Employers across the U.S. are asking more from their insurance brokers than ever before. According to Zywave’s 2025 Broker Services Survey, companies want brokers to step up and act as trusted advisers on risk, not just people who provide insurance quotes.
The survey, which gathered responses from nearly 900 employers, shows that most are happy with their brokers but expect more. Almost 90% said they are satisfied or very satisfied with the service brokers provide. Still, many see gaps, especially when it comes to help with managing risks and understanding the insurance market.
A striking 94% want good risk management support from brokers, but only about half say they get it. When it comes to market updates, 98% want regular info about what’s happening, yet just 64% get these insights.
Communication is another area where brokers need to improve. Eighty-four percent of employers want frequent updates, and 74% say timely and clear service is very important—up from 57% just last year. There’s also a big jump in employers who want brokers to act more as partners rather than simply sales agents, rising from 53% in 2024 to over two-thirds this year.
Cost remains a major worry. On the employee benefits side, employers are struggling to offer attractive packages while managing rising healthcare expenses. They also face challenges explaining benefits to workers and keeping up with changing laws. On the commercial insurance side, finding affordable coverage, deciding on the right amount of protection, and understanding policy exclusions are top concerns.
Patrick Noonan, Zywave’s vice president of content development, said employers are getting more focused on managing costs. He added that brokers will need to use their industry know-how to support clients through rising prices and changing rules.
Zywave has been running this survey for over ten years. This year, the results highlight a shift in the market. While brokers are still providing good service overall, employers want them to take a more active role in helping manage risks and providing useful insights in a world where insurance is becoming more challenging.