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grinnellmutual.com “Trust in Tomorrow.” and “Grinnell Mutual” are registered trademarks of Grinnell Mutual Reinsurance Company. © Grinnell Mutual Reinsurance Company, 2021.
J U LY 2021
CONTENTS FEATURED 10
Q&A WITH CHRIS MILLER IA&B Board Member Chris Miller talks industry technology, professional lessons learned, and how being an insurance agent prepared him to run for public office.
> > > > 14 17
THE BUSINESS OF DOING GOOD Learn three straightforward steps to taking a more proactive approach to corporate social responsibility. SEO FOR INSURANCE AGENCY WEBSITES Score tips for incorporating search engine optimization (SEO) into your digital marketing strategy.
MONTHLY JOIN US ON SOCIAL MEDIA: Facebook.com/IABforME LinkedIn.com/company/IA_and_B Twitter.com/IA_and_B YouTube.com IA&B is the premier resource and champion for independent insurance agents in Pennsylvania, Maryland, and Delaware. Periodical postage paid at Mechanicsburg, PA and at additional mailing offices. Postmaster: Send address changes to Insurance Agents & Brokers, 5050 Ritter Road, Mechanicsburg, PA 17055. Primary Agent (ISSN 1543-3110), Permit # 638-620, Issue # 2021-07, is published monthly by IA&B Service Group Inc., a subsidiary of IA&B. Copyright 2021. All rights reserved. No material may be reproduced in whole or in part without written consent of the publisher. The information in this publication is general in nature and not intended to serve as legal, accounting, financial, insurance, investment advisory or other professional advice as to any reader’s particular situation. Users are encouraged to consult with competent legal, financial, insurance, investment advisory and/or other professional advisors concerning specific matters before making any decisions. We disclaim any responsibility for any decisions or actions by readers. Statements of fact and opinion in Primary Agent are the responsibility of the authors alone and do not imply an opinion on the part of the officers or the members of IA&B. Participation in IA&B events, activities and/or publications is available on a non-discriminatory basis and does not reflect IA&B endorsement of the products and/or services.
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CHAIR OF THE BOARD’S MESSAGE CLAIRE-IFICATION COVERAGE CORNER PRESIDENT'S MESSAGE NEWS & NOTES E&O PICS & POSTS WELCOME NEW MEMBERS UPCOMING LIVE WEBINARS 1
CHAIR OF THE BOARD’S MESSAGE
KICK BACK AND LOOK AHEAD Hello, summer! Those July 1 renewals are behind us, and for many, summer vacations lie ahead. In fact, I suspect some of you are perusing this issue of Primary Agent poolside or on the beach…. We all deserve this time to regroup, reset, and recharge (especially after the past year and a half!). When we return, we’ll be ready to set new goals and take on new projects. And I’m happy to report that IA&B is poised to assist. Ready to upgrade your website or refine your agency’s brand? Look to IA&B partners Forge3 and PPO&S (both of which supplied articles for this month’s magazine) for guidance. Do you need additional or new markets? Check out the growing list of carriers participating in Independent Market Solutions (IMS) – the new market access program available for IA&B members.
INSURANCE AGENTS & BROKERS 5050 Ritter Road | Mechanicsburg, PA 17055 191 Main Street | Annapolis, MD 21401 800-998-9644 | IABforME.com
IA&B BOARD OF DIRECTORS OFFICERS Craig S. Mader, Chair Crofton, MD Richard M. Rankin, CIC, Vice Chair Lancaster, PA
MEMBERS Gregory H. Bennett
Bel Air, MD
Sarah M. Brown, CIC, CRM, AFIS Shrewsbury, PA E. Stephen Burnett, CIC, ARM Wilmington, DE
Want to shore up your IT security? Lean on IA&B partner Radiant for a cyber security vulnerability assessment and personalized remediation strategies.
N. Lee Dotson, CIC, AAI
Wilmington, DE
Andrew Enders, Esq.
Harrisburg, PA
Len Gieseler, LUTCF
Pottstown, PA
What about staffing needs? Learn about Work At Home Vintage Experts (WAHVE), a remote, contract-staffing solution geared specifically for our industry.
G. Greg Gunn, CIC
Lemoyne, PA
Bryan C. Hanes, JD
Hagerstown, MD
Jason R. Hess
Coraopolis, PA
Lisa A. Leach Goth, CIC
New Bethlehem, PA
Christopher J. Miller, CIC
Jonestown, PA
Our agency utilizes WAHVE’s talent pool and could not be happier with our “staffer.” We used Forge 3 to develop our new website and help with our content management after years of boilerplate and stale content. And we have signed on with IMS so that we have other markets without having to satisfy production volume as you do with direct appointments. Bottom line: This is a great time to strategize, and IA&B offers the resources and relationships to help. I encourage you to visit the new IA&B website to learn more. Enjoy your summer and all those activities which bring you joy! Respectfully,
Michael A. Papa, CIC, MBA Hunt Valley, MD William H. Purdy
Sunbury, PA
Jason Rodriguez
Wilmington, DE
D. Bradley Rosenkilde Jr.
Hunt Valley, MD
Tara S. Silfies, CPCU
Bethlehem, PA
Robert L. Smyrl Jr., CIC
Hatfield, PA
J. Marshall Wolff, CIC, CPCU Easton, PA
NATIONAL DIRECTORS Michael P. Ertel Sr. (PIA) Columbia, MD
Craig S. Mader Chair of the Board
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JULY 2021
G. Greg Gunn, CIC (IIABA) Lemoyne, PA Diane Hornung Hanby (IIABA) Wilmington, DE
CLAIRE-IFICATION
CLAIRE-IFICATION IA&B Vice President - Advocacy Claire Pantaloni, CIC, CISR Are you a member with a question? Contact Claire to find the answer at 800-998-9644, ext. 604 or ClaireP@IABforME.com.
