5 things insurance agents can do to hedge against digital disruption

Many times a day we hear about how the future of insurance is entirely a digital world. Virtual reality, big data, artificial intelligence, chatbots, augmented reality or 25 other tech developments will be gaining momentum, maturity and traction in all industries, especially insurance.

If this doesn’t make you just a little concerned, you’re either living under a rock or you are the founder of one of these start-ups.

Hedge against continued digital transformation

The question is certainly not if, but when, how fast and how disruptive? At G&N Insurance, we recognize our limitations but we also recognize our greatest strengths and available opportunities. We aren’t coders or software programmers, but we are industry experts, experienced insiders, and agile local professionals.

There are five things that we have done and we recommend you do to hedge against the continued digital transformation:

1. Increased awareness – We will never be a clueless victim. We follow all carriers, venture capitalists, digital startups, digital publications, fortune 100 companies, and emerging trends in and out of our industry. We want to be very aware of any and all technology that could either help us or hurt us and leverage or pivot accordingly. It has never been easier to stay in touch with all trends, products, and services nowadays so take advantage of the tools available and remain aware.
2. Self education – Between Google, YouTube, Facebook Groups, online programs, digital webinars and online influencers there is no excuse for not knowing how to do something. If you want to learn how to use Instagram effectively, google it. If you want to learn how to use editing software to publish professional videos on a budget, YouTube it. If you want to know best practices for Facebook Target marketing, leverage the blueprint available. If you’re waiting to have someone reach out to you and tell you what you need to do and why, it will be too late. Many technological advancements will certainly be aimed at replacing the insurance agent, but just as many are geared towards supporting the insurance agent. If we can do business faster, easier, and at a lesser cost, we can continue to grow and remain profitable and relevant. Self-educate yourself about these tools to set the bar in your area, don’t let it hit you in the forehead next year.
3. Mindset shift – This one is super important because it’s the precursor to everything. Denial or avoidance may have worked 10 or 20 years ago, but it won’t work for much longer. Computing power is literally DOUBLING every year and a Playstation 3 now has more power than a $50,000,000 computer NASA owned to launch rockets 40 years ago. The window is not big so we must outpace the rate of change and that starts between our ears. Don’t deny that change will occur, don’t even accept that change is happening, embrace it and decide to either exit if you aren’t willing to roll your sleeves up and go all in, or invest in yourself and your business to remain relevant five years from now.
4. Power of relationships – Computers will never have the ability, or at least let’s hope not, to be compassionate, passionate or empathetic. They won’t be able to relate or connect or invest in personal relationships like humans naturally can. Now, more than ever, it’s vital to be building and strengthening key relationships, whether it’s with niche carriers, strategic agencies, tech founders, referral partners, and especially your employees and clients. If you aren’t questioning the set it and forget it service model and seriously considering a full revamp in order to connect on a deeper more meaningful way, please start. Your team, partners, and clients need you to.
5. Branding – We won’t be able to compete with GEICO, but we feel in many ways that they can’t compete with us. Our investment in our brand is immense, and we feel it’s the most important thing we do moving forward. Our strengths are our industry knowledge, our personal touch, our likeability, and our niche reputation. No tech company or digital start up can compete with any of those strengths if we do a good enough job positioning and strengthening our brand. We use all social channels, video daily, have a full time videographer, social media specialist, and a growing media department, all responsible for strengthening our brand in the eyes of those who matter, our partners and clients. We recommend you do the same, it may be your best defense against a digital disruptor.

Note: I just posted a video on LinkedIn about this particular topic.  If you’d like to watch the video, visit Matt Naimoli on LinkedIn.

Matt Naimoli (matt@insurewithgn.com) is a co-founder of Southborough, Massachusetts-based G&N Insurance.