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In an interview with ValueQuest , Franc Büsser, Head of Brokerage at AXA Switzerland, explains why the brokerage channel has grown significantly, how the relationship between insurers and brokers has changed, and why studies like the Broker Panel—as a multi-client survey—are an important tool for insurers.
Franc Büsser: 25 years of experience in the insurance industry and brokerage sales
Franc Büsser has been working in the insurance industry for more than 25 years. He spent most of his career at AXA and its predecessor, Winterthur Insurance. His career path took him through various roles in sales and distribution. About 15 years ago, he moved into the brokerage business. Later, he also gained experience on the brokerage side and served as CEO of the Eastern Swiss brokerage firm A+R Arbenz RVT.
He has been Head Broker at AXA Switzerland since 2023 and is responsible for working with insurance brokers.
Growth in the Broker Channel: Why Insurance Brokers Are Becoming Increasingly Important
Mr. Büsser, thank you very much for agreeing to speak with us. How did you get into the brokerage business?
I have been working in the insurance industry for over 25 years now. I started my career at AXA, or rather at what was then Winterthur Insurance. After holding various positions—primarily in sales—I was offered a role in the brokerage division, where I have remained ever since and continued to develop my skills.
They also used to work at the Broke site.
Yes, exactly. I was CEO at A+R Arbenz RVT, a large brokerage firm based in Eastern Switzerland that primarily serves small and medium-sized businesses. I returned to AXA as Head Broker at the beginning of 2023.
What fascinates you about the brokerage business in the insurance market?
I often say that I’m in love with my job. As Head Broker, I have one of the most exciting roles in the organization. On the one hand, I work in both life and non-life insurance, while at the same time always staying very close to the market. Brokers always provide immediate feedback on where you stand and what you’re doing.
So you mainly work with insurance brokers rather than directly with end customers?
That's right; in my area of responsibility, we mainly work with independent agents, that is, professional insurance brokers.
An Overview of the Broker Panel Switzerland
What is the Broker Panel Switzerland?
The Broker Panel Switzerland is the leading independent industry study (multi-client survey) in the Swiss insurance market. Our insurance study serves as the primary voice of insurance brokers and systematically measures the quality of collaboration between brokers and insurers.
Who is conducting the insurance study?
The survey is being conducted by ValueQuest GmbH, a professional market research firm based in Zurich, with Sabrina Karthe serving as the study director. La Bella Consulting, a boutique consulting firm, is supporting the project as a strategic consulting partner.
Which Swiss insurers are participating?
Ten of Switzerland’s leading insurance companies are actively supporting the panel and welcoming feedback from the market: Allianz, AXA, Asga Pensionskasse, Generali, Helsana, Helvetia, die Mobiliar, Profond, Swiss Life, and Zurich Insurance.
Who is surveyed, and how?
Each year, approximately 1,600 Swiss insurance brokers are invited to share their insights. The online survey covers all relevant insurance lines—from property and liability insurance to group life insurance (BVG) and cyber and fleet insurance.
Insurance Brokers in the Swiss Insurance Market: A Rapidly Growing Distribution Channel
Has the brokerage business in the insurance market really grown that much?
Absolutely. When I started, the share of broker-managed business was still significantly smaller. Today, at AXA, a substantial portion of our corporate client business is handled through brokers.
Is this trend particularly pronounced in certain areas?
Yes, especially in the occupational pension business, where the subject matter is even more complex, a large portion of the business is handled through brokers.
Why Companies Use Insurance Brokers
Why are companies increasingly turning to insurance brokers?
A key reason is the increasing complexity. Risks have become more diverse, and it is difficult to maintain an overview of the market. Risk management has become more resource-intensive, particularly when it comes to specialized risks such as liability or cyber risks, but also in the area of natural disasters. Larger corporate clients therefore have a greater need for impartial advice.
So, an independent market overview?
That's correct. A broker can get a comprehensive overview of the entire insurance market and compare solutions from different providers. This creates transparency for businesses.
The Evolving Relationship Between Insurers and Insurance Brokers
How have expectations between insurers and brokers changed?
Brokers want reliable partnerships. They seek stable relationships with insurers and value having direct points of contact. At the same time, brokers also have requirements regarding digital connectivity with insurers.
What exactly do brokers expect from insurers?
When it comes to products, brokers want to offer customers solutions that are as tailored as possible. This sometimes conflicts with the insurers' objectives.
Because insurers want to standardize more?
That's right; insurers are working to increase standardization and automation. These efficiency gains are being invested in competitive products.
