Most independent insurance agency owners will agree that the adoption of digital technologies is key to their growth (and survival) as the industry continues to modernize, and consumer expectations demand it. Making the investment in a collection of software and systems is important, but minus a strategy, it may not be enough for the long game. As you build your agency’s tech stack, keep the following in mind to help meet your needs now and over time.
- Can (do) your technologies talk to each other? Purchasing multiple software programs to make you more efficient can be a problem if it just adds multiple points of entry. Make integration capabilities a key piece of your decisioning on current and future technology investments.
- How much functionality do you place in each system? If the core component of your stack is your agency management system, you may be able to purchase a marketing automation add-on from your AMS vendor for an additional cost. Or, you may opt for an out-of-industry product that is tied to your CRM and website. There is no single right answer to tech decisions like these, but it is important to consider in- vs. out-of-industry products and how much of your total stack you want to entrust with each vendor partner.
- Do you have the right resources? Most agencies don’t have a tech superhero on staff. Consider sourcing a trusted and reliable technology partner to help formulate your digital strategy and make purchasing decisions. Mistakes and missteps can be costly and difficult to unravel from your stack. A solid tech partner may also help with upgrades, integrations, security, and troubleshooting.
- How will you evaluate your tech stack? Think of your tech stack as your tech solution. Determine how you intend to measure performance against challenges your components are intended to solve, or what gains you wish to make on sales, service, or efficiencies.
Remember, as you add tech to your toolbox, you will generate data – lots of it! The ability to convert that data into action will be a key differentiator for the high-performing, data-driven agency of the future.