Insurance Lesson #1: Risk is NOT a commodity. Each account has its own nuances, and fitting individual policies with the right carrier goes beyond price alone.
But if price isn’t everything, what is?
Our DCC Index shows a clear correlation: Carriers that are easier to do business with tend to grow faster. It’s what our founder discovered years ago. “If you make it easy for agents to write business with you, they will.” Simplicity is a growth engine.
Of course, there are a few large carriers that buck the trend with low ease-of-business metrics and explosive growth. Why? Thinking of one in particular, they quote nearly everything, fast. Their technology is smooth, their data is sharp, and they’ve become indispensable as an alternative when agents can’t write with their preferred carriers—even if agents dread the post-sale experience. It’s a great reminder to smaller carriers that underwriting accessibility and predictability play a vital role in agency relationships.
Accessibility and Predictability Beat Price
Despite the success of a few dominant P&C carriers, most agents prefer to find long-term fits for themselves and their clients. Data from agents offers this guidance to the vast majority of property and casualty carriers.
- Rating systems offer speed but often lack nuance. They shine with clean risks but limit flexibility.
- Price matters, but only up to a point. Agents expect competitive pricing from reputable carriers, even if it’s not the lowest.
- Appetite clarity and consistency matter. When carriers clearly communicate what they want, and deliver quickly, agents reward that transparency with loyalty.
- Claims experience is everything. The promise of insurance hinges on being taken care of when it matters most. If claims go sideways—if the process is slow, unfair, or opaque—it doesn’t just damage the carrier’s reputation. It hurts the agent. A smooth, fair claims process is more than a service, it’s a retention strategy.
Key Takeaway
At the end of the day, good growth comes from alignment between carriers and agents. The most effective way to understand where and how to refine that alignment vis-à-vis your competitors is with time-tested benchmark analytics.
Make it easy for your agents to write business and service accounts, and you will be rewarded.