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Biba 2026: Biba launches new 'Ben the Broker' campaign focused on cyber

Insuranceage • May 13, 2026

The British Insurance Brokers’ Association has unveiled the stage of its national advertising campaign highlighting the value of insurance brokers to businesses.

Specifically, the new promotional push seeks to raise awareness and understanding of the importance of cyber insurance from its broker members.

Featuring ‘Ben the Broker’, the campaign builds on last year’s marketing drive – first revealed at its 2025 conference – which the trade body said had “achieved 47 million opportunities to read, watch or listen to Ben’s messages the advice and choice that insurance brokers provide”.

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BIBA Launches Cyber Insurance Campaign Targeting SMEs The British Insurance Brokers' Association (BIBA) has launched a new phase of its 'Ben the Broker' campaign focused on cyber insurance for SMEs. This initiative, unveiled at the 2026 BIBA Conference, aims to address the significant protection gap in cyber coverage among small UK businesses. The campaign features a side-by-side animation highlighting the consequences of having versus not having cyber insurance. BIBA's data indicates that 59% of SMEs experienced a cyber-attack in the past year, yet only 10% have dedicated cyber insurance. The campaign will run across various media platforms through May and June 2026. Additionally, BIBA has introduced a Cyber Insurance Directory to help businesses find accredited brokers. This effort is in response to the increasing cyber threats facing SMEs, which are targeted nearly four times more than larger organizations. 3 sources 37

Biba 2026: Biba launches new 'Ben the Broker' campaign focused on cyber

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