How 100+ UK insurance brokerages show up across Trustpilot, Feefo, LinkedIn, the FCA Register and Companies House. Editorial commentary on publicly available data.
At Foliume we wanted to answer a simple question: what does the internet actually say about UK insurance brokers?
We looked at 100+ brokerages across Google, Feefo, Trustpilot, the FCA Register and Companies House. Not what they say about themselves, but what the public record shows. No surveys, no paid placements.
What we found is that brokers of all sizes are building their online presence in different ways. Some lead on LinkedIn, others on Google reviews, others through industry credentials. Every firm has a story, and the data tells it clearly.
This report is for the people running broking businesses who want to see how they show up online, and where the best opportunities are to stand out.
I hope it gives you something useful, and a few surprises along the way.
We went looking for how UK brokers show up online. The gap between the best and the rest was bigger than we expected.
1
The five biggest brokers have fewer reviews than one regional firm
2,086 Google reviews across Aon, WTW, Marsh, Gallagher and Lockton combined
Those five firms employ well over 65,000 people in the UK. Between them they have collected 2,086 Google reviews. One Call Insurance, a single broker in Doncaster, has 41,372. That is roughly 20 times the combined total of the five giants. We counted every branch of every firm, consolidated under each corporate domain, so this is the full picture and not just a head office. At the top of the market, scale and online reputation rarely move together.
2
Not one of the household names leads on what clients actually say
0 of the Big Three brokers rank among the most reviewed firms
Rank every broker by Google rating and review volume, and the leaders are regional and boutique firms: Coversure with 1,152 reviews at 4.7 stars, Connect with 378 at 4.7, Norton with 148 at 4.8. Aon, WTW and Marsh do not place at all. The whole enterprise segment, 22 firms employing tens of thousands of people, has collected 8,628 Google reviews between them. The mid-market alone has 70,753. Client voice in UK broking lives almost entirely outside the giants.
3
Size doesn't buy a following either
2,948 median LinkedIn followers among the 52 brokers we could track
Of the brokers with a trackable LinkedIn page, 64% have fewer than 5,000 followers. Alan Boswell Group, a ~355-person Norwich broker, outscores both Aon and WTW on our overall index. The pattern holds across every dimension we measured. In online voice, size is not destiny.
4
The methodology
How the Online Voice Score works
Client Voice and Digital Presence together make up 55% of the score because this report is about how brokers show up online. Credentials, scale and longevity give context. A broker needs at least three of the five dimensions to qualify for a ranked position in the index.
40%
Client Voice
Google, Feefo and Trustpilot ratings weighted by review volume. The heart of the report.
15%
Digital Presence
LinkedIn followers. A proxy for how visible the firm is to the professional market.
25%
Credentials
FCA authorised, Chartered, BIBA, industry awards.
10%
Scale
Employee count and office footprint.
10%
Longevity
Years trading per Companies House. A tiebreaker.
How we built the sample
Our sample is 114 brokers: 22 enterprise, 27 mid-market, 65 boutique. This is not a random draw of all UK brokers — the FCA Register has thousands of authorised firms. We curated the list around the most visible end of the market: the largest national and regional brokers, the best-known mid-market consolidators, and the leading digital-first boutique brokers. Selection criteria, in order: (1) appears in BIBA member directory, Insurance Times Top 50, or IIB listings; (2) >50 staff or national/multi-office footprint; or (3) recognised digital-first player (Simply Business, Policy Expert, PolicyBee, Cuvva, Konsileo). Boutique local high-street brokers that rely on Google Maps for acquisition are under-represented by design — every finding in this report refers to this sample, not the UK broker market as a whole.
Built on public data
Every input is pulled from Companies House, the FCA Register, Google Maps, Feefo, Trustpilot or the brokers' own websites. The scores are computed, not guessed. Any broker can replicate the calculation from the sources we cite on each profile.
Google Maps score: calculated as the weighted average rating across all verified office locations found on Google Maps for each broker. Locations are matched by corporate website domain (e.g. all howdeninsurance.co.uk and howdengroup.com listings count as Howden). The review count shown is the total sum of reviews across all matched locations — not just the head office. This gives a fairer picture for multi-branch brokers.
