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What are best practices for building long-term relationships with insurance brokers?

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Building long-term relationships with insurance brokers can be a valuable asset for your business. Brokers can help you find the best coverage, negotiate better rates, and provide expert advice on risk management. But how do you establish and maintain a strong connection with your brokers? Here are some best practices to follow.

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Jose Juan Córdoba Vega

CEO en SigmaXpert Sure | Transformando el Sector Insurtech | Perito de Seguros y Estratega de Contenidos
Yannis Spanoudakis

Corporate Insurance Manager at Mytilineos SA / Captive Broker Rep
Daniel Kofi Sarkodie Duah, Dip.CII, FMA

Transformation & Partnerships Manager @ iRisk || Linkedin Top Voice || Google Certified Data Analyst || Insurance…

1 Communicate regularly

Communication is key to any successful relationship, and insurance brokers are no exception. You should keep your brokers informed of any changes in your business, such as new products, services, locations, or employees. You should also update them on your claims history, risk profile, and insurance needs. By communicating regularly, you can ensure that your brokers understand your goals, challenges, and expectations, and that they can offer you the most relevant and timely solutions.

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Jose Juan Córdoba Vega

CEO en SigmaXpert Sure | Transformando el Sector Insurtech | Perito de Seguros y Estratega de Contenidos
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Los mediadores de seguros son esenciales en el sector. Priorizar su protección, comunicación y cuidado es clave. Atender diligentemente reclamaciones de sus clientes, ofrecer formación continua y proporcionar asesoramiento constante son prácticas fundamentales. Guiarlos de la mano, entendiendo y apoyando sus necesidades, no solo fortalece la relación, sino que también impulsa el éxito compartido. Establecer un compromiso genuino con su crecimiento y bienestar resulta en colaboraciones más fuertes y duraderas.

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Yannis Spanoudakis

Corporate Insurance Manager at Mytilineos SA / Captive Broker Rep
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TRUST, in every aspect, is the prerequisite for any relationship between a broker and a client (and/or an insurer). After that, it is actually up to the insurance broker to build up the foundations for a long term relationship and I see two cornerstones in that respect. First, the more a Broker understands the overall 'business' of a client the more difficult it becomes for the client to shift. If such in depth understanding is (second) supported by good quality of service, then the road is open for such long term relationship. Where is the PROBLEM ? all the above is reflected on personal level and brokers nowadays actually rely more on 'systems' and less on 'people' (although they all claim the opposite...).

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Daniel Kofi Sarkodie Duah, Dip.CII, FMA

Transformation & Partnerships Manager @ iRisk || Linkedin Top Voice || Google Certified Data Analyst || Insurance Business Intelligence || Aspiring PMP
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Building trust is key! Be transparent, communicative, and reliable. Regularly check in, answer questions promptly, and keep them informed of changes. Respect their expertise: ask for input, value their feedback, and learn from their experience. Show appreciation: be prompt with payments, offer referrals, and consider loyalty rewards. Remember, it's a two-way street! By fostering a mutually beneficial partnership, you build a foundation for a long-lasting and successful relationship.

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Andrei Craciunescu

Stealth | Risk Management & Insurance
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Leverage Technology: For optimal efficiency, make use of the broker's platform whenever possible, whether it be through email updates, secure online portals, or specialised apps they provide. This approach ensures seamless communication and document sharing, streamlining the process of keeping your broker informed about new developments in your business and facilitating more accessible access to your insurance information. Utilising the broker's preferred technologies not only simplifies the communication process but also aligns with their established workflows, making it easier for them to serve you effectively.

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Samanta Delgado
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Mantener una comunicación regular y abierta con los corredores de seguros fortalece la relación y fomenta la confianza mutua.

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2 Provide feedback

Feedback is another essential component of a long-term relationship with your brokers. You should let them know how satisfied you are with their service, performance, and results. You should also share your concerns, complaints, or suggestions for improvement. By providing feedback, you can help your brokers improve their quality, efficiency, and responsiveness, and show them that you value their work and appreciate their efforts.

