Driving Growth by Optimizing the Life and Annuity Agent Experience

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6 January 2016


Celent surveyed agents on the important characteristics of their insurer relationships.

The survey included questions covering:

  • Factors in their choice of insurers.
  • How well the insurers were doing in key areas.
  • The areas required for insurer focus and investment.

Celent’s research reinforced some expected results, such as the importance of competitive products and competitive compensation, but also showed a few surprises in key areas.

One surprise was the importance of quality claims service. This would be expected of P&C insurers, but it was the number one result for life & annuity agents.

“We believe the reader will find a number of helpful data points for decision-making,” says Tom Scales, a research director with Celent’s Insurance practice and author of the report. “The survey did reinforce the aging of the agent population, in a very dynamic world.”

This 36-page report contains 24 figures.

Note: While Vertafore sponsored the report and assisted Celent in contacting agents, the content and analysis are entirely Celent’s.