What this score is not
The Online Voice Score measures online visibility and public reputation signals within our curated sample. Every broker in the UK does valuable work for their clients. This score captures one angle of that picture: the public-facing one, for the top of the market. It's a starting point for understanding how your firm shows up, not a final judgement.
1,000+ employees or global reach. Enterprise brokers lead on LinkedIn presence, industry credentials and scale. Their reputation is built through institutional relationships and professional networks.
#
Broker
City
Since
Staff
Score
1
Howden Group
London
1994
~14,432
78.3
2
Gallagher UK
London
1927
5,200+
75.7
3
Ardonagh Group
London
1997
~672
66.8
4
Tysers
London
1820
~770
61.5
5
Miller Insurance
London
2002
~1,190
53.3
Mid-Market
Top Mid-Market Brokers
100 to 999 staff or fast-scaling digital players. The firms investing most actively in their online presence right now.
#
Broker
City
Since
Staff
Score
1
Alan Boswell Group
Norwich
1982
~355
86.2
2
Policy Expert
London
2010
~490
64.8
3
Zego
London
2016
~368
60.0
4
Kingsbridge
Tewkesbury
2000
~91
59.6
5
Simply Business
London
2000
~854
57.8
Boutique / Independent
Top Boutique Brokers
Under 100 staff. Regional, specialist, often family-run. Where client voice can be loudest relative to size.
#
Broker
City
Since
Staff
Score
1
Norton Insurance Brokers
Birmingham
2015
~36
64.4
2
Wrightsure Group
Orsett
1974
~49
63.2
3
Connect Insurance Brokers
Stoke-on-Trent
1989
~26
60.8
4
SJL Insurance Services
Worcester
2001
~78
60.7
5
PolicyBee
Ipswich
1998
~45
53.2
6
Enterprise: Under the bonnet
Top 5 Enterprise profiles
Enterprise brokers typically lead on LinkedIn and credentials. Their client relationships tend to live in direct conversations rather than public review platforms.
1
Howden Group
London • Founded 1994
EnterpriseHIGH CONFFCA Authorised4.45★ Google
78.3
VOICE SCORE
4.45★
4,253 REVIEWS
382K
LINKEDIN
~14,432
STAFF
32y
TRADING
Client
83
Digital
100
Credits
55
Scale
70
History
64
Why #1: 32 years trading. ~14,432 staff. 100+ UK branches. Google 4.45★ from 4,253 reviews. Employee-owned international insurance group. Acquired Aston Lark and A-Plan. One of the fastest-growing brokers globally.
Verified via howdengroup.com, Companies House
2
Gallagher UK
London • Founded 1927
EnterpriseHIGH CONFFCA Authorised2.98★ Google
75.7
VOICE SCORE
2.98★
1,216 REVIEWS
47K
LINKEDIN
5,200+
STAFF
99y
TRADING
Client
68
Digital
89
Credits
30
Scale
70
History
100
Why #2: 99 years trading (Gallagher group 1927). 5,200+ staff. 50+ UK branches. Google 2.98★ from 1,216 reviews. Fourth-largest insurance brokerage globally. Major UK expansion through acquisitions of Giles, Oval, Heath Lambert, Stackhouse Poland, and B
Verified via ajg.com/uk
3
Ardonagh Group
London • Founded 1997
EnterpriseHIGH CONFFCA Authorised
66.8
VOICE SCORE
5.0★
3 REVIEWS
66K
LINKEDIN
~672
STAFF
29y
TRADING
Client
70
Digital
93
Credits
55
Scale
70
History
10
Why #3: 29 years trading (Towergate origin 1997). ~672 staff. One of the UK's largest independent insurance distribution platforms, built through aggressive acquisition. Owns Everywhen, Swinton, and mul
Verified via ardonagh.com, Companies House
4
Tysers
London • Founded 1820
EnterpriseHIGH CONFFCA Authorised
61.5
VOICE SCORE
3.4★
12 REVIEWS
17K
LINKEDIN
~770
STAFF
206y
TRADING
Client
34
Digital
79
Credits
30
Scale
60
History
100
Why #4: 206 years trading (City of London 1820). ~770 staff. 22 worldwide. Leading independent international Lloyd's broker managing ~US$4.1bn in annual premiums, ~32,000 clients. Part of AUB Group since 2022. Found
Verified via tysers.com, Companies House
5
Miller Insurance
London • Founded 2002
EnterpriseHIGH CONFFCA Authorised4.3★ Google
53.3
VOICE SCORE
4.3★
22 REVIEWS
39K
LINKEDIN
~1,190
STAFF
24y
TRADING
Client
49
Digital
70
Credits
30
Scale
57
History
100
Why #5: 124 years trading. 800+ colleagues. Specialist (re)insurance broker operating at Lloyd's. Part of AUB Group since 2022.
