By: Kurt Meister, SVP Distribution Partnerships (Eastern Region)
Brokers have options in placing coverage for their clients. But they don’t always have a strategic partner to rely on.
Brokers that focus on building deeper, more strategic relationships with program managers succeed in building a reputation in specific industries. They create new revenue streams and leverage that experience in a repeatable fashion – becoming known as an invaluable partner in that niche.
That shift—from transactional to strategic—separates brokers who earn referrals, provide unique value and gain high retention from those that focus on cold calls, RFPs, cheap premiums and having to fight for every new customer.
Here’s how to make that shift, and what it means for your business:
Move Beyond the Submission
Let’s be honest— MGAs and carriers see a flood of submissions every week.
What gets noticed isn’t volume.
It’s clarity. Intent. Alignment.
Transactional brokers send in incomplete apps & loss runs – and don’t tell the story of what they’re trying to achieve.
Strategic brokers:
• Review their current book and discuss a number of opportunities with their program manager or carrier
• Share context about the client’s risk profile – the type of operator and what dedication do they have to the investment and risk management.
• Explain the long-term opportunity with that client – not just the one location being considered for a quote
• Provide transparency on timelines and expectations on coverage – not just asking for a quote with no background or direction and saying “do your best”
At Sertis, we aren’t appointing every broker. We’re looking for partners who value a strategic relationship. In our case, we’re looking for brokers who understand how risk management technology can give them a strategic edge that no one else provides.
They see that value and understand how it gives their client the long-term ability to control their premium AND reduce their overall cost of risk.
Treat Program Managers Like Strategic Partners, Not Vendors
You wouldn’t present yourself to a client as a vendor, so why treat your insurance partners that way?
Program managers and carriers want to invest in brokers who:
• Think long term
• Share production goals
• Are transparent about challenges
• Show interest in mutual success
That starts by opening the door to real dialogue. Ask questions like:
• “What types of risks are you best positioned for right now?”
• “What would make our relationship more valuable to you?”
• “How can I help you grow within my client base?”
And make sure the carrier or program manager receives the same information from you.
This information exchange goes a long way in building trust, unlocking collaboration and creating opportunity beyond the next submission.
When I’m meeting with a broker, these are the types of conversations we’re having. I prepare for every conversation and will ask questions that help you understand how to best work with us and grow your portfolio.
Make your Submissions Stand Out From Other Brokers
Program managers and carriers with strong incoming flow look for ways to prioritize. When an underwriter knows that a broker’s incoming submission will meet communicated guidelines and has the materials needed up-front, they skyrocket to the top.
And if you do that, more often than not, risks that aren’t a complete fit will also be considered faster because your a trusted partner.
Strategic brokers also keep their partners in the loop, provide feedback, and invest in the relationship even when there’s no active deal on the table.
Want to stand out? Try this:
• Book a quarterly meeting to align on the strategy of your current book, not just the next deal
• When submitting, tell them you’ve checked their guidelines, why the risk fits and what you’re still working on obtaining, based on the submission requirements – making them find out what is missing wastes everyone’s time
• Be clear on what you need from a coverage perspective and how the client doesn’t just focus on price – or if they do, be up-front about it
• Keep the carrier or program manager updated throughout the quoting process – “going silent” on a program manager or carrier breaks trust and isn’t strategic
• Offer feedback after quoting, even if the deal didn’t land. This is invaluable for ALL parties.
This kind of consistency builds credibility—and helps you become a broker your partners focus on first, not last when things get busy.
Build Together, Win Together
When you operate strategically with carriers and program managers, the relationship becomes about more than business—it’s about:
• Building trust.
• Building better outcomes for clients.
• Building solutions together that evolve as the market changes.
At Sertis, we seek what we call “flow” brokers where we can win multiple times per quarter and build momentum that’s contagious. We get that by establishing up front that our values are in alignment – transparency, growth, and dedication to long-term value. And we go further together.
If you want to get the best from your insurance partners, give them something to invest in—your strategy.
When you move beyond the transaction and intentionally build a relationship, you become more than a producer. You become a partner. That’s when real opportunity opens up.
If you’re looking for a real multifamily insurance strategic partner, let’s talk. Contact me at kmeister@sertisins.com.
About the Author
Kurt Meister is a distribution leader at Sertis, where he works directly with brokers to build high-impact, long-term partnerships across the multifamily insurance space. With 35+ years of experience in building broker relationships and sales teams, Kurt is passionate about helping others grow personally, professionally and in their business.
by Mark Gardella, CEO, Sertis
Here’s a question for the insurance industry: Why do enterprise SaaS companies invest heavily in Customer Success, while most commercial insurers barely think about it?