QUESTION: Here are a couple of different things that What should I look out for when redesigning my website?
ANSWER: Here are a couple of different things that should get your attention.
E&O EXPOSURE Before an E&O suit is brought against your agency, you can expect the plaintiff’s attorney to visit your website and pull any language that could support a claim against you. Any language that shifts from your normal duty of an “order taker” to that of an “expert,” or someone offering “tailored solutions” and scouring the market for the “best coverage available,” will be fodder to support that you had a heightened duty of care to your customer. Website design aims to showcase your agency and show it in the best possible light. Temper your web content providers’ zeal by warning them of these issues, and ultimately, make sure you vet the language used to strike the right balance between promoting your agency and extending your liability. Make sure that any page that collects personally identifiable information (such as a quote-request page) is secured. Consider including disclaimers as needed. For example, if your website is interactive, a disclaimer should be added to notify that coverage requests or claim submissions are not considered reported until the agency has acknowledged receipt and provided confirmation. You may also want to list the area you serve and the states where you do business. If you have a promotion, such as a referral program, remember that permissibility can
vary by state: you could indicate where it is applicable, or clarify that it is only applicable where permitted by law to avoid any ambiguity.
WEBSITE ADA COMPLIANCE In the spring of 2021, several Pennsylvania attorneys targeted insurance agencies by mass-mailing prelitigation demand letters regarding the agency’s alleged lack of compliance with the American with Disabilities Act (ADA). While the letters suggested they were merely asking the agencies to fix their websites, they were followed by an expectation of settlement payment to the tune of $5,000 to $8,000. About complying with the ADA – While website ADA compliance has been around for some time, the regulatory framework has not been clearly defined by the Department of Justice. Absent some clear federal guidelines, the industry designed its own Web Content Accessibility Guidelines, version 2.1 (or WCAG 2.1), which as of the time of this writing, are the generally accepted standards.
Continued on page 9
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I DON’T WANT TO HEAR FROM YOU THIS SUMMER: DEBRIS REMOVAL HEADACHES By Kevin C. Amrhein, CIC
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among those who will contact me for assistance after it’s too late.
It’s July in America. While most are planning for fireworks and vacays, yours truly is prepping for my own annual summer tradition: responding to inquiries regarding inadequate coverage for debris removal expense resulting from a storm.
DEBRIS THAT IS NOT A TREE
In my years as a consultant, I can think of no property coverage issue that has confused agents/ insureds at claim time more often than debris removal expense. If cover is sufficient, the claimant is none the wiser. If not, the claimant will demand answers. The purpose of this article is to help you dodge the latter and to ensure you’re not
Roof tile, siding, lumber, wallboard, furniture, and other storm-soaked stuff is everywhere. If your insured is lucky, whatever debris there is will be hand-draggable to the curb and picked up by local authorities for free. If your insured is unlucky (like mine always were), he’ll have to find a service. From an expense standpoint, labor + grapple truck +
This article focuses on the ISO HO-3 policy.
JULY 2021
multiple loads + dump fees = “holy %^&*!” It’s impossible to determine the expense ahead of time, and it absolutely will be higher than your insured expects. Always. The unendorsed policy will respond to the removal expense via Additional Coverage 1. Debris Removal(a.) based on the following triggers: 1. The debris is covered property, and 2. Is created by a Peril Insured Against. If triggered, the policy provides coverage for the cost to remove debris from the premises up to the limit of insurance applicable to
COVERAGE CORNER that damaged property (example – damaged dwelling stuff subject to Coverage A limit, personal property stuff subject to Coverage C limit, etc.). If the combination of the cost to cover the direct damage to the property and the cost to remove debris exceeds the applicable limit of insurance, an additional 5% of that limit is available to cover the cost of debris removal. A few red flags for the agent: ▲ The insured has stuff considered by the policy as Property Not Covered ▲ The insured has another structure on the premises which is held for rent as a residence or used for “business” purposes (other structures used for such purposes are not covered property) ▲ The insured has limited Perils Insured Against ▲ The limit of liability applicable to the damaged property has been significantly reduced due to the severity of the loss
DEBRIS THAT IS A TREE The unendorsed policy will respond to the removal expense of fallen trees via Additional Coverage 1. Debris Removal(b.) based on the following triggers: 1. If the tree is the insured’s, it must be felled by one of the few specifically listed perils. If the tree is a neighbor’s, it must be felled by a Peril Insured Against under Coverage C – Personal Property. 2. The tree must damage a covered structure. If it doesn’t, it must either block a driveway (to the point an auto cannot enter or leave
the “residence premises”) or block a ramp/fixture designed to assist a handicapped person to enter or leave the dwelling building. If triggered, the policy provides coverage for the cost to remove debris from the premises up to $1,000 per loss. This policy further limits this already-dreadfully-low amount by capping coverage at $500 per tree. A few red flags for the agent: ▲ The insured’s dwelling and/ or other structures are within striking distance of a tree(s) on the insured’s premises or a neighboring premises. ▲ The limited perils required to trigger coverage for an insured’s tree. For example, the tree may not be pushed over by the storm’s wind (one of the listed perils) but fall days later due to ground saturation from rain (not one of the listed perils). ▲ An insured not realizing that coverage is contingent on a tree damaging a covered structure (especially if the insured has structures that have been specifically removed from coverage by endorsement such as a fence or shed) or blocking access. In other words, the insured likely thinks the cost to remove the fallen tree is covered whether or not it actually hits or blocks something.
insureds and inquire with carriers about endorsements or other solutions to broaden coverage. That’s all for now. Until the next round … cheers! Kevin C Amrhein, CIC, is IA&B's education consultant. He works with our CISR and CIC programs, as well as our special topic seminars and live webinars. Catch him at one of our upcoming professional training offerings: IABforME.com
ONE HOUR WEBINARS Earn CE easily by attending 1-hour webinars. Member price: only $25.
