e-Insight - June 2023

THE BEST TECHNOLOGY IS THE TECHNOLOGY

YOU USE

Plus

Leaning on Technology to Increase Client Retention

Survey Reports from ACORD and Catalyit

Board of Directors

Executive Committee

Chairman of the Board | Jay Peterson, AFIS, LUTCF (217) 935-6605 | jay@peterson.insurance

President | Kevin Lesch (630) 830-3232 | klesch@arachasgroup.com

President-Elect | Allyson Padilla (618) 393-2195 | allyson@blanksinsurance.com

Vice President | Patrick Taphorn, CIC, CSRM (309) 347-2177 | ptaphorn@unland.com

Secretary/Treasurer | Cindy Jackman, CIC, CISR (800)878-9891 x8745 | cjackman@arlingtonroe.com

IIABA National Director | George Daly (708)845-3311 | george.daly@thehortongroup.com

Regional Directors

Region 1 | James Sager (618)322-9891 | james@sagerins.com

Region 2 | Ray Roentz (618)639-2244 | ray.roentz@hwcrins.com

Region 3 | Christopher Leming (217)321-3185 | cleming@troxellins.com

Region 4 | Bart Hartauer, CIC (815)223-1795 | hartauer@hartauer.com

Region 5 | Noele Tatlock (309)642-6855 | ntatlock@unland.com

Region 6 | Thomas Evans, Jr. (779)220-6564 | tevans@crumhalsted.com

Region 7 | David Jenk, Esq. (312)239-2717 | djenk@nwibrokers.com

Region 8 | Charles Hruska (708)798-5700 | chas@hruskains.com

Region 9 | Lindsey Polzin (630)513-6600 | lpolzin@presidiogrp.com

Region 10 | Mohammed Ali CS (847)847-2126 | mali@aliminsurance.com

At-Large Director | Amiri Curry (847)797-5700 | acurry@assuranceagency.com

At-Large Director | Jeff McMillan (815)265-4037 | jeff@mcmillanins.com

At-Large Director | Patrick Muldowney (312)595-7192 | patrick.muldowney@alliant.com

At-Large Director | Luke Sandrock, CIC (815)772-2793 | lsandrock@2cornerstone.com

Committee Chairs

Budget & Finance | Cindy Jackman, CIC, CISR (800)878-9891 x8745 | cjackman@arlingtonroe.com

Education | Lisa Lukens (618)942-2556 | salibainsurance@gmail.com

Farm Agents Council | Steve Foster (217)965-4663 | s.foster@ciagonline.com

Government Relations | Dustin Peterson (217)935-6605 | dustin@peterson.insurance

Planning & Coordination | Nick Gunn, CIC (309)691-1300 | nickgunn@nixonagency.com

Technology | Brian Ogden (217)632-2206 | brian@ogdeninsurance.com

Young Agents | Renee Crissie (224)217-6577 | renee@crissieins.com

OMAHA NATIONAL UNDERWRITERS

SECURA

SOCIETY

WAHVE WEST BEND MUTUAL INSURANCE CO

Director of Information and Technology Shannon Churchill - (217) 321-3004 - schurchill@iiaofil.org

Director of Education and Agency Resources Brett Gerger, CIC - (217) 321-3006 - bgerger@iiaofil.org

Accounting & Admin Services Tami Hubbell, CIC - (217) 321-3016 - thubbell@iiaofil.org

Director of Human Resources, Board Admin Jennifer Jacobs, SHRM-CP - (217) 321-3013 - jjacobs@iiaofil.org

Sr. Vice President/Chief Financial Officer Mark Kuchar - (217) 321-3015 - mkuchar@iiaofil.org

Chief Executive Officer Phil Lackman, IOM - (217) 321-3005 - plackman@iiaofil.org

Central/Southern Marketing Representative Lori Mahorney, CISR Elite - (217) 415-7550 - lmahorney@iiaofil.org

Director of Government Relations Evan Manning - (217) 321-3002 - emanning@iiaofil.org

Office Administrator Kristi Osmond, CISR - (217) 321-3007 - kosmond@iiaofil.org

Director of Communications Rachel Romines - (217) 321-3024 - rromines@iiaofil.org

Director of Membership Services Tom Ross, CRIS, CPIA - (217) 321-3003 - tross@iiaofil.org

Products & Services Administrator Janet White, CISR - (217) 321-3010 - jwhite.indep12@insuremail.net

Director of Prof. Liability & Ins. Products Carol Wilson, CPIA - (217) 321-3011 - cwilson.indep12@insuremail.net

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Concentrate on the Insurance Piece

As the insurance industry continues to evolve, technology is playing an increasingly important role in the way agents do business. For baby boomers and Generation X, who may not have grown up with the same level of technology as younger generations, it can be challenging to keep up with the latest trends.

1. Customer Relationship Management (CRM) Software

CRM software is a powerful tool that can help agents manage their customer relationships more effectively. With CRM software, agents can track customer interactions, manage leads, and automate marketing campaigns. This technology can help agents stay organized and provide better service to their clients.

2. Online Portals

Online portals are becoming increasingly popular among insurance customers, and agents can leverage this trend to improve customer experience. Agents can use online portals to communicate with clients, provide real-time updates on claims, and offer personalized recommendations based on customer data. This technology can help agents stay connected with their clients and provide a more convenient service.

3. Mobile Apps

Mobile apps are another technology trend that is relevant for agents in baby boomer and Generation X. Mobile apps can help agents stay connected with their clients on-thego, providing real-time updates on claims and policy information. This technology can help agents provide a more convenient service to their clients and improve customer experience.

4. Data Analytics

Data analytics is another area where technology is transforming the insurance industry. Agents can use data analytics to gain insights into customer behavior, identify trends, and make data-driven decisions. By analyzing customer data, agents can offer personalized coverage options that meet the unique needs of each client.

5. Cybersecurity

As more insurance operations move online, cybersecurity is becoming increasingly important. Agents need to ensure that their systems are secure and that customer data is protected. Insurance technology companies are developing new cybersecurity solutions that can help agents protect their systems and data.

I actually didn’t write this article – I asked ChatGPT to write this for me based on the topics of this issue of Insight magazine. We have so much out there that can help us, and the IIA is here to help you sort through it, so you can concentrate on the Insurance piece.

My book recommendation is “The China Study.”