Verified via miller-insurance.com, FCA Register
7
Mid-Market: Under the bonnet
Top 5 Mid-Market profiles
The five mid-market brokers with the strongest online pulse.
Why #1: 44 years trading. ~355 staff. 6 offices. Google 4.65★ from 292 reviews. One of the UK's largest independent insurance brokers. 40 years' experience. Chartered. Insurance Broker of the Year 2025.
Verified via alanboswell.com, Companies House, FCA Register, Google Maps
2
Policy Expert
London • Founded 2010
Mid-MarketHIGH CONFFCA AuthorisedTrustpilot 4.5/5
64.8
VOICE SCORE
4.57★
7,783 REVIEWS
13K
LINKEDIN
~490
STAFF
16y
TRADING
Client
75
Digital
76
Credits
30
Scale
53
History
32
Why #2: 16 years trading. Digital-first insurer/broker launched 2011. Over 1.6 million customers. 85% home customer retention rate.
Verified via policyexpert.co.uk, FCA Register
3
Zego
London • Founded 2016
Mid-MarketHIGH CONFFCA AuthorisedTrustpilot 4.3/5
60.0
VOICE SCORE
3.8★
5,277 REVIEWS
73K
LINKEDIN
~368
STAFF
10y
TRADING
Client
59
Digital
95
Credits
30
Scale
51
History
20
Why #3: 10 years trading. UK insurtech providing flexible motor insurance with app-based telematics. Trustpilot 4.3/5 from 12,500+ reviews. Featured in The Guardian,
Verified via zego.com, FCA Register
Why #4: 26 years trading. Google 4.6★. Feefo 4.7/5. Leading provider of specialist insurance and IR35 services. 35,000+ contractors insured, 500+ partners.
Verified via kingsbridge.co.uk, Companies House, FCA Register
5
Simply Business
London • Founded 2000
Mid-MarketHIGH CONFFCA Authorised4.43★ Google
57.8
VOICE SCORE
4.43★
2,191 REVIEWS
20K
LINKEDIN
~854
STAFF
26y
TRADING
Client
66
Digital
70
Credits
30
Scale
58
History
76
Why #5: 26 years trading. Trusted by over one million small businesses and landlords. Digital-first business insurance, UK and US contact centres.
Verified via simplybusiness.co.uk, FCA Register
8
Boutique / Independent: Under the bonnet
Top 5 Boutique broker profiles
The five smaller or independent brokers with the strongest online pulse. Where client voice is loudest relative to size.
1
Norton Insurance Brokers
Birmingham • Founded 2015
BoutiqueHIGH CONFFCA Authorised4.8★ Google
64.4
VOICE SCORE
4.8★
148 REVIEWS
545
LINKEDIN
~36
STAFF
11y
TRADING
Client
96
Digital
37
Credits
30
Scale
30
History
100
Why #1: Trading under a brand dating to 1965. Google 4.8★ from 148 reviews. Six decades protecting customers' interests and assets through quality insurance provision.
Verified via nortonib.co.uk, Google Maps
2
Wrightsure Group
Orsett • Founded 1974
BoutiqueHIGH CONFFCA Authorised4.8★ Google
63.2
VOICE SCORE
4.8★
53 REVIEWS
592
LINKEDIN
~49
STAFF
52y
TRADING
Client
91
Digital
40
Credits
30
Scale
35
History
100
Why #2: 52 years trading. 6 offices. Google 4.8★ from 53 reviews. One of the country's largest privately owned insurance brokers. 50+ years. Offices in London, Essex, Liverpool, Fareham, Lincoln, Stockport.
