These are the best insurers in Switzerland - our industry study 2025

Brokers are the key players in the Swiss insurance market. Every second insurance policy taken out by Swiss corporate customers is concluded via brokers and 90% of all medium-sized and large companies rely on their expertise. Brokers move billions in premium volume and determine market share, customer satisfaction and the economic success of insurance companies.

But which insurers really impress brokers in this country? Who scores highly in terms of cooperation? And what trends and challenges will shape the broker market in 2025?

Our Broker Panel Switzerland 2025 - the leading industry study on the quality of cooperation in the Swiss insurance market - provides answers to these questions. In cooperation with the ten leading insurers in Switzerland, we are once again conducting this multi-client study in 2025. As industry experts for insurance studies, we can draw on 20 years of experience. Sabrina Karthe is in charge of the study.

Who is behind the Broker Panel Switzerland?

The Broker Panel Switzerland 2025 is conducted by the market research company ValueQuest in close cooperation with the ten leading Swiss insurance companies: Allianz, AXA, Asga Pensionskasse, Generali, Helsana, Helvetia, Mobiliar, Profond, Swiss Life and Zurich Insurance. We would like to take this opportunity to thank them for their cooperation.

We would also like to thank our partner LaBella Consulting for their cooperation in the implementation.

Are you a broker and would like to take part? Then register now directly at www.brokerpanel.ch.

Brokers as key players in the insurance market

Brokers play a key role in the Swiss insurance market: they work at the interface between end customers and insurers. In their day-to-day advisory business, they decide which insurance products and providers to recommend. Positive or negative experiences not only influence individual business relationships with insurance companies, but also shape the advice they give to end customers. Knowing their opinion and assessment is therefore a decisive competitive advantage for insurance companies.

Our insurance market study is aimed at brokers who have actively worked with Swiss insurers in the last twelve months. The insurers themselves are not surveyed. The study shows where Swiss insurance companies stand from the perspective of insurance brokers and how they position themselves in the market.

In this article, we provide an insight into the main topics of the Broker Panel 2025 - including the ranking of the top insurers, digitalization in the broker business and current challenges in collaboration.

The changing Swiss broker market

The Swiss broker market is under pressure, not least due to the digital transformation. New insurtech providers such as Asuro, Optimatis and Caveo are challenging established market players. These digital disruptors score points with end customers thanks to their user-friendly online platforms, digital services and streamlined processes(Röschmann & Erny, 2019).

Traditional insurance brokers are therefore facing major challenges: In order to meet customer expectations for high-quality advice and competitive offers, they need lean and efficient solutions. And strong partnerships with insurers. This is precisely where our Broker Panel Switzerland 2025 comes in.

Study participants wanted

Are you an insurance broker in Switzerland and have not yet received an invitation? Then contact us now at www.brokerpanel.ch. Sabrina Karthe will be happy to answer any questions you may have as a project partner. The survey is conducted entirely online. Participation is voluntary and anonymous.

As a small thank you, we will give you, depending on your preference, two bottles of wine, a CHF 30 Digitec-Galaxus voucher or donate an amount in your name for clean oceans.

Ranking: The top insurers in Switzerland

Which insurers do brokers in Switzerland really like working with? In our market study, the participating brokers select their personal top 3 Swiss insurers, broken down by insurance class. We survey the following lines of business:

• Property / liability (corporate customers)
• Group life insurance / BVG
• KTG / UVG
• Private individuals Non-life
• Private individuals Life
• Fleet insurance (corporate customers)
• Legal expenses insurance (corporate customers)
• Cyber insurance (corporate customers)

This is not about general satisfaction, but about clear preferences. Particularly in a competitive market such as the Swiss insurance industry, our ranking shows how insurers can differentiate themselves from the competition.

What brokers expect from insurers

Good insurance products alone are not enough. The decisive factor for brokers in Switzerland is also how well cooperation with insurers works on a day-to-day basis:

• How quickly does an insurer respond to inquiries?
• How solution-oriented is the quotation?
• How reliable is claims processing?
• How competitive is the pricing?

If, for example, an insurer only responds to a claim after following up several times or offers only arrive with a delay of days, this not only causes frustration but, in the worst case, damage to the reputation of the end customer.

Digitalization in the insurance market

Digitalization is one of the key drivers of change in the Swiss insurance market, alongside regulation, a shortage of skilled workers and growing price pressure. In the broker business, it affects not only internal processes, but above all the interfaces between brokers, customers and insurers. In the Broker Panel Switzerland, we explore the question of the extent to which brokerage companies are really digitized today and the specific need for improvement in their collaboration with insurers.

Practical example: According to a study by the ZHAW, around 20% of the policies submitted by insurers to the digital Swiss broker Optimatis could not be processed technically. Due to incorrect formatting or poor scans, they were readable by humans but not machine-readable. For brokers, this meant media disruptions, manual post-processing and lost time. So what appears to be digital at first glance can sometimes turn out to be a PDF attachment sent by email. The problem here is often not with the brokers themselves, but with the insurers' existing IT infrastructure (so-called legacy systems), which only allow modern interfaces to a limited extent.

In the Broker Panel Switzerland, we specifically address this issue by asking the following questions:

• How digital is the day-to-day work of brokers really?
  Do they already use modern tools for customer communication, contract management and data transfer? Or do Excel lists, email attachments and scanned policies still characterize their day-to-day business?

• How well does the technical connection to the insurers work?
  Are there end-to-end digital interfaces that automatically process offers, contracts and changes? Or does data have to be entered twice and reworked manually because the systems do not communicate with each other?

Our insurance market study clearly shows that it is not only the product that counts for brokers, but also how reliably and efficiently the cooperation with the insurer works on a day-to-day basis. This is precisely where the Broker Panel Switzerland 2025 comes in. As the most comprehensive B2B industry study in the Swiss insurance market, it reveals where insurers excel from the brokers' perspective and where there is still potential. We also show how the individual providers position themselves in the market and how they can differentiate themselves.

The focus is not only on questions relating to digitalization and the quality of collaboration. The study also takes a close look at other key aspects of the broker market. These include the shortage of specialists, which is having an increasing impact on advisory capacities and service quality, as well as brokers' willingness to recommend brokers. Cyber risks and security concerns in digital collaboration also feature in our market study.