In SaaS, Customer Success isn’t just a support function—it’s a growth engine.
The goal is simple: ensure customers achieve their desired outcomes, so they stick around, expand their business, and advocate for the product.
The results speak for themselves:
- Retention: SaaS companies with a strong Customer Success function have net revenue retention (NRR) rates of 110-120%, meaning existing customers not only stay but spend more over time. (Source: KeyBanc SaaS Survey)
- Expansion Revenue: 60-80% of new bookings for mature SaaS businesses come from existing customers. (Source: SaaStr)
- Customer Satisfaction: Companies with strong Customer Success programs see 20-30 point improvements in Net Promoter Score (NPS), driving higher referrals and lower churn. (Source: McKinsey)
So why hasn’t commercial insurance embraced this?
The Case for Customer Success in Commercial Insurance
Commercial insurance operates in multi-year cycles, with little customer engagement between renewal dates. That model worked when customers had fewer choices, but in a soft market:
- Competition is fierce. Alternative risk transfer options, captives, and new entrants (including insurtech MGAs) give customers more choices than ever.
- Pricing alone won’t differentiate. If customers only hear from their insurer at renewal, the decision often comes down to price.
- Risk management is an ongoing process. A proactive Customer Success function could help insureds prevent losses and reduce claims, leading to improved loss ratios, and ultimately more sustainable coverage.
The logic is simple: If we help customers succeed in managing risk, we improve their experience and profitability, which also translates to profitability for the MGA and its capacity provider.
Mark Gardella
CEO
The True Cost of Risk in Multifamily
In commercial real estate—and multifamily properties in particular—the total cost of risk goes far beyond just the cost of insurance.
When a fire, violent crime, poor maintenance or major liability event happens on a property, the economic impact extends well beyond the claim payout. Property owners also face:
- Rent roll losses due to vacant units and lower tenant retention. A single fire-damaged unit can take months to repair, reducing rental income. Violent crime can increase vacancy rates, as 63% of renters consider neighborhood safety a top priority when choosing where to live. (Source: NMHC)
- Reputational damage leading to lower leasing demand. Listings with reported crime or frequent insurance claims can see significantly reduced rental applications.
- Increased operating costs from higher security expenses, legal fees, and maintenance. A property with a history of violent crime may require additional security staff or surveillance upgrades to maintain occupancy.
- Deferred maintenance—such as roof leaks, aging HVAC systems, or plumbing issues—can result in costly repairs, disrupt tenants, and ultimately lead to higher turnover.
- Higher future insurance premiums—or even policy non-renewal—if claims history deteriorates.
All of this has a direct impact on an owner’s returns. In fact, studies show that violent crime alone can reduce property values by 10-15% and increase vacancy rates by up to 7 percentage points in affected areas. (Source: Brookings Institution)
Regular preventative maintenance and property management is key to controlling all types of risks. Proactively addressing wear and tear not only reduces costly emergency repairs but also helps maintain occupancy rates and long-term asset value.
This broader definition of economic loss is what truly matters to property owners. Yet, the traditional insurance model focuses only on claims payments—not on preventing these losses in the first place.
Why MGAs Are Best Positioned to Lead
Most large insurance carriers are structured around policy issuance and claims—not customer engagement. MGAs, on the other hand, have the agility and customer-centric mindset to activate true Customer Success functions. Here’s why:
- Nimbleness: Unlike large insurers, MGAs aren’t weighed down by legacy systems and bureaucratic processes. They can implement and iterate quickly.
- Tech-Driven Insight: Many MGAs already leverage data analytics
- Customer Success and automation to assess risk dynamically. Applying that same approach to proactive customer engagement is a natural next step.
- Alignment with Customers: The best MGAs view themselves as partners, not just policy providers. A strong Customer Success function helps insureds prevent claims, optimize coverage, and get the most value from their insurance program.
How Sertis is Leading the Way
At Sertis, we’ve built our business around this philosophy. For us, Customer Success is just as important as disciplined underwriting and strong distribution partnerships.
That’s why we developed the Sertis Risk Indicator (SRI)—our proprietary, dynamic risk management platform that provides customers, broker partners, and property management companies with real-time visibility and actionable insights to manage risk more effectively.
