Executive Insight: How Modern Digital Platforms Are Transforming Intermediary-Led Distribution in the UK & Ireland?

For insurance companies today, growth no longer hinges solely on pricing and product innovation. Success is increasingly defined by how well insurers can engage, educate, and support their intermediary partners – brokers, MGAs, networks, and aggregators.

While many insurers have invested heavily in direct-to-consumer (D2C) channels, Business-to-Business (B2B) intermediary distribution remains a critically underutilised lever for scalable, sustainable growth – especially in the Life, Protection and Employee Benefits sectors.

With rising regulatory pressure, shifting digital-first behaviours, and growing expectations from partners, it’s time to leave legacy behind. Modern platforms like Comarch Digital Insurance empower insurers to meet this challenge head-on – delivering tools for education, control, and communication that streamline operations and unlock growth.

 1. From Coffee Houses to Customer-Centricity

The UK insurance trade, born in the coffee houses of 17th-century London, has prided itself on risk management, underwriting strength, and actuarial discipline. But in 2025, the bottom-line value of customer-centric strategies has been recognised. Consumer expectations are evolving fast, driven by:

• Regulation, e.g., FCA’s Consumer Duty, GDPR
• Digital-first preferences and channel proliferation
• The rise of AI, automation, and seamless user experiences

Despite these shifts, many insurers continue to operate on legacy platforms that are misaligned with today’s distribution demands. This creates a missed opportunity. While D2C channels get most of the attention, intermediaries are still the engine of growth for many product lines – from Protection to Group Benefits.

Distribution today is complex. It includes:

• brokers and financial advisers,
• Managing General Agents (MGAs),
• aggregators and comparison sites,
• digital distributors,
• affinity partners. 

Managing this ecosystem manually is resource-heavy, inconsistent, and a blocker to scale.

2. Why Growth Slows Without Modern Tech

Without the right tools, growth stalls. Here are the key problems insurers face:

• Legacy Systems vs. Digital Demands

Outdated infrastructure can’t integrate with modern partner systems. This forces large intermediary account teams to handle manual tasks and delays basic admin processes – eroding partner confidence.

• Compliance & Regulatory Pressure

With FCA oversight tightening under the Consumer Duty, GDPR enforcement, and evolving conduct standards, insurers must ensure every distribution partner remains compliant – or risk significant financial and reputational damage.

• Misaligned Partner Operations

Each intermediary operates different systems and processes. Without a unifying layer of technology, operational misalignment becomes inevitable – stalling engagement and blocking collaboration.

• Inconsistent Customer & Partner Experiences

Today’s brokers expect intuitive, digital-first experiences. But when insurers lack system integration, they deliver clunky processes and slow responses – frustrating their partners and eroding value.

• Communication Gaps

Keeping every partner aligned on brand messaging, product updates, and compliance requirements is difficult – especially when partners are at different digital maturity levels.

• Commission Complexity

Partners work on performance-based models, but outdated systems struggle to manage variable commission structures accurately. This results in delays, disputes, and internal inefficiencies.

3. The Modern Answer: Comarch Digital Insurance

To thrive in this evolving B2B environment, insurers need platforms that are flexible, scalable, and purpose-built for the complexities of intermediary distribution.

Comarch Digital Insurance delivers the three foundational pillars of success:

• Education

Equip brokers and partners with real-time access to product materials, regulatory updates, training modules, and quote/illustration tools. Eliminate knowledge gaps and build confidence in selling your products.

• Control

Gain centralised oversight of compliance, commission tracking, and partner onboarding. Automate rules to ensure every distribution partner remains aligned with internal and regulatory expectations.

• Communication

Consolidate product messaging, campaign content, and pricing updates into one system. Keep your partners informed, engaged, and consistent in how they represent your brand.

4. What Modern Integration Delivers

• Faster time-to-market for products and promotions
• Reduced operational costs through automation
• Higher partner satisfaction and retention
• Stronger compliance visibility
• Accurate commission management
• Scalable growth across multiple channels

 
5. Final Thought: From Manual to Modern

The intermediary model is not going anywhere – it remains essential to insurance distribution. To unlock its full potential, insurers must leave behind the patchwork of outdated systems and manual workarounds.

Comarch Digital Insurance offers insurers a proven pathway to modernisation – powering smoother partner experiences, stronger compliance, and faster growth.

What's your biggest challenge in managing your intermediary network today?

Author: Bradley Jones

Business Development Manager at Comarch