How independent agents
give clients an insurance edge
By Mike Skiados, MBA, CAE
Insurance can be overwhelming, especially in today’s market. That’s where independent agents come in. More than policy sellers, they’re problem-solvers—simplifying complexity, translating risks into plain language, and tailoring protection that fits real lives. Even as digital startups flood the market, the personal guidance of agents keeps the distribution channel strong and indispensable.
Agents today matter more than ever, as advisors, educators, and advocates. They play a critical role in communicating the value and importance of new carrier technology that shifts responsibility to policyholders: uploading photos of a damaged car or roof, using mobile apps to track a claim, or interacting with AI-driven tools instead of adjusters.
At the same time, drones and other remote assessment tools raise new questions for clients who wonder how decisions about their coverage are being made.
Meanwhile, risks themselves keep changing. Floods now strike communities far from coastal areas. Hurricanes, wildfires, and other extreme weather events drive some carriers out of entire markets, leaving homeowners and business owners scrambling for coverage.
Through it all, independent agents help clients navigate new technologies, adapt to shifting risks, and make sense of a system that grows more complex by the day.
Navigating DIY claims reporting
A claims experience can make or break a carrier’s client relationship. Carriers know this, so they continue to explore ways to speed up the process and deliver funds faster. One of the biggest bottlenecks is getting an adjuster to assess damage—especially after large-scale catastrophic events. With a limited pool of adjusters, policyholders often wait weeks for someone to visit their property.
To cut delays, many carriers now rely on apps that allow clients to upload photos and document damage themselves. Auto insurers have used these tools for years, and homeowners’ insurers are beginning to follow suit. Customers are generally receptive: Nearly 80% of homeowners said they would use their phone to document property damage, according to a recent survey from Xceedance, a global insurance technology consultancy.
But while insureds are open to using the technology, they do have some concerns. Many worry that they could make an error that could affect coverage or claims, and others are unsure of what or how much to document.
That’s where agents can step in. Agents can walk them through the process, explain what the app requires and set expectations. They can also provide guidance on what types of things the homeowner will be expected to document and clarify what details or photos matter most.
Agents also can act as a liaison between carriers and the homeowner to get clarification on any processes and help troubleshoot if there are issues. If a claimant accidentally forgets to document a piece of damage or the carrier reviews the submission and sees something documented improperly, the agent can find out what the process is for correcting the submission to ensure that the claims are processed correctly.
Busting myths about drone technology
Drones have become a common tool for property assessments. Their use has sparked media stories about homeowners receiving letters demanding costly repairs or risk nonrenewal. Receiving a letter like that can be disconcerting, especially if the repair is a big-ticket item such as replacing a roof.
Even when homeowners don’t receive notice, the stories alone create unease about carriers watching them.
Insurers aren’t going to stop using drones. So, this is an opportunity for agents to lead the conversation on this emerging trend. Agents can explain how aerial inspections impact coverage and renewals. It’s important to talk about this when customers are shopping for properties and coverage, as it can impact which homes they select and what carriers they use.
In a world where insurance grows more complicated every day,
one constant remains: Clients depend on their agents not just to protect
them after disaster strikes, but to guide them confidently through whatever lies ahead.
Agents should also proactively share information with all customers—whether their current policy providers use drones or not—to help answer any questions they have. They should highlight state regulations on how carriers may use drone footage, and outline what options policyholders have if they want to dispute a finding.
Equally important, agents should highlight the benefits. Drones deliver more accurate assessments and reduce the need for in-person inspections. They can also uncover potential problems before they become costly claims. For example, drone imagery that shows overhanging tree branches may prompt a request to trim them—helping prevent damage such as shingle abrasion, broken gutters or even holes during a severe storm.
Proactive communication matters especially around carriers’ roof maintenance requirements. Agents should keep homeowners updated on expectations as well as share tips on roof upkeep best practices such as having it inspected once a year so clients can reduce their chance of receiving a letter.
Guiding clients through a shifting market
Policyholders today face mounting weather risks. Flooding now affects inland communities as often as coastal ones. Wildfires, once mostly associated with California, now spread through regions like New York and New Jersey.
There is also constant shifting in insurance markets, with carriers pulling back coverage or exiting markets all together. California and Florida have seen multiple insurers withdraw entirely.
This volatility creates opportunities for agents to demonstrate value. They should keep clients informed about emerging risks and available coverage options, from flood insurance to cyber policies. Rather than waiting for questions, agents can anticipate concerns and start the conversation.
Agents need to also be at the forefront of changes to the insurance market from carriers exiting certain areas to what risks are becoming more difficult to place. Especially for those working in states that have experienced a lot of shifts, agents should be sharing information on what customers should do if their insurer decides to leave a state, not renew coverage, or their premiums are raised too high for them to afford.
AI can help agents communicate
Agents know that educating clients builds trust, but creating content and outreach takes time. Artificial intelligence makes it easier to scale communication.
AI solutions can help agents quickly create blog posts or FAQs on market changes or emerging technologies or step-by-step guides on DIY tools that carriers are using. AI can also help agents segment client lists and create educational outreach campaigns so policyholders have the information they need. For example, AI can help agents identify all customers in a high-risk flood zone so they can share information about flood insurance.
Or if an agent finds out that one of its carriers is beginning to use drones to help with home assessments, the AI can identify clients who have policies with that insurer and send an FAQ about drone images for home assessments and what it means for insureds.
Independent agents sit at the crossroads of technology, risk, and client trust. As carriers increasingly utilize emerging technologies and the risk landscape becomes more intricate, clients need someone who can translate complexity into clarity. Agents who embrace technology to streamline education and communication will strengthen their relationships and prove their value long before a claim or crisis hits.
In a world where insurance grows more complicated every day, one constant remains: Clients depend on their agents not just to protect them after disaster strikes, but to guide them confidently through whatever lies ahead.
The author
Mike Skiados is CEO of the National Association of Professional Insurance Agents (PIA National), one of the largest national associations of independent insurance agents. With deep experience in strategy, business development, and organizational leadership, he works to strengthen the role of insurance agents in a rapidly evolving insurance marketplace. In his role, Mike focuses on building innovative solutions, forging strong partnerships, and ensuring that PIA National continues to deliver unmatched value to its members while shaping the future of the independent agency system.