Where do we have more common interests?
I believe that the increasing digitization of business helps both sides operate as efficiently—and therefore cost-effectively—as possible.
What does this mean in practical terms for insurers?
We invest heavily in digital processes, our broker portal, and automated interfaces.
An Overview of the Broker Panel Switzerland (Continued)
What are the key topics of our insurance study?
In addition to identifying the top insurers (ranked by line of business), the study focuses on cutting-edge industry topics. These include ongoing digitalization, interface management, service quality, response times in the event of a claim, and the shortage of skilled workers.
What are the benefits of the Broker Panel Switzerland?
For insurers, these data-driven results serve as a key performance indicator. They use these insights to identify weaknesses in their processes, improve digital connectivity, and further develop their collaborative partnerships with brokers on an equal footing.
Customer satisfaction describes the extent to which a customer’s expectations of a product or service are met or exceeded. It is the result of a comparison between perceived performance (actual performance) and original expectations (target performance).
- Positive feedback: Performance exceeds expectations. This leads to high customer satisfaction.
- Confirmation: The service meets expectations. The customer is satisfied.
- Negative disconfirmation: Performance falls short of expectations. This leads to dissatisfaction.
Systematically measuring customer satisfaction using metrics such as the Net Promoter Score (NPS) or the Customer Satisfaction Score (CSAT) enables companies to objectively assess their own performance, identify areas for improvement, and strengthen customer loyalty in a targeted manner.
High customer satisfaction has been shown to correlate with greater loyalty, positive word-of-mouth, and ultimately with a company’s financial success.
Broker Panel Switzerland: The leading multi-client survey in the Swiss insurance market
What significance does the broker study or the Swiss Broker Panel hold for you?
The Broker Panel Switzerland is the only independent study of the Swiss brokerage market. It covers multiple insurers and is aimed at insurance brokers.
Why is this brokerage study important for insurers?
For us, it’s an important indicator of how we’re performing in the market. That’s why we eagerly await the results every year.
How exactly do you use the results?
If we identify any areas that need improvement, we work with the relevant internal teams to address them and, where possible, make the necessary improvements.
So, a very concrete application of the results?
Yes, absolutely. For example, we look at which regions or brokerage segments we can improve in and, based on that, implement specific measures.
Multiclient Surveys in the Insurance Market: Why Data Is So Important
Why are such industry surveys particularly valuable in the insurance market?
The main advantage of the survey is that it is based on facts. Other forms of feedback often stem from individual personal impressions. The industry survey provides a broader, more systematic, and more objective perspective.
What topics does the survey cover?
The Broker Panel Switzerland covers all lines of business and examines various factors that are important to brokers today. This provides a comprehensive picture of the insurance market.
What about topics like digitalization?
Yes, digitalization has been a key focus in recent years. When we see, for example, that our broker portal ranks number one, it confirms that we’re on the right track.
Expectations for insurance brokers in collaborative relationships
What are your expectations of brokers when working with them?
For us, quality comes first. That is why we place great importance on a collaborative partnership based on mutual trust.
What values are important to you in this regard?
Fairness and transparency. These are essential prerequisites for a long-term partnership.
The Future of the Brokerage Market: Digitalization, Regulation, and Consolidation
What trends are currently shaping the brokerage market?
A key issue is digitalization. Both insurers and brokers need to continue investing in this area.
Are there any other developments?
Yes, regulatory requirements are increasing significantly. New laws and FINMA guidelines are increasing the administrative burden for many market participants.
What impact does this have on the brokerage market?
We are seeing significant consolidation. Many brokerage firms are merging to form larger entities. This trend has gained significant momentum over the past three years.
Will there be fewer brokers in the future?
In the large corporate sector, probably, yes. There will be fewer brokers, but they will handle ever-larger volumes.
InsurTechs and Insurance Brokers: Competition or Complement?
Are InsurTechs putting pressure on brokers?
InsurTech companies do exist, but so far they haven't really made a significant impact, at least not in the insurance brokerage market.
Where do you see the greatest potential for disruption?
This is certainly true above all in the retail banking sector, where, if anything, comparisons could increasingly be made through online platforms.
And in the corporate sector?
The corporate sector is significantly more complex, which is why the potential for disruption is much smaller. However, the technology can help streamline processes.
Post published on March 30, 2026
About Karthe Sabrina
Sabrina is Managing Partner and Data Analyst at ValueQuest. She co-manages the Swiss Broker Panel in collaboration with Switzerland's top 10 insurance companies. She studied mathematics at Mittweida University of Applied Sciences.
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