Technology Part 1

Artificial Intelligence (AI) can assist insurance agents in risk management by providing them with valuable insights, tools, and support. Here are a few ways AI can help insurance agents:

1. Data Analytics and Decision Support: AI can analyze vast amounts of customer data, policy information, and market trends to provide agents with comprehensive risk profiles and insights. This helps agents make informed decisions when assessing risks, selecting appropriate coverage, and setting premiums.

2. Predictive Analytics: AI algorithms can analyze historical data to predict future risks and claim probabilities. By leveraging machine learning techniques, agents can better anticipate potential risks, identify patterns, and offer proactive risk management strategies to clients.

3. Automated Underwriting Assistance: AI-powered systems can assist agents in the underwriting process by automating routine tasks such as data collection, risk assessment, and policy recommendation. This frees up agents’ time and enables them to focus more on complex risk management aspects and personalized customer interactions.

4. Customer Relationship Management (CRM): AI can enhance CRM systems by providing agents with real-time customer insights, such as policy history, claims information, and customer preferences. This enables agents to offer personalized risk management solutions and tailored policy recommendations to clients, strengthening customer relationships.

5. Workflow Automation: AI technologies can automate repetitive and time-consuming tasks, such as policy renewals, documentation, and regulatory compliance checks. This increases agents’ efficiency and allows them to dedicate more time to strategic risk management and client engagement.

6. Market Intelligence and Competitive Analysis: AI can monitor and analyze industry trends, competitor offerings, and market dynamics to provide agents with valuable market intelligence. This information helps agents identify emerging risks, adapt their strategies, and stay competitive in the market.

7. Risk Mitigation Solutions: AI can assist agents in identifying risk mitigation measures and recommending appropriate risk management solutions to clients. This could involve suggesting preventative measures, recommending safety improvements, or offering risk management products that align with clients’ specific needs. By leveraging AI capabilities, insurance agents can benefit from enhanced data analysis, predictive insights, streamlined processes, and personalized risk management solutions. This enables them to better serve their clients, make informed decisions, and effectively mitigate risk.

The piece written above is AI generated, where I asked the AI, “How can AI assist insurance agents with risk management?” Pretty scary. Its like HAL version 37000 instead of 9000 (2001: A Space Odyssey reference). Luckily for me, there were some hiccups, such as agents don’t set premiums, E&O carrier is not going to like AI choosing or recommending coverages/policies, Agents don’t underwrite but collect the data for the insurer, what is complex risk management?, etc… The AI answer is generic for all agents and doesn’t differentiate between captive, small independent, large independent, brokerage, or wholesale firm. All of these entities are going to have different client bases along with different underwriting criteria as well as different appetites for different size, scope, or industry that they may be insuring.

E&O carriers are going to love AI quotes and policy recommendations (sarcasm). Client sues agent, agent sues AI company, and AI company sues whoever fed the insufficient data. Remember, bad data in, bad data out. Any computer will only be as good as its programmer.

I think my job writing articles is at least safe for now. You had to know the first part was not me, as there was no humor or smiley emojis. But if this is the start, I envision a world where we just play video games as there is nothing for us to do, and there will be no one to sue as none of us are doing anything. Maybe not so bad. I personally like pouring over the data myself and finding solutions for my own AI (brain). Remember, if you don’t see a be very suspect that I have been replaced by AI. But now that I say that, AI just learned that I use and may insert them to mimic me. I will now take off my tin foil hat and discuss the exciting aspects of AI.

AI will help you decipher a ton of information, patterns, and trends to better represent your clients. If insurers utilize AI, you should get underwriting decisions quicker, which will help with speed. We all know that everyone wants their quote yesterday, and, with AI, we may get there. Additionally, it may help you better design a total insurance package (don’t rely completely on AI for the final proposal). I will never trust what AI produces as a whole, but I will always verify. AI is kind of like that one friend you have that always has the answers, and they are right 98% of the time. If you can’t think of one, then I am probably that friend for you (for insurance), but I’m right 99.9% of the time. At this point, I am still better for answers than AI, but my day is coming, and by then, I will be in the “home” my daughter says she’s going to put me in, and I’ll be eating my pureed applesauce.

As always, this just Brett’s 5 Sense (hopefully we get inflation under control and a can return to 2) and I hope it was helpful. If you need any clarification or have any suggestions for future articles please email me at bgerger@ iiaofil.org.

Federal Legislative Conference Recap

By Evan Manning

Political activism is part of daily life for many of our independent insurance agents. However, for one week out of the year several members of the IIA of IL take time out of their busy schedules to come down to Washington D.C. to advocate for their industry at a national level.

During the final week of April, the IIA of IL brought a total of twenty-four people down to Washington D.C. for the Big “I” Federal Legislative Conference. Members of the association over two days met with thirteen members of Congress and their staff to discuss a number of issues affecting the insurance industry and our members. We had highly productive meetings and were able to speak directly with our congressperson in six of our meetings. This event is truly one of the premiere events the IIA of IL has to offer our members.

Our members discussed several issues including: maintaining small business tax fairness and incentivize mitigation through tax credits, ensuring state implementation of data privacy standards, extending and reforming the National Flood Insurance Program (NFIP), protecting the Federal Crop Insurance Program (FCIP), and opposing the Federal Trade Commission (FTC) noncompete proposal. If you would like to take a look at the talking points on each issue you view it on the iiaba.net website or use the link provided here.

In 2022, Illinois finished 2nd among all states in InsurPAC donations. InsurPAC is the Big “I” political action committee (PAC), which raised a record breaking $1.27 million during the 2022 calendar year. Illinois raised $72,524 with our Young Agents raising $11,855 to finish 4th in the country. Having a strong InsurPac is essential to keep the Big “I” the most respected and influential insurance advocacy group on Capitol Hill. U.S. Senators and Representatives are keenly aware of which groups

have the largest PACs because they regularly see those lobbyists and association members at fundraising events. Not only does that constant presence reflect a strong PAC, but it also signals a vibrant and active membership that is paying attention and engaged in the political process.

If you have not already done so this year, I implore you to contribute to InsurPAC and help push Illinois to the top of the leaderboard for 2023. Contributions must be a personal contribution and can be made directly here. If you would like to join us next year for the Federal Legislative Conference, please contact me at emanning@iiaofil.org.

