US | EN
CA | EN
CA | FR
US | EN
Subscribe
Personal Lines Marketplace
Download Rate Report
How Embedded
Personal Insurance is Evolving in 2025
Seven months into 2025, the personal insurance market continues to face uncertainty.
While rates are stabilizing in some areas, challenges like rising claims costs, persistent inflation and severe weather events are still creating volatility.
Consumers are navigating higher household expenses and are more frustrated than ever with the rising costs of insurance.
In response, consumers are seeking more transparency, personalized support and trusted guidance, favoring brands that combine human expertise with meaningful AI tools and deliver unbiased advice through experiences that feel both modern and personal.1
In this challenging environment, strategic partnerships matter. For brands looking to deliver a better insurance experience, teaming up with an expert can be the difference between churn and loyalty. VIU by HUB combines modern tools with deep insurance expertise, helping both customers and partners navigate complexity, manage risk and build long-term value through insurance buying experiences that feel personal, transparent and timely.
Download Report
Personal lines’ transition from defense to growth
For the last few years, financial pressures and industry-wide capacity constraints forced much of the market into a defensive crouch. But 2025 is different.
Carriers are re-engaging, even as rising claims costs, weather-related losses and geopolitical uncertainty continue to pressure pricing. Rate hikes may be stabilizing but volatility persists, and strong carrier relationships are essential for navigating that complexity and delivering the right coverage at the right time.
As the industry faces growing unpredictability — from increasingly severe weather to rising customer expectations — the future of insurance is being shaped by consumers themselves. Partners are increasingly asking the same question: how do we embed insurance into our customer journey in a way that feels seamless, trusted and smart?
Download Report
Embedding with empathy
From a consumer perspective, VIU by HUB answers that demand with Brokerage-as-a-Service (BraaS), offering integrated capabilities that empower partners to offer multi-carrier insurance solutions powered by a trusted insurance broker.
While the second half of 2025 promises innovation and expanding partnerships, challenges like rising repair costs, extreme weather and global uncertainty remain. That’s why working with an industry-leading partner matters. VIU by HUB is already powering embedded programs for major national brands and more are on the way. As awareness grows, so does our role. We're more than a back-end broker.
through digital journeys backed by live advisors, transparent options and frictionless fulfillment. This enhances the customer experience in ways that boost satisfaction, loyalty and long-term value for our partners.
This isn’t just a better experience for customers. It’s a smarter investment for partners, with increased retention and higher lifetime value. Our expertise in insurance, current market risks, and how to retain customers through renewal helps partners meet their goals while supporting customer financial wellness.
Download Report
What comes next
We're a trusted guide throughout the customer’s buying journey and beyond, shaping the future of embedded insurance through a partnership-driven model backed by the scale, expertise and stability of HUB International.
Embedded insurance isn’t just about inserting coverage into a checkout flow. It’s about showing up when people need you most, with clarity, compassion and capability.
Mid-Year Rate Report
Based on proprietary insurance premium data, HUB’s network of experts provides insights into the state of the insurance marketplace each quarter. Download our Rate Report to receive detailed rate insights and learn how insurance rates may impact your total cost of risk.
Download Rate Report
About Us
Partnering with VIU by HUB unlocks new revenue opportunities, enhances engagement, and delivers added value to insurance shoppers through customizable solutions. To learn more about embedding personal lines insurance into your business, connect with our Strategic Partnerships team or visit viubyhub.com/partnerships.
150k+
policyholders
200+
strategic partnerships
50+
carriers in nationwide coverage
1. UserTesting, “Global Survey: 88% of Adults Prefer Human Assistance for Insurance Advice, but AI Interest is Rising,” September 30, 2024.
2. Talker News, “Annoying Things Americans Would Rather Do Than Pick an Insurance Plan,” October 2, 2024.
In 2025, we’ve committed to co-branded experiences that build on the trust consumers already have in their chosen brand or service while delivering the objectivity and service of a top-tier broker.
When a customer buys a car or applies for a mortgage, they’re not necessarily thinking about insurance products – they're navigating a major life event, like buying a home or a car. And when they find out they need insurance for that purchase, they're looking for help.2 BraaS meets that need in context
Private Client
Commercial
Sitemap
Terms & Conditions
Privacy Statement
© 2025 HUB International Limited. 150 N Riverside Plaza, 17th Floor, Chicago, IL 60606. All rights reserved.
Private Client
Commercial
Keep pace with the latest trends.
Stay in the Know
Subscribe
Learn more about us. Visit hubinternational.com
Personal Lines Marketplace
Evolving brokerages in the age of AI
As AI and automation reshape the insurance experience, the broker model stands out for one simple reason: choice. Direct models can offer slick experiences, but they come with built-in bias.
Partners are increasingly asking the same question: how do we embed insurance into our customer journey in a way that feels seamless, trusted and smart?
Today, brokerages across the insurance industry are exploring how AI can enhance their ability to serve clients. At VIU by HUB,
we're evaluating how these tools might help us better understand customer needs and improve service, without losing the human element or adopting technology without a clear purpose or benefit to the customer. This is what modern brokerage looks like: efficient, empathetic and aligned to real life.
Download Report
The future isn’t human or machine. It’s both. And as expectations evolve we're working to better understand how people want to experience AI through insurance – what feels helpful, what feels impersonal and how we can strike the right balance. Our omnichannel model gives us the flexibility to meet customers wherever they are, online, on the phone or somewhere in between.
That means using machine learning to speed up service, for example flagging life changes and improving onboarding for our advisors, but always with a clear benefit to the customer. It also means handling customer data with care, prioritizing privacy and transparency so that every interaction builds – not erodes – trust.
Download Report
Trust in the age of AI
While some in the industry are working toward fully automated services, we see greater value in thoughtfully integrating AI where it enhances, rather than replaces, the human experience.
HUB Outlook 2025 Mid-Year Rate Report
