How insurers can leverage agent insights to navigate disruption

The California wildfires — just the latest in a string of climate-driven disasters — have once again underscored the rising tide of insurance claims and the industry’s struggle to keep pace. And, even as nature is becoming more unpredictable and destructive, the insurance industry is being reshaped by another powerful force: technology. Insurtech innovations—powered by artificial intelligence, automation and real-time data — are streamlining risk assessment, claims processing and customer engagement.

Beyond all this, insurers face other pressing issues: customer trust is eroding, and loyalty disappearing. Many consumers view insurers with skepticism, creating even greater challenges for building lasting relationships.

In a recent study by J.D. Power, 51% of policyholders said they have little trust in their insurer, and only 15% report having a high level of trust. At the same time, 20% of policyholders have already reduced or plan to reduce coverage due to cost concerns, and rising premiums are accelerating the search for better rates. In an industry historically built on long-term relationships, this shift is forcing insurers to rethink how they engage — not just to retain business, but to rebuild confidence in the value they provide.

Listening to the frontline

In such a fast-moving context, optimizing the critical role of agents and brokers, who often serve as the primary liaison between insurers and customers is imperative. Certainly, amid the challenges, lies a powerful opportunity.

Insurance companies can strengthen trust and improve outcomes by tapping into these valuable allies. Because of their position in the “supply chain,” frontline professionals represent a critical source of insight. With first-hand knowledge of client needs and market dynamics, they can gather regular feedback to inform product development, enhance marketing strategies, identify growth opportunities, and build stronger relationships.

Advances in research methods

While it’s critical to get ongoing insights from agents and brokers, there are some well-publicized challenges surrounding conventional methods of research – from high costs and infrequent engagement leading to outdated insights all the way to participant fatigue from lengthy questionnaires. Some approaches are too slow or inflexible to keep pace with today’s fast-changing environment, while others fall short of fostering the kind of open, candid conversations needed to understand customer experiences. In a competitive field, relying on outdated methods can leave you disconnected.

It’s important to turn to tools and techniques that are in step with an evolving marketplace. After all, insights gathering today must reflect the way we communicate. Implementing conversational, text-based techniques and mobile-friendly insight communities, for instance, can lead to more natural, deeper engagement. Putting continuous, real-time feedback mechanisms in place, while a focus on actionable insights is key to ensuring such programs add value.

By regularly gathering feedback, insurers can design products and offerings that meet client needs; enhance marketing and messaging; navigate the complexities of the modern buying journey and uncover opportunities for growth; and foster trust and stronger partnerships.

Tapping into an insights goldmine

Most insurance companies engage with agents and brokers only a few times a year—often relying on annual surveys or ad hoc focus groups. This infrequent cadence leaves companies struggling to keep pace with the day-to-day realities and stay connected to this group’s challenges, insights, and opportunities.

Building a sustainable, scalable approach for continuous engagement—through the likes of an insight community using more modern approaches—can drive significant cost efficiencies while maintaining a steady pulse on agent and broker perspectives. New advances in modern research techniques allow insurers to:

• Engage agents more regularly in an informal, low-friction way.
• Drive fast, iterative learning to refine strategies in real-time.
• Strengthen relationships by fostering ongoing dialogue.

In contrast, overly complex, burdensome surveys are off-putting and can compromise data quality.

Moreover, agents and brokers must not be viewed simply as transactional data sources but as valued partners. They are key to building customer relationships. Without their perspectives, customer disengagement and attrition can occur. Conversely, companies that invest in consistent feedback loops can turn these front-line workers into advocates and drive engagement, retention and loyalty.

Showing that their input drives change and feeds into business strategy — while sharing tips and tricks that can help them be more successful — can foster a real sense of partnership.

Boosting trust through candid conversations

So why not get real-time, on-site feedback using an in-the-field, mobile or conversational approach? Immersive, AI-powered research techniques can help organizations move beyond surface-level data, while conversational research can capture in-the-moment feedback that reveals emotional depth and uncovers the human stories behind decisions and behaviors.

By better understanding agent and customer perspectives, insurers can refine offerings, optimize the customer journey and uncover opportunities for improvement. Developing continuous feedback loops can ensure companies stay connected to evolving needs and remain agile in a shifting marketplace.

Across financial services, capturing authentic, real-time insights has never been more critical. Insurers who prioritize meaningful engagement with frontline workers will not only navigate current disruptions but also position themselves for sustainable success.

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Leigh Admirand is executive vice president and founding partner at Reach3 Insights. Contact her at [email protected].