What an insurance broker's website should include

Key takeaways

An insurance broker's website should show its FCA authorisation status and firm reference number, complaints handling and Financial Ombudsman Service details, the types of insurance you arrange, who you serve, and how you are paid. Promotions must be fair, clear and not misleading, and the Consumer Duty expects communications customers can understand.

• State FCA authorisation and your firm reference number.
• Explain complaints and the Financial Ombudsman Service.
• Say which types of insurance you arrange and for whom.
• Be clear about how you are paid: commission, fees or both.

What should an insurance broker's website include?

An insurance broker's website should include FCA status and firm reference number, complaints and ombudsman information, the types of cover you arrange, the customers you serve, how you are paid and how to get a quote. Global Bridge Labs (GBL) treats the status statement as the regulated item on top of the 30-item inventory.

• What information should every business website have?
• Show your regulator and registration number online
• Financial adviser websites: credibility within FCA rules

How should FCA status be shown?

Use your regulatory status statement as the FCA expects, with your firm reference number, in the footer of every page. Appointed representatives should name their principal. Link to your FCA Register entry so customers can check it in one click.

• Company number on your website: where and how

What complaints information is needed?

FCA-regulated firms must handle complaints under the FCA's rules and tell eligible customers about the Financial Ombudsman Service. Publish how to complain, your timescales and the ombudsman route on a complaints page linked from the footer.

• Publish a complaints procedure on your website
• Dispute resolution details: what to say on your website

What do customers want to know?

Customers want to know whether you cover their type of risk, whether you search the market or use a panel, how renewals and claims support work, and how you are paid. Commercial clients also want to see sector expertise. Answer these plainly on service pages.

• Say what is included in your service, line by line
• Publish your service levels on your website

Which rules apply to website content?

Financial promotions must be fair, clear and not misleading, and the Consumer Duty expects firms to support customer understanding. Avoid absolute claims such as 'cheapest quotes guaranteed' unless you can prove them. Check promotional content against FCA guidance before publishing.

• Inaccurate information on your website: the legal risk

When is more detail unnecessary?

Detailed policy wordings and insurer terms are not needed on the website for most brokers; they belong in quote documents. Overloading pages with regulatory text can bury the information customers need. Keep required disclosures clear and concise.

What does this look like in practice?

A pattern we see in broker websites: the FCA status line exists but the complaints route and ombudsman details sit only in terms of business PDFs. A short complaints page linked from every footer fixes a common gap in minutes.

• See client work
• Website Design & Development for UK businesses

Insurance broker website checklist

• Show FCA status and firm reference number.
• Link to your FCA Register entry.
• Publish complaints and ombudsman details.
• List types of cover and customers served.
• Explain how you are paid.
• Check promotions are fair, clear and not misleading.

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Next step

Check your footer status statement against the FCA's current wording and your Register entry, then confirm the complaints route is one click away.