What makes your independent insurance agency stand out to customers and employees? Many agencies point to excellent service or competitive pricing, but today’s consumers and workers are looking for something more meaningful. They want to know who you are, what you believe in, and how your work makes a difference.
According to Porter Novelli, 75% of Americans believe companies should positively impact communities — not just make money. And for employees, job fulfillment ranks as highly as pay when considering new opportunities, according to PwC. In short, people care about purpose.
A purpose statement expresses why your agency exists beyond generating revenue. It focuses on your agency’s values and the human impact of your work. When done well, it deepens team alignment, strengthens culture, and builds trust with clients.
While a mission statement answers the “what” and “how” of your business, a purpose statement explains the “why.” It’s the emotional heartbeat of your agency — the reason your team comes to work and why clients choose you. As author Simon Sinek famously said, “People don’t buy what you do; they buy why you do it.”
Start by engaging your team in a values discovery exercise:
Next, dig into how those values play out in everyday work:
Now, bring it all together. Combine your top values, examples of how you live them, and the impact you create into a single, short statement.
Example: “At XYZ Insurance, integrity and respect guide everything we do to protect the communities we call home. We help you live with confidence, knowing you’ve got the right coverage and a team that truly cares.”
When used consistently, your purpose statement can boost employee morale, attract top talent, and earn long-term loyalty from clients.
At AAI, we help independent insurance agents grow smarter and faster with expert guidance, training, and tools. Reach out today to learn how we can help you define and promote your agency’s purpose.