Left to Right: Luke Sandrock, Dustin Peterson, former Congressman Rodney Davis, Jay Peterson, Phil Lackman

Renee Crissie and Allyson Padilla

Cindy Jackman and George Daly

Left to Right: Allyson Padilla, Phil Lackman, Jon Jackman, Ray Roentz, Cindy Jackman, Bob White, Luke Praxmarer, Joe Heneghan, Luke Sandrock, Jay Peterson, Dustin Peterson

Phil Lackman, Luke Sandrock, Bob White, Congressman Mike Bost, Cindy Jackman, Jon Jackman, Allyson Padilla

Evan Manning, Brett Gerger, Jim Roe, Cindy Jackman, Jon Jackman, Jennie Carr, Tom Ross

Jay Peterson, Ray Roentz, Dustin Peterson, Congresswoman Mary Miller, Joe Heneghan, Brett Gerger

Kevin Lesch, Bill Rademacher, Renee Crissie, Luke Praxmarer, Tom Ross, Staffer for Congresswoman Robin Kelly, Chas Hruska, Mohammed Ali, Mike Wojcik, Ken Samson

Brett Gerger, Mike Wojcik, Aaron Groce - Leg. Dir. - Congressman Sean Casten, Mohammed Ali, Chas Hruska, Renee Crissie, Ken Samson, Evan Manning, Bill Rademacher, Kevin Lesch, Tom Walsh

Jon Jackman, Cindy Jackman, Allyson Padilla, Joe Heneghan, Dustin Peterson, Bob White, Jay Peterson, Phil Lackman, Luke Sandrock, Ray Roentz, Greg Sandrock

Ken Samson (front), Chas Hruska, Tom Walsh, Renee Crissie, Tom Walsh, Kevin Lesch, Mike Wojcik, Brett Gerger, Congressman Raja Krishnamoorthi Mohammed Ali, Bill Rademacher, Evan Manning, Luke Praxmarer

TECHNOLOGY

Summarizing the technology insights from independent

2022 was a big year of research as the Big I executed the Future One Agency Universe Study, Best Practices Study, and Market Share Report. These are lengthy studies that cover a large array of topics impacting independent agencies and the entire industry. The ACT team has spent time reviewing the content and compiled a technologyfocused review of the documents for all of our member agencies and partner companies. While it is heavily focused on the Universe Study, we have seasoned the observations with insights captured in the other studies as well. As we meet and interact throughout the year, we’d welcome the opportunity to compare notes with you and discuss ways in which we can leverage the findings.

33%

ONLY 33% OF AGENCIES indicate they have a written data security plan.

28% OF AGENCIES use a commercial lines comparative rater.

13% have plans to do so.

50% OF AGENCIES say that insured’s are just as likely to accept e-documents as paper.

28% 50%

41% agree they have seen significant cost savings by using carrier’s paperless communication options.

75% OF AGENCIES use agency management systems for both personal and commercial lines.

Almost ALL medium, large, and jumbo agencies use an AMS.

75%

independent agents across the U.S.

52%

52% OF AGENCIES say they have achieved significant improvement in efficiency through new technology.*

*Up from 47% in 2020

48% OF AGENCIES say they are most likely to offer customers online quoting for personal auto in the next two years.

46% say the same for online quoting for homeowners.

Find out more...

A downloadable PDF version of the full ACT Technology Summary is available by scanning this code, or by going to https://l.ead.me/TechSummary.

For information on the complete Agency Universe Study Full Report, scan this code or go to https://l.ead.me/FullStudy

48%

IIABA’s Agents Council for Technology (ACT) is currently looking to add member agents to several working groups:

Security Issues

Customer Experience

Data Strategy

Emerging Technology Trends

To be added to any of the work groups, or for additional information, go to www.independentagent.com/act

IIA of IL

TECHNOLOGY COMMITTEE

The IIA of IL Technology Committee is looking to add additional agency personnel to their group. The mission for this committee is to be a hub of information for IIA of IL members on agency workflow technologies to enhance productivity, sales & marketing, service, and security. Reach out to Shannon Churchill at schurchill@ iiaofil.org for more information, or go to www.iiaofil.org/ technology.

Agents Council for Technology

THE BEST TECHNOLOGY BEST TECHNOLOGY

IS THE TECHNOLOGY TECHNOLOGY

According to the 2022 Best Practices Study1, agencies invest anywhere from 2.5% - 3.5% of their total revenue in technology. In my experience, many of the most forwardthinking agencies are investing far more than this in their technology stack.

There is no question that technology is and will continue to make a massive impact on our industry and the way that agents of today and tomorrow serve their customers. Investing in technology for your independent agency can be a game-changer, however, it’s important to have a wellthought-out plan to ensure that your investment pays off in the long run.

The right technology for your agency is the technology that you will use. Finding the technology that you will use, requires a carefully thought-out plan as well as solid execution of that plan. When you are building out your strategy for investing in technology consider implementing these steps. Otherwise, you may find that your technology investment is really just an expense inside your agency. It can only be an investment if the technology solves a problem, improves efficiency, is well-implemented, and is utilized across your entire agency. Without adoption, technology can actually have a negative impact on your agency, staff, and culture.

Here is an outline of the components of a solid plan for selecting and implementing technology inside your agency:

Avoid the shiny-object syndrome and align technology with your business goals.

Your technology investment should align with your business goals. Having a plan helps you determine what you want to achieve with your investment and how technology can help you achieve those goals. For example, if your goal is to increase customer satisfaction, investing in a customer relationship management (CRM) system could be a good option.

Team Input & Involvement.

To define the goals for the technology you need to find out what the pain points are for your team. This will help you define what the key problems are and narrow your search for solutions.

Assess the tools you have.

Often, the tools that are already implemented are not being utilized to their fullest potential. Technology is changing fast, and that includes both new technologies in the industry as well as the technologies that have been here for quite some time. Reach out to your contact at your current technology providers and review your list of needs or problems you are trying to solve. You may learn that the solution is training, not a new technology purchase.

Budget management.

A good plan helps you manage your budget effectively. By creating a roadmap for your technology investment, you can identify the costs involved and allocate resources accordingly. This can help you avoid overspending and ensure that your investment is within your budget.

5Risk management.

Investing in technology can come with risks such as technical difficulties, security breaches, or integration challenges. A good plan includes a risk management strategy that identifies potential risks and outlines mitigation measures to minimize their impact.

TECHNOLOGY YOU USE TECHNOLOGY YOU USE

By Carey Wallace

Prioritize needs.

