How to Keep Your Insurance Clients as Clients

Customer retention is very necessary to succeed in the insurance industry. When working as an insurance agent or at an insurance company, as much as it is important to reach out to new clients, it is also important to maintain existing ones. Most of your profit will be in the renewals. As a result, it is important to learn how to retain existing clients to reach your agency’s growth.

You’ll need to establish strong systems that can help to boost customer retention rates. Below are some steps to take to improve your client retention rate.


To maintain any relationship, good communication is highly important. This also applies to client retention in the insurance industry. It is important to keep the communication lines open with existing clients. Many times, your clients may have suggestions or questions they may not state until you stay in touch with time. Being proactive about connecting with your customers is very important.

There are many ways to use communication as a tool to improve your retention rates. For example, periodic phone conversations can allow you to provide more solutions to the customer’s needs, and are likely to feel more personal to your clients. At times, you may be the one to suggest new changes or improvements to their insurance coverage during a phone conversation.

Apart from phone conversations, there are other ways through which you can keep the communication lines open with your customers. Social media and email newsletters are valuable tools for communication. Through social media and email communication, you can always ensure you stay at the forefront of your customer’s minds. Social media allows you to keep in touch with your clients through engaging content, likewise with email communication. However, it is important to maintain a balance between regular communication and over-communication. Ensure you do not bombard your clients with too much information.

Technology and Automation

Technology and automation are important tools that can be used to improve customer retention. With the right technological tools, you can improve client satisfaction. There are different means through which you can use technology and automation in your business operation that can help to improve efficiency and retain clients. This can include tools such as self-serving platforms, customer relationship managers, and automated lead generation.

Set Up a Referral Program

New clients are more likely to stay if they were referred to your business by another customer, making referrals an important aspect of customer retention. You can create a rewards program for customers who refer others to your agency. This will benefit existing customers in the long run, as well as your business.

Once your clients know they can get benefits from referrals, they’ll be more inclined to stay with your business. To drive client retention through referrals, ensure your clients know exactly how they will benefit from making referrals.

Focus on Selling Multiple Products

Clients who only know one of your insurance products are more likely to cancel their subscription than those who have come to you for multiple types of insurance policies. Due to this, it is important to offer more products that your clients may need. For example, apart from providing health insurance, your client may need auto, renters, or home insurance. Many clients will prefer to get all the insurance they need through one agency, which could be yours if you choose to offer more than one specific type of policy.

Categorize Your Clients

There are different types of clients you’ll have as an insurance agent. Some clients will prove to be very valuable in the long run. This is why you should categorize existing clients based on the value they bring to your business. This isn’t only limited to monetary value. Some clients will help you get referrals and offer great reviews. These clients are valuable, and you’ll need to spend more time with them.

On the other hand, there are clients who are always on the lookout for plans from other agencies and are ready to switch, no matter the amount of time and energy you spend. Categorizing your clients will help you spend more time on customers who are valuable to your business.


Personalization is key to client retention. Ensure the insurance products you present to your clients will meet their exact needs. Personalizing the client’s experience with your agency is also important. This will make them feel valued and encourage customer loyalty. For example, you can celebrate milestones such as birthdays, anniversaries, holidays, and more. Send personalized cards or messages as a token of appreciation during special events. Lastly, give room for a personal connection with your clients. Spend enough time to talk about their needs and goals and how your agency can help them achieve these goals.

For more insurance resources, contact Western Marketing today. We provide access to leading insurance sales tools you need to achieve your business goals.