Sales and Marketing

Will Canterbury is an entrepreneur in the truest sense. From running a lawn care business to pursuing a music career to selling furniture, Canterbury has done it all.

For small and midsize independent insurance agencies, 2026 is the best and the hardest time to market a business. The industry is steady, technology is smarter and customers are always within reach. Yet, staying visible in a nonstop digital world takes more energy than ever.

As an independent insurance agent—whether you’re a solo practitioner, a small business or a growing large agency—strong PR can help you connect with your audience, protect your reputation and stand out in a crowded world.

Communication is the name of the game in the challenging coastal insurance market—and Kelley Carter, a communication and business major, has applied that wholeheartedly.

Data has evolved from a back-office function to a front-line strategic tool for independent insurance agencies.

Lorraine Jeckells is co-founder and CEO of Free Brands (FREE), a global marketing agency specializing in the insurance sector.

Susie Bonner, vice president of marketing and communications at the Big “I,” drives campaigns that elevate the Big “I” mission.

The leaders who excel in the age of artificial intelligence (AI) will be those who lean harder into the human touch when it matters most.

Lucas Hendricks, CEO of Lift Local, has over 13 years of digital marketing experience, nine of which have been spent marketing for insurance agencies.

Keeping an existing client is far more cost-effective than chasing down a new one. Here are six steps to retain more clients and keep costs down.