Tech Strategy for Agencies - Start With the Problem

If you took one thing away from our panel at IIAD All-Industry Day, let it be this: Don’t chase tech trends. Start with the problem.

Too often, agencies jump into new platforms because they look cool or promise big gains. But the most consistent advice from our panelists was to pause and ask: What is the actual problem you’re trying to solve?

Bob Whitis of Brightfire emphasized the need to align expectations with outcomes. Don’t expect tech to be a magic wand. You have to know your goals, your current stack, and where a tool fits. Integration can’t be an afterthought. You need a system that plays well with others, or it’s just another silo.

Patrick Cooney from Powerbroker AI reminded us that tools with proven ROI make it easier to pinpoint starting points. Look for bottlenecks in service, retention, or production. Real results come when you apply tools to real friction points.

Ryan Hanley of Linqura dropped a memorable truth bomb: "If you're still selling insurance, you can't run your business." That’s not a jab, it’s a call to action. Leaders must step out of the weeds to think strategically. When you’re too deep in the day-to-day, you can’t see where systems need fixing.

Let’s get even more foundational than tech: Standard Operating Procedures.

It’s shocking how many agencies still don’t have documented SOPs. Some agencies do have them, but don’t use them. If your team isn't following processes, it's usually because you aren't holding them accountable. And if you're not holding them accountable, it probably means you’re not measuring. And if you’re not measuring, you don’t know your numbers.

And here’s the real issue: If you don’t know your numbers, then how can you possibly know what solutions you need?

Without clear, repeatable SOPs, your tech strategy is built on sand. You can't fix what you can't define. You can't scale what isn't repeatable. Before you even look at a new platform, look at your internal playbook. Is it written? Is it current? Is it enforced?

Technology is an enabler, not the solution. The strategy? Start with pain points. Get clarity on your gaps. Build a culture of accountability. Then find the tech that helps your team move faster, serve better, and scale smarter.