The client renewal period is a critical opportunity for insurance agents and brokers to demonstrate value and solidify relationships. A reactive approach, where policies are simply “offered for renewal,” is no longer sufficient. That can be demonstrated by the potential for rate stabilization - and even decreases - in 2026.1
A proactive, strategic remarketing process is essential for retaining clients, enhancing coverage, and driving agency growth. By refining this process, agents and brokers can transform a mundane task for agents and a dreaded one for many insureds into a powerful touchpoint for client satisfaction and operational excellence.
This article outlines a framework to improve the renewal remarketing process. We will explore actionable steps for reviewing client needs, analyzing market conditions, leveraging technology, and maintaining transparent communication. Implementing these strategies will not only improve retention but also position you as an indispensable partner to your clients.
The Foundation: When and Why to Remarket
Before building a process, it’s crucial to define the ‘triggers’ for remarketing. Even in today’s agency, remarketing every account at renewal isn’t necessary. Rather than letting every person in the agency decide what's worth remarketing, strong agency guidelines set clear criteria to identify which accounts will benefit most from a market review.
Key Triggers for Remarketing
Beyond non-renewals, of course, consider remarketing an account if one or more of the following conditions are met:
- Significant Premium Increases: A rate hike that isn’t in line with the market average from the incumbent carrier is the most common reason to explore other options.
- Changes in Client Needs: Has the client’s business expanded, or have they experienced significant life events? Changes in operations, revenue, or exposure (e.g., new properties, increased fleet size, new product lines) often necessitate a market review to ensure coverage remains adequate. If you haven’t been communicating with them in the policy period, this would be hard information to have known.
- Carrier Instability or Appetite Shifts: If a carrier is experiencing financial instability, withdrawing from a specific market, or tightening underwriting guidelines, it is prudent to seek alternatives. This is a competitive advantage for independent agents and brokers that should be utilized.
- Client Dissatisfaction: A client expressing dissatisfaction with their current carrier’s claims service, billing, or policy management is a clear signal that a change may be needed.
- Proactive Strategy: For key accounts, schedule a remarketing every 2 to 3 years to ensure they consistently receive competitive terms and coverage, even without a specific trigger.
Building a Streamlined Remarketing Process
A successful remarketing strategy is built on a structured, repeatable process. This ensures consistency, efficiency, and a superior client experience.
Step 1: Initiate the Renewal Review Early
The remarketing process should begin well in advance of the renewal date – typically 90 to 120 days out. This timeframe provides ample opportunity for thorough analysis, market negotiation, and client consultation without feeling rushed.
Start by running a report of all upcoming renewals in your AMS. Triage this list based on your predefined remarketing triggers. For accounts that meet the criteria, schedule an initial discovery call with the client or at least automated outreach coordinated in your CRM. The goal of this call is not to discuss quotes but to understand what has changed over the past year. And finally, use your data. At ReFocus AI, we are building intelligence solutions - Customer Journey Alerts - that can signal when clients are at risk for renewal.
Step 2: Conduct a Thorough Client Needs Analysis
A deep understanding of the client's current situation is the cornerstone of effective remarketing. During your discovery meeting, go beyond simply updating application data.
- Review Current Operations: Discuss any changes in their personal lives, business model, employee count, revenue projections, or geographic footprint. Specific renewal checklists add value here.
- Identify New Exposures: Have they launched new products, entered new markets, or acquired new assets? Uncover potential gaps in their existing coverage.
- Understand Their Goals: Ask about their strategic objectives for the coming year. Are they planning an expansion? Are they concerned about a specific emerging risk? Aligning their insurance program with their business goals demonstrates true partnership.
Step 3: Analyze Market Trends and Carrier Appetite
With a clear picture of your client's needs, the next step is to evaluate the current insurance marketplace. This is where your agency’s expertise provides immense value.
- Leverage Your Carrier Relationships: Your underwriters and carrier representatives are valuable sources of intelligence. Understand which carriers are actively writing new business in your client’s industry and which have the most competitive products for their specific risk profile.
- Stay Informed on Industry Trends: Is a particular line of coverage, like cyber liability or professional liability, experiencing a hard market? Knowing these trends allows you to set realistic expectations with your client from the outset.
- Prepare a Comprehensive Submission: Create a high-quality, complete submission package for the carriers you’ve identified. This should include updated applications, a detailed narrative of the client’s operations and risk management practices, and several years of loss runs. A professional submission signals to underwriters that the account is desirable, often leading to better terms.
Step 4: Leverage Technology for Efficiency
Manual remarketing processes are time-consuming and error-prone. Modern agency management systems (AMS) and other InsurTech tools can automate and streamline many aspects of this workflow. We have developed such a solution at ReFocus AI, and it can help support processes for you to:
- Automate Renewal Workflows: Use your AMS to set up automated tasks and reminders for the renewal team, ensuring no account falls through the cracks.
- Utilize Quoting Platforms: For certain lines of business, digital quoting platforms can help you gather multiple quotes quickly, freeing up your team to focus on more complex accounts and client advisory.
- Implement a Client Portal: A secure client portal enables efficient document and information exchange. Clients can upload requested materials, and you can present proposals in a professional, organized digital format.
Step 5: Maintain Clear and Proactive Communication
Keeping the client informed throughout the process is paramount. Transparency builds trust and manages expectations.
- Outline the Process: At the beginning of the engagement, provide the client with a clear timeline and explain the steps you will be taking on their behalf.
- Provide Regular Updates: Even if you are still waiting on quotes, a brief weekly email or call to let the client know their account is being actively worked on goes a long way.
- Present a Clear Proposal: When you have received quotes, present them in a clear, easy-to-understand format. Don’t just show premiums; create a proposal that compares coverage, limits, deductibles, and carrier ratings. Highlight the key differences and provide your professional recommendation.
The Benefits of a Refined Remarketing Process
Investing time and resources into building a strategic remarketing process yields significant returns for your agency or brokerage.
- Improved Client Retention: A proactive approach demonstrates your value and commitment, making clients less likely to shop their insurance elsewhere. When clients see you are working to secure the best possible terms and coverage for them, their loyalty deepens.
- Enhanced Coverage and Risk Management: By thoroughly reviewing a client's needs each year, you can identify and close coverage gaps, offering better protection and positioning yourself as a risk management advisor, not just a broker.
- Increased Efficiency: A defined, technology-enabled process reduces manual effort, eliminates redundant tasks, and allows your team to handle more renewals in less time. This frees up producers and account managers to focus on high-value activities such as client consultations and new business development.
- Stronger Carrier Relationships: Providing carriers with complete, professional submissions strengthens your reputation and can lead to more favorable treatment and better terms for your clients.
Moving Forward: From Process to Culture
A successful remarketing process is more than a checklist; it's a cultural shift. It requires moving from a transactional mindset to one centered on advisory and partnership. By implementing a strategic framework for remarketing, you can elevate the client experience, drive retention, and build a more resilient, profitable business.
References
1 - https://inszoneinsurance.com/blog/insurance-rate-forecast
