The Western Alliance is proud to announce CPIA designation courses will be available via webinar format beginning in January 2024 at  


Check our calendar of events for course informatioin.  

Registrations will be open soon!

CPIA - Certified Professional Insurance Agent

Empowering Insurance Professionals into the Future

The CPIA designation is first-of-its-kind, hands-on, how-to training. To earn the CPIA designation candidates are required to participate in a series of three, one-day seminars THE BEST PART IS NO EXAMS!
Completion is due three years from the first course.

These seminars are designed to enhance the ability of producers, sales support staff, and company personnel to efficiently create and distribute effective insurance programs. Participants leave with ideas that will produce sales results immediately.

While not a requirement, it is recommended that courses are taken in order.E&O Discounts apply for Utica National Policy Holders.

Each of the 3 courses are approved for 7 CE in
AZ | CA | ID | MT | NM | NV | OR | WA

Course Modules

Position for Success

Implement for Success

Sustain Success

During this workshop, participants focus on internal and external factors affecting
the creation of effective business development goals.

Factors discussed include:

current state of the insurance                 marketplace

competitive pressures

insurance carrier underwriting criteria

consumer expectations.

During this workshop, participants learn:

specific tools for analyzing consumer needs

how to utilize risk identification techniques to gather pertinent prospect

skills necessary to assimilate information gathered into customized coverage recommendations

how to prepare a complete submission

tips for preparing and presenting a comprehensive insurance proposal

This workshop focuses on fulfilling the implied promises contained in the insuring agreement.

Participants will:

review methods of providing evidence of insurance coverage

discuss policies and procedures for controlling errors and omissions including policy review and delivery, endorsements, claims-processing, and handling of client complaints

learn how to calculate the lifetime value of a client and techniques for generating referrals.

CPIA Update Requirement

The Certified Professional Insurance Agent designation stands for professionalism, commitment to professional training and results, and technical knowledge. To maintain the right
to use the CPIA designation, designees must complete an update on an annual basis * or maintain a Ruby, Sapphire or Diamond level membership with the CPIA Program.

* CPIA 1, CPIA 2, CPIA 3, Special Topics:

An Agent’s Guide to Understanding and Mitigating Cyber Exposures

Disaster and Continuity Planning for Business and Families

An E&O Loss Control Program for Agencies

For several decades TV was an excellent place for insurers to have their messages seen by potential buyers. That haven for new business dollars is apparently collapsing and insurers are scaling back ad money for TV. 

This is the conclusion of the 2023 Insurance Brands TV Ad Transparency Report. It’s done yearly by GEICO used to rule television but its ad impressions dropped dramatically in 2022 and Progressive has leaped to the front.

That said, GEICO did a major cut in its advertising and marketing department a year ago and that could be one of the reasons why.

By the way, Progressive “leaping” to the front might not be the right adjective. All insurers have seen the number of impressions received from their TV advertising drop dramatically. The fall in consumers caring about insurance advertising that started a couple of years ago has led big cuts in insurance advertising budgets and staff.

Here are some numbers:

  • Insurers cut down on the number of ads on TV by 17% from 2021 to 2022
  • Auto insurers and other types of insurers have seen an increase in the number of impressions from daytime TV
  • Impressions on daytime TV was 16.56% in 2021 and rose to 19.43% in 2022

GEICO’s household TV ad impressions fell 70% from 2021 to 2022. That’s the biggest drop of all and the home of the Gecko and the caveman is now in 3rd place. Progressive leaped to the top of the TV heap and now owns a 22.36% share of insurance TV ad impressions.

That’s up from 15.12% in 2021.

The top three networks for ad impressions are what those in the television business refer to as the alphabet channels. They are CBS, ABC and NBC.

  • CBS is on top with 8.35%
  • ABC ranks 2nd with a 6.33% impression count
  • NBC is 3rd at 5.36%

The most seen brand is Progressive and it accounted for close to 40% of the insurance industry’s impressions on NBC and 30% of Fox and over 28% of CBS and ABC.

Liberty Mutual did best on cable TV news. It got 42% of the impressions on MSNBC and 29% of the impressions on Fox News and CNN.

GEICO cut down most of its advertising but did stick with with sports. It got 23% of all insurance impressions on ESPN.

Here are the most seen insurance brands by household TV ad impressions by year:


  • Allstate — 9.18%
  • GEICO — 16.7%
  • Liberty Mutual — 16.16%
  • Progressive — 12.55%
  • State Farm — 6.07%


  • Allstate — 9.27%
  • GEICO — 14.64%
  • Liberty Mutual — 15.35%
  • Progressive — 15.12%
  • State Farm — 5.65%


  • Allstate — 7.1%
  • GEICO — 5.33%
  • Liberty Mutual — 14.48%
  • Progressive — 22.36%
  • State Farm — 4.63%

The top programs by insurance ad impressions:

  • NBA — 2.8%
  • NFL — 2.6%
  • Mens college basketball — 2.25%
  • Law & Order: SVU — 1.25%
  • The Price is Right — 1.2%
  • Sports Center — 1.1%

Source link: Insurance Business America —