Another strong preference that shined through was respondents’ desire to speak to an agent or broker rather than searching online for coverage. This underlines that consumers want broker advice and support as well as connection and service.
Consultant Heath Sharon, who also hosts the Insurance Town podcast, emphasizes how technology and AI are essential tools, but building relationships and building trust does not lose its importance.
“You have to be able to do both, manage relationships as well as manage technology,” explains Sheeron. “Those are the brokers who are winning; those who are stuck in the old school or are too forward thinking in technology will not win. That’s why I like to call it the ‘great middle lane merge.'”
Service expectations vary depending on the customer and their business.
below, some IBARespondents shared what it means to them:
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“He’s always available to talk to us when we have a question or concern. If he doesn’t have an answer to our question, he’ll work to find the answer.”
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“They have been the only broker who took the time to understand our business structure/processes/exposures, explain the P&C insurance process, schedule site walkthroughs with multiple carriers, and discuss the pros/cons of each carrier’s proposal.”
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“They take a proactive approach and partner with us to identify areas in which our company can reduce risk and implement industry best practices.”
according to IBASurvey results, personalization, understanding coverage needs and fast communication matter most to customers. This is in line with Sharon’s observation that top insurance brokers and agents are gaining an edge by educating themselves and understanding the areas.
“I’m seeing a lot of people specializing in a specific industry. Maybe it’s in restaurants or construction, or it could be in a particular area of business.”

The difference maker for brokers is using data and analytics to make a difference, as they use data to proactively manage risk on behalf of their clients. However, customers are not interested in the type of technology or what platform is used, but they are looking at the end result.
“Everyone knows that when you order something from Amazon, you’re going to get great customer service. Sometimes it’s delivered to your door within an hour,” says Chiron. “Our customers in the insurance industry want the same thing. They want us to think for them and make things easier.”
Brokers are using technology to be proactive and show clients how what has happened recently in the market will apply to them.
Sharon appreciates that AI is here to stay, but it won’t be the whole picture.
“It’s not going anywhere, and we’re going to see a big uptick in making some of those things more efficient, and we’re going to see people bending the steps to remove clicks or redundancies in the workflow,” he says. “It won’t replace people. I think it will open up more opportunities for jobs.”
IBAInsights from 2025 survey data
Relationship-building is the foundation of long-term success. Clients remain loyal to brokers who are accessible, sympathetic, and proactive.
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Personalization and industry knowledge set the top brokers apart. A deep understanding of the client’s business and sector-specific risks is a clear differentiator.
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Speed and clarity of communication cannot be compromised. Fast, clear and jargon-free responses are highly valued.
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Transparency and education foster trust. Customers want to understand their coverage and feel empowered, not pressured.
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Proactivity in risk management and claims support adds value. Clients remember and reward brokers who go the extra mile during critical moments.
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Efficiency and integration matter, especially for complex customers. Handling multiple lines of coverage through a trusted broker streamlines the customer experience.

A long-term vision and a deep understanding of clients are hallmarks of Bolkun-Robert’s approach, particularly in the fast-growing New York construction sector, but their reach extends across the United States. It is not only keeping pace with the market but also staying ahead of the pace.
Bolkun-Robert firmly believes that industry-specific expertise and proactive client communication are game changers. She doesn’t just sell policies; She aligns strategies, ensuring clients are always one step ahead.
Take his 17-year relationship with a construction client: What started as a modest policy for a small firm has grown into a multi-million dollar annual account, with client revenues now approaching $20 million. This was the result of building trust, understanding the nuances of the field, and persistence. Their close relationships with construction lawyers, project managers, EMR experts, and security groups have also influenced the way their clients run businesses.
Regular check-ins, up to two or three times a year, are the cornerstone of his success. Bolkun-Robert doesn’t just manage accounts; She builds a comprehensive picture of each client’s operations and helps accelerate their growth.
Another long-term customer is a plumber for whom Bolkun-Robert has created and maintains a profile of operations.
“There are a lot of costs you need to take into account, for example, if a plumber is in a union, obviously the union has a different hourly wage than the non-union,” she explains.
Bolkun-Robert is adamant: Today’s brokers must be true experts. “You need to know the nuances of each business you work with – what they want, what they like to write about, and what they expect in submissions. After 17 years, I’m still learning from new clients and their appetite.”
Staying on top means being proactive and always learning.
“This job keeps me active. Every day is different, every client is unique, and every coverage need is evolving. I’m constantly attending seminars – for example, cyber liability is now one of the biggest and newest risks we’re looking at,” she says.
Being based in New York means knowing regional quirks, like the difference between a soft and hard hammer clause – get it wrong, and you’re looking at multimillion-dollar lawsuits. Bolkun-Robert’s commitment to understanding her clients’ businesses means she can tailor coverage to perfectly fit their business needs and growth plans.
He is not just a broker; She is part of the team that ensures coverage evolves with the company’s trajectory.


She says, “When you’re at the top of the insurance world from an educational standpoint, you know how to advise clients. Every client is different in some way and needs different coverage.”
Aligning with our clients helps Bolkun-Robert tailor insurance to their business needs and growth plans. She becomes a team member, ensuring that coverage is consistent with the company’s trajectory, with brokers now viewed as partners, not just certificate issuers.
“That increased understanding has led to increased client expectations, and then as a broker, how do you meet those expectations. I approach every client by keeping a very close eye on them,” she explains.
“I meet with my team monthly to discuss each client, so we’re all informed about what’s going on. If there are any red flags or if the client is moving in a different direction, I get involved right away.”
Legislative changes have also been another challenge for Bolkun-Robert. While claims in the past may have been close to a million dollars, labor lawsuits routinely hover around or above $10 million, causing insurance companies to abandon New York.
Bolkun-Robert and his team monitor these changes to maintain coverage for customers.
“This is where my job is extremely important,” says Bolkun-Robert. “If I know an insurance company is leaving New York and that policy will not be renewed, I will immediately meet with the client and explain the change.” “I calm them down and we take the necessary measures, and tell them that we will contact every possible market to get a renewal.”
Embroker’s industry trends for 2025 show that “Cyber-related claims have increased by 13 percent year-on-year. Therefore, many insurance brokers have taken steps to improve and improve cyber liability policies. The increasing risk of cyber crime has also led many brokers to increase cyber insurance rates”.
The growing need for cyber coverage is one of the areas where Bolkun-Robert and his team work, keeping clients updated and ensuring there is continuous coverage so businesses can continue to run without interruption.
“We inform every client on our monthly mailing list about what’s happening in the marketplace, and based on the business benchmarking we’ve seen in their workplace, and the coverage we think is necessary,” she says.
Takeaway: Success Secrets of America’s Top Insurance Brokers and Agents
🤝Becoming a Trusted Advisor: Builds strong, trusting relationships; Enabling clients to rely on their guidance and expertise
💻+🧑Technology & Personal Touch: Balances technology and AI with genuine, personalized service
🛠️Personal, Proactive Service: Formulates solutions, manages risk, and communicates quickly and clearly
🏗️/🏥/🍽️ Industry and regional expertise: Has expertise in areas and understands the nuances of the local market
📈Long-term vision and learning: Builds long-term partnerships and keeps learning to stay ahead of industry trends
📞Proactive Communication and Teamwork: Checks in regularly with customers and collaborates internally to meet emerging needs
🚨Crisis Management and Market Awareness: Monitors market changes, reassures customers, and ensures continuous coverage