Verified via wrightsure.com, Google Maps
3
Connect Insurance Brokers
Stoke-on-Trent • Founded 1989
BoutiqueHIGH CONFFCA Authorised4.7★ Google
60.8
VOICE SCORE
4.7★
378 REVIEWS
353
LINKEDIN
~26
STAFF
37y
TRADING
Client
94
Digital
38
Credits
30
Scale
27
History
74
Why #3: 37 years trading. Google 4.7★ from 378 reviews. Independent broker with a wide insurer panel for best policy and price.
Verified via connect-insurance.uk, Google Maps
4
SJL Insurance Services
Worcester • Founded 2001
BoutiqueHIGH CONFFCA Authorised4.6★ Google
60.7
VOICE SCORE
4.6★
70 REVIEWS
3K
LINKEDIN
~78
STAFF
25y
TRADING
Client
90
Digital
50
Credits
30
Scale
38
History
50
Why #4: 25 years trading. 2 offices (Worcester, London). Google 4.6★ from 70 reviews. Commercial broker with GWP over £20 million. National and international client base.
Verified via sjlins.co.uk, Google Maps, FCA Register
5
PolicyBee
Ipswich • Founded 1998
BoutiqueHIGH CONFFCA AuthorisedFeefo 4.8/5
53.2
VOICE SCORE
4.0★
58 REVIEWS
1K
LINKEDIN
~45
STAFF
28y
TRADING
Client
56
Digital
45
Credits
30
Scale
33
History
32
Why #5: 28 years trading. 1 office. Feefo 4.8/5. UK's first online quote-and-buy broker for business insurance. Freelancers, sole traders, and limited companies.
Verified via policybee.co.uk, Companies House, FCA Register
9
Beyond the Index
Four more lists worth a look
Single-metric rankings that show a different side of the market. Each one tells a different story than the headline index.
Client Voice Leaders — size-adjusted
The counter-intuitive ranking. Client Voice dimension only — reviews weighted by volume across Google, Feefo and Trustpilot. Size, credentials and longevity stripped out. The league table clients would build if the only thing that counted was what other clients say. No Big Three broker makes the top 8.
1
Norton Insurance Brokers
Birmingham • 2015 • Boutique
96.0client voice
2
Connect Insurance Brokers
Stoke-on-Trent • 1989 • Boutique
94.0client voice
3
Alan Boswell Group
Norwich • 1982 • Mid-Market
92.0client voice
4
Wrightsure Group
Orsett • 1974 • Boutique
90.7client voice
5
SJL Insurance Services
Worcester • 2001 • Boutique
89.5client voice
6
One Call Insurance
Doncaster • 1995 • Mid-Market
79.0client voice
7
Anthony Jones
Dartford • 1984 • Boutique
76.0client voice
8
Policy Expert
London • 2010 • Mid-Market
74.8client voice
Why this matters: The highest-scoring enterprise broker on client voice is Howden at 82.8, helped by 4,253 reviews across its branch network. Gallagher sits at 68.3. The rest of the giants score lower still, or do not have the review volume to register at all. Regional mid-market and boutique brokers lead the table on the one metric clients can verify for themselves.
Most-Loved on Google
Ranked by Google rating weighted by review volume. You need both a strong score and enough reviews to make it count.
1
Anthony Jones
Dartford • 1984
5.0★from 168 reviews
2
Macbeth Insurance
Reading • 1992
4.9★from 212 reviews
3
Norton Insurance Brokers
Birmingham • 2015
4.8★from 148 reviews
4
Konsileo
London • 2015
4.8★from 144 reviews
5
Wrightsure Group
Orsett • 1974
4.8★from 53 reviews
6
Coversure Insurance
Huntingdon • 1986
4.7★from 1,152 reviews
7
Connect Insurance Brokers
Stoke-on-Trent • 1989
4.7★from 378 reviews
8
Lloyd Whyte
Taunton
4.6★from 29 reviews
Punching Above Their Weight
Online Voice Score divided by the log of headcount. These brokers outperform what you'd expect for their size.
