THE CASE FOR INSURANCE MATCHMAKING. 227 Bellevue Way NE #93 Bellevue, WA (844) 8-AGENTS

Transcription

1 THE CASE FOR INSURANCE MATCHMAKING 227 Bellevue Way NE #93 Bellevue, WA (844) 8-AGENTS

2 The Case for Insurance Matchmaking In a time of chaotic change, a meet up service could be profitable for agents and consumers alike By Richard Samson and Jonas Roeser Those who sell insurance are frustrated; so are those who need it. Both camps are suffering financially. Both could do better if they got together on vital insurance protection, but they just can t seem to hook up without jumping through hoops. In an era of hyper-information and instant communication, this disconnect may seem crazy, but it s real. FINANCIALLY CHALLENGED AGENTS & CONSUMERS Incomes have stagnated for insurance agents and the general public alike, and the route to better times seems unclear for both camps. According to the U.S. Bureau of Labor Statistics, the mean annual salary for insurance sales agents inched up only 2% in the past 5 years. In 2010 it was $62,520. In 2014 it was only slightly higher, $63,730. What s more, the field has grown more crowded, with 18% more agents vying for the business. $63,730 The general public has fared no better. Following the Great Recession, which began in December, 2007, the wealthiest Americans have done well. The "rest of us," however, continue to struggle. The proportion of American households defined as "middle-income" remained stagnant from 2010 through 2014, at about 51%, according to a Pew Research Center study. Back in 1970, the "middle-income" percentage was 10 points higher, at 61%. 2% 1% $62,

3 THE POTENTIAL FOR FINANCIAL IMPROVEMENTS Both insurance agents and their prospects could do better financially if they could somehow get together more quickly and smoothly though some sort of matchmaker or intermediary. It s easy to see how agents could profit. With, say, a 10%-to-50% increase in qualified leads per month, a corresponding jump in income could be expected. And with other efficiencies through more nuanced matchmaking, even greater income increases might be forthcoming through enhanced referrals, for example. It s a little more complicated to see how smoother connecting could financially benefit insurance buyers. It becomes clear, though, when one goes to the heart of what insurance is for. It s for mitigating risk, and less risk means more money. It also means personal benefits such as improved health and wellbeing. FOR EXAMPLE Good guidance from an agent can make the difference between paying or not having to pay for home repairs after a type of storm damage not covered by an economy policy the agent advised against. Good guidance from an agent can preserve a family s estate by convincing the family, early on, of the prudence of securing long-term care insurance. This could be a financial game changer for millions of families that are now exposed. According to industry estimates, about 90% of those who could benefit from LTC insurance do not own a policy. And one of the biggest causes of bankruptcy is uncovered health expenses, especially in the later years! Good guidance from an agent can help keep clients safe and whole through an auto policy with safe-driving incentives. The potential benefits range from lower premiums to higher lifetime incomes due to avoiding accidents that might interrupt the ability to work. As technology and society evolve, good guidance from an insurance agent may impact people s finances and lives in more significant ways than ever. FOR EXAMPLE More and more agents may team with financial advisors to foster sound budgeting, savings, investments, and money management. Many agents may even influence their clients health by recommending policies, now starting to appear, that come with fitness incentives. The financial win here is double: lower premiums for keeping up one s wellness routine, and greater lifetime earnings through enhanced vitality and work-span.

4 PRESERVATION & STRENGTHENING OF THE AGENT-BUYER BOND Will local insurance agents go the way of local travel agents? Some industry observers think so. For sure there are threats to the traditional agent-based sales model, thanks to changing technology and economics. FOR EXAMPLE Insurance carriers are providing more web-based information including online calculators and fill-in forms. Might the whole sales process be automated? Employers are becoming stronger competitors to local agents, too. For years workplaces have been the prime sources of most Americans health insurance. Now some are starting to include other insurance types in their benefit packages, notably long-term care insurance, critical illness insurance, and hybrid offerings that combine long-term care benefits with annuities or life policies. Many associations from AARP (American Association of Retired Persons) to USAA (United Services Automobile Association) offer selected insurance policies and regularly update their choices. Other organizations, such as banks, have been getting into insurance retailing too. The trend is expected to continue, providing stiff competition to local agents. Local agents are uneasy. What is their future? And consumers are confused. Where should they turn for their insurance needs? An intermediation or matchmaker service can address the uncertainties and strengthen the agent-buyer relationship. Matchmaking is a humanizing process, the opposite of automation or prescription. Through matchmaking, consumers Connect with a real live person they can relate to and trust, Avoid the time and frustration of gathering information the agent already knows, Enjoy a wider set of policy options than any one carrier or company can offer, Breathe easy knowing they ll be guided to top-rated carriers and spared the twin pitfalls of under-protection and over-spending. Have their hands held at every step. Importantly, matchmaking is a person-to-person process that gives the lie to a big misconception: that insurance is a commodity. Only price matters, so get the lowest and you re done. But insurance, when understood and sold right, is anything but a bargain-basement item. It s an individualized, unique, very special protector of one s income, wealth, self-realization, and life.

5 THE MATCHMAKER SOLUTION A good matchmaking service brings insurance agents and buyers together in very efficient, human ways. It starts with search and ends with introductions and contact. It includes: A search function to locate agents for a particular type of insurance (auto, critical illness, health, homeowners, life, long-term care, Medicare supplement) in a particular geographic area. A list of agents with their pictures and names visible, for the buyer to peruse and select from. Details about each agent, including Insurance lines and carriers represented. Agent s biography or background description. Reviews or testimonials with ratings (usually 1 to 5 stars). An image gallery that gives a feel for the agent. A video of the agent speaking, or videos representing the agent s point of view. Link to the agent s personal or business website. Other information ranging from location map to social media links. Contact information including phone number, address, and inquiry form. Actual contact when the buyer is ready. Robust agent-buyer matching, with all the above elements, is now ready for prime time. Limited matching and intermediation have existed for a few years. Some generic consumer rating and matching services embrace insurance agents. They include Yelp, Angie s List, and others. General search services, such as Google and Bing, serve as de-facto matching services but in a very spotty way. Insurance associations develop leads that are sold to agents, but may or may not provide free online access to individual agents. In 2015, the first complete rating and matching service designed specifically for insurance agents and insurance buyers was introduced. It is AgentReview --

6 227 Bellevue Way NE #93 Bellevue, WA (844) 8-AGENTS