Zywave's 2025 Employer Survey Reveals an Escalating Risk Trajectory

Brokers continue to play a pivotal role in helping employers navigate challenges  

MILWAUKEE, Aug. 28, 2025 /PRNewswire/ -- In a year marked by volatility and complexity, Zywave's 2025 Broker Services Survey reveals a clear message from employers: the future calls for more than quoting policies—it demands engagement, understanding and leadership. Insurance buyers are demanding strategic risk partnerships, deeper expertise, and proactive communication from their brokers. 

 The annual survey, completed by nearly 900 employers across the U.S., highlights a growing concern around escalating risk—from intensifying compliance burdens to shrinking budgets and tightening timelines. In this environment, brokers must evolve from transactional service providers to trusted advisors. 

"Today's consumers expect timely and effective service, and insurance buyers are no exception," said Patrick Noonan, vice president of content development for Zywave. "Brokers need to stay informed of their clients' challenges and look for opportunities to offer guidance to maintain strong relationships and retention numbers. Encouragingly, the majority of respondents reported satisfaction with their broker's services, meaning many brokers are meeting those expectations."  

Key Findings: What Employers Expect from Brokers 

• 87% of employers are satisfied or very satisfied with their broker's services. 
• 84% want regular updates—monthly or weekly—from their brokers. 
• 74% prioritize prompt, effective service and timely answers (up from 57% last year). 
• 69% want brokers to act as strategic advisors, not just salespeople (up from 53%). 

Despite high satisfaction levels, the survey uncovered critical service gaps: 

• 94% expect quality risk management services, but only 50% feel they receive them. 
• 98% expect guidance on market conditions, yet only 64% say brokers deliver. 

What Are Clients' Biggest Business Challenges?   

Each year, the survey asks employers to name their top business challenges relating to insurance. In today's market, affordability and policy coverage and packages were top of mind from both an employee benefits and commercial insurance perspective.    

When asked to select their top three employee benefits challenges, participants identified the following:   

1. Offering a competitive benefits package while managing rising health care costs   
2. Helping employees understand and utilize their benefits  
3. Staying compliant with evolving federal and state laws  

When asked to select their top three commercial challenges, participants identified the following:   

1. Affording adequate insurance coverage  
2. Understanding the level of coverage that your organization needs  
3. Understanding what is and is not covered by your organization's current policies  

"The responses to this year's survey suggest that employers are increasingly concerned with affordability," added Noonan. "Brokers need to bring more industry knowledge and expertise to their clients to help navigate rising costs and policy changes."  

Zywave has produced its Broker Services Survey for over 10 years to help brokers understand what is most important to their clients so they can prioritize their offerings and address their clients' most pressing business challenges. For additional insights, download the full 2025 Broker Services Survey.  

About Zywave    

Zywave empowers insurers and brokers to drive profitable growth and thrive in today's escalating risk landscape. Only Zywave delivers a powerful Performance Multiplier, bringing together transformative, ecosystem-wide capabilities to amplify impact across data, processes, people and customer experiences. More than 15,000 insurers, MGAs, agencies and brokerages trust Zywave to sharpen risk assessment, strengthen client relationships and enhance operations. Additional information can be found at www.zywave.com.    

Editor's note: The 2025 Broker Services Survey was completed in June 2025 by nearly 900 employers in all regions of the United States.  

Contact:
Amanda Flynn
[email protected]
+1.414.454.8959 

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SOURCE Zywave