Retention at the Agency Level: It’s More Than Just the Carrier

At the agency level, retention is about far more than carrier appetite or pricing — it's about:

• The type of business you write,
• The switching friction clients experience,
• And your agency’s ability to provide value beyond price.

Agencies that intentionally build retention into their client relationships outperform on both profitability and client loyalty.

🟩 Personal Lines with Strong Bundling = High Retention

• Homeowners Insurance — Mortgage requirements and bundling incentives encourage long-term loyalty.
• Auto Insurance (when bundled) — Standalone auto is price-sensitive; but bundling with home, umbrella, and life policies significantly improves stickiness.
• Umbrella Insurance — Once clients understand the value, they rarely let it go.
• Pro Tip: Identifying and upgrading mono-line auto accounts into bundles is one of the simplest and most effective retention plays available to most agencies.

🟦 Commercial Lines That Are Complex & Essential

• Workers’ Compensation — Legal requirements, payroll integration, and experience mods make switching inconvenient.
• Business Owners Policy (BOP) — Small businesses value consistency, and bundling with coverages like EPLI or Cyber enhances retention.
• Commercial Property Insurance — Loan covenants and lender requirements keep policies in place.
• Cyber Liability — Increasingly seen as essential, particularly in tech and professional sectors.
• Professional Liability (E&O, D&O, Malpractice, etc.) — Risk complexity and regulatory pressures discourage clients from shopping.