The British Insurance Brokers’ Association says the sector is entering a “new era”, in part due to fundamental changes in technology.

CEO Graeme Trudgill told the recent BIBA Conference in Manchester that AI has “climbed up the list of worldwide insurance broker priorities.

“What has been seen until now as a tool to assist firms, brings in fact an entirely new dimension to our sector, as revolutionary as the introduction of the internet.”

BIBA has launched a national advertising campaign to promote brokers to SMEs, running on TV, social media and in newspapers including the Daily Mail, The Sun and The Mirror.

A “relatable” Ben the Broker character outlines the choice, advice and support provided by brokers.

“This is something that in my living memory has never been done before in the UK,” Mr Trudgill said.

“I am passionate about telling the broker story and we want to reach the business owners of the future who have grown up buying their personal insurance online. We have a great story to tell, and we are taking our promotion of brokers to a new level.”

BIBA has also announced that non-executive director Caroline Barr will take over from chair Jonathan Evans at the end of the year.

Previously a deputy director at the Treasury, Ms Barr has served on the BIBA board for six years. She chairs the association’s Access to Insurance Committee, spearheading its signposting and financial inclusion work.

“Caroline has already been a guiding light on our main board, and we look forward to her leading us forward into the new era of insurance broking,” Mr Trudgill said.