The challenge for brokers is that the very conditions making loyalty harder are also making their work more complex. More markets, more quotes, more aggressive pricing and more explaining to do when a client’s spreadsheet says one thing and their risk profile says another. In that environment, the brokers who will emerge strongest from this soft market are likely to be those who can sit in that conflict without flinching: honouring the insurers who backed them in the hard years, educating clients relentlessly on coverage and claims and accepting that sometimes, despite their best efforts, survival will still mean losing a loyal partner to a sharper rate.