Why Brokers Are Shifting to Non-Standard Insurance Risks

Why Brokers Are Moving Away from Vanilla Risks – And How Insurance Broker Software Can Help

It’s no secret that the insurance industry is shifting. For many brokers, the traditional “vanilla” personal lines policies that once formed a steady revenue stream are no longer delivering the same value. With direct insurers, aggregators, and price comparison websites driving down premiums, margins are tighter than ever – and brokers are increasingly being cut out of the deal.

The Limitations of E-Trade and Standard Insurance Products

Brokers tell us the same story time and again: they spend time quoting, advising, and preparing documentation, only for the client to use that quote as a benchmark to find a cheaper alternative online. The commoditisation of standard risks has undermined the broker's role – and it's affecting profitability.

For firms still relying on outdated systems or legacy broker management software, the admin burden can make it even harder to justify these low-margin cases.

The Shift Toward Non-Standard Insurance Risks

Non-standard insurance – whether that’s complex property, specialist motor, or risks that fall outside the usual tick-box categories – is now emerging as a key growth area.

Recent research from Insurance Times backs this up. Their survey showed that more brokers are actively targeting non-standard lines due to better client retention, stronger margins, and a reduced threat from aggregators.

Unlike standard risks, non-standard clients genuinely need a broker’s knowledge and ability to source appropriate cover. That value translates into longer-term relationships and a better bottom line.

How Insurance Broker Software Can Make Non-Standard Work at Scale

Traditionally, placing non-standard risks meant more time, more paperwork, and more manual effort. But with modern insurance broker software, that’s changing fast.

Brokers using a smart broker management system have reported handling complex cases up to 80% faster than before. With automation, centralised client records, and intelligent workflows, what used to be a time-intensive task can now be streamlined from quote to bind.

Take a look at how firms like Ace Brokers and Newman Insurance Brokers have embraced modern insurance software for brokers to transform their operations.

The Bottom Line

Vanilla risks may still be part of the mix, but they’re no longer the most profitable. As the industry evolves, brokers who adopt the right tools and pivot to more specialised areas will be better placed to thrive.

If you’re exploring ways to modernise your firm and unlock growth through non-standard insurance, now’s the time to review your technology.

Want to see how the right insurance broker software can support your strategy? Get in touch – we’d be happy to help.