With so many technology options available, it can be difficult to determine which ones are essential for your business. A good plan helps you prioritize your needs and identify which technologies are most important for your business.

7

Communicate & implement.

To ensure that the new technology is implemented and utilized by the entire team, you need to involve them. Identify who is best to lead the implementation process, communicate expectations about key components of the change such as: the time requirements, purpose, changes needed, and most importantly what success looks like for everyone if the technology is implemented and utilized properly. One of the biggest reasons for failure in technology implementation is a lack of understanding of the purpose and impact of the change.

6 8

Technology is not going away, and there is no question it will have a profound impact on the insurance industry as a whole. Investing in technology for your independent insurance agency can be a great way to improve efficiency, maximize productivity, and enhance the customer experience. However, to ensure that your investment pays off and protects your team and culture, it’s important to have a good plan that aligns with your business goals, includes input and involvement from your team, manages your budget and risks, prioritizes your teams’ needs, is implemented and communicated well, and has a clear measurement of success.

For more information about planning for the success of your agency, visit www.agency-focus.com or contact Carey Wallace at carey@agency-focus.com.

Measure success.

A good plan includes metrics that help you measure the success of your technology investment. By tracking key performance indicators (KPIs), you can determine if your investment is meeting your expectations and make adjustments if necessary.

Finding the technology that you will use, requires a carefully thought-out plan as well as solid execution of that plan.

Leaning on Technology to Increase Client Retention

By Nationwide

While growth is important to an agency’s success, striking a balance between the amount of time and attention spent on writing new business and providing value to current clients protects an agency’s bottom line. How? Increasing client retention by just 5% can lead to a 25%-95% increase in profit.

If you want to rebalance your sales focus to both enhance new sales and retain existing clients, leaning on a blend of technology solutions that offer a more personalized customer experience to drive loyalty is a strategic approach. This article explains the tools available to you.

What is Retention in the Insurance Industry, and Why is it Important?

Retention is a measure of how many clients your agency maintains from one renewal period to the next. Your agency’s retention rate is important because, typically, the higher the number, the higher an agency’s valuation and profit margin.

The average client retention rate for the insurance industry is 84%.ii To see how you stack up, take the number of clients you had at the end of a renewal period and subtract the number of clients you acquired during that time frame. Next, divide this number by the number of clients you had at the start of the renewal period. To convert that final number to a percentage, multiply it by 100.

Industry research found that winning a new insurance customer costs around nine times the amount it takes to retain an existing one, with a client acquisition price tag estimated at up to $900 for independent insurance

agents. Preventing customer churn to protect profit starts with attracting the right type of customer for your business appetite and ends with creating a positive experience throughout the insurance policy life cycle. When an agency focuses on delivering value, its clients are more likely to share their experience with others and resist being lured away by the competition - driving quality referrals at no additional marketing spend.

Streamline Processes with Insurance Quoting Tools

Quoting platforms are valuable retention tools because they can add to or enhance your digital quote-to-bind experience. With quoting platform technology, a client can begin the quote process online or fill out online forms that enable you to quickly and efficiently pull rates behind the scenes and offer the most appropriate coverage options.

Quoting tools may also provide prospects with various coverage and insurer options, the hallmark of doing business with an independent agent. Nationwide-appointed agents can leverage Nationwide Express and PolicyCenter with ClearQuote® to streamline the quoting, binding and underwriting processes.

Use Predictive Analytics Tools to Manage Client Risk

Data science is an emerging technology, giving rise to a host of predictive analytics solutions that harness data to make more informed business decisions. For example, the insurance industry is using data from agent interactions, customer interactions, smart homes, large data sets, loss information and telematics to ultimately help clients secure the best coverage at the best price and better manage their risk.

As insurers adopt the use of predictive analytics for managing customer relationships, claims and underwriting practices, the trickle-down to clients drives ease, speed and efficiency in doing business with you. It also directly supports building long-term relationships through costsaving product offerings like telematics and excellent customer service.

Promote Telematics Solutions

Telematics technology has come a long way in recent years. It offers agents the opportunity to improve the customer experience by giving clients greater control over their auto insurance expenses and options for minimizing premium pricing. In fact, drivers can earn between 10% to 50% savings on their auto insurance by opting for telematics.

Nationwide’s research found that consumers are interested in learning more about telematics offerings, yet a minority of insurance agents provide telematics solutions to their clients. Thus, offering innovative, predictive analytics solutions sets you apart from the competition and enables your insureds the opportunity for cost savings, improving overall client value. Nationwide is committed to helping policyholders manage risk on the road by offering telematic solutions for personal lines and commercial accounts.

Embrace Agency Management System Automations

Making retention a part of your agency’s core sales strategy is easier to implement and support with insurance agency management system (AMS) automations.

By automating client communications through your AMS that are tailored to your prospecting, renewal, upsell and cross-sell opportunities, you can digitally connect with clients in consistent, meaningful ways that drive action and add value during their relationship with you. After the initial setup of campaign communications and cadence, you can actively reach clients in a personalized way with passive management behind the scenes.

Providing communication drips throughout the renewal period that add value by offering information and access to resources and your expertise keeps you top of mind with your clients as someone looking out for their best interests. Even if no action is taken by a client, the simple act of reaching out goes a long way when weighing renewal decisions.

Automating client communications is also valuable because it optimizes agency efficiency, giving agency staff more time to focus on retention-building activities rather than mundane, non-value-adding tasks.

Invest in Insurance Renewal Process Technology

Renewal automation software digitizes the actions and communications that lead up to renewing a policy, including automated renewal messaging.

Automating renewal messaging campaigns offers clients convenience. For example, it can provide access to links to embedded forms on your website that they can easily fill out with up-to-date information related to their policy renewal needs. Automation enables a smooth, streamlined reenrollment process with features that extend convenience and time savings to your insureds.

Communicating renewal activities at specific milestones during the renewal period can allow agents to reduce the friction that may lead to a client switching providers during the process for both personal and commercial accounts.

Make Client Retention a Priority

It’s clear that strong relationships have staying power. Using insurance technology to underpin your agency’s sales strategy can be invaluable in retaining clients, staying competitive and protecting the bottom line. Taking into account clients’ shifting expectations, Nationwide offers the expertise and tools to devise strategies that help you meet your unique sales and retention goals.

This article originally appeared on the Nationwide Blog at https://agentblog.nationwide.com/agency-management/ technology/leaning-on-technology-to-increase-clientretention-in-the-insurance-industry/.

