A provider weighs in: the benefits of choosing an independent agent

In an industry as fast paced and evolving as insurance, providers always seek the best ways to serve their customers. That is why Berkley One is proud to work with independent agents, who are uniquely positioned to advise clients with sophisticated needs. It’s about helping to find solutions that work for each customer’s life and finding ways to reduce risk. The best way for us has been through building relationships with those who already have boots on the ground and compassion in their hearts. In short, we love our agents. Here, Christoph Ritterson, Senior Vice President, Marketing at Berkley One (a Berkley Company) and Joe Cheaney, AVP, Southeast Agency Experience Manager, share why independent agents are crucial allies for providers aiming to thrive in a competitive market.

When it comes to working with independent agents, forming a strong relationship is vital.

“Investing in strong relationships with independent agents is a smart move,” said Christoph.

“It can lead to growth and long-term success on both sides, especially as the client often wants us both at the table to help them. As the provider, we might know how the weather patterns may affect a client’s property, but the agent may know how the client wants to use the property in the coming years and their specific tolerance for risk. When we all work together, it’s not about being competitive. It’s about being cooperative and working toward the same goal.”

Christoph notes that this team aspect benefits clients who are accustomed to receiving direction from multiple perspectives, stating:

“Our clients tend to work in an environment of advisors. They may be experts in a field like manufacturing, technology, or law, and they know enough to know they don’t know everything. They need the right advisors and are interested in receiving the best answer. That’s where a strong independent agent and provider relationship can help.”

That best answer comes from vast industry knowledge. The independent agent brings extensive expertise to the table as they are well-versed in evaluating risks, advising clients on appropriate coverage, and ensuring that policies are well-suited to the clients’ needs. The nature of risk is changing at an all-time high rate placing a premium on the agents as advisor.”

“Simply put, independent agents are in the middle,” said Joe. “They’re between client and provider. In some ways they advocate for the client and in others, they are a mouthpiece for us as the provider.” But that middle location is oftentimes right within that client’s community. “The agent’s expertise is often local. For example, if a client has a fire in the middle of the night, their agent can be right on the scene along with the fire department. The agents can be there when the worst happens or when the best happens. They know when clients are celebrating the birth of a child or if their high schooler is going off to college. That value isn’t measurable. When independent agents are embedded in their local communities, it allows them to offer personalized service and provide a deep understanding of their customers’ needs.”

This relationship is a great means of creating higher customer satisfaction and loyalty for any policies sold. “Because agents know their clients so personally,” said Joe, “they can proactively advise about their needs.”

“A carrier’s expertise is in providing solutions, but we can’t protect what we don’t know about. Agents bridge that gap, helping smooth the experience for all involved.”

This local insight is invaluable for providers, allowing them to tailor products and services to meet the specific needs of different markets. Providers can leverage the feedback from independent agents to develop targeted marketing strategies and customize coverage options.

Applying agent feedback can better operations. “We’re always designing from the outside in,” said Christoph. “We’re aiming to make working together more efficient. So, when we build platforms that our agents are going to use, we ask their advice. We want to make something that will support how they serve clients. We’re making our core tech as consistent as possible. On our end, a spirit of listening as well as humility and adapting, builds trust.”

Trust between the provider and agent is a key ingredient in the process of helping clients. Independent agents represent multiple insurance providers, which allows them to cater to a diverse clientele with varying needs and preferences. By partnering with independent agents, providers can extend their reach into new and varied market segments, and being independent allows the agents to be flexible in their solutions to clients. “One of the values of an independent agent is that they represent many companies,” said Joe, “and can counsel a customer on the best solution offered by those companies.”

“The clients by their nature want expertise and choice,” added Christoph.

“No two clients are the same,” said Joe. “Even with the commonalities in lifestyle and asset, they’re all unique, and specialized counseling is very powerful to them.”

When it comes to the future, Christoph knows that agents aim to stay ahead of the curve. “The complexity of our world constantly shifts the industry, but independent agents are entrepreneurs at heart, and they know the role of relationships in business. Ours is a people business. For everything to work, people have to work together. That togetherness helps solves a client’s problem so they can move forward. When it comes to the relationship between providers, agents, and clients, it can be a long game and we need each other. That’s why we’re here.”

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Berkley One is a Berkley Company and a provider of customizable insurance solutions for modern families. We can help you protect the things you love. Learn more about our insurance offerings—including solutions for homes, condos, rentals, autos including collector vehicles, liability, fine art, jewelry, collectibles, recreational marine and more here.