There is a long-held view in this market that price can do a lot of the heavy lifting for broker-focused businesses.
Apparently, if you are competitive enough, brokers will place business with you and stay loyal. Support is often treated as a secondary factor, something that helps but is not essential. That belief has shaped how many firms resource their sales and account management teams, and it explains why so many brokers still talk about feeling under-supported.
At first glance, the myth makes sense. Brokers operate in a price-sensitive environment and clients are quick to compare costs. But focusing too heavily on price ignores how brokers actually work day-to-day and what they value once a relationship is established.
What brokers told us when we launched
When we launched in 2024, brokers were always at the heart of what we were trying to build. In the early conversations, one thing stood out very quickly. A surprising number of brokers shared the same experience. They felt unsupported, unheard, or only contacted when it suited their previous panel manager. Many said they struggled to get hold of the people meant to support them, particularly when cases became complex or time-sensitive.
What became clear very early on was that this was not a series of isolated frustrations. It was a repeated pattern across different firms, regions and business models. Brokers spoke openly about feeling left alone once a deal was submitted, with contact becoming reactive at best and, in some cases, non-existent.
That feedback mattered because it challenged the idea that price alone wins loyalty. It also highlighted a gap between how some firms think support is delivered and how brokers actually experience it.
Why support is not a ‘nice to have’
This is a relationship-driven market. Brokers are not just choosing products or panels. They are choosing people. Consistent support from BDMs and account managers should not be a bonus feature. It should be the baseline. Proactive contact, regular check-ins and a genuine willingness to help are what build confidence over time.
Many brokers told us they rarely heard from their contact unless volumes were being discussed. Others said they were promised support that never really appeared once the relationship was up and running. In that context, simply being accessible and staying in touch starts to feel like a real point of difference, even though it should be standard practice.
Support also matters long before anything goes wrong. Early conversations help avoid issues later. Knowing someone understands a broker’s business, their pressures and their clients makes a meaningful difference when decisions need to be made quickly.
What the feedback revealed about trust
Trust does not come from systems or pricing alone. It comes from doing what you say you will do and being there when it counts. Brokers consistently told us they value honesty, follow-through and consistency more than polished promises.
The feedback we received shaped how we approached relationships from the outset. It reinforced the need to focus on long-term partnerships rather than short-term wins. Being present when things are not going smoothly matters far more than being visible when everything is going well.
This is why feedback we get regularly about proactive contact and genuine support is so important. It reflects a broader issue in the market and shows many brokers are still searching for something they feel is missing.
Why this myth still needs busting
The idea that brokers only care about price is convenient, but it is wrong. Price may have a slight difference in potentially opening the door, but support determines whether brokers stay, grow and advocate for the firms they work with. When brokers feel backed, valued and listened to, it changes how they engage and where they place business.
This is not about grand gestures or constant selling. It is about showing up consistently, answering the phone, calling when you say you will and being proactive rather than purely reactive. These are basic principles, but they are clearly not being met across the board.
The reality brokers are reminding us of
The broker feedback we continue to receive is invaluable because it cuts through the noise. It reminds us that relationships still matter and that support is not an extra layer to be added once price is agreed. It is a core part of the proposition.
For brokers, feeling supported is not about praise or marketing posts. It is about trust, accountability and knowing someone is there when it matters most. That is why this myth deserves to be challenged and why listening closely to broker feedback remains so important.
