Financial Services, AI-Enablement
How insurance leaders a strengthening distribution performance
By John Rivers — On 13 August 2026
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Financial Services, AI-Enablement
By John Rivers — On 13 August 2026
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:
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 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:
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.
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.
