Independent agency owners know there’s no shortage of ways to spend money in the name of growth. But when resources are limited, and they often are, deciding where to invest can make the difference between spinning wheels and moving forward.
Two of the most common growth levers agencies consider are adding people and upgrading technology. Both can improve efficiency, client experience, and capacity. What matters most is understanding what your agency needs now, and what will scale with you down the road.
Where You Are (and Where You’re Going)
Before deciding whether to hire or adopt new tools, take a hard look at your agency’s current pain points.
- Are service requests piling up?
- Are you or your staff bogged down in tasks that don’t generate revenue?
- Are you missing out on sales opportunities due to lack of time, follow-up, or insight?
These kinds of bottlenecks signal different solutions. For example, if you’re losing ground on service, another CSR, or even a virtual assistant, could ease the pressure. But if inefficiencies stem from manual processes or fragmented systems, technology may be the better investment.
Also consider your long-term goals. Is your agency looking to grow by 20% this year? Break into a new line of business? Bring in a producer? Each of those directions may shape how and where you invest.
When Hiring Makes Sense
To keep pace with shifting demands, many agencies are exploring different ways to expand their teams. They’re blending in-house roles with external support where it makes sense.
Some are leveraging virtual assistants for administrative support or freelance marketers for short-term projects. Others are bringing on licensed producers or CSRs to increase capacity and drive revenue.
People bring flexibility, personal connection, and, depending on the role, long-term value to the agency. A new team member can take work off your plate, improve the client experience, or help you pursue growth opportunities that would otherwise be left on the table.
Of course, adding staff also comes with commitments. There are ongoing costs such as salary, benefits, training, and management responsibilities. Not every hire will scale with your growth. Before expanding your team, make sure the role directly supports your agency’s strategy and that there is enough consistent work to justify the addition.
When Technology Is the Better Bet
Alongside staffing strategies, forward-thinking agencies are also investing in technology to streamline operations and scale more effectively.
The right platform can automate tasks, centralize client data, and improve communication. It creates leverage—freeing up your team to focus on more valuable work.
Examples of high-impact tech investments include:
- Upgrading or optimizing your AMS to streamline quoting, servicing, and documentation
- Marketing automation platforms that manage client communications, lead nurturing, and outreach
- VoIP systems or auto-dialers to improve outbound efficiency and tracking
- Business intelligence dashboards to monitor performance and identify trends
- E-signature tools to reduce friction in the sales and service process
The best technology investments reduce manual work, improve accuracy, and help your team focus on higher-value tasks. But technology only works if it’s adopted. Even the best tools can fall flat without proper training, integration, and buy-in.
Avoiding the Either/Or Trap
It’s easy to frame this as a binary decision, but the most successful agencies often combine people and tech. For example:
- Use automation to handle service requests, and hire a client-facing CSR to build relationships
- Invest in lead nurturing tools, and bring in a producer to close more deals
- Implement reporting software, and assign a staff member to monitor performance and trends
The goal is to free up human capacity for work only humans can do, advising clients, solving problems, and building trust.
Whether you’re hiring or upgrading tools, the same advice applies. Start with a focused goal. Look for one high-impact area of your operation that could improve with either support or streamlining. Test solutions, track outcomes, and course correct as needed. Growth doesn’t require a full-scale overhaul. Often, small investments, strategically made, create momentum for what comes next.