Why brokers say the personal touch beats advertising
Advertising is okay, but the personal touch is what gains and keeps clients. That’s the consensus among respondents to Canadian Underwriter’s 2025 National Broker Survey.
Far less than half (34%) of more than 200 brokers answering the survey say digital advertising has been important for their business – a response statistically consistent over the past five annual surveys. Newer brokers are most likely (41%) to view digital ads as a business builder, as are those at firms with between 20 and 99 employees (55%).
“The most effective sales tool is the broker,” writes a woman respondent who’s newer to the P&C insurance business. “And ensuring that you are working within your communities and helping to make a difference is gold. Care about others and maintain professionalism in all avenues of life and the referrals will follow.”
Another newer broker at a smaller firm concurs. “Clients don’t care about brokerage or insurance company branding,” he says. “This business is about personal relationships and trust. Ignoring this reality is a mistake.”
What’s more, survey data shows brokers’ views about the value of search engine optimization to drive business fell to 34% in 2025, from 40% in 2024. Responses were consistent across genders and only those at mid-sized brokerages showed stronger support (54%) for the tactic.
Related: Will your brokerage employees stay on the job?
Favourability toward social media as a marketing tool also remains low at 31% of respondents in 2025. That’s consistent with the three most recent survey years, but below 38% of respondents who said it was valuable in 2021.
Many verbatim survey responses tout the importance of client referrals for consistent business growth. And several written responses from brokers stress they use ‘traditional advertising methods’ and focus their spend with local outlets.
Another tactic brokers say works is direct automated email messaging designed to familiarize clients with coverages they may not be aware of, according to a newer broker at a large firm.
“We’ve launched an automated email marketing campaign/newsletter that’s offering information on new products and helping us stay connected with our clients that I think is working quite well,” he tells the survey.
