Why Trust in Tech is Higher than Trust in Vendor
by Steve Pieroway, Founder, Benevolent Marketing — Consider the following findings in the inaugural 2026 Benevolent Trust Index report: 67% of broker respondents believe insurtech promises of time savings, efficiency and ROI (return on investment) are overstated; 22% of respondents feel that vendors are honest about features, pricing and implementation during the sales process; 23% of respondents feel that vendors can be counted on to do what is right; 9% of respondents agree that vendors have made sacrifices for them in the past. On their own these should give us pause to think about the relationship we have with insurtech. Together, however, they support one result that quietly stands out: trust in tech is higher than trust in vendor. Now, you might think, “Can we ‘trust’ technology the same as we ‘trust’ businesses and the people who represent them?” and “Does this mean we’re in a relationship with both the tech and vendors?” Yes, we are in a relationship with the tech we use and simultaneously with the vendors who provide it. As with any relationship, we have expectations around behaviour that are underlined by trust. Trust in Tech Everyday thousands of insurance brokers across Canada login to their system,...