Insurance Brokers in Switzerland: What Our Industry Study Really Reveals About the Insurance Market

We spoke with Roger Vogt of ARISCO Risk Consultants. A conversation about the requirements placed on insurers, the day-to-day challenges faced by insurance brokers, and the role of industry studies in insurance market research.

Getting Started in the Insurance Industry

Mr. Vogt. Thank you very much for taking the time to speak with us. It is very enriching to speak with a participant from the Broker Panel Switzerland . Before we get into our market study for the insurance industry, how did you get started in the insurance business?

I have been working in the insurance industry since completing my apprenticeship. I completed a commercial apprenticeship at Helvetia in 1996 and, after finishing my apprenticeship and completing my military service, I moved directly to a brokerage firm. Since then, I have worked in the brokerage business in various roles.

So, a typical career path in the Swiss insurance market?

Yes, absolutely. To be honest, I don't know much else besides insurance. But I know the business very well.

What are you focusing on today?

I work with corporate clients. My focus is clearly on the commercial sector, meaning corporate clients and more complex insurance solutions.

Requirements for Insurers from a Broker's Perspective

If you had to name three key expectations that insurance brokers have of insurers, what would they be?

These are clearly speed, simplicity, and flexibility. These three elements are actually present throughout our entire workday.

What does this mean in practice for day-to-day insurance operations?

Speed means that quotes are delivered on time and that inquiries are handled promptly in day-to-day business. Simplicity means that processes are efficient and that no time is wasted unnecessarily. And flexibility is particularly evident in the design of coverage and contracts.

Where do you currently see the biggest shortcomings?

I increasingly feel that customers have to adapt to the insurer’s existing products. In the past, insurers tended to tailor their solutions more closely to customers’ needs. Today, the products are often very inflexible.

In your opinion, what is the reason for this trend?

Systems have become more standardized. In the past, it was sometimes possible to tailor them to individual needs, but today much of it is tied to specific products. In addition, internal guidelines, legal safeguards, and efficiency play a major role. As a result, flexibility is being lost.

Changes in the Swiss Insurance Market

How has the insurance market changed in recent years?

The insurance market has become more demanding. Insurers are more selective and scrutinize more closely which risks they are willing to underwrite.

How does this affect the work of insurance brokers?

The effort involved has increased significantly. In the past, you might have contacted three or four insurers. Today, it’s often seven, eight, or even more, because many insurers no longer provide quotes at all.

Why do insurers reject quotes more often?

This is often due to capacity constraints or risk assessment. Some areas, such as daily sickness benefits, have become difficult for insurers. When the loss ratio is high, many providers pull out.

What does this mean for your customers?

It is becoming more difficult to find suitable policies. At the same time, pressure is mounting on insurance brokers to still come up with a good solution. This makes the insurance market as a whole more complex.

Broker Panel Switzerland as Industry Study – Market Research in the Insurance Market

You have been participating in the Broker Panel Switzerland . What makes this study special?

In my view, the Broker Panel Switzerland asks the right questions for brokers. It focuses on the relevant aspects of the collaboration between insurers and brokers.

What role does such an insurance study play in the market?

A very significant one. Insurers take the results seriously. In some cases, executives are very familiar with the results and use them as a guide.

What exactly is being evaluated?

Above all, factors such as quality, speed, and collaboration. In other words, exactly the aspects that matter most in everyday life.

Is this more of a traditional market survey or a management tool?

Both. It is a thorough market study, but at the same time it provides concrete guidance on where action is needed.

Findings from market research

What brokers can learn from our market study

Do such industry studies also provide concrete insights for brokers themselves?

Yes, especially when the customer's perspective is also taken into account. That is extremely valuable.

Why is the customer's perspective so important?

Because, as brokers, we consider certain things to be important that may not be crucial to the client. This perspective helps us reflect on our own work.

Were there any specific findings from the broker panel?

Yes, there were findings that were discussed internally and led to new considerations. Even if concrete actions aren’t always taken right away, it definitely gives us food for thought.

Challenges in Market Surveys

Why don't all brokers participate?

Why do you think more brokers don’t participate in such studies?

Many people are simply overwhelmed by the sheer volume of surveys and market studies. After every interaction, you receive requests for feedback. As a result, an important industry study can easily get lost in the shuffle.

What could increase participation?

More internal communication. When supervisors or insurers actively encourage participation, people are more likely to take part.

So the problem isn't really with the study itself?

Exactly. The study makes sense. It's more a matter of giving it the attention it deserves.

Further Development of the Broker Panel Switzerland

Where is the potential?

What would you improve about the Broker Panel?

In terms of content, not much. The questions are good and relevant.

What do you think is missing?

The insurers' perspective. It would be interesting to see how they view their collaboration with brokers.

Why is that important?

Because collaboration is always a two-way street. Brokers set standards, but they must also deliver quality themselves.

What else would you like?

A written evaluation would be helpful so that we can better process the results internally.

Collaboration in the Insurance Market

What message do you have for insurers?

Take inquiries seriously and maintain high standards. Often, one gets the feeling that information isn't being fully taken into account.

What about other brokers?

Stay open and honest. And don’t just see yourselves as the ones making demands, but also as partners who have to deliver results themselves.

What would the ideal collaboration look like?

As a partnership among equals. Not competing against each other, but working together for the client.

Thank you very much, Mr. Vogt, for the candid and engaging conversation, as well as for the insights into the workings of the Swiss insurance market.

Market Research as the Key to the Insurance Industry's Future Growth

The interview makes it clear: The Swiss insurance market is becoming more complex, demanding, and dynamic.

For insurance brokers, this means more work, higher expectations, and increasing pressure. At the same time, data-driven tools such as the Broker Panel Switzerland provide valuable guidance.

As a comprehensive industry study, it not only provides insights into the collaboration between insurers and brokers, but also offers concrete starting points for market improvements.

Especially in an environment where speed, flexibility, and quality are crucial, professional market research in the insurance sector is becoming a key factor for success.