Dec 103 min read

Scout InsurTech Spotlight with Ema Roloff

Ema Roloff is Co-Founder and Principal Consultant at Roloff Consulting, helping you leverage digital strategy to expand your reach, build authority and grow your business. Ema was interviewed by Michael Fiedel, Co-Founder at Scout InsurTech and Co-Founder at PolicyFly, Inc.

Ema, can you define digital leadership and what that means?

“The world that we live and work in is completely different—from how we buy to the way we build culture in a business. It’s only getting more complex as we navigate hybrid work, partially returning to the office or maintaining remote connections with customers. Digital leadership is about learning to lead effectively in this digital world. The pace of change has increased substantially over the last five years, and these changes often take time for people to adapt to. Now, it’s time to proactively lead both internally and externally using the tools available.”

Social media plays a key role in the external element. How should executives in insurance use social media to reinforce their leadership both within and outside their company?

“Starting with the external component, social media can be a strategic tool to grow both your career and your business. Executives need to be visible if they want their company to be visible. Trust in companies is at an all-time low because there’s a separation between the people who make up the company and the consumers. Whether selling direct to customers or operating in the B2B space, it’s crucial for companies to feel personal and human, which requires leadership to share more of their authentic selves online.

This builds trust and authority with consumers, who ultimately make purchasing decisions based on trust. Leaders should use social media to showcase company values, offer solutions to problems that their customers face and highlight their experience and expertise. Internally, this approach also helps employees feel connected and builds authenticity within the company. Day-to-day work is often packed with meetings and lacks the informal interactions that previously built culture. Social media allows leaders to share personal and professional moments, fostering connection even in a digital-first environment.

You can also use content to highlight team accomplishments, engage in lighthearted activities and bring teams together in creative ways. Simple activities—like creating TikTok or Instagram videos across teams—can break the monotony of back-to-back meetings and give employees opportunities to express themselves. These efforts not only build trust with consumers but also strengthen bonds internally, creating a more vibrant and connected workplace.”

What pressure is our evolving digital environment putting on the future of work?

“The evolving digital landscape demands leaders to excel in change management, helping teams adapt to the rapid shifts in technology, processes and buyer behaviors. Leaders must ensure their teams understand emerging tools and align closely with the company vision. This constant change—whether it’s adopting a new platform, shifting processes or changing messaging to meet evolving customer needs—requires a culture of resilience. Leaders must find effective ways to keep their teams motivated and focused while navigating these ongoing shifts.”

What future outcomes can be expected for companies that embrace digital leadership effectively versus those that struggle to keep up?

“Trust in leadership is at an all-time low, with only about 40 percent of employees trusting their leaders. Without effective digital leadership, this number will likely decline further. The consequences include low employee loyalty, high turnover, loss of institutional knowledge and negative customer experiences. Conversely, companies that excel in digital leadership build cultures that foster loyalty, purpose and satisfaction among employees.

This involves creating a clear vision for the company, showing employees how their work contributes to that vision and fostering bidirectional communication where leaders listen as much as they direct. Recognizing employee contributions and bringing a human touch to the digital world are key. Ultimately, digital leadership is about leveraging technology to enhance what makes us human—trust, connection and culture—even in a virtual environment.”