In a recent article I unpacked the concept of value disciplines—Customer Intimacy, Operational Excellence, and Product Leadership—and how choosing one as a guiding principle can bring much-needed focus and alignment to P&C carriers.
One area where this framework comes into sharper view: Technology.
Right now, nearly every carrier we talk to is deep in the weeds of a major tech initiative. Whether it’s new quoting platforms, revamped policy systems, or upgraded CRM tools, it feels like technology is the universal priority.
But here’s the twist: agent sentiment tells a different story.
Our research shows that year over year, agents are placing less importance on carrier technology. Not because tech doesn’t matter—it does—but because much of what’s being rolled out doesn’t directly serve their needs or make their jobs easier. This matters because a carrier’s ease of business correlates to organic growth.
Here are a few reasons why agents now rank the importance of technology at #8 out of 11 ease of business factors:
- Carriers are chasing bells and whistles, not simplification.
- Aside from a few standouts with exceptional quoting software, most systems offer similar functionality. The perceived advantage is shrinking.
- For agents, efficient claims handling and access to flexible, responsive underwriters far outweigh flashy tech platforms.
From a value discipline lens, this shift makes sense. A large swath of carriers are investing in quoting technology to improve operational efficiency, especially in personal lines and small business. The goal? Lower the cost of acquisition, streamline workflows, and apply guardrails for consistency. In this segment, margins are tight and pricing often wins over high-touch service.
But not every carrier is built for operational excellence. Organizations that have long leaned into customer intimacy, offering tailored service and relationship-driven underwriting, often struggle when they attempt to pivot. The cost of operational transformation can be significant, and the payoff isn’t guaranteed unless you’re one of the few leaders truly dominating on price and automation.
Carriers that strike the right balance—intuitive tech where it helps, great people where it matters—will win more than just efficiency. They’ll win loyalty.
I think technology should serve the user, not the roadmap. That means:
- Fast, intuitive quoting for simple risks
- Clear appetite signals to reduce guesswork
- Exceptional human support for everything else
Carriers that strike the right balance—intuitive tech where it helps, great people where it matters—will win more than just efficiency. They’ll win loyalty.
Key Takeaway
If independent agents write the majority of your property and casualty policies, look to them to help you prioritize your technology initiatives. DCC’s benchmark analytics gives carriers an unbiased look at where they stand against their top competitors, streamlining their ability to pinpoint areas where technology can give them the greatest competitive advantage.