New Survey Reveals How Independent Agents Are Adapting to the Hard Market

March 4, 2024

The hard market has independent agents “going the extra mile” to prioritize client communication, retention, technology and team morale.

Trusted Choice, the national consumer brand representing the members of the Independent Insurance Agents & Brokers of America (the Big I), recently released a new report, Navigating the Hard Market: How Independent Agencies Are Reacting. The publication provides survey results and analysis on adaptive measures agents are implementing to navigate the current market.

“To work through challenging market conditions, independent insurance agents are innovating and going the extra mile to best serve and provide value to their clients,” said Charles Symington, Big I president and CEO.

“In this difficult market, the agents who are setting themselves apart are those who are adapting and improving communication, customer retention, technology, and the morale of their teams,” Symington said. “And no one is better positioned than independent agents to do all of that and assist their clients through these market cycles successfully.”

The survey found that independent agents are stepping up efforts in a few key areas to combat challenges presented by the marketplace. Overall, agencies are re-sharpening skills that may have fallen off in softer markets and using technology to give them an edge in everything from communications and marketing to management.

  • Communication is critical: Agents are prioritizing communication and investing in educating clients.
    • 65% of agencies have increased their communication to policyholders, 85% of those through email and 77% by phone.
    • 21% are increasing paid advertising spends
    • 47% are putting more effort toward community involvement
    • 75% are offering more educational content to clients
    • 27% of agencies put more resources into marketing, although 18% cut their marketing spend, saying they are using other ways to reach clients and prospects.
    • 32% of small agencies (sized 1-10 staff) and 45% of large agencies (25+ staff) have added technology recently.
    • 18% of respondents said they added new technology systems or applications specifically to address the demand of this market.
    • 13% have added tech to help with automation, 10% have added tech for agency management and 10% have dedicated resources to website upgrades.

    “With the industry’s ever-changing cycles, communication is even more critical than ever. Agents must remain focused on creating efficiencies in their touch points with clients,” said Kevin Brandt, executive director of Trusted Choice.

    “Overcoming market challenges through active communication with clients and delivering innovative actions and solutions is essential,” Brandt said. “This is precisely how independent agents bring value in such climates.”

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