Field notes
Policyholders look at the premium before the cover
· By Diane du Paty, CEO & co-founder · 1 min read
Successive increases have changed client behaviour: they compare, renegotiate, cut covers. When everything comes down to price, the broker’s liability stays whole. Three things the firms that hold up in 2026 do.
The observation is simple: policyholders look at their premium before they look at their cover.
Successive increases have changed client behaviour. Today they compare, renegotiate, cut covers. In the field, I mostly see one thing: the trade-offs come earlier, and more head-on.
The risk for brokerages
When everything comes down to price, advice gets rushed, cover degrades, and the broker’s liability stays whole.
What the firms that hold up do
In 2026, the firms that hold up do three very concrete things:
- they make comparisons objective, beyond the premium amount;
- they explain clearly what cover is lost when a client wants to pay less;
- they cut the time spent on admin to stay available for advice.
No miracle. No speech. Just time saved, clarity, and documented decisions.
What to take from it
2026 will not be won with the lowest rate. It will be won with the ability to explain, quickly and well, the right level of cover, even under pressure.