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Samanta Delgado
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El intercambio de comentarios constructivos es esencial para mejorar la colaboración y el servicio al cliente, mantener un mismo discurso entre aseguradora y bróker frente al cliente fortalece la imagen de ambas partes.

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3 Respect their time

Respecting your brokers' time is a sign of professionalism and courtesy. You should avoid making unreasonable demands, such as requesting quotes or reports at the last minute, or expecting them to work outside their normal hours. You should also respect their boundaries, such as their preferred mode and frequency of communication, and their availability for meetings or calls. By respecting their time, you can foster a mutually beneficial and respectful relationship with your brokers.

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Andrei Craciunescu

Stealth | Risk Management & Insurance
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Brokers often manage multiple tasks simultaneously. A client manager typically handles numerous clients across various business lines and runs many requests from these clients. Meanwhile, line-of-business brokers are preoccupied with documentation and other responsibilities. When contacting a broker, it's crucial to be precise and clear. Ideally, avoid making last-minute requests.

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4 Reward their loyalty

Rewarding your brokers' loyalty is a way of showing gratitude and recognition. You can reward your brokers by giving them referrals, testimonials, or positive reviews. You can also reward them by renewing your contracts, increasing your coverage, or adding new policies. By rewarding their loyalty, you can motivate your brokers to continue providing you with excellent service, value, and results.

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5 Learn from them

Learning from your brokers is a way of leveraging their expertise and experience. You can learn from your brokers by asking them questions, seeking their advice, or attending their webinars or workshops. You can also learn from them by following their recommendations, implementing their suggestions, or adopting their best practices. By learning from your brokers, you can enhance your knowledge, skills, and confidence in managing your insurance needs.

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Andrei Craciunescu

Stealth | Risk Management & Insurance
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Learning from your brokers is an effective way to tap into their vast expertise and experience gained from working with a wide range of clients and navigating numerous challenges. You can maximise this advantage by actively engaging with them—asking detailed questions, seeking their tailored advice for your specific situation, or participating in educational opportunities they offer, such as webinars or workshops.

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Samanta Delgado
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Los corredores de seguros poseen un conocimiento valioso del mercado y las necesidades de los clientes; aprovechar esta experiencia nos permite mejorar nuestros productos y servicios.

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6 Build trust

Building trust is the foundation of any long-term relationship with your brokers. You can build trust by being honest, transparent, and consistent in your communication and actions. You can also build trust by honoring your commitments, paying your premiums on time, and complying with your policy terms and conditions. By building trust, you can create a strong and lasting bond with your brokers that can benefit your business in the long run.

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Darren B.

Director | Commercial Insurance Broker
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In fostering long-term relationships with insurance brokers, it is pivotal to appreciate the symbiotic nature of our interactions. Regular, clear communication forms the cornerstone of this partnership, establishing a rhythm of trust and mutual respect. It's essential to provide constructive feedback, a testament to our engagement and commitment to shared growth. Respecting time boundaries reflects our understanding of the professional landscape, acknowledging the pressures and demands inherent in the insurance sector.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jorge Feijoo González

Técnico de Servicios de Reparación en MAPFRE / Perito de seguros IRD (Incendio y Riesgos Diversos) / Ingeniero Técnico Industrial.
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Resolver con agilidad sus siniestros. Explicar de forma sencilla las circunstancias que pueden influir en la valoración y propuesta final. Dar respuesta lo más inmediata posible a sus preguntas. Informar de procesos y plazos.

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Samanta Delgado
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Además de estos puntos, quiero a?adir la importancia de la empatía en nuestras interacciones con los corredores. Entender sus desafíos y preocupaciones nos permite ofrecer un mejor apoyo y trabajar juntos de manera más efectiva hacia nuestros objetivos comunes. #RelacionesProfesionales #CorredoresDeSeguros #Colaboración

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What are best practices for building long-term relationships with insurance brokers?

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1 Communicate regularly

2 Provide feedback

3 Respect their time

4 Reward their loyalty

5 Learn from them

6 Build trust

7 Here’s what else to consider

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