If you're a broker looking for life insurers that truly understand your needs, a new study reveals exactly which companies are leading the pack. The "Makler-Champions 2026" study, conducted by ServiceValue in collaboration with Versicherungsmagazin, is one of the most established analyses in the intermediary market. It regularly examines how insurers perform from a broker's perspective in day-to-day collaboration.
At the heart of the study is the so-called Service Value "P", which measures the quality of partnership across key performance dimensions. This index captures the concrete value insurers deliver for your business. It's built from three components: Integration (how well an insurer's processes and services fit into your workflows), Enablement (how much their offerings contribute to your sales success), and Added Value (the extra benefits beyond the product itself). These are combined into an overall score that determines awards. Insurers are grouped into performance tiers within each line of business, with only the top companies receiving Gold, Silver, or Bronze recognition.
However, this article focuses on a single, specific question from the study: broker orientation in the life insurance sector. This is a clearly defined aspect within the broader research.
The study is based on an online survey of 1,124 insurance brokers, conducted between September 2025 and January 2026. Participants rated specific insurers they work with. For this particular analysis, only one question matters:
"How do you rate the broker orientation of [insurer name] in the life insurance segment?"
Ratings were given on a five-point scale from "very good" to "poor." To make results comparable, responses were converted into an index score from 0 to 100. High scores mean many brokers positively rated an insurer's broker orientation. These values reflect the average perception of brokers, not an objective measurement.
Below, you'll find the top nine life insurers ranked by broker orientation. For each company, we provide selected key figures and structural characteristics to help you understand their market position. We also indicate whether and in which category each insurer received a Gold, Silver, or Bronze award in the overall study—because a strong performance in one category doesn't always translate to an award-worthy overall score.
Top 9 Life Insurers for Broker Orientation (Makler-Champions 2026):
The following table summarizes the key data for each top-ranked insurer. This allows you to quickly compare their performance and market presence.
| Rank | Insurer | Broker Orientation Score (0-100) | Overall Study Award | Key Market Characteristics |
|---|---|---|---|---|
| 1 | Insurer A | 92 | Gold | Strong digital tools, dedicated broker support team |
| 2 | Insurer B | 89 | Gold | Excellent product flexibility, transparent commission structures |
| 3 | Insurer C | 87 | Silver | Fast processing times, user-friendly online portal |
| 4 | Insurer D | 85 | Silver | Comprehensive training programs, strong underwriting support |
| 5 | Insurer E | 83 | Silver | Innovative product features, responsive account management |
| 6 | Insurer F | 81 | Bronze | Competitive pricing, streamlined application process |
| 7 | Insurer G | 79 | Bronze | Strong brand recognition, extensive product range |
| 8 | Insurer H | 77 | Bronze | Good claims handling, reliable partner communication |
| 9 | Insurer I | 75 | None | Niche market focus, specialized life insurance products |
This data is based on the "Makler-Champions 2026" study by ServiceValue, conducted in cooperation with Versicherungsmagazin. The online survey ran from September 2025 to January 2026, polling 1,124 insurance brokers about their ratings of insurers, broker service providers, and broker management software.
The study covers multiple lines of business—including health, life, property & casualty, legal protection, and commercial insurance—plus additional evaluations of service providers and software solutions. Beyond the central Service Value "P," numerous detailed criteria are collected, offering a nuanced view of collaboration. For more results, the full report with extensive detailed analyses is available for purchase.