI is no longer a distant promise in the insurance industry. Instead, it is now a defining factor in how employers evaluate and select their brokers. The findings highlight several trends shaping the future of the broker-client relationship.
AI Adoption: From Trend to Table Stakes
For the first time, employers named “integrating AI effectively into benefits administration and HR operations” among their top 10 employee benefits and HR challenges. This shift signals that AI is now a baseline expectation, not a differentiator reserved for large or tech-forward firms. In fact, “failure to leverage modern technology and AI-powered tools” has entered the top reasons employers would consider switching brokers. Digital sophistication is now part of the service standard, and brokers who lag behind risk losing business.
Why Brokers Still Need a Human in the Room
Slow response times, inconsistent communication and a broker’s inability to act as a strategic advisor remain the top three reasons employers say they would switch brokers. According to the new survey, 71% of employers in 2026 expect their broker to act as a trusted advisor, up from 56% in 2023. Employers increasingly want technology such as AI tools that remove friction from day-to-day service as well as a human advisor who can translate data into strategy. Brokers who treat technology and professional advice as separate tracks are most likely to fall behind, while those who blend both are best positioned to succeed.
Fewer Check-Ins, Sharper Conversations
The rise of client self-service portals is quietly changing how brokers and clients interact. The survey found that the percentage of employers desiring weekly contact with their broker dropped from 41.9% in 2025 to 33.4% in 2026. As routine tasks are increasingly handled by insurance-specific AI tools, brokers have more time to focus on higher-value advisory work. This shift allows for more meaningful, less frequent interactions, aligning broker efforts with client priorities.
Strategic Service Gaps: A Call to Action
While technology adoption is critical, the survey highlights persistent gaps in strategic service delivery:
- Multiyear Strategic Benefit Plans: 94% of employers say these are important, but only 51% feel their broker fully provides them.
- Healthcare Cost Management Guidance: 89% rate this as very important, yet just 69% say their broker delivers.
- Risk Management Strategy: 96% call this service important, but only 58% say their broker fully helps develop or refine their strategy.
These gaps represent significant opportunities for brokers who can combine AI-enabled productivity with robust, forward-looking advisory services.
AI as a Commercial Risk Factor
AI is not just a tool for efficiency; it is now a source of new commercial risk. Addressing coverage needs for emerging risks, including those driven by AI, entered the top 10 commercial insurance challenges for the first time. Employers now mention AI alongside geopolitical instability, supply chain disruption, and climate events as drivers of new exposures. These risks often lack established underwriting standards or historical loss data, making them difficult to address with traditional approaches. Brokers who stay current on emerging risk trends and help clients identify and manage these challenges will be seen as indispensable partners.
The Path Forward
The Zywave 2026 Broker Services Survey makes it clear: AI is now a visible, measurable part of the broker-client relationship. Employers expect brokers to deliver both technological sophistication and strategic human insight. Those who can seamlessly integrate AI into their operations, while maintaining a strong advisory role, will be best positioned to thrive in this new landscape.
The findings suggest brokers that successfully combine AI-enabled efficiency with trusted advisory expertise will be better positioned to meet evolving client expectations. For carriers and technology providers, the opportunity lies in supporting brokers with platforms and solutions that close the gap between client expectations and service delivery. The future of insurance distribution belongs to those who can blend the best of both worlds.
Zywave will host a webinar on Wednesday, Aug. 5 at 1 p.m. CDT to discuss the full research findings. More information on how to access the report can be found on Zywave’s website.