5 ways insurance agents can build loyalty with clients

Warren Buffet said, “It takes 20 years to build a reputation and 5 minutes to ruin it. If you think about that, you’ll do things differently.” I think we all, whether personal or professional, have experienced investing so much time and effort into a relationship to have something happen, and it feels like all that effort is lost.  

As an independent agent, relationships are at the core of your business. And for your clients, the relationship they have with you, their agent, is the most significant factor influencing satisfaction. In fact, a recent ClientCircle report noted that 62.25% of promoters emphasized the importance of the relationship while 38.7% of detractors mentioned it. What does that mean? The relationship you build with your prospects and clients will have a direct impact on how long they work with you. 

So, how do you set yourself and your agency up for success when it comes to building strong and lasting relationships with your clients and future clients? I sat down with Torey from ClientCircle and we discussed the top five ways agencies can build trust and loyalty today. 

1. Consistent communication

Trust isn’t built on what you promise; it’s built on what you consistently deliver. Whether it’s issuing a certificate, returning a phone call, or following up on a claim, your reliability defines your reputation. And in today’s fast-paced world, manual processes make it too easy to drop the ball.  With automated workflows and real-time notifications powered by tools like Vertafore Client Communication and InsurLink, agencies can follow through at scale. Reliability isn’t just value; it’s a competitive edge.

Don’t be afraid to talk to your clients cause you’re afraid they will cancel. The data shows the more you communicate, the stickier they are, and the longer they stay with you. Don’t just communicate when they expect it or around transaction time. Communicate during positive times that are unrelated to transactions.

2. Empathy and understanding

Listen to what they have to say. Most people have something on their mind and just need someone to listen to them. Let them call and vent to you. It helps build the relationship while taking away the transaction. Being able to just listen is an extremely powerful ability that people don’t always think about. 

This tells me that by freeing up your time from doing mundane tasks you can now focus that time on building relationships with your clients. You can have the time to slow down and listen to your clients' needs and desires.  

3. Transparency and honesty

Authenticity wins loyalty. Clients want clear answers, not insurance jargon. And they need to understand why their policy changed, how their premium was calculated, and what options they have to reduce risk. Manual service processes not only slow things down but also increase the chance of human error. That human error often leads to distrust. 
If you can offer your clients a tool that gives them 24/7 access to their insurance information, claims history, billing information among other things, they will see transparency and honesty cementing a level of trust and loyalty with your agency.  End-Insureds that use InsurLink to access their information have a higher retention rate, and the agency sees a significant reduction in customer inquiries and complaints. 

4. Delivering on your promise

Trust isn’t built on what you promise—it’s built on what you consistently deliver. Whether it’s issuing a certificate, returning a phone call, or following up on a claim, your reliability defines your reputation. And in today’s marketplace, manual processes make it too easy to drop the ball.

If you say you are going to do something, do it. Your clients will see you as reliable and it will ultimately lead to customer loyalty. Make it easier on yourself by enabling your clients to have access to the information they may need at any point in time. With automated workflows and real-time notifications powered by tools like Vertafore Client Communication and InsurLink, agencies can follow through at scale.

5. Provide value and expertise   

The agents who win are the ones who educate. Insurance is complex—and clients want someone who will proactively help them understand, prepare, and protect. You want to be seen as your client’s trusted advisor. You want them to come to you to ask questions or inquire about what is going on in the market. This way you always have a pulse on your clients, their risks, and your clients are confident in your ability to help them in the times they need.

Clients don’t just want an insurance policy; they want a trusted advisor. Position yourself as a partner, not just a policy-pusher. Educate clients proactively, help them understand coverage nuances, and be available with answers to questions before they even ask. This is where content, timely communication, and thoughtful service matter. Use email tools, blog content, or client portals to proactively share valuable insights and updates, whether it’s storm preparedness tips or updates on industry trends. This positions your agency as the go-to source, which builds long-term loyalty. Look for reasons to get in front of your clients.