If you want to rebalance your sales focus to both enhance new sales and retain existing clients, leaning on a blend of technology solutions that offer a more personalized customer experience to drive loyalty is a strategic approach.

Highlights from the ACORD Insurance 2040 Survey

EXCERPTS FROM THE REPORT

PUBLISHED BY ACORD AND DXC TECHNOLOGY

Recently, survey participants from across the insurance industry revealed their predictions, forecasts, and priorities for the coming decades. ACORD, the global standards-setting body for the insurance industry, compiled the results in collaboration with DXC Technology in their Insurance 2040 report. Let’s take a look at some of the most telling results from the survey.

ORGANIZATIONAL COMPETITIVE ADVANTAGE

Almost half of the respondents (45%) expect leveraging technology to provide them with their greatest competitive advantage. They expressed that operational efficiency and excelling in core insurance functions (underwriting and claims) may not be the key to driving superior performance – rather, technology-enabled optimization of these functions will become a standard and may not provide differentiated advantage over the long term.

In fact, only 3% believe underwriting and claims will be a key advantage in 20 years. Does this mean those areas will become “uniform” across carriers as a result of artificial intelligence (AI) or other advancements? Time will tell.

PRIORITIES FOR TECHNOLOGY

In drilling down to where they place their priorities for technology, the most significant changes are expected for “system consolidation” and “omni-channel capabilities”. Likely, this points towards an expectation that AI, machine learning, and other technologies will result in new methods of managing policyholders as well as new ways to attract and retain them. Does this mean carriers hope to develop an AI insurance agent? It seems more likely that they are hoping to improve their current direct writing channels with more intuitive consumer interactions.

Attracting, developing, and retaining talent is expected to grow from its already high priority level at 70% all the way to 80%. There is a high likelihood that the crossover of a potential lack of talent and an increase in AI/machine learning will result in some “human roles” being eliminated.

Summarized by Daniel Smith

What are your technology priorities?

What is/will be your organization’s primary source of advantage?

INDUSTRY BUYING PATTERNS

The role of InsurTechs, startups, and other “non-traditional” companies in the space is expected to have a growing impact over the next 20 years. In fact, 22% of stakeholders believe these new role players will achieve a significant share of industry premiums.

Somewhat similarly, large increases are expected for consumers buying bundled and/or embedded insurance products. We’ve already seen growth in embedded markets like Tesla’s insurance offerings, and this is expected to become more common. Bundling, with an almost 85% response rate of moderate or material change, is expected to be ubiquitous over the next 20 years.

ORGANIZATIONAL CAPABILITIES

The change in knowledge base is expected to skew significantly. Technology capabilities and understanding will be a critical area for leaders company-wide, with the largest area of decrease expected to be HR knowledge. This is likely speaking more to administration of people management rather than actual knowledge of the company’s people and roles.

RANKING THE TECH

So, we know that technology is a priority, but in what areas? APIs and the aforementioned AI/machine learning aspects are expected to be the most critical aspects. In addition, respondents indicated that artificial intelligence and machine learning capabilities will be even higher priorities in 20 years than in 10 years, with quantum computing doubling in importance over the same time interval.

In his presentation on the results of the survey, ACORD CEO Bill Pieroni stated, “Technological capabilities will be of critical importance to delivering a superior underwriting and claims experience, creating operational efficiencies, enhancing customer experiences, and leading in product development. While executing on core insurance functions will remain of paramount importance, this will rely more and more on thoughtfully leveraging the right technologies. Moreover, our analysis indicates that insurers will need to employ a composite strategy, executing across all areas in order to effectively compete in the future. Embracing technological capabilities and prioritizing digitalization will be essential in doing so.”

To summarize – or for those that prefer a “too long/didn’t read (TL/DR)” version –insurance industry stakeholders believe that technologies like AI and machine learning will revolutionize the way insurance business is conducted in the next 20 years. Independent agents who ride this wave and correspond their own agency tech stack to take advantage of these changes will be the most likely to benefit from it.

Summarized by Daniel Smith, CAE, Chief Marketing Officer and co-founder of Market Retrievers, a digital marketing firm focused on building and implementing strategies for independent insurance agencies. He can be reached at dsmith@ marketretrievers.com.

To view the full fact sheet from ACORD, go to www.acord.org/docs/Insurance2040.

State of Tech

National Report from IIA of IL Partner Catalyit in Independent Insurance Agencies

Catalyit surveyed agencies around the country to learn about the technology they are using and how they feel about it. This report shares findings from the survey and insights on how each area impacts agency value.

What does the data tell us?

• “Getting the most out of the tool” continues to be a significant challenge for agencies. This highlights the problem of technological redundancy and staff change management. We recommend that agencies evaluate their technology stack for overlapping functions and gaps to maximize technology utilization.

• Applied Systems has moved TAM, Vision, and DORIS to provide only maintenance updates. Agencies still using those platforms should start evaluating the options for their next AMS from Applied Systems or other vendors.

• More agencies are using Marketing Automation platforms (with a 15% increase year-over-year) for email and text marketing, prospecting, client retention, pre-renewal processes, cross-selling, and up-selling.

• Reputation Management tools saw a slight increase from last year’s report. Leveraging and implementing a reputation management strategy can help agencies generate online customer reviews, which help can drive more people to their websites for more information.

• Cybersecurity is a weak point for agents and needs to be a priority to remain trusted data stewards.

• Data Analytics tools are underutilized as well, and with more strategic insights, agencies can make more informed business decisions that improve overall efficiency and performance.

• Development and use of Commercial Lines Quoting/ Rating platforms are growing, with 25% of respondents utilizing at least one of these solutions. As the number of carriers and lines of business increases, adoption will continue to grow.

• As new technology tools such as generative AI continue to develop, many of the tech solutions mentioned in this report are expected to experience significant improvements in the coming years. Catalyit will be paying close attention to these developments.

Download your copy of the report to see all the results, explore the latest insights, and learn what the data means for independent agencies.

Download the Catalyit Tech Report!

Partnering with Big I state associations, Catalyit surveyed independent insurance agencies across the country to learn about their current tech stack. Agencies shared what solutions they are using and how they would rate them.

This report shares findings from that survey, and insights on how each area impacts agency value. Go to https://catalyit.com/2023-state-of-tech-report-released for information on accessing the full report.

