Finding your unique edge
in a competitive market
If you want to win, niche down. Stop being “just another agent”
and become the agent—the one who owns
an industry, speaks its language,
and becomes the go-to expert.
By Carolyn Smith, APR, TRA
Many agents are casting wide nets, selling everything—auto, home, life, business, farms, cyber, workers comp … you name it. And what happens? They vanish into the noise.
Trying to be the Jack-of-All-Trades makes you the master of none—leaving you stuck, struggling to stand out.
The Beyond Insurance Global Network recently asked its members about niches and their impact on growth. The verdict? Niches aren’t just important; they’re essential.
If you want to win, niche down. Stop being “just another agent” and become the agent—the one who owns an industry, speaks its language, and becomes the go-to expert.
Niching down makes you more money
Let’s get one thing straight: Niching down doesn’t mean limiting your opportunities—it means multiplying them. Here’s why:
- You become a trusted advisor, not just a salesperson. When you specialize, clients see you as the expert. You understand their industry, their risks, their pain points. They trust you. They refer you. They stick with you.
- Your marketing gets sharper. Trying to market to everyone is like shooting arrows in the dark. But when you target a specific niche? Your messaging becomes clear, compelling, and hyper-relevant—which means higher conversion rates.
- Carriers take you seriously. When you consistently bring in business in a specific industry, carriers start paying attention. They’ll create exclusive programs for you, give you better rates, and give you a competitive edge over generalist agents.
- You stop competing with the masses. The average agent is in a constant battle for every deal. The niche agent? They dominate one space. Instead of fighting thousands of competitors, they own a profitable, specialized market.
So, now that you know why it’s important, how do you begin?
Step 1: Passion—Pick a niche that fuels you. Passion isn’t just a nice-to-have—it’s the foundation of a successful niche strategy.
If you’re going to commit to a niche, you need to genuinely enjoy working in that space. You’ll spend countless hours researching the industry, talking to business owners, attending their events, and positioning yourself as the go-to insurance expert. If you don’t have a real interest in the field, you won’t have the drive to go deep—and depth is what separates specialists from generalists.
For example, NCG Insurance in Leesburg, Virginia, started insuring churches over 40 years ago. As they built relationships, they began to identify opportunities within that ecosystem.
“Many of the churches we insured had Christian schools, so we naturally started writing schools,” explains Bjorn Waldron, NCG’s vice president of sales and marketing. “Then that expanded to daycares, preschools, and even colleges. The same thing happened with camps—many churches had affiliated camps, which led us to covering day camps, retreat centers, and beyond.”
From there, they deliberately expanded into nonprofits, a broad category with countless sub-niches.
“That niche was a deliberate choice, but it’s broad—there are so many types of nonprofits,” Waldron says. “Over time, we built out specific lanes, with our real sweet spot being social service organizations—those working with children and vulnerable populations.”
This organic growth has been a game-changer.
“When you become known in an industry as an expert, business starts coming to you,” Waldron explains. “We’ve built name recognition, and even our search engine rankings reflect that; when someone searches for church insurance, we often come up first.”
So, how do you start identifying your niche? Ask yourself:
- What industries do I naturally gravitate toward?
- What types of businesses do I already enjoy working with?
- If I could attend any non-insurance trade show, which one would I pick?
The niche you choose should be something you’re excited to immerse yourself in—because you’re not just offering insurance. You’re building relationships, gaining expertise, and creating real value for a community.
Waldron advises: “Find a niche that interests you because the benefits are huge. Not only do you build a strong reputation, but you also develop deep relationships with carriers that specialize in that space. Having the right carrier partners—those truly committed to your niche—is critical to long-term success.”
Step 2: Agency fit—Does this niche work for you? Passion alone won’t cut it. You need to make sure your agency can actually support this niche.
“Passion was essential—our producers needed to genuinely care about an industry so they could learn it inside and out,” says Kevin Robbins, chief sales officer at Ollis/Akers/Arney. “But passion alone wasn’t enough. We had to quickly assess whether a niche truly fit our agency’s model.”
The agency evaluated niches based on three critical factors:
- Opportunity size. Was there enough business to justify the focus?
