Why human brokers still matter in an automated world

AI is changing how people compare and buy insurance. Business risk, policy changes and claims support still benefit from human judgement and ongoing broker advice.

Like most industries, insurance broking is confronting new possibilities enabled by the rise of artificial intelligence. This change includes the emergence of AI tools that promise customers the ability to shop for cover without speaking to a person.

What AI is changing

An early version of one such tool has been described as a “comparison site on steroids”, and an app by Spanish insurer Tuio allows customers to get a home policy quote direct through ChatGPT.

Some industry experts predict that by the end of the decade, most insurance transactions will involve “AI assistants acting on behalf of human policyholders”.

This prospect has given industry investors quite a scare, as the share prices of major broking groups show.

So, what does this mean for human brokers? Are our services redundant?

Where human advice still matters

We wouldn’t say so. While the promise of a faster, cheaper insurance buying process can be appealing, there is value in having help from a person rather than an automated system.

Not all insurance is the same. While AI tools may provide generic advice for products such as home or motor coverage, assessing risk for a small business requires more than a checklist. It demands knowledge cultivated through extensive collaboration with industry experts and clients, plus claims experience, insights a computer tool cannot replicate.

Additionally, an AI agent won’t always be available. For example, you might inadvertently add a new risk to your workplace that is not covered by your insurance. Without your broker’s guidance, you could end up with significant losses.

Similarly, the AI tool that helps you obtain cheaper premiums won’t be there when you need to make a claim or end up in a dispute with your insurer.

“Technology can improve the insurance process without replacing the judgement and relationships clients rely on.”

Combining advice and technology

This is not to suggest AI tools lack value or that the investor sell-off doesn’t highlight real issues. The broking industry has been slow to modernise, with many processes still relying on emails and PDF attachments rather than efficient, intelligent systems.

But that is changing. And the brokers that succeed in this environment are those that blend genuine expertise and strong relationships with improved technology.

Our commitment is to remain on the right side of this transition by investing in better tools, streamlined processes and faster turnaround times, all aimed at enhancing the human element in our relationships, rather than diminishing it.

If you would like to review whether your insurance arrangements still reflect how your business operates, contact the RMA Insurance Brokers team for considered advice and ongoing support.

Source: NIBA Autumn Client Newsletter 2026