It could be argued that no profession in insurance is under the microscope more than that of an independent insurance agent. New startups seem to be breaking into the industry at a more rapid pace than ever and some of them make it abundantly clear that they are coming after agents.

However, studies continue to show that while consumers believe agents provide a sense of needed expertise in the complex insurance environment, it is imperative for agents to utilize pervasive tools such as the internet and technology to better communicate with their clients. This hope could be one of the reasons online insurance buying outside of personal lines has yet to flourish despite the high hopes.

Carriers are already becoming more reliant on insights derived from data and continue to invest in technology for their customer communication management systems. By extension, they should view it as their responsibility to provide the tools necessary to make independent agents both experts and efficient communicators in this digital age. Instead of making moves to direct distribution, carriers should be facilitating scenarios where they can empower agents to bring in new business in a more engaging and efficient manner.

Fragmented agent/carrier relationship

The disjointed customer experience that continues to face the industry is a reflection of many components in the insurance business workflow — with a major one being the fragmented communication between agents and carriers during onboarding. During this process, one significant question comes to mind: Does the carrier have the infrastructure in place to turn around an agent's lead quickly?