Claims advocacy is a broker acting for its client when a claim is made: lodging it properly, chasing the insurer, challenging weak decisions and keeping the client informed. Clients judge their insurance at claim time, so advocacy often decides whether they renew. Brokers prove it with records: every contact, escalation and outcome, shown back to the client.
Key takeaways
- Claims advocacy is the broker's work on the client's side of a claim, from lodgement to settlement or dispute.
- The value of insurance is seen at claim time, which is why a client's claims experience shapes the renewal conversation.
- According to NIBA, 62% of brokers reported breaches of the Insurance Brokers Code of Practice in 2025, with renewal timeframes the most common issue.
- According to AFCA, general insurance complaints reached 36,022 in 2025-26, with delay the most common issue.
- A broker that records every claim contact can show the client exactly what it did, which is the strongest renewal argument it has.
What is claims advocacy?
Claims advocacy is the work a broker does for its client during an insurance claim. It means helping lodge a complete claim, explaining the policy, chasing the insurer for progress, challenging decisions the client disputes, and keeping the client informed until the claim is paid or resolved. The broker acts for the client, not the insurer.
That distinction matters. The insurer assesses the claim against its policy. The broker, by contrast, makes sure the client's case is put fully and fairly, and that delays are pushed. For commercial clients with complex losses, that support can change the outcome.
Advocacy is different from claims handling under authority. Some brokers hold a claims authority from an insurer and settle claims on its behalf. When they do, the Insurance Brokers Code of Practice still expects them to engage with the client and manage the claim in the client's interests, in line with the law.
Why does claims advocacy decide renewals?
Claims advocacy decides renewals because the claim is the moment a client finds out what its insurance is worth. A client who felt supported through a difficult claim usually stays. One who chased its broker for updates, or felt the broker sided with the insurer, often goes to market at renewal.
Most of the year, a broker's service is invisible. Policies renew and premiums are paid. The claim is different: it is stressful, costly and memorable. As a result, it is where the relationship is tested.
Pressure on the industry raises the stakes. According to AFCA, general insurance complaints reached 36,022 in 2025-26, and delay was the most common issue. A client facing a slow claim looks to its broker first, and remembers how the broker responded.
What does good claims advocacy look like?
Good claims advocacy is prompt, informed and visible. The broker helps lodge a complete claim on day one, explains what the policy covers, follows up with the insurer on a set rhythm, escalates when a deadline is missed, and tells the client what is happening before the client has to ask.
Five habits make the difference:
- Lodge it complete. Gather the facts, evidence and policy details the insurer will need, so the claim does not stall waiting for information.
- Explain the cover. Tell the client honestly what the policy is likely to respond to, and what it will not.
- Chase on a rhythm. Contact the insurer at agreed intervals, not only when the client calls.
- Escalate with reason. Push back on delays and weak decisions, using the policy wording and the Code timeframes.
- Update first. Tell the client about every step before they have to chase.
Industry rules support the client's side. The General Insurance Code of Practice sets timeframes insurers must meet on retail claims, which gives a broker a firm basis for chasing. The Code claims rules guide sets them out.
How can a broker prove its claims value?
A broker proves its claims value with records: when each claim was lodged, every contact with the insurer, each escalation, and the outcome. Brought together at renewal, those records show the client exactly what the broker did. Without them, advocacy is a claim the client has to take on trust.
The record has to be built as the claim runs. Notes added weeks later are incomplete, and emails scattered across inboxes cannot be summarised easily. So brokers that track claims in one place, with each contact logged, have the evidence ready when renewal comes.
Clients value specifics. "We chased your insurer six times and got the decision reversed" is a stronger renewal argument than "we look after your claims". The broker claims tracking software compares tools that help.
ClaimsGateway (claimsgateway.com) builds cloud claims software for brokers, insurers, agencies and TPAs, with workflows configured by the business and audit logs of system and user activity. The ClaimsGateway insurance brokers page describes its approach for brokers.
Frequently asked questions
What is claims advocacy?
Claims advocacy is a broker acting for its client during an insurance claim. The broker helps lodge a complete claim, explains the cover, chases the insurer, challenges decisions the client disputes and keeps the client informed until the claim is resolved. The broker works for the client, not the insurer.
Do brokers handle claims?
Yes, in two ways. Most brokers advocate for clients, helping lodge claims and pushing the insurer for fair, timely decisions. Some brokers also hold a claims authority from an insurer and settle certain claims on its behalf. In both cases, the broker must manage the claim with the client's interests in mind.
How do brokers add value at claim time?
Brokers add value at claim time by making sure the claim is lodged completely, explaining what the policy covers, chasing the insurer, escalating delays and weak decisions, and keeping the client updated. For complex commercial claims, that support can affect both the speed and the outcome of the claim.
What does a claims advocate do?
A claims advocate represents the policyholder in an insurance claim. They gather evidence, present the claim to the insurer, monitor progress, challenge decisions where the policy supports the client, and explain each step. Brokers often have dedicated claims advocates or claims teams for their commercial clients.
How can a broker show claims value at renewal?
A broker can show claims value at renewal by presenting a record of each claim: when it was lodged, every contact with the insurer, escalations, and the result. Specific evidence of what the broker did is far more persuasive than general claims of good service, and it needs to be recorded as claims run.
About the author
ClaimsGateway builds cloud claims management software for insurers, underwriting agencies, brokers, TPAs and self-insured organisations in Australia and New Zealand. Every regulator figure in this article links to its source, and every vendor fact was checked on the vendor's own site on the date shown.
Related reading
- Claims software for brokers: the wider list for broker claims teams.
- Do brokers need claims software?: claims software alongside a broker management system.
- ClaimsGateway vs JAVLN: a claims platform or claims inside a broking system.
Sources
- National Insurance Brokers Association. "NIBA welcomes 2025 IBCCC annual data report." 17 June 2026. https://niba.com.au/media-release/niba-welcomes-2025-ibccc-annual-data-report
- National Insurance Brokers Association. "Insurance Brokers Code of Practice." https://www.niba.com.au/insurance-brokers-code-of-practice
- Insurance Business Australia. "Record AFCA complaints mask a worse story in insurer compliance data." 4 August 2026. https://www.insurancebusinessmag.com/au/news/breaking-news/record-afca-complaints-mask-a-worse-story-in-insurer-compliance-data-584812.aspx (reports AFCA's 2025-26 figures)
- Insurance Council of Australia. General Insurance Code of Practice (2020 Code), Part 8. https://insurancecouncil.com.au/code-of-practice