HOUR W/ NICOLE: PERSONAL UMBRELLA ISSUES & ANSWERS JULY 7 2 - 3 PM
CE
Summer storms will continue their annual earthly tradition of pooping the party. Agents aware of the limitations reviewed in this article are in a good position to prepare
1 CREDIT
HOUR W/ COREY: VALUATION OF CUSTOM CARS & TRICKED-OUT TRUCKS JULY 21
▲ The very low limit available.
CONCLUSION
|
2 - 3 PM
CE
1 CREDIT
Register today. IABforME.com 800-998-9644, option 1
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PRESIDENT'S MESSAGE
ONWARD & UPWARD A MESSAGE FROM JASON ERNEST I was planning to write the usual article for this month’s column – tied to our highlighted partners this month and the need for marketing and website design help. However, a sad event at IA&B has changed my focus for this column. Our marketing assistant at IA&B, Melissa Telesha, passed away on May 10 after an unfortunately short battle with cancer. Melissa was only 52 years old. Despite her young age, Melissa was a 32-year veteran at IA&B. You read that right – 32 years. She was a dedicated and loyal employee at IA&B, and she will be sorely missed. To work at one place of employment for 32 years is remarkable in today’s environment. It’s a rare occurrence, when the average adult during the ages of 18 to 50 will hold 12 jobs in that period. But while Melissa was one-ofa-kind and a true spirit at IA&B, her tenure at IA&B really wasn’t that surprising. We have 24 full-time professionals at IA&B. And among those 24, the average tenure at IA&B is 15 years. It’s a statistic that we are proud of, and this stability only serves to benefit you, the member. Believe it or not, Melissa was not the longest tenured team member at IA&B. Taking that honor is Tracy Banks, our administrative manager, with 41 years of service! (She’d like you to know she started at age 10.) Not far behind is Sue Zvorsky, our education manager, with 36 years. We have four more staff with over 20 years of service, and six staff with well over 10 years of service. You will not find a more dedicated and reliable team. To that point, over the last year-plus, our staff has done a remarkable job in adapting and evolving to the work-fromhome and now hybrid office environment. They embraced the change, managed accordingly, and as a result we had a very successful year at IA&B. Long tenured employees mean that they like their job, and they are committed to their job – and that is certainly the staff at IA&B. Over the last year, they have continued to deliver our quality resources and services, sometimes in different ways.
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MELISSA TELESHA
1969-2021
With Melissa’s passing, I want to make it a point to highlight our staff more. Not in a selfish way – but in a way that our members get to know our staff better, and in turn use our staff more. Each of our 24 employees plays an integral role in what IA&B does for its members. There are some who are more visible to our members. But there are just as many behind the scenes, like Melissa, who tirelessly make IA&B run. As you get to know the team, I hope you get to know IA&B and all we offer better. Please check out our staff directory at IABforME.com to see the team. Moving forward, we will highlight a staff person at IA&B each month in Primary Agent. You’ll be able to learn what exactly this team member does on your behalf, and you’ll get to know some personal tidbits as well. The IA&B staff is your staff, and I’d like for that connection to be there. Losing a long-time team member hurts. But the strength of the IA&B team helps us through it. And it’s that strength that allows us to provide quality programs, products, and service to our members. We’ve been doing it a long time, and we will continue to do it for a long time.
JULY 2021
Jason Ernest, Esq. IA&B President & CEO
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NEWS & NOTES
NEXT ROUND OF IA&B EDUCATION SCHOLARSHIPS
REVISION OF ACORD 38 DE Effective 2021/07, the revised ACORD 38 DE Delaware Personal Insurance Supplement – Notification of Use of Credit Information in Personal Insurance Applications will comply with a state regulatory change (18 Del. C § 8307). Per ACORD:
Applications for the next round of IA&B Education Scholarships are now available. Once again, IA&B will award two individual scholarships for employees of a member agency to receive a full CIC Designation and full CISR Designation. In addition, member agencies can apply for scholarships to send an employee to a CIC Institute, CISR Seminar, or CE Other Coverage Webinar. Visit IABforME.com for more information and applications. Applications are due Aug. 19, 2021, and the recipients will be announced on Sept. 17, 2021. Please note that IA&B also offers licensing exam prep scholarships on an on-going basis.
ACORD 38 DE was changed to reflect that the details of what constituted an extraordinary life circumstance with the development of a credit score. The form, a supplement in the personal and auto lines, was filed in Delaware in the personal and auto lines. Treat as a new form. As a reminder, applying updates to your agency management system helps to ensure that you are using the most up-to-date forms, which can be introduced periodically throughout the year. What’s more, updating your agency management system prevents a licensing-agreement violation. It’s a violation to issue prior versions of a superseded ACORD form once a new form has been introduced. This requirement stems from the licensing agreement between ACORD and your agency management system vendor (AMS, Applied, etc.).
