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For carriers, independent agents are arguably the most important asset to drive business. On the front lines and in direct communication with customers seeking coverage, they're also a valuable source to help carriers improve their existing products or develop new ones.

The agent-carrier relationship is critical, and with tools such as agent portals, it's underpinned by seamless and efficient engagement. In fact, The J.D. Power 2022 U.S. Independent Agent Satisfaction Study found that overall agent satisfaction is highest when they interact with carriers via digital channels. However, with an aging workforce and new, unfamiliar self-service systems and other digital tools, there's a high likelihood that agents will find themselves in the middle of a difficult digital experience.

When this occurs, agents will disengage and fall back on their go-tos: asynchronous, inefficient communication vehicles like email or the phone. This foils the dual intent of "seamlessness" and "efficiency" afforded by digital engagement. Worse, it may disincentivize agents to place their business with carriers that don't provide adequate support when agents run into digital snags.