Agency 2030: Built on People, Process, and Purpose

Key takeaways from an Agency 2030 panel featuring Ciara Gravier, Brandon Smith, and Casey Nelson

The insurance world is moving fast. AI is everywhere, client expectations are rising, and agency workflows are being rebuilt in real time.

In a panel discussion focused on Agency 2030, three agency leaders shared what they are seeing in their firms and across the country. The conversation was candid, practical, and consistent on one core idea.

Technology will change the tools. It will not replace the trust.

Below is a recap of the biggest lessons and the most actionable moves agencies can make now to prepare for the next five years.

What is Agency 2030?

Agency 2030 is shorthand for the agency model that will win in the next five years.

It is not just about adopting more technology. It is about building an agency that can:

• Deliver a faster, clearer client experience

• Hire and retain talent that fits your culture

• Use automation to reduce friction and protect margins

• Strengthen relationships so you stay indispensable in a noisy marketplace

The single biggest change coming in the next five years

When asked what would change most in the agency landscape, the panel did not start with AI.

The surprise answer: real humans will be the differentiator

As AI becomes more common, live human relationships become more valuable.

The panel’s belief was clear:

• Clients will be overwhelmed by automation

• Trust will become harder to earn

• Agencies that stay personal will stand out

Agency 2030 belongs to agencies that double down on relationships, not agencies that hide behind tools.

Technology should enhance relationships, not replace them

The panel agreed that the best agencies will use tech to create space for higher-value human work.

One key shift Casey emphasized:

• Move from an order-taker mentality to a professional advisory model

That looks like:

• Scheduled calls instead of constant interruptions

• Clear workflows instead of reactive inbox chaos

• Proactive renewal guidance instead of last-minute panic

Technology helps make that possible, but only if you use it intentionally.

The biggest technology risk right now is not the tools

It is the lack of guardrails.

If you do not have an AI policy, you are exposed

Casey raised a major concern that shows up again and again in agencies:

• Staff are using AI tools already

• Many agencies have no written guidance

• People can unintentionally paste private client data into free tools

An effective AI policy should cover:

• What is allowed and what is not

• A strict rule against entering client documents or sensitive information

• Human review requirements

• Approved use cases like rewriting emails, summarizing notes, or role-play practice

• Training and regular updates as tools evolve

If you think your team is not using AI, they are. The safest path is to acknowledge it and set rules.

Client experience in 2030 is about removing friction

Ciara Gravier, owner of a South Florida commercial-focused agency, framed client experience through one lens.

Where are we punishing the client with our process?

She shared a modern approach:

• Digitize applications and reduce back and forth

• Use workflow automation to move submissions faster

• Offer portals and self-service where appropriate

• Set expectations early and communicate frequently

Her key insight:

Clients do not expect instant delivery. They expect clear expectations and updates.

They want to know they have not been forgotten.

Brandon’s view: beat the carrier to the mailbox

Brandon shared a practical client experience problem that agencies can fix.

Many clients see a renewal notice late, panic, and call at 4:45 on a Friday.

So his team built automated renewal communication to:

• Notify clients early

• Provide a plan and recommendations

• Reduce last-minute stress for both clients and staff

The result:

• Better retention

• Less chaos

• More profitable renewals

Define your culture, then hire for it

Both Ciara and Brandon emphasized that hiring for Agency 2030 is less about resumes and more about fit.

Hire for culture and personality

Insurance skills can be taught. Culture is harder to change.

What they look for:

• People you trust without micromanaging

• Strong phone presence and empathy

• Communication skills and professionalism

• Alignment with your core values

One practical example:

Casey pointed to teachers as an underrated talent pool because they are already skilled at:

• Explaining complex ideas simply

• Handling pressure

• Selling attention and trust every day

Your workflows are not optional if you want to keep young talent

Ciara shared a generational truth.

Younger team members often expect:

• Task-based workflows

• Systems that guide next steps

• Tech that removes ambiguity

In many agencies, that creates friction with experienced leaders who built their careers without modern tools.

The lesson:

If you want younger talent, you have to build an agency they can succeed in.

Then you train them on what technology cannot replace:

• Client confidence

• Tone

• De-escalation

• Hard conversations

• Professional judgment

Ethics and AI: human in the loop is the standard

The panel returned to a simple principle.

AI must be human-supervised. Always.

Where agencies get into trouble:

• Asking AI for insurance advice instead of contacting an underwriter

• Copying and pasting client details into tools

• Treating AI output as final without review

The ethical risk is less about the existence of AI and more about how casually it can be used.

Trust is the currency of insurance. Agencies cannot outsource that.

A major trend to watch: clients will stop Googling and start asking AI

One audience observation introduced a major shift already underway.

People are moving from:

• Asking humans

• Searching Google

To:

• Asking AI assistants inside the tools they already use

This matters because AI is gaining transactional capabilities, meaning agencies may soon need to consider:

• How their content, FAQs, and processes show up in AI-driven experiences

• How to protect their voice and personality in a world of automated answers

• How to keep a clear path back to a real human advisor

The takeaway:

Your agency voice and positioning matter more than ever.

If you cannot define your tone, your value, and your client experience, technology will define it for you.

Metrics agencies are missing right now

The panel highlighted blind spots that can quietly damage profitability.

1) Profitability per client

Do you know if a specific client is in the black or the red?

If you are not tracking service demand and touches per client, you may be over-serving unprofitable accounts while under-investing in top clients.

2) Purpose metrics, not just production metrics

Brandon shared a different way to define success by tracking indicators of real value, like:

• How many times you helped a client reduce coverage

• How many second opinions you provided

• How often clients say no one has ever explained it this way before

These are leading indicators of loyalty.

3) Referral ecosystem performance

Ciara tracks both:

• Referrals received

• Referrals given back

She is building a community ecosystem where clients see the agency as a hub, not just an insurance vendor.

Collaboration beats competition in the independent channel

The panel also addressed a mindset shift.

Independent agents are not fighting each other as much as they are fighting:

• Direct writers

• Captive models

• Low-trust, low-touch insurance buying experiences

Collaboration improves the channel.

Sharing playbooks, renewal systems, and marketing tactics raises the standard for everyone.

Agency 2030 action plan

If you want a practical checklist, start here.

1) Write or update your AI acceptable use policy

• No client data in public tools

• Human review required

• Approved use cases defined

• Staff training documented

2) Remove friction from the client journey

• Digitize applications and intake

• Automate renewal communications

• Create clear expectations and updates

3) Build a culture you can explain in one minute

• Define values and behaviors

• Hire for fit

• Reward what you want repeated

4) Create processes people must follow

If you tolerate exceptions, you weaken onboarding and accountability.

5) Add two metrics to your scorecard

• Profitability per client or touches per client

• One purpose metric that reflects your mission

FAQs

Is AI going to replace independent agents by 2030?

The panel consensus was no. AI will change tools and workflows, but human trust and advocacy will remain the differentiator.

What is the biggest risk with AI in agencies right now?

Uncontrolled use by staff, especially entering client information into public tools without guardrails.

What is one client experience improvement agencies can make quickly?

Proactive renewal communication. Beat the carrier to the mailbox and eliminate last-minute renewal emergencies.

Where should agencies look for new talent?

Hire for culture and communication skills. Consider non-traditional pipelines, such as teachers and service professionals.