More from Liberty Mutual’s 2026 Independent Agency Growth Study

A big part of Liberty Mutual’s 2026 Independent Agency Growth Study is how agents interact with their clients. One huge difference between years ago and today is what clients expect from an independent agent. The survey found customers wanting more real-time information, transparency and a digital footprint that makes it easier for them to navigate.

Agents are spending more time talking to clients about coverage that is more complex and the risks they are facing. Building trust is the key and the agents surveyed say they are working hard to build trust.

A very high percentage of agents (90%) say keeping up with the growing expectations of their cliental is critical to their success in 2026.

Agents say these client priorities have grown in importance over the past five years:

• Real-time updates on claims, renewals and policy changes

• 55% say this is more important to clients than it was 5 years ago

• 51% say transparency in policy terms, or pricing is critical to their clients

• 47% say clients want the capability to access self-service options online

• 43% note clients want same-day policy quoting and binding

Another important key to success in 2026 is talking to clients about more complex subjects. More of this is happening than happened five years ago.

• 60% say they talk more about cybersecurity than they did five years ago

• For 59% it’s umbrella coverage

• 56% of agents talk with clients about smart home devices

• 52% broach the topic of artificial intelligence

• 51% talk about severe weather and its possible impact upon their clients

• 50% talk to clients about telematics

• 39% cover risk mitigation

These are the traits needed to communicate better with clients.

• 85% say they must be a clear and responsive communicator

• That is critical to developing trust with clients

• 83% work hard to make it easy for clients to understand insurance & policy details

• 80% say it’s important to consistently follow through on promises

• 79% believe it is super important to make it easy to contact the agency

• 78% say their clients want clear explanations of pricing and policy options

• 75% work hard to speak in plain language and not use insurance jargon

• 71% say quickly following up on a conversation with a client is a must

• 51% find conducting regular reviews with their clients and their policies is critical

Source link: Liberty Mutual — https://bit.ly/4xQlrGE