Author: Dave Willis
Scott Rogers never shies away from lending a hand. Since 2006, he’s served as president of The Glatfelter Agency, the full-service retail arm of York, Pa.-based Glatfelter Insurance Group. During that time, he forged strong community ties and involved himself in myriad local causes—serving on the boards of the Children’s Home of York, the York County Community Foundation and the Pennsylvania Business Council; on the advisory boards of Penn State York and Logos Academy; on the MS Leadership Advisory Council committee; and more.
His involvement extends to the insurance industry, too. Rogers is a board member of the Insurance Agents and Brokers of Pennsylvania and the Independent Insurance Agents and Brokers of America. His role as a Big “I” State National Director led to his appointment to the Agents Council for Technology (ACT) Committee. “Because of numerous IIABA board meeting conversations about our agency’s use of technology, someone suggested that I should get involved with ACT,” Rogers recalls. “And I did.”
His three-year term started in 2011, but he stayed on an extra year to assist with continuity as Ron Berg took the ACT executive director reins following Jeff Yates’ retirement. “Being on the committee ranks as one of my best experiences serving the insurance industry,” Rogers notes. “Having an insider’s view of the industry’s technological advancements and crafting messages to move us forward has been exciting and, at times, frustrating.”
As Rogers prepares to exit the committee, he’s encouraged about ACT’s future. “We’re headed in the right direction,” he notes, “but to be an even more significant change agent, we need more active participation by our agents and even more carriers at the table.”
An important focus going forward should be commercial lines. “Competitor research shows that a majority of small-business owners would consider buying insurance online,” he notes. “Technology and a changing consumer view of insurance are leading this shift. Quick and easy access to multiple options lets consumers research, connect and virtually transact the insurance purchase online in minutes.”
He adds, “The industry’s becoming more commoditized, and we’re all to blame. We let price replace value, and we started bidding and quoting instead of marketing and selling insurance. We need to remember that more than 50% of consumers would prefer to work directly with an agent and consumers buy from those they trust.”
Rogers believes it’s possible to stop the hemorrhaging. “The Marines have a great saying: ‘Improvise, Adapt and Overcome,” he notes. “Independent insurance agents have been slow learners on all three fronts. To remain relevant, the excuses need to stop, and we need to evolve.”
He points out that IIABA and ACT have done the research and collaborated with vendors and carriers to develop resources to compete. “But if your culture is all about holding on to the past and if your staff is unwilling to evolve, be prepared to lose clients,” Rogers explains.
He cites recent studies showing the average age of independent insurance agency service team members topping the mid-50s. “Over time, bad habits have developed,” he explains. “Agencies operating under the traditional sales and service model are unknowingly passing bad habits to new generations of agency professionals. We need to manage habits that are transferred to new employees. Embracing technology is central to this.”
Noting that relevance will suffer in agencies that don’t integrate technology into their vision and strategic planning, Rogers offers several tips for agents: “Use the ACT webpage and its Work Group papers as a first line of defense against the online threat. Increase your web presence by using tools available through Trusted Choice. Keep your agency management system updated. And integrate a rating program to speed turnaround.
“Most of all,” he recommends, “recognize that poor habits diminish your relevance. Act now to shift the tide in your favor.”
Personal time
When Rogers’ term is up—and if he doesn’t fill the void with additional service work—he’ll have more time to spend with his wife, Bernadette, and their two daughters. “We’ll have more opportunities to travel, attend sporting events and enjoy outdoor activities,” says the accomplished fly fisherman, licensed scuba diver and hack golfer.
He’ll do so knowing the agency system is in good hands. “As we continue to bring more voices to the table, our group of staunch and loyal ACT supporters will continue to drive the pace of change needed to remain relevant in an exceptionally competitive landscape,” he predicts.
Dave Willis, CPIA, is an associate at Aartrijk.