Questions? Contact IA&B Events Manager Susan Zvorsky, CISR Elite. 800-998-9644, ext. 206 SueZ@IABforME.com
HOW TO COMPLY WITH NEW PA TRAINING REQUIREMENT HOW TO COMPLY
All producers in Pennsylvania (residents and nonresidents alike*) who hold a life and annuities license – even if they do not sell annuities – must comply with Pennsylvania’s one-time training requirement, which took effect Dec. 26, 2018. Producers licensed before the statute’s effective date must meet the requirement on or before the end of their next complete license period. (For example, if your license expired on July 31, 2019, you would have until July 31, 2021 – the end of your next complete license period – to comply.) For those who become licensed after the effective date, the requirement must be met on or before the end of their first licensing period.
Meet Pennsylvania’s new annuities suitability training requirement with ease during our live, four-hour Annuities – Consumer Protection and Suitability webinar. Filed for 4 ANNUITY CEs in Pennsylvania and Maryland and 4 GEN CEs Delaware, this webinar will be offered: July 1, 2021, 9 AM-1 PM Sept. 2, 2021, 9 AM-Noon Register at IABforME.com or 800-998-9644, option 1
* If you’re a Delaware or Maryland resident producer and have already completed a similar annuities course, you may want to reach out to your carrier to determine if the Pennsylvania requirement can be waived for you.
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JULY 2021
NEW IA&B WEBSITE A new and improved IABforME.com experience is now available. You’ll benefit from streamlined registration, simplified navigation, and more self-service options. Please note that the first time you log into member portal on the new website, you will need to reset your password. Your username/ID remains the same. Questions? Contact IA&B at 800-998-9644, option 0.
MD EXTENDS SUSPENSION OF HEALTH PLAN CANCELLATIONS The Maryland Insurance Administration (MIA) announced in late May that Commissioner Kathleen Birrane renewed the COVID-19-related suspension of individual health benefit plan cancellations and nonrenewals due to nonpayment of premium. The suspension will remain in effect until July 25, 2021, when the commissioner will determine whether or not to renew it. Per Bulletin 21-12: The Commissioner is activating this requirement only with respect to individual health benefit plans, as defined in § 15-1301 of the Insurance Article. Additionally, the Commissioner is only requiring carriers to suspend cancellations and nonrenewals due to nonpayment of premium. Cancellations and nonrenewals for reasons other than nonpayment of premium that are otherwise permitted by the terms of the contract and applicable law are still permitted.
CLAIRE-IFICATION Continued from page 3 About applicability of the ADA – It is not settled whether a website should be subject to ADA Accessibility Rules. As courts around the country are in the process of making that determination, several have ruled that websites were not subject to the ADA, which is a favorable decision to website owners. However, until this issue is settled with more certainty in all jurisdictions, designing your website with features that allow individuals with vision impairment or other disability to access it would help prevent having to fight this fight at all. The lawsuits threatened by these pre-litigation demand letters will generate costs for the agency. You will need an attorney, preferably with existing knowledge of the issue and how to combat the claims effectively. These expenses will quickly eclipse the cost of adding WCAG 2.1 features to your website (several plugin products are available with a price range of approximately $500 a year). Bottom line, when talking to your provider, verify that your website is designed with integrated ADA compliance or incorporates an accessibility plugin meeting WCAG 2.1 standards. For more information, visit IABforME.com. This document is not a legal opinion and should not be relied upon as such. The intent of this document is to provide a general background regarding the topic or topics discussed, not to provide legal advice. Producers and agencies should consult an attorney regarding specific situations and specific questions with respect to the topic or topics covered in this document. Neither the Insurance Agents & Brokers nor any of its employees shall be responsible for any errors or omissions regarding any statements made in this document, nor any errors or omissions regarding any statutes, regulations, court rules, and/or any other government documents cited in this document.
Read more at insurance.maryland.gov.
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Q&A with
CHRIS MILLER
Chris Miller, CIC is a principal agent with Miller Insurance Protection Team, a full-service independent agency in Jonestown, PA. Chris also serves on the Insurance Agents & Brokers Board of Directors. Q. While you grew up around insurance, when did you decide to make a career of it? And what was the draw? A. And here I thought everyone grows up wanting to be an insurance agent! While I did start at the agency fresh out of college, the truth is I didn’t even entertain the thought until the last few months prior to graduation. Being that Miller Insurance was a multi-generational agency laid amazing groundwork, but from the outside looking in, it was definitely a “legacy” agency in the truest sense of the word. Having a very strong technology background, I thought retooling this beast would be a fun challenge. It sure has lived up to that expectation. Q. You’ve been in the industry for 12 years. What do you know now that you wish you had known when you started? A. This question made me audibly laugh. While it’s tangentially related, when you actually stop and recognize the vast change that has taken place in this industry over that short period, it’s shocking. It makes those two bookends almost incomparable. While these might not be revolutionary, let’s call this “The Top 5 Things I Wish Were Beat into My Head the First Day … That Still Hold True.” 1. If you win on price, you will lose on price. 2. The sales process does not start with prospects; they all begin as suspects. Consequentially, never try to qualify a suspect. You will save yourself an incomprehensible amount of time if you try to disqualify them first. 3. Every agency has a personality. Find the clients that fit yours. Ignore the rest. 4. After decades, and more than a century for some, your carriers still do not understand what actually occurs in an agent’s office. 5. We are not in the insurance business, we are in the relationship business.
Chris and his wife, Sara, enjoying travel.
