Australian insurers are under mounting pressure to expand reach, launch products faster, and meet customer expectations across multiple touchpoints. Broker channels remain one of the most effective routes to market, trusted, established, and deeply connected to end customers, yet distribution remains one of the industry’s most persistent technology challenges.
For insurers, integrating with multiple broker platforms often means navigating inconsistent data formats, complex compliance requirements, and legacy systems that slow delivery. For brokers, having to rekey data into multiple different insurer portals takes time and increases the risk of errors.
This article explores the key priorities for insurers looking to access growth with new distribution channels, modernise broker distribution, strengthen intermediary relationships, and accelerate time-to-market in an increasingly connected insurance ecosystem.
Modernising Broker Distribution
Broker distribution has shifted from a handful of controlled channels to a dynamic, fast-evolving ecosystem. What was once limited to a few marketplaces now spans networks like Steadfast, as well as Sunrise, AON, Austbrokers, and BizCover, each with their own data standards and integration models.
This diversification has created new opportunities for insurers to reach customers but has also added new layers of complexity. For many, the challenge isn’t whether to expand using broker channels, it’s how to do it without multiplying effort, cost, or compliance risk.
“A decade ago, there were a limited number of channels that required very specific integration from insurers, which presented a barrier to entry to some, and a cost to others,” explains Alistair McElligott, CEO and Founder, Entsia. “Now we’re seeing broker groups actively embracing insurer technology. More marketplaces and more distribution channels are springing up and insurers can assess which markets extend their reach and create commercial value.”
To compete, insurers need to ensure their technology is built for this reality. Systems need to model products once and deploy across multiple channels without rebuilding or recoding, as well as being able to add new products quickly and easily as customer demand and market drivers change.
Strengthening Broker Relationships
Brokers remain the most trusted intermediaries in the Australian insurance landscape. But as their expectations evolve, so must the technology that supports them. Today’s brokers want digital experiences that are fast, intuitive, and consistent, not fragmented across outdated systems or complex interfaces.
Modern insurers know that strengthening broker relationships isn’t about adding more systems, it’s about simplifying how brokers interact with their products. By providing configurable, consistent interfaces and API-ready connectivity, insurers can deliver an experience that feels seamless and recognisable, no matter which marketplace or partner is in play. When technology removes friction, brokers can focus on what matters most: serving clients.
Accelerating Time to Market
In an environment where speed equals market share, insurers can’t afford to spend years bringing products to new channels. Those who can launch faster, while maintaining compliance and control, gain an immediate advantage.
Automation, pre-built integrations, and API-driven architectures can redefine what’s possible. Instead of months of custom development, insurers can now connect products to leading broker platforms in weeks, in particular if they partner with a technology provider that has built integrations with that channel before.
“We’re seeing a change now in customer expectations when it comes to how quickly they can get up and running via a new distribution channel’, recalls Christian Maslen, Customer Technology Lead, Entsia. “What used to take years, can now be achieved in months. Customers expect speed, and they expect choice.”
Build Once, Deploy Everywhere
The ability to build once and deploy everywhere is no longer a luxury, it’s a competitive necessity. The same configuration can power direct-to-consumer, broker, and bancassurance channels without duplication, delivering consistent user experiences across every distribution point.
Open, API-driven architectures and pre-built integrations are redefining what’s possible. Instead of rebuilding for every product or channel, insurers can activate new distribution points quickly and confidently, maintaining compliance and brand integrity along the way.
This approach isn’t just about speed—it’s about strategic flexibility. When APIs go live with the product, insurers gain the freedom to explore new marketplaces, test commercial potential, and scale distribution without adding complexity. In a market where expectations are rising and time-to-market is critical, technology that enables agility is the foundation for growth.
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