Scout InsurTech Spotlight with Torey Maerz

Torey Maerz is the CEO at ClientCircle, an all-in-one marketing automation platform for insurance agencies. Torey was interviewed by Chris Luiz, CEO and Co-Founder at Scout InsurTech.

Torey, how can technology enhance relationship building and communication in the insurance industry?

“I like to think of it in two different ways. First, technology ensures consistency. It can identify issues and alert you to things you might otherwise miss. For instance, when a new customer joins your company, you want to welcome them in a way that feels both personal and professional. In the past, that might have meant sending a handwritten welcome card, but manual steps can be prone to oversight when things get busy. Automation allows you to consistently manage each customer interaction and deliver a uniform experience. 

The second aspect is finding and capitalizing on opportunities. Technology excels at processing vast amounts of data to uncover opportunities you might not see otherwise. For example, if your agency sells multiple insurance lines, advanced systems can pinpoint customers who would benefit from an additional coverage option—much like how retailers suggest complementary products. This not only drives growth but also ensures that your customers are well cared for and appropriately covered when issues arise.”

What impact does effective communication have on client retention, referrals and overall business growth?

“Effective communication has a tremendous impact on an agency’s success. In my experience, it plays a pivotal role in three key areas: client retention, referrals and overall business growth. Research with over two million insurance consumers revealed that 42 percent of customers identified communication as the most important factor influencing whether they would recommend an agent to their friends, family or business partners. 

While price is often thought of as the primary concern, consumers say otherwise. Price registers at only about 22 percent in significance, making it clear that quality communication is more important when it comes to retention. When clients feel well-informed and valued, they not only stick around longer but also become enthusiastic referrers, ultimately leading to increased cross-sells and organic business growth.”

What insights have you gained from analyzing communication data in our space?

“At ClientCircle, we’ve been in business long enough to analyze more than ten years of data, encompassing nearly four million pieces of feedback from several million customers across more than 40,000 campaigns. One striking insight is that clients who are promoters consistently mention service and the personal relationship as the primary reasons they appreciate their agent or agency. In fact, when we looked at the most common words used by promoters, ‘service’ and ‘always’ were always at the top, while negative comments referenced ‘service’ and ‘never’. This clearly underscores that quality and consistent service make a huge difference. 

Another fascinating finding is that 62 percent of promoters emphasized the importance of the relationship, compared to only 38 percent of detractors. While price sometimes becomes a factor for customers beginning to shop around, it’s the strength of the personal relationship that ultimately keeps them loyal. Interestingly, clients who initially had a poor experience but were later turned into promoters ended up staying with the agency longer than those who were always satisfied. This phenomenon, which is also observed in other service industries like hospitality, highlights the importance of addressing issues effectively. In short, technology can help identify dissatisfied clients, giving agencies the opportunity to resolve issues and convert negatives into long-term loyalty.”

How can personalized touches, such as handwritten cards, be scaled using technology without losing authenticity?

“The key is to remain personalized even when scaling up communication through technology. You want your clients to feel as though you’re speaking directly to them rather than sending out generic, mass messages or branded, multi-story newsletters. Imagine receiving an email that doesn’t include your name or seems like it’s been sent to everyone—it just doesn’t feel personal. Instead, by incorporating elements of a handwritten card—whether through digital means that mimic the warmth and authenticity of a personal note—you show your clients that they’re more than just a policy number.

It’s also crucial that these communications come from a specific person, such as the service representative assigned to the client, rather than from an impersonal company name. This personal connection is far more memorable and sticky. In addition, instead of resorting to broad email blasts, consider segmenting your customers and tailoring messages to their specific needs. Mixing up your communication channels—using emails, texts and even occasional physical mail—can further enhance the personal feel while still benefiting from the efficiency of automation.”

What are the biggest challenges independent agents face in adopting technology for client engagement, and how can they overcome them?

“There are several challenges that independent agents commonly face when adopting new technology. One of the biggest hurdles is the learning curve; many agents are comfortable with their current processes and might hesitate to embrace new tools. To overcome this, it’s important to select technologies that offer robust onboarding support and clear documentation. 

Another significant challenge is the fear of the unknown. In an industry that traditionally prioritizes risk avoidance, there can be apprehension about automating communications, with concerns that an error—such as sending the wrong email to a customer—could occur. This fear often leads to excessive control over every communication, which can ultimately result in under-serving clients. A good strategy is to start small, allowing for controlled automation with approval steps until you build trust in the system. 

Finally, integration is a common challenge. The insurance industry lacks standardized systems for technology, meaning that new tools often don’t integrate seamlessly with existing processes. This can lead to inefficiencies like duplicate data entry. Advocating for open standards and selecting tools that integrate well with current systems can help mitigate this issue. By addressing these challenges head-on, independent agents can effectively use technology to enhance client engagement and drive long-term business growth.”

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