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JULY 2021
ON THE COVER Q. You’re a techie, so tell us: What’s the most exciting development you’ve seen in the independent agency channel? And what tech is still lacking?
Q. Congratulations on your 2019 election to the Lebanon City Council! Tell us about the experience of running for public office and now serving on council.
A. The most exciting is technology becoming more accessible and catering to the independent agent. A lot of agents bemoan the InsurTech movement, but there are just as many solutions being built to enhance the IA channel as there are to challenge it. The way I see it, there is little technology lacking in our space. Surely there’s no shortage of antiquated systems, but there are countless solutions for each.
A. Well it’s eye-opening, but running for office was a lot of fun! You get the opportunity to meet so many interesting people you never knew were part of your own community. I had to laugh during the process though, because the insurance industry has made me so numb to knocking on random doors and holding conversation; it’s just second nature. Many of my opponents lamented “doing doors” or just didn’t, and it showed in the results. After all, second is the first to lose!
What our industry is missing so badly is the fabric in between. We’re living in this world of silos, and our data is held captive. AMS partners, carriers, and tech vendors (the only willing party) don’t speak to one another; don’t share. While some claim to “integrate,” the result is a poor excuse for it. If our channel is going to survive, it’ll be by leveraging data, so it’s high time these walls are torn down. Q. As life starts to settle, many of us are reflecting on the past year. What lessons will you – and Miller Insurance as a whole – take away from the pandemic? A. Make everything a learning opportunity. Teach your clients a new way to do business and your team a different way build relationships. As an individual or an organization, the minute you stop learning you start dying. Q. Thank you for your ongoing involvement with IA&B – from volunteering on a Member Agent Panel, the Futures Program Task Force, and now the IA&B Board of Directors. What drives your commitment to our organization? And why would you encourage others to get involved?
On a serious note, serving on Council really gives you a different perspective. It makes you put your ear to the ground and listen to the heartbeat of a city, the good and the bad. It’s truly exciting to be part of where we’re heading. Q. When this issue of Primary Agent hits agency mailboxes, it will be summertime. Any plans for travel or outdoor adventure? A. Always. I’m a travel junkie and the rock climbing, kayaking, scuba diving type, so adventure usually isn’t in short supply. Sadly, a lot is still up in the air surrounding international travel right now so nothing concrete in that department, but there’s an itch needing a solid scratch for sure. I am lucky enough to have the Lebanon Valley Rail Trail less than a mile from home, so I spend a good bit of recharge time out there this time of year.
A. The resources of IA&B were an integral part of my training and consequential success, so giving back is important. Speaking with others at national events, you’re quick to realize that partners with the density of resources that IA&B offers are hard to come by. From education and legal advocacy to market access, our membership is invaluable.
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IA&B PARTNERS PROGRAM
OUR FEATURED PLATINUM PARTNER Insurance Agents & Brokers proudly recognizes Penn National Insurance as one of its Platinum Partners. IA&B Platinum Partners dedicate the highest level of sponsorship to our organization.
OUR MISSION We help people feel secure and make life better when bad things happen. FEATURED PARTNER Penn National Insurance HEADQUARTERS Harrisburg, PA A.M. BEST RATING A- (Excellent) OUR EXECUTIVE TEAM Robert Brandon CEO & president John Foster senior vice president - Insurance Operations Jacquelyn Anderson senior vice president, CFO/treasurer Karen Yarrish senior vice president, secretary & general counsels Thom Korber vice president, Human Resources
Pictured left to right: Thomas Korber, vice president - Human Resources; Jacquelyn Anderson, senior vice president, CFO/treasurer; Robert Brandon, president; John Foster, senior vice president - Insurance Operations; and Karen Yarrish, esq., senior vice president, secretary & general counsel.
CREATING EFFORTLESS, PERSONAL, RESPECTFUL AND RESPONSIVE CUSTOMER EXPERIENCE Partner with us if you are seeking: • A mutual carrier solely focused on agents and policyholders • Local managers who understand your operating territory • Access to an executive management team eager to get to know you • The ability to have merit-based conversation about decisions impacting your agency • Consistency in underwriting approach • A claims team that dependably earns high service marks • A carrier always seeking ways to make the experience better for agents and policyholders
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APRIL 2021
Thank You
/Partners2020
Agents know us as: • Vibrant • Innovative • Personable • Bold
• Resilient • Persistent
Convenient service and information options
Thanks to these partners for supporting the independent agent network.
• Policyholder self-service for premium payment, billing preferences, and policy information, backed up with personal phone service option
PLATINUM PARTNERS
• Claim reporting by phone, website and mobile app
Acuity
• Claim-tracking status alerts, with email or text message option • Access to Auto insurance ID cards online, by phone or mobile app • Claim reporting 24/7 by phone, website or mobile app Diverse array of commercial and personal coverages Penn National Insurance values the relationships we have with our agents as part of the underwriting process and placement of accounts with us. We offer a diverse portfolio of products and services to meet today's customer needs. Penn National Insurance (www.pennnationalinsurance.com), founded in 1919, in Harrisburg, Pa., sells property-casualty insurance in 11 states, through a network of more than 1,200 independent agency operations. The company wrote $749 million in net written premium in 2020 with total assets exceeding $1.8 billion. The company employs approximately 830 people in its 11-state sales and service territory.
