Industry research shows that SME customers prioritize price, service quality, transparency, and flexibility when choosing insurance providers. GlobalData’s 2025 UK SME Insurance Survey reveals that policy price is the top factor for 39.5% of SMEs, followed closely by pricing transparency and ease of understanding policy information.

Tailored insurance is increasingly important, with 31.2% of SMEs valuing the ability to customize cover to their specific needs. AXA UK’s research highlights the pressures on SMEs, leading to a demand for insurance that reflects their business model and sector-specific risks.

Insurers have an opportunity to deepen SME engagement by offering transparent pricing, simplified communications, and flexible, needs-based product design. Adapting propositions and distribution to prioritize customisation, clarity, and service quality can drive growth and retention in the SME segment.

Read more at Yahoo Finance: SMEs value customisable cover when choosing an insurer