In general insurance broking, technical knowledge is undeniably critical. However, soft skills are equally vital in navigating client relationships, handling complex policies, and building trust in a competitive market. Yet, these skills are often overlooked. In this article, we explore five essential soft skills that can improve a broker's effectiveness and ultimately lead to greater success.
Clear, concise, and empathetic communication lies at the core of every successful broker-client interaction. Insurance is complex, often filled with jargon that can confuse clients. A skilled broker can translate technical terms into plain language, ensuring clients understand their policies, coverage, and obligations.
Moreover, effective communication fosters trust and transparency. Listening is a crucial component—brokers must understand clients' unique needs and respond with appropriate advice. This skill is especially important in challenging scenarios, such as claims handling, where explaining procedures clearly and sensitively can reassure clients during stressful times.
The Consumer Duty, which has applied since 31 July 2023, seeks to achieve good outcomes in respect of consumer understanding. In one-to-one interactions, such as in a branch office or during a telephone call, brokers need to use their communication skills to tailor their communication to need the information needs of the customer, taking into account any characteristics of vulnerability, if appropriate. It is also important that brokers confirm that the customer understands the information and gives them the opportunity to ask further questions, particularly if the customer is expected to make a a decision.
It’s important to remember that clients often seek cover for unexpected and sometimes difficult situations. Empathy allows brokers to connect on a human level, making clients feel heard and valued. Emotional intelligence enables brokers to pick up on clients' concerns or anxieties and respond appropriately, helping to manage emotions and avoid misunderstandings.
Emotional intelligence is particularly essential when dealing with claims, where clients may be vulnerable, upset or frustrated. A broker with high emotional intelligence can handle these situations diplomatically, easing tension, ensuring clients feel supported, and reinforcing trust in the relationship.
Unexpected issues can sometimes arise with insurance. Brokers are frequently called upon to find solutions for complex scenarios—whether due to policy limitations, unique client needs, or challenging claims situations. Strong problem-solving skills allow brokers to respond quickly and effectively under pressure, evaluate options, and identify workable solutions.
Adaptability is also crucial as regulation, market conditions, and client expectations change regularly. A broker who can adapt quickly, learn new skills, and adjust to shifting dynamics is better equipped to provide relevant, up-to-date advice and stay ahead of competitors.
Effective negotiation is a key skill in successful broking. Brokers often negotiate with insurers to secure the best terms, conditions, and premiums for their clients. A skilled negotiator can balance advocating for the client with maintaining strong relationships with insurers.
Strong negotiation skills also allow brokers to manage clients’ expectations. It’s about finding a middle ground where the client is protected and receives value without compromising the broker's relationship with insurers or other stakeholders.
With a wide range of clients, policies, renewals, and regulatory requirements to deal with, effective time management is essential. Brokers who are well-organised can handle these tasks efficiently, reasonably ensuring that nothing important is missed. Staying on top of paperwork, tracking renewals, and following up on claims are all fundamental responsibilities that require a keen sense of organisation.
Time management also enhances a broker's ability to provide a seamless experience to clients. Clients appreciate timely responses and swift action, whether it’s for a policy update or a claim enquiry. Strong time management skills make it possible for brokers to respond promptly, making a positive impression and reinforcing clients’ confidence in their service.
CPD is not just about technical training
In insurance broking, technical knowledge alone doesn’t suffice. A successful broker blends expertise with well-developed soft skills—effective communication, empathy, problem-solving, negotiation, and time management—to provide exceptional service. Investing in these soft skills can lead to more satisfied clients, stronger relationships, and, ultimately, a thriving career in insurance broking.
These skills, of course, can be honed through years of practice and application but online training can help too.
The Development Zone offers a wide catalogue of soft-skills courses for you and your team to develop in these vital areas. Get in touch at devzone@ukgigroup.com to find out more about our diverse e-learning course catalogue, and how the platform can support your firm in meeting regulatory CPD requirements.
About the author
Dr Nathan Matthews
Nathan is a member of the senior management team at RWA and manages the company’s e-learning, content and professional standards department. He joined RWA as a content writer in 2016, on successfully completing his PhD. Nathan previously worked in the private, public and charitable sectors and has a broad range of experience, including research and analysis, project delivery, corporate governance, and team leadership.