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Penn National Insurance Headquarters: Harrisburg, PA ■ Personal & Commercial ■ Commercial Only ■ Partners Mutual Insurance
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Interested in becoming a partner? Reach out today. Tim Wonder IA&B VP-Membership 800-998-9644, ext. 351 TimW@IABforME.com 13
THE BUSINESS OF DOING GOOD UNDERSTANDING THE ROLE OF CORPORATE SOCIAL RESPONSIBILITY TO YOUR REPUTATION Learn three straightforward steps to taking a more proactive approach to corporate social responsibility, integrating it into your business model, and using it as a powerful differentiator between you and your competitors. By Tracy Pawelski, PPO&S Senior Communications Counsel Your agency’s reputation is its most valuable asset. Contributing to that trusted reputation is the role corporate social responsibility (CSR) plays in how your clients, employees, and communities feel about the emotional appeal of your brand. Clients know that you are in the business of insurance, but they increasingly want to know that your business
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shares their values. Given the option, employees will choose to work for employers they feel good about, ones that conduct themselves in ethical, peoplefocused ways. Communities are more apt to give a warm welcome to businesses that that strive to make a positive impact on the world, especially at the neighborhood level. JULY 2021
CORPORATE SOCIAL RESPONSIBILITY Corporate social responsibility continues to evolve, but typically falls into the following types of activities: ▲ Charitable giving of monetary donations or in-kind services ▲ Employee engagement, board leadership, and support for volunteerism ▲ Sustainable stewardship of resources ▲ Operational programs and HR policies that address social or environmental challenges ▲ Thought leadership on issues important to key stakeholders Unfortunately, many businesses approach CSR in a reactive way or as an afterthought instead of as a strategic way of doing business. This article offers three straightforward steps to help you take a more proactive approach to CSR, integrating it into your business model, and using it as a powerful differentiator between you and your competitors. 1. Align your CSR priorities with where you believe you can make the biggest difference Every cause is a good cause, but not every cause is your cause. Many businesses are random and reactive in their approach to CSR and community engagement. If you aspire to maximize the impact of your CSR efforts, it’s important to consider how to leverage the business of insurance with the business of giving back. A good way to start thinking about how to maximize your CSR impact is to begin with what you know. As providers of property & casualty insurance, you may decide that your business is in a strategic position to help clients rebuild their lives following natural disasters. Weather events in your geographic footprint might become a focus for your charitable efforts. You might put an employee on the board of a local or national nonprofit that provides disaster relief to the families you serve. Those actions begin to establish your leadership position on an issue or cause. 2. Set measurable goals and an action plan to reach them Like any business initiative, it’s important to set measurable goals and the action steps you will take to reach them. The practice of CSR is no different. CSR commitments by their very nature can be very big and brave and, therefore, hard to measure if not balanced
by concrete measures of performance. By establishing doable metrics, you will be able to measure your progress and celebrate incremental success toward accomplishing the larger goal. Don’t forget to regularly reassess your CSR strategic goals to ensure that they are as relevant today as they were when you first developed them. The world is changing rapidly around us, particularly in light of COVID, changing our priorities and expectations along with it. 3. Tell your CSR story and inspire others to join you Finally, don’t be sheepish about communicating your CSR progress with key constituencies. After all, if you don’t tell them what’s important to your business and what steps you have taken to improve the world around you, how will they know? Consider publishing an annual report that wraps up your CSR accomplishments or using your social media channels to encourage your stakeholders to join in your efforts. Well-designed CSR efforts are an engagement bonanza, an opportunity to rally your stakeholders and create collaboration on issues bigger than ourselves. It’s time to start thinking more strategically about how CSR contributes to your good reputation. Tracy Pawelski is senior communications counsel at PPO&S, an integrated marketing and communications firm based in Pennsylvania. She specializes in strategic and crisis communications and reputation management. Questions? Reach out to Tracy directly at tpawelski@pposinc.com.
BRAND YOUR AGENCY Gain additional insight on enhancing your agency’s brand. Look to IA&B partner PPO&S, an awardwinning advertising and branding agency. Among other resources, PPO&S offers a series of allinclusive logo design packages for IA&B members. Learn more at pposinc.com/iab/.
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ANNUAL MEETING NOTICE This is to notify members of Insurance Agents & Brokers (IA&B) of the annual meeting for the Association to be held on Tuesday, Aug. 17, 2021 at 1 PM at the IA&B Conference Center, 5050 Ritter Road Mechanicsburg, PA. The Primary Member shall have the right of vote for the member in the Association. If the member of the Association is a corporation and the Primary Member is unable to attend, any officer may vote therein. If the corporation wishes another person to vote therein, or if the member is a partnership or proprietorship and the member wishes another person to vote therein, then such member shall designate such other person in writing, signed by the Primary Member, in accordance with policies and procedures of the Association. Such person must be designated in writing using the member’s letterhead or through a proxy form that is available from the Association. Such proxy must be received at the IA&B Headquarters by 4:30 PM on Aug. 16, 2021 or by 12:30 PM on Aug. 17, 2021 if delivered in person at the Annual Meeting location. To register for the annual meeting and for the meeting agenda, go to IABforME.com. Announcement of this meeting is made in accordance with Article III, Section 3.1, Annual Meeting, of the By-Laws of the Association.
®
Respectfully submitted, Timothy A. Wonder Corporate Secretary
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JULY 2021
By Michelle Longo, Forge3 Digital Marketing Specialist The discussion around SEO for insurance agency websites can get quite complex, but it doesn’t have to be a complicated process for your agency. If you’re looking for some easy ways to incorporate SEO into your digital marketing strategy, we’ve got some tips for you.