*This year’s results included nearly 500 agencies.

Help us Dive Deeper Into Illinois Tech!

We hear from agents some of the biggest challenges they face is the technology in their office: “Am I using the right thing?” or “How do I know which is best?” and “I have XYZ product, but I am not using it to its fullest potential.”

It is an ongoing challenge for all insurance agencies. In most cases there is no right or wrong answer, but the need for doing something, doing better. The IIA of IL Technology Committee is here to help. We are creating a baseline of products used by members. Together we can help each other grow, and utilize products that work best in the independent insurance industry.

If you haven’t taken the survey yet, please fill out the short form at the link below (or scan the code) and we’ll send you the survey link. By submitting your survey responses, you’ll be helping us keep on top of where our members are when it comes to technology.

https://tinyurl.com/IIA-Tech-Survey

Part of

Service Selling?

The quote that prompted this article, “I like doing deliveries. I look at that as end-to-end sales. I sell it, make sure everything goes smoothly and then finally I deliver it and make sure they’re happy.”

On the surface, it sounds good, right? I mean that makes sense except for one thing: the definition of salesperson is someone who sells, not someone who sells it, takes care of all the paperwork, financing, etc., preps it, and finally delivers it.

I find that for whatever reason, whether it’s the fear of rejection, or simply not wanting to call on strangers because it’s hard to do, many salespeople will fill their day with service issues and other items that can easily be done by other people, and have little or nothing to do with the actual sales process. But, as the lifeblood of the organization, it is critical for salespeople to spend as much time as possible on sales tasks. Organizations survive, thrive, or die based on the level of sales revenue. If a company sells enough product, at a high enough profit margin, and doesn’t do anything illegal, it stays in business, if it doesn’t sell enough to pay the bills, it doesn’t stay in business. Sales keep everything else alive and moving. Yes, the other parts are important but with no sales or low sales, the company dies. As a result, your salespeople need to be freed up to sell as much as possible. This means having adequate support people for deliveries, billing questions, and other non-sales-related tasks.

Think of a salesperson like an airline pilot. They get the plane off the ground, land the plane, and handle any inflight emergencies. They aren’t back serving drinks or food to passengers, they don’t service the plane, put fuel in it, etc. Takeoff, landing, and inflight emergencies, that’s it. Imagine a pilot saying they wanted to serve the drinks and food, fill the plane with fuel, and fix any mechanical issues while the plane was sitting in the hangar. You’d think they were crazy, right? And you wouldn’t want to fly on that plane. Pilots don’t get paid for that, it’s not their expertise, and they would not necessarily be good at those other items, in any case, they definitely aren’t as good as the people who actually do those things, especially when it comes to mechanical upkeep of the plane.

Ideally, in the perfect world, a salesperson would be prospecting, presenting, and closing 100% of the time to maximize revenue for the organization. Those are the three activities that lead to the salesperson’s goal: sales. In the real world, things look a little different. In the real world, the salesperson will have other activities they need to do such as paperwork, putting out fires with current customers, and doing some relationship building with current customers. There may also be times when they have to do something for a customer that they normally

By John Chapin

wouldn’t but, no one else is available, but this should be a rare exception. So, in the real world, the goal is prospecting, presenting, and closing 80% of the time during prime calling hours. Prime calling hours are the hours that prospects are available to be called on. 20% of that time may be used for emergencies, service items, and other things that need immediate attention. Any activities they do, such as paperwork and other non-time sensitive tasks, should be done off prime hours.

Salespeople are supposed to be busy in meetings with prospects during the day doing sales calls and not taking calls regarding administrative and other mundane items. The advantage of having support people doing non-sales related tasks such as handling billing issues, and other similar items, is not only can they get to those items quicker, but they are also better at getting them done. As a result, the customer actually gets better, quicker service when they deal with someone who is specially assigned to handle that. Some salespeople say that a customer will only deal with them, regardless of the issue, but trust me when I say that the customer does not care who handles their issue for them, they only care that it gets done as quickly and as painlessly as possible.

So, look, is service part of sales? Yes. Is it as much a part of sales as most salespeople make it? No. The reality is, the rep in the first paragraph might deliver equipment under one of three circumstances, one, this is the first delivery to a brand new customer who is also a potential large customer, one that can significantly impact your business, two, this is a delivery to a large customer, like the one just described, that you haven’t seen in a while, or three, there is no one else available to deliver the equipment. Hopefully this third case is rare.

The above said, what’s the definition of a salesperson, producer, agent, or whatever you call them in your business? Right, it’s to produce sales. It isn’t to do deliveries, it isn’t to answer billing questions or tell a customer where to send a check or do other basic, nonsales items, it’s to make sales and produce revenue for the company. That’s it.

Again, the only reason the amount of service ever comes into play in the sales discussion is that most of the mediocre and poor salespeople prefer to do service work because it’s easier than drumming up new business, it’s easier than talking to strangers and facing rejection.

John Chapin is a motivational sales speaker, trainer and has over 35 years of sales experience as a number-one sales rep. He can be reached at johnchapin@completeselling.com.

ICW Group Insurance Companies Launches New Commercial Package Insurance Offering In Illinois

To help streamline the insurance experience and offer current and potential policyholders more products for a range of risks, ICW Group Insurance Companies, a leading group of property and casualty carriers, announces the launch of its new commercial package insurance offering.

Initially rolling out in Illinois with plans to expand throughout the US, the introduction of Commercial Package grows ICW Group’s available products to include General Liability, Property and Capital Asset coverages. These are in addition to the existing Workers’ Compensation, Surety, Catastrophe and Assumed Reinsurance lines of business. The company is also offering combined protection through its Prism Package™ product.

“Building off of the financial strength and stability ICW Group has established over the past 50 years, we’re excited to offer more commercial products in the marketplace and further support our vision of being a top-tier, multiline property and casualty carrier,” said John Novak, ICW Group’s President and Chief Operating Officer. “The introduction of Commercial Package will benefit the businesses we serve by providing comprehensive coverage for a range of risks along with more flexibility and convenience to our valued agent and broker partners.”

The new Commercial Package lines of business come after extensive research and development to bring forward a product that meets the evolving needs of businesses. ICW Group has built a team of industry veterans to build the lines powered by an underwriting team with years of experience within the industries covered. Key benefits offered to businesses through ICW Group’s Commercial Package include:

• Fast, flexible underwriting with the ability to tailor unique coverages to meet the changing needs of insureds.

