Coverager Magazine interview in the May - 2021 distribution - Robert Anderson, Choice Insurance

Coverager - a go-to source for insurance innovation that both creates and curates coverage on the most pressing topics relevant to insurance professionals, focusing on areas such as technology, strategy and distribution. 

?? Q&A with Robert Anderson, Head of Medicare and IFP, Choice Insurance Agency

Tell us about your agency.

Like much of the insurance industry, we believe that having the wrong insurance is risky, and financial ruin should not follow a disaster. As a trusted advisory group, we cover the unexpected so our partner agency's clients are free to confidently enjoy life's journey. Choice Financial Group is an aggressively acquisitive insurance rollup focused in both the retail and wholesale spaces - 600% growth in 3 years. I oversee our senior business P/L - both our partner channel and across our retail brick and mortar in DE, VA, NC, SC. Choice's foundation was built in part on safe harbor work with State Farm agencies, mutually honored by an old school ethicality, and being from the big red boat, it was an easy fit for me. We align in a deeply respectful and inclusive culture. Integrity, Professionalism, and Teamwork is our calling card; Financial literacy and empowerment is our mission.

Tell us about yourself.

I was working as a nuclear industrial electrician for Fluor Global, and after over 2y working 72/h a week, my prior scoutmaster (who was my State Farm agent) asked me to consider the industry. He offered to match my salary w OT, and better benefits to have me help take care of his book while reducing my commute from 45m to a block away from the house. Thus was my entry to State Farm. My greatest challenge was talking too much - still is sometimes, fortunately, it was tempered with curiosity which led to easy discovery conversations that were non-transactional and relationship building, which easily transitioned to serving other agents. Today, I'm the Principal Agent and Compliance officer for Choice Financial Group's national senior products contracts with Anthem, UnitedHealthcare, Humana, Aetna, Clear Spring Health, Virginia Premier, Cigna, and Optima Health.

In the past 5 years, we've seen more focus on innovation and technology from insurance companies and startups. Have you noticed any meaningful changes? What areas require improvements in your view?

I think a lot of the technology has led to a more transactional environment, enhancing the true agent distribution channel opportunity for genuine interactions that are customer-centric. As our market becomes numb to marketing and relentless call bots, our distribution channel will help carriers showcase their value proposition, not just their price. A better fit will also increase customer satisfaction and loyalty. CRM's with integrated quoting tools are a fabulous way to better the CX and business efficiency in a way that improves the broker/consumer relationship.

What tech solutions does your agency use to operate?

On my side of the wholesale P/L, I deploy an integrated CRM, quoting, and enrollment tool, where customer information can be efficiently captured, analyzed, and acted upon in ways that are significantly beneficial to the client's needs. The system we chose won because of its ability to centralize STM, Ancillary, IM both off and on exchanges, while concurrently managing the key aspects of senior products – fast analysis of rx net costs and provider network participation across all available policies in the market. When combined with strong advisor micro-market knowledge, this is a best-practices way to better subscriber/consumer outcomes. On the Commercial and Ancillary side, our agents go to market with Ease, Benefix, and HR360. We are also in the process of deploying a fully integrated Payroll management, comprehensive HRS, and Benefits lifecycle management system.

What are some of the challenges independent agents face today?

I think the biggest challenge facing independent agents today is the commoditizing effect of the ubiquitous marketing onslaught to get customer-facing and compliantly competing against the unethical and transactional organizations who have a blatant disregard for the legislatively mandated rules of engagement. From the ethical independent agent's point of view, it seems as though government-sponsored enforcement entities have zero appetite to actually police the larger more pervasive issues of offshore fraudulence and exploitation of our aged consumers. As the movie set of a 60's spaghetti western, it looks good from the outside though.

There's been a great deal of discussion around how independent agencies should market their agencies at a time when many consumers begin their insurance shopping online. What are your thoughts on this topic?

I think leveraging the ever-changing proliferation of communication channels and social media may be a good way of making sure you are front and center of their thoughts when they're done shopping online, and are ready to buy. Unlike many other markets, shopping for an insurance product is the absolute smallest part of the consumer's journey, and the rest of the story is with their agent. The most important part of any policy is my agent's phone number, and the most important back-office support number they have is ours.

Who are your go-to carriers and why?

Anthem's nigh unbeatable medsup is the low-cost leader in many markets and the attained age premium increases stop at 75, and their Advantage products provide consumers the ability to customize their ancillary benefits; Humana's network is second to none, and they have been much less prone to market turmoil, customers appreciate a steady Eddie; Optima, while regionalized to Virginia, in addition to being easy to do business with, has a best in class maximum out of pocket, often 3-5k less than the competition. If government stipends to the private advantage insurers are equal, assuming ancillaries are approximately equal, and the premiums are zero, until insurance companies are authorized to mint currency, this would be a clear indication of outcome centric care coordination, a value in human life and quality of life that is not measured by dollars; BCBS South Carolina's all-inclusive copay speaks to me. My agent's customers hate surprises, and their service center - wholly staffed in Charleston – is second to none, making every agent look like a superhero; finally, UHC's commitment to their agents and customers is ALL IN. The benefits are formidable and their marketing efforts – and partnerships with our agents – are first on race day. If you're not appointed with any of these players and they are in your market, please email me [email protected]. Finally, Assurant Health we miss you, rest in peace. Always looking for a way to pay a claim, fair, superior service, agent-centric, innovative, and a wonderful collective of good people doing good things for others. The people who are the legacy of this company go forth knowing what good looks like.

What is one strong insurance opinion you have and why?

Every opportunity to lace up your gloves and step between the ropes into the ring to advocate for a customer or agent is an opportunity to temper your metal and excel at your craft. This is how you become a strong and flexible expert, and live a life of significance.

What advice would you give to new insurance agents?

Every lead you land should result in 10 more customers via word of mouth. Celebrate Namath and Selleck, along with the offshore call centers, they are doing more to secure your go-to market than anything GOOD that you could possibly do. Everything in life is relative.

What advice would you give to insurance companies and startups looking to work with independent agents?

Pat yourself on the back. You get it.

What's one mistake insurance companies or agents should avoid based on your experience?

Don't ever seek to be the best salesperson, just help people buy; and insurance companies need to be easier to do business with – a nod to local player Optima Health, who excels at that.

What would you do if you weren't working in insurance?

Flop on the dock trying to get air, yeah? Seriously, I love advocacy work, helping people, recruiting, educating, and great customer service. I enjoy making a difference in other people's lives.

What's your favorite movie / TV show?

Alton Brown’s Good Eats.

What's your favorite song?

Pharrell's "Happy"

"What a wonderful world" 

"Don't worry be happy" and almost anything on 40's junction. After all, I think to myself, what a wonderful World.

What's your favorite quote or general business advice?

Do with your customer's best interests in mind, always… but remember that you don't do your clients a service by going out of business; "I have a dream"; and finally, "judge me by my size do you?"

What are some top local spots you'd recommend out-of-town folks visit when visiting your area?

Historic Jamestown, Chowning's Tavern, and A Chef's Kitchen.