Independent agents are tired of losing personal lines marketshare to direct writers, and they will be fighting back in 2011with a new Web portal and branding campaign, the chair of theIndependent Insurance Agents and Brokers of America declared.

Mike Miley, a client executive at the Gibson Insurance Agency inPlymouth, Ind., said one of the major priorities during his tenurewill be taking the steps necessary to turn around the marketerosion independent agents have experienced in the personal linesmarket.

The primary impetus for this willbe making the IIABA's “Trusted Choice” brand for agents anationally recognized symbol among consumers.

To further promote the Trusted Choice brand, the IIABA iscreating a new website called CAP–the Consumer Agent Portal. Asmore consumers do their initial shopping for insurance over theInternet, the aim will be to drive business toward independentagents by improving search results.

“What we found is that a lot of inquiries go to the Internet,but consumers want a person to buy from,” explained Mr. Miley. “Ourchallenge is to get the independent agent to the consumer beforethe direct writer.”

While most details cannot be divulged at this time, Mr. Mileysaid CAP is designed to move independent agents higher up on searchengine results so the IIABA's Trusted Choice brand comes in atleast at number two or three.

“Research shows we have a good model here and we are excitedabout it,” he said. “We need a good consumer brand and feel TrustedChoice will drive traffic to this portal.”

For IIABA members, as they all become Trusted Choice membersthey will be paying extra for the marketing of the program, notedMr. Miley, who said the move has not received much negativefeedback. “It gets us back in the game in personal lines,” hedeclared.

Mr. Miley knows well the challenges independent agents face atboth small and large firms. Starting out on the life insurance sideof the business, he ran a small personal lines agency beforejoining Gibson Insurance. He now also handles large commercialaccounts at a firm that employs a staff of 93.

Mr. Miley said the health of the independent agency system “hasnever been stronger,” adding that “we are seeing a lot of newmembers from the direct writer ranks.”

The merger and acquisition environment presents challenges togrowing the number of agencies, but there is satisfaction inrealizing some agents find bigger is not better and start up a newagency, he said.