Financial Services, AI-Enablement

How insurance leaders a strengthening distribution performance

By John Rivers — On August 13, 2026

Insurance distribution across EMEA is changing fast. Brokers and advisors expect faster answers, sharper personalisation, and content that's actually relevant to them. As a result, firms are under real pressure to modernise how they equip their distribution and growth teams.

To find out how the industry is responding, Seismic partnered with Insights for Professionals to survey 250 senior insurance leaders across EMEA. The result is our latest benchmark report, The State of Distribution Enablement in Insurance 2026. Here's what stood out.

Insurance firms are struggling to execute effectively

Insurance firms across EMEA are clear on what they're chasing this year. Nearly half of firms (47%) say growing new business through broker and advisor relationships is their top distribution priority. Retaining and deepening existing partnerships comes next at 33%.

But for most firms, operational drag is holding them back from executing effectively:

  • 55% say reducing manual effort so teams can spend more time with brokers is a top gap
  • 50% struggle to deliver consistent messaging across teams, channels, and regions
  • 49% can't onboard new distribution team members fast enough
  • 47% can't create compliant, on-brand materials at speed

Distribution teams simply aren't moving fast enough. Manual processes and fragmented workflows internally are hindering growth. And it's not just internal friction. 44% of firms say they're losing business to better-serviced competitors, while others are feeling the pressure from brokers who expect more from every interaction.

Many firms also point to resistance to change among client-facing teams, and a lack of in-house digital or AI expertise. Legacy systems and regulatory concerns follow close behind at 44% each. Firms that don't invest in their people and skills alongside their tech stack will struggle to execute effectively.

AI investment gaining momentum

AI investment is picking up fast. 59% say it's already underway or very likely in 2026. Insurance firms see it closing the exact gaps holding them back today:

  • 52% say personalising content for different partners and products is where AI could have the biggest impact
  • 46% want AI to make sure teams are always using approved, current materials
  • 42% see it speeding up meeting prep and follow-up
  • 41% point to faster creation of compliant content

Firms want AI that personalises engagement, keeps content current and compliant, and speeds up their distribution teams. The budgets back it up, as AI is becoming standard infrastructure for distribution teams.

Closing the execution gap

Insurance firms across EMEA are seeking more new business, stronger partner relationships, and a faster, more consistent way of engaging brokers and advisors. And while operational challenges are standing in the way, insurance firms that pair AI with the right content, workflows, and enablement strategy will grow the fastest.

Want the full picture? The State of Distribution Enablement in Insurance 2026 breaks down every regional difference, along with the complete data on priorities, capability gaps, and where AI is headed next.

Download the report to see where your firm stands against the rest of the industry.