To say the independent agent–one of the lynchpins of the insurance industry–is operating in challenging and sometimes unforgiving times would be an understatement.
Market volatility has remained a defining force for independent agents in 2025, carrying over from the instability seen in 2024.
Ongoing economic pressures, including inflation and tariffs/taxes, continue to disrupt the insurance landscape. Combined with rapid technological advancement, a shifting regulatory and compliance environment, and evolving customer expectations, these conditions have intensified the challenges that independent agents and the industry at large are facing.
Insurance carriers are also dealing with a rise in both the frequency and intensity of natural disasters, with greater losses putting additional pressure on the ability of independent agents to write business.
This surge in environmental risks has sparked countless conversations about climate change and its implications for insurance, particularly concerning the accessibility and cost of coverage in areas vulnerable to severe weather.
Throw in the increased competition from insurtechs and the growth of cyber threats as client and customer data become increasingly vulnerable, and it’s clear that independent agents have their work cut out for them.
Still, agents have considerable influence and remain key players in this dynamic industry, as evidenced by their growing numbers.
Staying Ahead of the Game Through Metrics
Successful independent agents are nimble and adaptive. The following strategies and tactics will enable agents to stay on top of their game for the balance of 2025 and beyond.
Changing Needs. Review client policies regularly to identify the continuously changing needs of customers. This requires remaining aware of demographic changes, shifts in consumer behavior, and new trends. As younger generations like millennials and Gen Z become the primary consumers of insurance, it’s important to understand that they place a high value on personalized, flexible coverage and digital-centric interactions.
New Products. Expand service offerings by actively engaging with clients to address existing challenges, as well as anticipating future issues. Explore the possibility of providing new product offerings, like commercial insurance, and motivating customers to streamline their insurance. Consider further adding niche products like cyber liability and pet insurance to cater to these emerging markets. Collaborating with financial advisors to provide planning services can also enhance an agent’s appeal to clients.
Retention Efforts. Enhance client retention through the implementation of loyalty programs, regular policy assessments, and the collection of client feedback. Agents can forge stronger community ties by participating in local events, forming partnerships with local businesses such as car dealerships or real estate agencies, and sponsoring activities to boost their visibility.
Go Digital. Create a multichannel engagement approach that utilizes various digital platforms including email, social media, and client portals, in addition to traditional communication methods such as phone calls and direct mail. This will help agents connect with clients on their preferred channels.
Importantly, independent agents should regularly analyze performance metrics and gather client feedback to optimize an approach and ensure the strategy delivers personalized, cohesive, and effective engagement that will foster trust and strengthen relationships.
With respect to metrics, to effectively measure performance and growth, independent agents can focus on several areas, including premium growth rate, retention rate, new business acquisition, and commission income.
Other metrics can also help independent agents identify their successes and areas for improvement. Some of these include gathering customer feedback to assess client satisfaction and service quality and determining the average premium per policy to gauge market positioning.
Independent agents can also utilize loss ratios to understand potential for increasing revenue, track the percentage of new clients acquired through referrals to measure loyalty, and evaluate the percentage of leads converted into actual sales to improve sales strategies.
Read the full article, written by James Keane, SIAA’s Vice President of National Sales, published October 6, 2025, in Insurance Journal Magazine.