SEARCH ENGINES AND SEO Google sees around 86% of all searches. For this reason, most SEO efforts focus on Google’s standards, which include more than 200 different factors. Some of these relate directly to your website, but others are completely out of your control. While you can’t do much about how long you’ve been in business, the amount of time your
domain has been active, or the volume of competition in your area, there are a few steps you can take to improve your site’s SEO. One of the most important things to remember when it comes to SEO is that there’s no on/off switch. It’s not as simple as “having SEO” on your website. Rather, it’s an ongoing process that takes consistency and patience. We like to use the analogy of going to the gym. You don’t expect to lose 10 pounds or get fit after one workout session. But if you stick with it and continue putting in the effort, your work will pay off. SEO experts say it can take anywhere from six to 12 months to start seeing positive results.
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SEO THINK LOCALLY
Credibility Indicators
Google and other search engines tend to prioritize local results above all else, in large part because the majority of searches are done on mobile devices. When someone is looking for home insurance, they don’t want to see results for an agency located 1,000 miles away from them. By letting Google know where you’re located and the area you serve, then using that information to your advantage, you’re more likely to show up in search results.
There are three main areas to focus on if you want to improve your SEO. These are:
There are a number of credibility indicators that Google looks at, which you can focus on including reviews, backlinks, social media activity, domain name registration length, years in business, and others. The more you can prove yourself as an expert and show that others agree, the better off you’ll be. Make collecting 5-star reviews on your Google My Business listing a priority. Ask referral partners, local chambers of commerce, and other relevant websites to link back to your content. Increase your social media presence and engagement. And when it comes time to renew your domain name, do so for a few years ahead rather than just one year at a time to show your intention to stick around.
▲ Site structure and core content
Start off on the Right Foot
▲ Ongoing location-based content
Before you can really get started with SEO, you need a solid foundation. All the SEO efforts in the world won’t help if your website doesn’t have the functionality you need. Our ActiveAgency website platform is full of innovative and proven sales tools, but more than that, it’s got SEO built right in. This includes over 200 pages of SEO-focused content, location-specific page titles and descriptions, location pages with schema, and more.
THREE FOCUS AREAS TO IMPROVE SEO
▲ Credibility indicators
Site Structure and Core Content Using keywords in your content is an important part of SEO strategy. Think of keywords as what people will type into a search engine to find your content. You may use single words or short phrases, also called long-tail keywords, but make sure they aren’t too broad. For example, using the keyword “insurance” probably won’t yield many results, but “home insurance in Bethlehem, PA” or “multifamily housing insurance” are more likely to attract the right visitors to your site.
Ongoing Location-Based Content Adding new content to your website is an important piece of the SEO puzzle. First, more information showcases your expertise. Consistently adding content to your site keeps the search engine indexing mechanisms returning to your site, which keeps you relevant and showing up in searches. But adding new content alone isn’t enough. The more you can refer to your location, the better results you’ll see. It may seem like constantly adding your location to all pages is redundant, but remember to keep the rest of the title different. For example, you might write one blog called “Top 5 Home Insurance Questions in Bethlehem, PA” and then another called “Common Home Insurance Concerns in Bethlehem, PA.”
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JULY 2021
Michelle Longo is digital marketing specialist for Forge3, Ltd., an IA&B partner and leader in offering cost-effective insurance agency websites and digital marketing packages.
IS IT TIME FOR A NEW WEBSITE? Then contact Forge3 – the only company that focuses on developing websites for independent insurance agents. They are a leader in offering cost-effective websites and digital marketing packages. Don’t stress over building a website. Forge3 can help. Visit forge3.com/insurance-agency-websites/?p=iab Or contact Zack Yurch at 484-734-0005 or zack.yurch@forge3.com.
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ufginsurance.com/online © 2021 United Fire & Casualty Company. All rights reserved.
DO YOUR AGENCY PROPOSALS HAVE THESE? By Curtis M. Pearsall, CPCU, AIAF, CPIA
At the time of a problem or errors and omissions (E&O) claim, the agency proposal is an admissible document. This means that both attorneys – the one defending your agency and the one suing your agency – have a right to review this document and evaluate whether it helps or hurts their position. Obviously, from the agency perspective, your goal is for the proposal to help provide an element of protection that could be material enough to largely determine the
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eventual outcome. An issue that many agencies overlook is the use, or lack of use, of disclaimers. Comments such as “Why include disclaimers? The agency-customer never reads them” or “I am trying to sell the account – why would I want to include these legalese disclaimers?” are all too common. However, whether the agency-customer reads them may be irrelevant. If the proposal included disclaimers and a problem develops, the agency can show that the proposal included them. Additionally, the use of disclaimers should not be limited to P&C proposals.
JULY 2021
E&O
TYPICAL (AND NECESSARY) DISCLAIMERS Information contained in this proposal is intended to provide you with a brief overview of the coverages provided for reference purposes only. It is not intended to provide you with all policy exclusions, limitations, and conditions. The precise coverage afforded is subject to the terms, conditions, and exclusions of the policies issued. This is designed to alert the agency-customer that the proposal is not a substitute for the policy when determining coverage issues. Specimen forms are available upon request. While it is preferable to actually include the various specimen forms, many of these forms can be lengthy. This disclaimer takes on a heightened importance on coverages such as Cyber, Employment Practices Liability, D&O, and E&O, where there is no real standardization of the forms. In addition, coverages written through the E&S marketplace are typically customized to only provide the coverage the carrier desires. Higher liability limits may be available. When your agency is quoting limits, it is important for the agency-customer to know that the limits noted on the proposal are not the only limits available. In evaluating your exposures to loss, we have depended upon information provided by you. If there are other areas that need to be evaluated prior to binding coverages, please bring them to our attention. This disclaimer protects the agency by noting that the agency-customer has some responsibilities to notify the agency of other issues of concern. What’s more, the agency-customer is responsible for providing the agency with accurate information. Exclusions and Limitations include, but are not confined to, the following: (list some key exclusions). Virtually every insurance policy has exclusions, and many have limitations of some type. By listing some of the more noteworthy exclusions, this could very well prompt discussion on what coverage is necessary to address those exclusions. This creates a sales opportunity.
