Marketing

Consumers are increasingly turning to artificial intelligence (AI) to search for answers to insurance questions and find independent insurance agencies.

For independent agents, local, authentic imagery is one of the few marketing advantages captive carriers and national insurers can’t copy.

Many agencies struggle with marketing because they aren’t sure what results they are hoping for. A good way to think of digital marketing campaigns is as a tool your agency uses to create simple conversations.

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.

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.

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

Consumers want to place their business with companies that care. Here’s why your agency should be visible and vocal about community involvement.