Professionalism isn’t just a statement of values anymore; it’s becoming a competitive edge. As regulatory reform, demographic shifts and consumer dissatisfaction converge, the Chartered Insurance Institute (CII) is calling on brokers and firms across the UK to raise the bar on standards, skills and ethical practice.
"We're seeing substantial change across the sector," said Adam Harper (pictured), executive director, strategy, advocacy & professional standards at the CII. "This change is being delivered through a lens of modernisation and simplification, in part due to regulatory reform and in part due to market demands."
The shift from detailed rules to a more principles-based regulatory framework may support innovation and growth, but Harper cautioned it also presents risk.
"That could have a real impact in terms of devaluing the reputation of the sector and so in that sense then if that is a risk that needs to be carefully managed," he said.
With the Financial Conduct Authority (FCA) advocating for proportionate regulation, industry bodies like the CII are reinforcing the importance of ethical judgment, accountability, and governance. Harper said he's seen a strong commitment across the sector to fair-value outcomes and professionalism, but that this commitment must evolve with the regulatory environment.
"It's about helping our members and firms adapt, while making sure the shift doesn’t dilute what it means to be a trusted professional," he said.
Demographic changes, such as the retirement of senior professionals, and fast-evolving skills requirements driven by technology and climate risk, are pressuring firms to rethink how they attract, retain, and develop talent.
"We hear it all the time: people fall into insurance rather than seek it out," said Harper. "But once they’re in, they love it. That tells me we need to do more to make the sector feel dynamic and purpose-driven from the start."
For its part, the CII is working to reposition insurance as a future-facing profession with public value. Its initiatives range from thought leadership on skills development to enhanced engagement with schools, universities, and career changers. The goal: a more visible, inclusive entry into the profession.
"We’re also seeing the need to upskill and reskill existing professionals," said Harper. "This isn't just about early careers. It's about supporting career returners and leveraging talent from outside the industry, too."
To help individuals and firms navigate these shifts, the CII has rolled out several support tools. One underutilised asset, Harper noted, is the CII’s professional map.
"It benchmarks the behaviours and competencies of a modern, client-focused professional," he said. "It’s both a self-assessment tool and a career development framework."
The CII is also overhauling its qualifications framework to better reflect real-life skills and to align more closely with the professional map. The aim is to create learning journeys that go beyond technical knowledge and incorporate behavioural and enabling skills.
"We want to move away from a compliance-box mentality," Harper said. "Professionalism is about more than just meeting requirements, it's about doing things better."
This push includes development of a more visible Corporate Chartered scheme and the continuation of the CII’s New Generation programme, which supports future leaders with project work, mentoring, and leadership resources.
Despite the pace of change, Harper believes the core definition of professionalism remains stable: delivering expert, ethical service to clients who often lack the knowledge to navigate complex insurance products.
"Integrity and skill are constants," he said. "And when customers are in vulnerable circumstances, professionalism means empathy as well."
Harper acknowledges that not all firms invest equally in professional development, and points to consumer dissatisfaction, including findings from the CII’s own Public Trust Index as evidence of the need for sector-wide improvement.
"We have to work collaboratively across the sector to raise standards," he said. "That includes regulators, firms, trade bodies and us at the CII."
The path forward, Harper suggested, lies in amplifying best practice, addressing public perceptions head-on, and ensuring that professionalism is more than a slogan. For a sector that underpins so much of the economy, it's a responsibility that can't be left to chance.