• Monoline and combined protection for General Liability, Commercial Property and Capital Assets coverages at competitive rates.

• Specialized in-house risk management expertise and access to on-site risk valuation, proactive claims management, and flexible payment options.

• Fewer restrictions on limitations, accept industries that other carriers are leaving, and the flexibility to assess each submission for both risk and opportunity.

• A nationwide company with admitted paper and an A.M. Best financial rating strength of “A” (Excellent).

“The launch of our Commercial Package product is a result of ICW Group’s commitment to delivering market-leading products and services designed to help agents provide a first-class insurance experience to their clients,” said Dan Rossen, Vice President, Commercial Underwriting. “We have growth plans in place to write more coverages in states throughout the country to meet the multiple insurance needs of our customers. I’m excited to be part of this new journey with ICW Group.”

For more information about ICW Group’s Commercial Package insurance offering and for retail agents looking to get appointed, visit the Commercial Package website at www.icwgroup.com/commercial-package.

Pekin Insurance Welcomes New Executive-Level Team Members

Ryan Hanson has been named Senior Vice President and Chief Financial Officer at Pekin Insurance.

Ryan has a Bachelor of Business Administration degree in Accounting and Management Information Systems and is a Certified Public Accountant (CPA) and a Chartered Global Management Accountant. He is on the Board of Directors for the Wisconsin Institute of Certified Public Accountants and the Insurance Accounting and Systems Association. Additionally, he is a council representative for Wisconsin on the American Institute of CPAs.

Prior to joining Pekin Insurance, Ryan was Vice President & Treasurer, Reinsurance and Statutory Reporting, for Palomar Specialty Insurance Company. He has more than 20 years of experience in the insurance industry, leading business analytics, capital management, reinsurance, financial reporting, planning and analysis, and financial systems.

Pekin Insurance has named Cindy Blackburn to the position of Vice President – Human Resources.

Cindy earned a Bachelor of Arts degree in Business Management and Human Resources from the University of Northern Iowa. She holds a Senior Professional in Human Resources (SPHR) certification and has her Chartered Property Casualty Underwriter (CPCU) designation.

Cindy has 24 years of experience in all facets of human resources and in a variety of industries, including insurance. Since 2017, she has held the position of Vice President, Global Human Resources for AFNI. Cindy is a passionate, strategic leader committed to creating an engaging culture and employee experience. An avid supporter of St. Jude Children’s Research Hospital, Cindy served on the Midwest Affiliate board for many years.

Rockford Mutual Insurance Company is Named One of the 2023 Best Places to Work in Illinois

Rockford Mutual Insurance Company (RMIC) was recently named as one of the 2023 Best Places to Work in Illinois. This statewide survey and awards program is designed to identify, recognize, and honor the best places of employment in Illinois, benefiting the state’s economy, workforce and businesses.

Statewide, companies entered the two-part process to determine the Best Places to Work in Illinois. The first part consisted of evaluating each nominated company’s workplace policies, practices, and demographics. The second part consisted of an employee survey to measure the employee experience. The combined scores determined the top companies and the final ranking. RMIC has been named one of the Best Places to Work in Illinois in the small employer category.

RMIC was recognized and honored at the Best Places to Work in Illinois awards ceremony coordinated by The Daily Herald Suburban Business on Thursday, May 11.

RLI Employees Raise Nearly $35,000 for Heart of Illinois Big Brothers Big Sisters Program

Whether there were gutter balls, strikes or spares, a good time was had by all at the 6th Annual RLI/Big Brothers Big Sisters Bowl for Kids’ Sake on May 11 in Peoria, IL. Bowl for Kids’ Sake is Big Brothers Big Sisters’ signature fundraiser. Every year, half a million people across America come together to have fun and raise money to support Big Brothers Big Sisters.

It was a packed house as more than 120 RLI employees participated in this annual event. Bowlers enjoyed free pizza and beverages as well as great live music from The Matt Eckberg Band, led by Matt Eckberg, RLI Sr. Product Manager, Exposure Management and E&S Property.

Team member Ryan Hite, Talent Acquisition for RLI and IIA of IL Past President said, “It’s so rewarding to be part of a company culture that is dedicated to the community and gives back in many ways!”

RLI is thrilled to announce they raised nearly $35,000 for Heart of Illinois Big Brothers Big Sisters! RLI would like to thank everyone who contributed!

DELIVERING MORE BY FOCUSING ON LESS.

Rather than attempt to be all things to every kind of business, we focus on the ones we know best—restaurants and bars, grocery and convenience stores, medical clinics and auto service shops—to deliver outstanding property, casualty and workers compensation insurance. Deep niche expertise, with insight into unique business risks, is how we cover the details that make the biggest difference to our policyholders.

To discuss an agency appointment, give us a call at 888.5.SOCIETY or visit societyinsurance.com

Thank you to our Associate Members.

Diamond Level

Platinum Level

Progressive

Surplus Line Association of Illinois

Gold Level

Arlington/Roe

Blue Cross/Blue Shield of IL

Keystone Insurance Group, Inc.

Pekin Insurance

Silver Level

Imperial PFS

IMT Insurance

SECURA Insurance

West Bend Mutual Insurance Co.

Bronze Level

A. J. Wayne & Associates

AAA Insurance

AMERISAFE

AmTrust North America

Auto-Owners Insurance Co.

Badger Mutual Insurance Company

Berkley Management Protection

Berkshire Hathaway Guard Insurance Companies

BluSky Restoration Contractors

BriteCo Jewelry & Watch Insurance

Central Illinois Mutual Insurance Company

Chubb

Columbia Insurance Group

Continental Western Group

Cornerstone National Insurance Company

Cowbell Cyber

Donald Gaddis Company, Inc.

