Best Affiliate Programmes for Insurance Brokers in the UK
Commercial insurance brokers are increasingly asked to recommend tools and services to the businesses they insure — and a good affiliate or referral programme can turn those recommendations into a genuine income line. This guide explains how programmes for brokers actually work, the difference recurring commission makes, and what to look for so you choose one that fits your book rather than one that just pays the most on paper.
How we compare programmes
A programme is only worth a broker's time if three things line up: the product is genuinely useful to your commercial clients, the commission model rewards a long relationship rather than a single introduction, and the tracking and terms are clear enough to trust. We weigh those three above the headline rate, because a high one-off percentage on an irrelevant product is worth far less than a modest recurring share of something your clients actually keep using.
We also look at relevance to a broker's specific position. You already advise businesses on protecting themselves, and clients act on that advice — so the best programmes for brokers are ones where the recommendation is a natural extension of the insurance conversation, not a jarring cross-sell. Finally, we consider whether recommending a product sits cleanly alongside regulated insurance mediation, because a broker's reputation and regulatory position matter more than any commission.
The types of programme available
“Affiliate programme” covers several different models. Knowing which one you're being offered is the first step to judging whether it's worth it:
A single payment when a referral converts. Simple, but the income stops after one transaction and often rewards volume over fit — better suited to high-frequency, low-value referrals than to a considered professional recommendation.
A share of what the customer pays for as long as they stay subscribed, within a commission period. This suits brokers well, because it rewards recommending something clients genuinely adopt and keep, turning one good introduction into ongoing income.
The rate rises as your referred revenue grows (for example a base rate that steps up after a threshold). Rewards brokers who introduce steadily rather than once.
Some programmes run through affiliate networks (extra tracking, but a cut and more generic products); others are run directly by the provider (simpler terms, closer relationship). Direct programmes tend to suit professional recommenders better.
Recurring vs one-off: why it matters for a broker
The single biggest factor in what a programme is actually worth to a broker is whether it pays once or repeatedly. A one-off introducer fee is a transaction; a recurring commission is an asset. If you recommend a subscription product that a commercial client adopts and keeps, a recurring programme can pay you every month that client stays, for the length of the commission period — from a single conversation.
That changes the maths considerably. Ten clients referred to a one-off programme pay ten times, full stop. Ten clients referred to a recurring programme can pay across many months each, and because your commercial clients tend to be long-term relationships, the retention that makes recurring commission valuable is exactly what brokers already have. The trade-off is patience: recurring builds over time rather than paying a lump sum up front.
Rate structure matters too, but less than model. A flat one-off 30% on a product nobody keeps is worth less than 20–25% recurring on a product that becomes part of how a business runs. When you compare programmes, look at expected lifetime value per referral, not the headline percentage.
How the Complys Partner programme compares
Complys is compliance record-keeping software for the same commercial businesses brokers insure — it keeps risk assessments, method statements, training records, incidents and certificate expiry in one place. That makes it a natural fit for the broker relationship: the records a client keeps in Complys are the same evidence that comes up around cover, so recommending it is a genuine value-add rather than an unrelated cross-sell.
On the model, the Complys Partner programme is recurring rather than one-off, with a tiered structure: Founding Partners (the first 100) earn 25% on qualifying referred revenue from day one, and Standard Partners earn 20% up to their first £20,000 of qualifying revenue then 25% above it, with the 25% rate retained once reached. Commission runs for up to 12 months per referral on qualifying subscription revenue actually received, and it's run directly by Complys with tracking through a unique Partner link — no network in between. There's no joining fee.
Disclosure: this page is published by Complys, which operates the Complys Partner programme described here. We've set out the programme's terms plainly and compared it against the general programme types above so you can judge it on its merits; you should still compare any programme against your own priorities and regulatory obligations before recommending it.
Is a programme like this right for your book?
A recurring compliance-software programme fits brokers whose commercial clients keep safety, training and certificate records — which is most trades, construction, property, care and hospitality books. If your clients are asked for risk assessments at renewal, employ staff, or take on contracts that require RAMS or accreditation, they are exactly the businesses that benefit from the product, which makes the recommendation land.
It's a weaker fit if your book is purely personal lines or industries with little compliance record-keeping, since the underlying product has less relevance there. And whatever the programme, you should always follow your own firm's rules on introductions and disclosures — recommending compliance software is separate from regulated insurance mediation, but your internal policies still apply.
Frequently asked questions
Can insurance brokers earn recurring commission from referrals?
Yes, if the programme is built on a subscription product. Recurring programmes pay a share of what a referred customer keeps paying, for the length of the commission period, rather than a single introducer fee. For brokers with long-term commercial relationships, that recurring model is usually more valuable than a one-off payment.
Is recommending software a regulated insurance activity?
Recommending a compliance record-keeping tool is generally separate from regulated insurance mediation, because it isn't an insurance product. You should still follow your own firm's rules on introductions, disclosures and conflicts before making any recommendation.
What should a broker look for when choosing an affiliate programme?
Relevance of the product to your clients, a commission model that rewards a lasting relationship (recurring over one-off), clear tracking and terms, and whether the programme is run directly or through a network. Judge expected value per referral over time rather than the headline rate.