Different Roles to Help Your Independent Agency Thrive

Different Roles to Help Your Independent Agency Thrive

Are you an independent agency looking to take your business to the next level? Then you need to understand the various roles that can help you grow your business efficiently. With the right support, you can give your independent agency the boost it needs to succeed.


The role of a manager in an independent agency is to provide strategic direction and ensure that vital resources are made available to the organization. Managers evaluate performance, initiate the hiring process, make hiring decisions, gauge if an employee is a fit organizationally, conduct performance management and are the final authority about retention or termination. In addition, managers coordinate program structure, making sure foundational activities such as licensing, systems training and annual planning activities are executed. Managers also inform coaches, mentors and trainers so that their actions can support the goals of the agency. 


A trainer plays an integral role in helping an independent agency succeed. They help to provide important information and knowledge to producers so they can effectively compete and stay up-to-date on industry trends. Trainers also help to reduce client risk and protect the agency from any errors and omissions. The insurance industry has commoditized training, often focusing on continuing education credits rather than technical acumen. This is why trainers are often undervalued. However, it is crucial for an independent agency to understand the importance of a trainer. Trainers are necessary for imparting accurate, relevant, and actionable learnings that build skills, help producers compete, reduce client risks, and protect the agency from errors and omissions events. 

Trainers also help to keep agents updated on the latest industry trends and changes in technology. Having a knowledgeable trainer who can keep agents informed and educated will ensure that the agency remains competitive in the industry. 


Mentors fill a unique role in helping independent agencies succeed. As both a confidant and teacher, mentors provide personal and professional direction and insights to their mentees. They evaluate the skills, desires and goals of the mentee, and through regular engagements, help build confidence and progress towards their goals. True mentors prioritize the needs of the mentee, often facilitate hard-truth conversations, and help their mentees make difficult decisions that will lead them toward their goals. This can include helping them discover they are in a role that may not be a good fit, that their skills may need to be refined, or even help them self-select out of a role or opportunity that conflicts with their aspirations. As a confidant, they often address personal issues that are creating professional barriers.

Professionally, mentors tend to be seasoned and have had experiences that allow them to be relatable, as well as insightful. It's also important they lack a personal agenda for their mentorship. Mentors can provide invaluable guidance to agents, helping them build and maintain their success as an independent agency.


Coaches play an important role in helping producers maximize their potential and stay competitive in the marketplace. Experienced coaches have been in the agent role and are familiar with what it takes to win deals. They are able to provide perspective, support and sound advice when deal negotiations become complicated and stressful. Coaches can help agents avoid common pitfalls such as commoditization, and leverage technical and sales acumen to outperform competitors. Coaches should work in alignment with management and trainers to ensure their advice is consistent with the agency's overall strategy and direction. This helps minimize confusion and ensures that the agency is working as a cohesive unit towards its common goals.

Joining AAI can help you create a motivational work environment. Contact us today to learn how.