Donegal Insurance Group

EMC Insurance

Encova Insurance

Erie Insurance Group

Foremost Choice Property & Casualty

Forreston Mutual Insurance Company

Frankenmuth Insurance

Grinnell Mutual Reinsurance Company

IA Valuations

Illinois Mine Subsidence Ins. Fund

Illinois Public Risk Fund

Indiana Farmers Insurance

Insurance Program Managers Group

J M Wilson

Liberty Mutual/Safeco Insurance

Madison Mutual Insurance Company

Main Street America Insurance

Maximum Independent Brokerage, LLC

Mercury Insurance Group

Method Workers Comp

Midwest Insurance Company

Nationwide

NHRMA Mutual Workers’ Compensation

Previsor Insurance & Missouri Employers Mutual

PuroClean Disaster Services

Rockford Mutual Insurance Company

ServiceMaster DSI

SERVPRO of Gurnee

Society Insurance

SPRISKA - Specialty Risk of America

Travelers

UFG Insurance

UIG - The Agent Agency

Utica National Insurance Group

W. A. Schickedanz Agency, Inc./Interstate Risk Placement

Western National Insurance

Westfield

Quarterly Board Meeting

The third quarterly meeting of the IIA of IL Board of Directors was held on May 23, 2023 in conjunction with the Northern IL Golf Outing in Elgin. Association CFO Mark Kuchar presented the FY 2023-2024 Budget for review and consideration. Board members will vote on the budget proposal in August. The Government Relations Committee reported on the successful passage of legislation to impose additional consumer protection requirements on Public Adjusters. The Education Committee will soon launch a partnership with The Institutes to offer CPCU, AAI and ACISR programs. The Technology Committee reviewed data on Catalyit. Board members voted to send the proposal to restructure the board positions for better flexibility and representation of agency to a vote by the membership at the Annual Business Meeting on October 12, 2023.

Women In Insurance Conference

The IIA of IL sponsored four women to attend the Women in Insurance Conference held May 11 in Chicago. Our attendees were IIA of IL President-Elect Allyson Padilla and Region 9 Director Lindsey Polzin (pictured), IIA of IL Marketing Representative Lori Mahorney, and agency member Ellen Anderson. The keynote speaker, Jodi Bondi Norgaard, shared her mission and personal story on creating change in the lives of young girls. There were several panelists that discussed market trends, how to use ChatGPT as a tool for customer service, digest data and even contract review. Other topics of discussion were ESG factors to help assess testing models for bias with AI, data and analytics and prevent loss. Other topics included charting and accelerating your insurance career path and ways to balance your work/ family. Negotiating your pay and supporting women’s health were also hot topics of discussion. There were networking opportunities throughout the day to visit with other professionals in the insurance industry.

Chicagoland Virtual Hiring Discussion

IIA of IL At-Large Director Amiri Curry and Human Resource Director Jennifer Jacobs hosted a virtual roundtable for Chicagoland agencies to discuss some of the top challenges members are facing when it comes to hiring and retaining employees.

The group tackled topics such as: Unrealistic salary expectations; candidates using one job offer for leverage with another; lack of qualified candidates and more. Jacobs shared association resources such as the IIA of IL CONNECT idea exchange and networking platform, CareerPlug hiring tool and other resources that can be found on the association’s website at https://tinyurl.com/IIA-Hiring.

IIA of IL’s Brett Gerger, Director of Education and Agency Resources, presented at the Illinois 1752 Club/ DuPage IIA Spring Clinic & BBQ on May 18 in Woodridge, IL.

Over 60 golfers attended the Northern Illinois Golf Invitational on Wednesday, May 24 at The Highlands in Elgin, IL. Thank you to everyone that participated!

Northern Illinois Golf Invitational

June 13-14

Virtual Class OR In Person (IIA of IL Office, Springfield)

This institute addresses the unique insurance coverage needs of individuals, families, and family members. You will learn to handle the complexities of state-specific personal lines forms. Participants will:

• Complete an in-depth study of the ISO Homeowner Policy with emphasis on the HO3 Form.

• Better understand the application of coverages of a personal auto policy.

• Obtain an overview of personal umbrella/excess liability coverages including underlying limits and self-insured retention.

• And more.

New Members member agency

www.iiaofil.org/education

For information regarding IIA of IL membership or company sponsorship, contact Tom Ross, Director of Membership Services, at (217) 321-3003, tross@iiaofil.org.

for the insurance professional by the insurance professional

INDEPENDENT INSURANCE AGENCIES WANTED

17. We are an Independent family-owned agency located in the Chicago area. We are looking to expand through growth and acquisition. If you have a small to medium sized agency and are looking to sell, call or send us a message. We are strictly looking for Personal Lines and Small Commercial accounts with preferred companies.

GALO Insurance Agency, Inc

(847) 832-0888

steve@galoagency.com

OPPORTUNITIES/SPACE AVAILABLE/RETAIN OWNERSHIP

13. We are a 100 year old Northbrook agency looking to discuss any mutually beneficial opportunity. Our producers, mergers, clusters and agency purchases receive 50% commissions on new and renewal business without any expenses. We can provide: office space, phones, agency management system, service renewals and changes. The companies we represent are: Badger Mutual, Employers Mutual, General Casualty, Guide One, Hartford, Kemper, Progressive, Rockford Mutual, Safeco, State Auto, Travelers and Met Life. Contact:

Nancy Solomon

Martini, Miller & Schloss, Inc.

(847) 291-1313

Ron@martini-miller.com

AGENCY WANTED

20. Since 2004, Central Illinois Agents Group LLC has been providing independent agents with a variety of markets with contingency opportunities. Agents have availability to several markets that they may not be able to sustain or maintain on their own. We have markets for personal, commercial, agricultural and crop insurance lines. Let us help you get to the next level.

Visit www.ciagonline.com for contact information.

AGENCY/AGENTS/PRODUCERS WANTED

02. Forest Park/Oak Park agency for over 60 years, will meet your needs by providing space, markets, marketing & sales support, automation, merging with or purchasing your agency. Perpetuation/ Succession Plans, BuySell Agreements also available. We have experienced, educated and dedicated staff for you and your clients. Have access to our numerous companies, office services and many other resources. Retain ownership in your book with contingency. Please look closely at us- we are an agency you want to do business with! We’ve done it before, we know how- we make it easy! Visit our website at forestagency.com/agents.html, or call for a confidential discussion and a list of Agency benefits.

Dan Browne will provide an agency evaluation/appraisal at little cost to you. Please call:

Dan Browne or Cathy Hall

Forest Insurance

(708) 383-9000

www.forestinsured.com/mergers-acquisitions

We

CareerPlug will provide IIA of IL members access to a free account that can be used to post jobs, manage applicants, and improve the organizations’ employment brand. Association members can also access a “Pro” version of CareerPlug for a special rate to take hiring to the next level. Learn

Make Hiring Easier + CareerPlug’s hiring software helps agents attract more qualified candidates, identify the right candidates with confidence, and improve hiring results.