U.A. Independent Agents Divided on Digital Experience
Channel Harvest survey yields fresh insights on a contemporary issue Springfield, VA (June 9, 2020) – The annual survey of U.S. independent insurance agents from Channel Harvest Research shows insurance at a crossroads when it comes to ease of doing business and a divergence between agents who value the personal touch and those who promote self-service. Nearly 2,000 agency staff — from principals to producers to CSRs — participated in the survey between February and April, answering over 100 questions about their carrier relationships and trends in the insurance marketplace. Analysis of their answers yielded Channel Harvest’s exclusive carrier rankings and ratings, statistics on agency growth, and how agencies are preparing for a digital future dominated by younger generations. “What stands out is a divide between agents who are intentional about making insurance more like an Amazon purchase and those who prefer to offer a personal transaction,” says John Campbell, principal of Channel Harvest Research. “For example, only half of agents reported having a mobile-friendly website and 20% aren’t sure what kind of website they have.” Being visible when a consumer is searching online for a product or service is almost an imperative, yet the survey revealed large numbers on...