The quick take
Clients are more willing to shop than they were a few years ago. This year customer satisfaction and retention are a major focus as carriers respond to rising premiums and growing mistrust. Forrester+1
At the same time, industry voices are emphasizing that trust and communication are becoming differentiators.
Independent agencies can win here—if renewals are handled like a process, not a scramble.
The 6-part renewal framework
1) Start 90 days early (triage your book)
Segment by:
- must-keep accounts (best clients, best fit)
- fix accounts (needs risk improvement)
- shop accounts (likely to churn; set expectations early)
2) Tell a “rate story,” not a rate apology
Give a simple explanation with 3 buckets:
- Loss costs / claims severity
- Cat risk / reinsurance impacts
- Coverage/limits/vehicle/home replacement cost changes
Clients don’t need jargon. They need a narrative.
3) Bring options—always
Instead of “here’s the renewal,” present 2–3 paths:
- keep as-is
- adjust deductibles/limits
- targeted endorsements
- alternative market option (if available)
4) Pair pricing with prevention
Offer a 30–60 day risk improvement plan:
- water leak prevention
- roof maintenance
- driver programs for fleets
- cyber controls checklist for SMBs
5) Document your value
At renewal, include a short “value recap”:
- claims help provided
- coverage gaps fixed
- certificates issued
- response times met
- risk improvements completed
6) Close the loop
Set a midterm check-in: “Any new drivers? renovations? equipment? payroll changes?”
Scripts your team can use (copy/paste)
When a client says “This is too expensive.”
“Totally fair. Let’s look at two things: (1) ways to reduce price without creating a coverage gap, and (2) risk improvements that can help underwriting view you more favorably.”
When a client says “I’ll just shop it.”
“We can absolutely shop it. Before we do, let’s confirm what you want protected—then we’ll compare apples-to-apples so you don’t lose coverage in the fine print.”
Where Agents United fits
Strong renewal processes are easier when you have access to better markets, shared playbooks, and training for the whole team. Agents United supports independent P/C agencies with carrier access, bonus incentives, training, and ongoing support to help you compete and grow.
