Employers are raising the bar for insurance brokers, urging them to move past quoting policies and into the role of strategic risk advisors, according to Zywave's 2025 Broker Services Survey.
The annual survey, which polled nearly 900 employers across the US, found that while satisfaction with broker services remains high, expectations are shifting rapidly in a market defined by volatility and rising costs. Nearly nine in 10 employers said they are satisfied or very satisfied with their brokers, yet a majority also pointed to service gaps in risk management and market insights.
Ninety-four percent (94%) of respondents said they expect brokers to deliver quality risk management support, but only half believe they are receiving it. A similar gap exists in market guidance, with 98% of employers said they want updates on conditions, while just 64% said their brokers provide them.
Communication is also emerging as a key test for brokers. Eighty-four percent (84%) of employers said they want regular updates, while 74% ranked timely, effective service as a top priority, up from 57% in last year's survey. More than two-thirds want brokers to act as strategic partners rather than salespeople, up sharply from 53% in 2024.
Affordability remains the most pressing concern on both the employee benefits and commercial insurance sides. Employers reported difficulty balancing competitive benefits packages with rising healthcare costs, educating employees about their benefits, and staying compliant with federal and state laws. On the commercial side, they pointed to challenges affording adequate coverage, determining appropriate levels of protection, and understanding policy exclusions.
“The responses to this year’s survey suggest that employers are increasingly concerned with affordability,” said Patrick Noonan, vice president of content development at Zywave. He added that brokers will need to bring more industry expertise to help clients navigate rising costs and regulatory shifts.
Zywave, which has produced the survey for more than a decade, said the findings reflect a broader market shift. While most brokers are delivering on service, employers are now demanding more proactive risk guidance as they navigate an increasingly complex insurance environment.