1
Alan Boswell Group
Norwich • 1982
31.4size-adjusted score
2
GS Group
Perth • 1991
28.6size-adjusted score
3
Cuvva
London • 2015
27.9size-adjusted score
4
Bennetts
Peterborough • 1930
23.1size-adjusted score
5
HomeLet
Lincoln
20.5size-adjusted score
6
Kerry London
London • 1986
19.9size-adjusted score
7
Simply Business
London • 2000
19.6size-adjusted score
8
Gallagher UK
London • 1927
19.1size-adjusted score
Rising Stars
Founded since 2010, with real traction showing up in headcount, customers or public reviews. The ones worth watching.
1
Ardonagh Group
London • 1997
~8,000UK&I staff • est. 1997
2
PIB Group
Retford • 2015
4,000+across 12 markets • est. 2015
3
Brown & Brown UK
London • 2015
~2,500UK staff • est. 2015
4
Lockton UK
London • 2010
~1,600UK staff • est. 2010
5
NFP UK
Birmingham • 2016
UK&Idivision • est. 2016
6
Ed Broking
London • 2014
~300brokers • est. 2014
7
Cuvva
London • 2015
~100staff • est. 2015
10
The Bigger Picture
Three shifts every broker feels
You already sense these if you're in the market. Here they are, named and backed by the receipts.
The great roll-up
Howden bought Aston Lark and A-Plan. Ardonagh built a £2bn GWP platform on top of Towergate. PIB Group, backed by Apax, now spans 12 markets. Gallagher took Stackhouse Poland and Bollington. Private equity isn't slowing down, and the mid-market is where the deals land.
Digital stops being digital
Simply Business now serves over a million customers online. Policy Expert passed 1.6 million. PolicyBee was one of the UK's first quote-and-buy business insurance brokers. Konsileo's self-managed model runs a national network of brokers without a traditional office. This isn't a fringe channel anymore, it's the market.
Consumer Duty has teeth — and a public surface
Since July 2023, the FCA's Consumer Duty has forced every broker to evidence fair value and good client outcomes. The interesting question isn't whether firms are compliant on paper. It's whether that evidence is visible where clients and regulators actually look: the firm's own website, Google, Feefo, Trustpilot. A thin public reputation signal is now a risk signal too. The brokers treating Consumer Duty as a story to tell — in reviews, case studies, visible complaint handling — are the ones turning a compliance obligation into a retention lever. The rest are leaving the narrative to whoever leaves a one-star review first.
5
Look up any broker
See how your broker shows up
Search any of the 100+ brokers we track. See their Online Voice Score, their dimension breakdown, and how they compare. If you want the full profile with peer benchmarks and recommendations, we'll send it across.
Your complete Online Voice breakdown, peer benchmarks, and practical recommendations on what to improve. Foliume helps brokers build stronger online presence through data, content and strategy.
Got it — your report will land in your inbox in 2–3 minutes. If you don't see it, check Promotions/Spam.
Thanks — we'll review your request within 24 hours and email you if it checks out.
11
The small print
Methodology, corrections and privacy
We take accuracy seriously. If we have something wrong, tell us and we will fix it.
What this report is
Editorial commentary based on public data. The Online Voice Score measures how brokers show up across Google, Feefo, Trustpilot, the FCA Register and Companies House. It is not financial advice and not a recommendation to engage or avoid any broker. Foliume is not authorised or regulated by the Financial Conduct Authority.
How we sourced the data
Every data point is pulled from one of: Companies House, the FCA Register, broker websites, Feefo, Trustpilot and Google Maps. Google ratings came from a mix of the Google Places API and third-party aggregators that surface Google Maps data. Each broker profile lists the sources we used. Data collected May 2026.
Corrections policy
If you spot a mistake or your firm has moved, renamed or changed status, email hola@foliume.com. We respond within five working days and publish updates in the next edition. The search tool above also lets you request a full profile if you think we missed you.
Privacy & data
The form in this report collects your name, work email and the broker you asked about. We use it to send you the full profile and related Foliume updates, nothing else. You can unsubscribe at any time and request deletion by emailing hola@foliume.com. Full privacy notice at foliume.com/privacy-policy.