The rates quoted for these benefits may be subject to change based on final enrollment and/or final underwriting requirements. This is a common disclaimer used in benefit proposals and is designed to place responsibility on the agency-customer to notify the agency if there have been any changes to the census data previously provided. This policy is written by a surplus lines insurer and is not subject to the filing or approval requirements of the (specific state) Department of Banking and Insurance. Such a policy may contain conditions, limitations, exclusions, and different terms than a policy issued by an insurer granted a Certificate of Authority by the (specific state) Department of Banking and Insurance. The insurer has been approved as an eligible surplus lines insurer, but the policy is not covered by the (specific state) Insurance Guaranty Fund. This could be a key disclaimer should the surplus lines carrier become insolvent. Many agencies are sensitive to the length of their proposals. While lengthy proposals are certainly an issue, including the necessary disclaimers in your proposals could just make the difference in whose favor a judgment goes should an E&O claim occur.
Curtis M. Pearsall, CPCU, AIAF, CPIA, president of Pearsall Associates Inc. and consultant to the Utica National E&O Program, penned this article, which was provided by Utica National. This information is provided solely as an insurance risk management tool. Utica Mutual Insurance Company and the other member insurance companies of the Utica National Insurance Group (“Utica National”) are not providing legal advice, medical advice, or any other professional services. Utica National shall have no liability to any person or entity with respect to any loss or damages alleged to have been caused, directly or indirectly, by the use of the information provided. You are encouraged to consult an attorney or other professional for advice on these issues. © 2021 Utica Mutual Insurance Company
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PICS & POSTS
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JULY 2021
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WELCOME NEW MEMBERS A.S.K. Insurance Elysburg, PA
THE INSURANCE CLUB OF PITTSBURGH
94th Annual I-Day 2021
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Wednesday, October 20th, 2021
Have a question about your member benefits?
Doors open at 8am
CE CLASSES, EXHBIIT BOOTHS, LUNCHEON, PRIZES, NETWORKING, COCKTAIL RECPTION
Contact: Tim Wonder, VP-Membership 800-998-9644, ext. 351 TimW@IABforME.com
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IA&B MEMBERSHIP MEANS
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MARKET ACCESS
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For personalized service, CONTACT DAVID WERTZ, CPIA 800-998-9644, ext. 506 DavidW@IABforME.com IABforME.com
• No initiation or monthly fees • Low to no volume commitments • Standard commission rates • 100% ownership of expirations • A broad mix of standard and niche markets that are state specific
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Contact Tim Wonder, VP - Membership TimW@IABforME.com • 800-998-9644, ext. 351
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JULY 2021
T R A I N I N G & E D U C AT I O N |
EDUCATION UPDATE All IA&B classes are online. We will continue to monitor COVID-19 conditions and resume classroom options when appropriate. For all 2021 classes, go to IABforME.com
PRIMARY AGENT Editor: Karen Robison KarenR@IABforME.com 800-998-9644, ext. 606 Contributing editors: Jennifer Ross Megan Fioretta Sales Account Executive: Laura Gaenzle laura.gaenzle@theygsgroup.com 717-430-2351
UPCOMING WEBINARS J U LY 2 0 2 1 Connect with Other Agents & Get CE Credits Online Register today! 800-998-9644, option 1 IABforME.com DATE
TOPIC
TIME
Jul 1
Annuities - Consumer Protection and Suitability
9AM-1PM
Jul 1
Home & Auto Exposures Your Insured Doesn’t Share
1PM-4PM
Jul 6
James K Ruble Graduate Seminar
8AM-5:15PM
Jul 7
Hour w/ Nicole: Personal Umbrella Issue & Answers
2PM-3PM
Jul 8
Agent’s E&O: Documentation, Social Media, Cyber, More
9AM-12PM
Jul 8
Is This Stuff for Real? Understanding Emerging Risks
1PM-4PM
Jul 13
Coverage Problems Your Contractors Hate
1PM-4PM
Jul 13-14 James K Ruble Graduate Seminar
8AM-5:15PM
Jul 13
The Small or Hobby Farm: Identifying and Insuring the Risk
9AM-12PM
Jul 14
William T Hold Personal Lines
8AM-4PM
Jul 15
Ethics: Essentials for the Insurance Producer
9AM-12PM
Jul 15
Adventures in Aging: Financially Surviving Retirement
1PM-4PM
Jul 20
CIC - Agency Management Institute
8AM-5PM
Jul 20
Commercial Property - Direct vs Indirect Damage
9AM-12PM
Jul 20
Contracts Agents Should Read
1PM-4PM
Jul 21
Hour w/ Corey: Valuation of Custom Cars/Tricked Out Trucks 2PM-3PM
Jul 21
CISR - Elements of Risk Management
8AM-3:45PM
Jul 22
CISR - Personal Residential
8AM-3:45PM
Jul 22
Personal Lines Clients and Their New Normal
9AM-12PM
Jul 22
Dead or Alive: The Many Functions of Life Insurance
1PM-4PM
Jul 28
CISR - Miscellaneous Personal Lines
8AM-3:45PM
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