For many independent agencies, technology has become both a lifeline and a source of frustration. New tools are constantly being introduced, from marketing automation to comparative raters to client self-service portals. It’s tempting to add the latest solution, especially when it promises to save time or create efficiency. But without a careful look at what’s already in place, agencies risk stacking up tools that overlap, go unused, or fail to deliver real value.
Before investing in anything new, it’s worth asking: are we getting the most from what we already have?
The Signs of Underuse
In many agencies, software underuse is more common than software failure. The tool itself may work as intended, but staff only use a fraction of its features. Reports sit untouched, integrations aren’t turned on, or workflows get bypassed in favor of old habits. Some common warning signs include:
- Low adoption. If only one or two staff members are using a tool while others continue with manual processes, that’s a red flag.
- When employees resort to spreadsheets or duplicate data entry, the technology isn’t integrated effectively.
- Minimal training. If training only happened during onboarding, or not at all, users may never have learned how to take advantage of the system’s capabilities.
- Unclear results. If no one can say how much time or revenue the tool has saved, it’s hard to justify the investment.
Measuring the Value
Evaluating ROI doesn’t need to be complex. Agencies can start with three straightforward questions:
- Does it save time? Look for measurable reductions in manual work, data entry, or turnaround time.
- Does it generate revenue? Tools that help identify cross-sell opportunities, improve retention, or speed up quoting should have a direct connection to growth.
- Is it being used? High adoption across staff is often the strongest indicator that a tool is worth keeping.
It may also help to quantify the cost of inefficiency. For example, if producers or account managers spend hours chasing information that could be automated, the lost productivity adds up quickly.
Training and Engagement
One of the most overlooked factors in tech ROI is staff engagement. A tool is only as effective as the people using it. Agencies often assume that once software is installed, value will follow automatically. In reality, adoption requires ongoing attention.
- Provide refresher training. Even a 30-minute session can uncover features staff didn’t know existed.
- Create internal champions. Designate a “power user” who can answer questions and share best practices with the rest of the team.
- Encourage feedback. Sometimes resistance comes from legitimate workflow concerns. Listening to staff can help refine processes and boost buy-in.
Integration Over Addition
Another way to improve ROI is to focus on integration rather than adding more tools. Two systems that talk to each other may deliver far more value than adding a third that stands alone. Agencies should regularly review whether their management system, CRM, quoting platforms, and marketing tools are connected, or if staff are stuck moving data manually between them.
When integration isn’t possible, it may be time to reassess. Technology that operates in isolation often creates more work than it saves.
Building an ROI Habit
The most successful agencies make ROI evaluation a regular practice, not a one-time exercise. Setting aside time once or twice a year to review technology can keep costs under control and ensure tools are aligned with business goals.
A simple framework for reviewing technology might start with an inventory of all the tools currently in use, followed by a look at costs compared with the benefits each one provides. It’s also helpful to gather staff feedback and track adoption rates to see whether the tools are being used as intended. From there, agencies can make clear decisions on which tools to keep, which to expand, and which to retire. Documenting this process helps avoid “shiny object syndrome” and keeps the focus on what delivers real results.
Less Can Be More
Technology has the potential to be transformative, but only when it’s implemented with intention. Piling on new tools without a plan can leave agencies overwhelmed and staff disengaged. By pausing to ask whether existing systems are truly being maximized, agency owners can often find hidden value without spending another dollar.
In many cases, less really is more. The tools you already have may be capable of doing far more than you realize, if you give them the attention, training, and integration they deserve.
