New report from Vertafore reveals what consumers expect from their independent agents
Independent agents remain a primary source of expertise and guidance for many insurance policyholders as they search for the right coverage. According to Vertafore’s new report, Policyholder Expectations for Independent Agents, nearly 90% of consumers want agent involvement when managing their policy, either exclusively or paired with digital tools.
The report was based on a survey of more than 600 insurance policyholders to better understand their experiences and expectations when working with independent agents. Findings suggest that to stay ahead of evolving policyholder expectations, agents should balance personal connection and digital convenience.
Human guidance remains critical, with added support from digital tools
While online quoting and self-service tools grow in popularity, policyholders are still choosing human agents to guide their insurance experience. According to the survey, 85% of respondents prefer an agent-assisted search when shopping for coverage.
Digital tools are valued when they support the agent-policyholder relationship. Online or mobile access to account details, live messaging with a real person, and digital claims filing and tracking ranked as the most important technology capabilities among respondents. These tools all complement the agent’s role, instead of replacing it.
Client expectations are accelerating, and they expect proactive communication
Speed of service continues to shape the client experience. Slow responses from agents were cited as a key frustration for many policyholders, with only 21% of respondents receiving proactive outreach from their agent. Eighty-three percent of policyholders expect their agent to respond to them within one business day, and over a third expect a reply within an hour or less.
As premiums fluctuate and market conditions evolve, policyholders expressed interest in receiving timely updates and trusted guidance. Clients trust their agents for their expertise but want more regular outreach beyond policy renewals and transactions.
Strengthen visibility where prospective clients are looking
Referrals remain the primary source of new business for independent agents. Fifty-eight percent of respondents were referred by friends or family, but local office visits also remained influential.
Digital visibility is also becoming increasingly important. Nearly twenty percent of respondents found their agent online through search engines, comparison sites, or social media pages. This signals a distinct shift in younger generations, who are utilizing digital features to find an agent. Of those surveyed who were under 25 years old, half of them used online comparison tools to find their policy. In all other age groups, this number was less than 10%.
Cost remains crucial, but trust is a differentiator
While 65% of policyholders reported they would switch agents for more competitive policy options, service quality and personalized support also play significant roles in retention. Responsiveness, tailored advice, and genuine relationship-building are all opportunities for differentiation.
AI introduces a new expectation around transparency
More agents are embracing tools that utilize artificial intelligence, but consumers are expressing mixed comfort levels around that usage. There is a strong demand for clarity around how AI is used. Eighty-five percent of policyholders say it is important to know when AI is used. Agents who proactively communicate the value and use cases of AI can provide peace of mind for clients who may wonder how it will impact their time or savings.
Overall, findings from the survey suggest policyholders value personal relationships and the expertise of their agent above all else. Agents are essential, but consumer expectations are being redefined by speed, clarity, and digitally supported experiences.
For a deeper look into how policyholder expectations are evolving, and what that means for independent agents, read the full report from Vertafore now.