- Internal capacity. Did they have the support staff and infrastructure to serve that industry effectively?
- Carrier access. Did they have at least three strong carriers to provide stability? Robbins explains: “Carrier appetites change and sometimes with limited notice. Having multiple markets for the niches we were developing was key to the long-term stability and client retention projections.”
Once they identified some viable niches, they focused on education and engagement. “Our focus was on client education not just selling a product; we immersed ourselves in industry associations, became premier partners, and spoke at events. By leading with education, we built credibility and established our organization as a valuable resource for their industry,” says Robbins.
That credibility led to organic growth and referrals. “Once we gained traction, the business started coming to us through referrals. When you establish yourself as an expert in a niche, word spreads, and clients start seeking you out,” he adds.
Lesson: If your infrastructure can’t support the niche, you’ll waste time and resources. Vet your niche before going all in.
Step 3: Carrier appetite—Do you have the right markets? Even if a niche is perfect on paper, it’s useless if you don’t have the right carriers to support it.
Much like Kevin Robbins, Rich Varrato at Magnolia Agency warns against choosing a niche that relies on just one carrier. If that carrier exits the market, your entire niche strategy collapses.
He says, “You could find the best niche in the world, but if you don’t have the right carriers to support it, you’re not going to write any business. Always consider whether your existing carrier relationships align with your target market.”
Ask yourself:
- Do you have at least three strong carriers that specialize in this space?
- Are the available programs stable, or could they disappear overnight?
- Can you offer competitive pricing and coverage in this niche?
Lesson: Choose a niche that has multiple carrier options—so you’re never left stranded.
Step 4: Education—Learn the industry inside and out. If you want to own a niche, you need to know more than just the insurance policies.
- What regulations impact these businesses?
- What are their biggest risks and challenges?
- What specialized coverages do they need?
One of the fastest ways to become an authority is by creating content. For example:
- Write blog posts about common industry risks.
- Host webinars to educate business owners.
- Share insights on LinkedIn and industry groups.
The more you educate your market, the more they trust you as the expert.
Step 5: Engage with associations—Get embedded in the industry. Want to know the fastest way to become a big name in your niche?
Ollis/Akers/Arney gained traction fast by becoming a premier partner in industry associations. Instead of selling, they educated—and their reputation grew organically. Get involved in their world by:
- Joining industry associations.
- Attending their conferences, not just insurance ones.
- Becoming a speaker at events.
- Building relationships with key influencers.
Robbins says, “Find a niche that fits your agency. Then, go all in. Engage with associations, provide value, and let your expertise drive business to you.”
Lesson: Drive value and gain a reputation as an industry insider.
Step 6: Reputation—How niching down creates a snowball effect. “Early in my career, I pushed back against the whole ‘riches in niches’ idea,” says Jeremy Long, a partner from Three Arbor Insurance in Birmingham, Alabama. “But after focusing on specific industries, I’ve seen firsthand how powerful specialization can be. When you do great work in a niche, your reputation spreads naturally.”
His niche? Power line contractors, specifically storm response teams.
Once Long specialized, he hasn’t needed to pick up the phone. “We’re not chasing business—it’s coming to us. The phone keeps ringing with companies that need help, from small contractors to major players,” he says.
The real power of specialization? Expertise breeds trust.
“When you understand the contracts, MSAs, insurance requirements, and potential coverage exclusions, you speak with confidence—not as a salesperson, but as an advisor. And clients sense that,” explains Long.
His advice? “Be a resource first, not just someone pushing a policy. That’s what builds long-term relationships and referrals.”
Own your niche, own the market
Many transactional agents are stuck in constant competition, chasing every lead that comes their way. The specialists? They own their industry. They attract clients, command higher retention, and grow faster than the generalists.
So, what’s your niche? Because if you don’t select yours, someone else will.
The author
Carolyn Smith, APR, TRA, chief training officer for Beyond Insurance, creates and delivers transformative programs, including the Trusted Risk Advisor certification, BIGN Producer Boot Camp, and Quest for Success, that have positively impacted the lives and careers of countless professionals. These programs help industry professionals build a career that they love and achieve the success they deserve.
