Aviva has expanded its self-service offering for brokers by introducing a feature that enables them to accept regionally traded mid-market new business quotes and hold cover without the need to engage an underwriter.
The update follows the insurer’s earlier introduction of a tool allowing brokers to track submissions and monitor quote statuses. With the addition of an "Accept Quote" button, brokers can now complete the binding process independently via Aviva’s Broker Portal.
Jason Chambers (pictured above), director of innovation for SME at Aviva, said the new functionality provides greater control at the final stage of the transaction.
“When a submission meets the relevant criteria, as it usually does, the quoted price will appear alongside an ‘Accept Quote’ button. Once accepted, the policy number is confirmed and documents are instantly available to view in E-docs,” Chambers said.
The update is intended to streamline workflow by removing the need for underwriter interaction in standard cases. According to Chambers, the feature supports brokers’ ability to manage business on their own terms and timelines.
The change reflects broader broker sentiment towards automation. Aviva’s latest Broker Barometer survey revealed that 85% of brokers are interested in using automation in their business operations. Of those respondents, more than half said they are using automation to gain a competitive edge and improve client service.
The survey also showed a notable rise in the use of generative AI technologies, with 48% of brokers reporting they already deploy GenAI to enhance client experiences. One application has been in streamlining mid-term adjustments, where 70% of such changes are now completed on the same day – a process significantly accelerated by automation tools.
Appetite for automation has been growing steadily. A previous Aviva Broker Barometer indicated that 70% of brokers were actively seeking to adopt more digital and automated solutions. That interest has been further reinforced in subsequent surveys, pointing to an ongoing shift in broker operations toward greater efficiency and responsiveness.
In the same survey, 37% of brokers indicated that faster quote delivery would improve insurer service, while 36% pointed to increased use of technology as a key area for enhancement.
Another issue emerging from broker feedback is the prevalence of underinsurance among clients. According to Aviva’s insights, 68% of brokers suspect that their clients are underinsured, with the average shortfall estimated at £399,667.
In response, Aviva has been enhancing tools such as its Commercial Intelligence Tool, which uses data-driven prompts to flag potential underinsurance and help brokers initiate conversations around appropriate cover levels.
“We want to be visible, responsive and deliver flawlessly for brokers. The introduction of the ‘Accept Quote’ feature is the latest example of delivering on this ambition,” Chambers said.
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