What high-performing advisors are doing differently in 2025

There was a time when mastering your product, being organized and keeping appointments was all it took to win as an advisor. But in 2025, that’s just the baseline. Today’s top performers aren’t working harder — they’re working smarter, faster and with a level of foresight that feels almost predictive.

Step into a conversation with one of these high-performing advisors and you’ll notice something different right away: They talk less about policies and more about experiences, risks and relationships. They’re not simply selling insurance — they’re building trust ecosystems, engineering customer journeys and rethinking what it means to truly add value.

Let’s explore what today’s most forward-thinking insurance advisors are doing differently and how your firm can follow suit.

Technology as a strategic advantage

In 2025, top insurance advisors aren’t simply using artificial intelligence; they’re leaning on it for a competitive edge. From smarter underwriting to 24/7 virtual assistants, AI is doing the heavy lifting so advisors can focus on what matters most: building relationships. 

While best-in-class insurers embrace this shift, with Capgemini research showing 78% of insurers offer self-service AI portals, only 13% of mainstream carriers have caught up. That gap? It’s where today’s high performers thrive — anticipating needs, responding in real time and turning AI into real connection.

Building a strong online presence 

Many insurance prospects begin their journey online, often long before speaking to a sales representative or agent. LIMRA data reveals that 32% of customers prefer buying insurance policies online. 

In a digital-first world, perception is everything. That’s where a robust online presence and a well-oiled marketing strategy come in. And this isn’t only about having a website. It’s about building trust, educating audiences and creating a magnetic presence that pulls people in. Content is another great way to establish a robust online presence.

“By writing and publishing quality content on your website, you are providing answers to people in the buying process. They will be more likely to call or complete a quote request on the website,” said Becky Schroeder, chief marketing officer at Insurance Technologies Corp. 

Online content should empower the audience, not just inform. Focus on pain-point content, thought leadership, storytelling and interactive tools such as premium calculators, comparison charts and return-on-investment models.

Proactive risk management and compliance

If the last few years have taught the insurance world anything, it’s this — risk is no longer static. It’s messy and morphing and manifests from directions no one saw coming.

Today’s forward-thinking insurance advisors don’t just react — they anticipate. Here’s how.

Focus on cyber and climate risks

According to the 2024 Munich Re RiskScan survey, cyberattacks and climate change are now the top global concerns for insurers and their clients. 

For advisors, this means a seismic shift. Advisors are stepping into the role of risk translators — demystifying cyberthreats, breaking down climate exposures and building resilience roadmaps tailored to each client. Some are even bundling cyber-hygiene services and climate audits into their offerings. Because protection today isn’t only about policy — it’s about foresight.

Regulatory agility

Regulatory landscapes are changing faster than ever as environmental, social and governance mandates; AI usage rules; and digital privacy updates converge.

Top advisors are building real-time compliance pipelines. Think of dashboards that flag exposures, AI tools that auto-update terms and audit trails that write themselves.

AI ethics

With AI tools doing everything from risk scoring to client communication, advisors now ask the tough questions: Is the algorithm fair? Could this decision be biased?

Innovative firms are setting internal AI ethics playbooks. They’re conducting regular bias audits, documenting model decisions and making transparency non-negotiable.

Talent is a strategic advantage

In 2025, people strategy is business strategy.

The best insurance advisors aren’t just selling smarter; they’re building sharper teams. Insurance firms are feeling the heat, with fintech and big tech poaching top performers. And they’re responding by turning talent into a competitive weapon.

“So we bring people in, and then, after a year or two or three years, they’re very disillusioned, and they go elsewhere. People decide there are other things they can do that make similar money, where they’re not being kicked in the face while trying to help people,” said Bryan Falchuk, CEO of the Property & Liability Resource Bureau. That means relying solely on financial incentives doesn’t work. Employees want purpose, growth and alignment with company values.

Modern firms aren’t waiting for attrition; they offer:

» Remote/hybrid flexibility without culture erosion

» Continuous learning — from AI tools to customer empathy

» Clear, purpose-driven career ladders

The best insurance advisors in 2025 aren’t playing the game — they’re reinventing it. As the industry shifts from transactional to transformational, top performers are stepping up as architects of resilience. They’re not just asking, “How can I sell more?” They’re asking, “How do I stay indispensable?”

Advisors are expanding beyond traditional roles, partnering with wealth managers, fintech and climate analysts to offer more than protection.

“Spend at least 30% to 40% of your time out there interacting, networking and forming communities, groups and clubs,” said Maxine Goddard, advisory board member at Insurance DataLab. “This industry is all about building connections.”

Many advisors are embracing M&A and platform ecosystems to scale faster and smarter. They also own their narratives. From LinkedIn posts to investor decks, leading advisors are painting a bold picture of the future — one where they help clients navigate volatility, not just insure against it.

Faheem Shakeel is vice president-insurance practice at Damco Solutions, Princeton, N.J. Contact him at [email protected].