According to a new survey from Aon Programs, an Aon Affinity enterprise that helps agents and brokers develop tailor-made insurance coverage portfolios, the vast majority of insurance coverage agents have a positive outlook for 2022.
Around 70% of the taking part agents count on their enterprise progress to be on observe within the new yr, whereas practically 20% count on that progress to be “off the charts”.
Chad Levine, government vp and chief technique officer of Aon Affinity stated: “Since the beginning of the pandemic, we’ve seen so many agents solid a essential eye on all aspects of their companies to assist their purchasers make higher selections amid fast change.
“You can see that development proceed in our survey outcomes as agents fine-tune their enterprise fashions for progress in 2022.”
The survey requested over 500 insurance coverage agents and brokers on a vary of subjects, together with their 2022 enterprise outlook, product choices, advertising technique, and workers recruiting and retention.
It discovered that product growth can be a main technique for company progress, with nearly 35% of agents noting they’ll adapt to altering buyer wants by including to their product choices within the new yr.
The prime three specialty strains agents plan so as to add in 2022 consists of disaster (industrial and private/personal protection), healthcare (past allied well being), and nonprofits.
Thirty-six p.c of agents are utilizing new channels to attach with potential workers; practically 29% have enhanced their compensation and advantages packages; and about 18% have expanded their expertise search past their quick geographic area.
They’re additionally rethinking their standards for new hires as professionals proceed to embrace the digital office and make profession adjustments. Respondents are extra open to hiring candidates who’re distant, unable to work conventional enterprise hours, don’t have an insurance coverage background, and don’t have the required years of expertise, however appear extremely trainable.
The pandemic has formed and reshaped agent advertising methods, displaying that forty p.c of agents predict social media to present them the most important advertising increase in 2022, with electronic mail advertising in second place at 22%.
In a doable nod to Zoom fatigue, webinars/digital occasions, fell to 3rd place this yr at 20%. Conversely, curiosity in junk mail is up 5% yr over yr, rising from 8% in 2020 to 13% 2021, which is a doable shift to face out in a digital world.
Video advertising tops the checklist of latest advertising instruments agents wish to discover in 2022, garnering 42% of responses. Search engine advertising (24%), influencer advertising (21%) and audio advertising (14%) spherical out the checklist.
Despite the adjustments, agents proceed to lean on conventional fundamentals as they information purchasers.
When requested about crucial high quality for their model to specific, 43% stated dedication to clients; 26% cited authenticity; 15% stated responsiveness; and 13% famous innovation.
Levine added: “While the final yr and a half has thrown agents many curveballs, these survey outcomes really showcase their resiliency, adaptability and buyer focus.
“We’ve seen agents shine as valued advisors who’re serving to their purchasers make higher selections in a advanced, evolving world.”