With SRI, we don’t just underwrite risk—we help our customers reduce it. By putting the right tools and data in their hands, we empower them to:
- Improve safety measures and reduce loss frequency
- Lower their total cost of risk over time
- Proactively address maintenance issues to prevent costly repairs and tenant disruptions
- Make smarter, data-driven decisions that lead to better insurance outcomes
And we don’t stop there. Our approach to Customer Success means we’re continuously engaging with our insureds and distribution partners—not just at renewal time, but throughout the policy lifecycle.
Because at Sertis, our mission is clear: to empower our customers and distribution partners to bend the arc of the overall cost of risk down—driving high returns for all stakeholders.
The Bottom Line
If enterprise SaaS companies can prove that investing in Customer Success drives retention, revenue growth, and profitability, there’s no reason commercial insurance can’t do the same.
MGAs that lead the way—those who take a proactive, technology-driven approach to risk management—will build deeper relationships, improve underwriting results, and create a true competitive advantage.
It’s time for the insurance industry to stop thinking of customer engagement as a cost center—and start seeing it as a growth driver.
Get appointed with Sertis.
By Donna Percival | SertisIns.com
The way we sell has changed forever. The gut-driven sales instincts of yesterday aren’t enough in a world where buyers expect personalized solutions, faster answers, and smarter strategies. Today’s top sales performers aren’t just persuasive—they’re predictive. Powered by technology, fueled by data, and driven by innovation, they’re winning business by knowing what clients need before the clients themselves do.
So, the real question is: Are you evolving fast enough to stay ahead? Let’s dive in.
1. Technology: Empowering Brokers with Efficiency and Scale
Modern sales teams are no longer limited by geography, time zones, or manual processes.
Today’s cutting-edge platforms provide brokers with real-time access to insights, underwriting data, and client needs, allowing them to make faster, smarter decisions. For example, at Sertis, our proprietary risk management platform is designed to not only optimize the cost of risk for clients but also enable brokers to differentiate themselves with unique product offerings.
Key ways technology is reshaping sales:
- Automation of Routine Tasks: CRM integrations and automated workflows reduce time spent on administrative work, allowing sales teams to focus on building relationships and closing deals.
- Virtual Sales Enablement: Video conferencing, digital collaboration tools, and virtual demos allow brokers to connect with clients at scale, breaking traditional barriers.
- AI-Powered Personalization: Intelligent systems analyze client data to personalize sales presentations based on buyer behaviors , objectives, and preferences, creating more relevant interactions.
Takeaway: Sales teams leveraging technology are not just faster—they’re smarter. They anticipate client needs, personalize experiences, and close deals more efficiently.
2. Data: From Guesswork to Game-Changing Insights
Data is the currency of modern sales. Those who can interpret and act on data will always have a competitive edge.
At Sertis, our solutions are powered by proprietary risk data that allows brokers to secure better terms for clients by demonstrating proactive risk management. This data-driven approach moves sales conversations from generic pitches to tailored, insight-driven discussions that resonate with clients.
How data drives better sales outcomes:
- Targeted Prospecting: Data analytics helps identify the most profitable prospects, focusing sales efforts where they matter most.
- Performance Optimization: By tracking key metrics, sales leaders can fine-tune strategies, ensuring their teams are always improving and growing as a professional.
- Predictive Insights: AI-driven forecasting empowers brokers to predict client needs and market shifts, positioning them as trusted advisors rather than a salesperson.
Takeaway: Data transforms sales from a numbers game into a strategy game. Brokers who know how to harness the power of data win more, retain more, and grow faster.
3. Innovation: Breaking Away from Conventional Sales Models
Innovation in sales isn’t just about new products—it’s about different and new ways of thinking.
Many providers have retreated from the multifamily property insurance market, leaving brokers with fewer options. Sertis took a different path. By innovating with technology and proprietary risk data, we’re not just staying in the market—we’re redefining it.
What innovative sales strategies look like today:
- Value-Driven Partnerships: Sales strategies now prioritize long-term partnerships over short-term wins, offering solutions that help brokers grow rather than just selling a product.
- Thought Leadership Content: Successful sales teams are positioning themselves as industry leaders, sharing insights that educate and influence potential clients.
- Agility in Execution: Sales strategies are no longer static. The best teams adapt quickly, experimenting with new approaches, technologies, and markets to stay ahead.
Takeaway: Innovation keeps sales strategies relevant. The willingness to rethink the norm and embrace new approaches is what separates market leaders from the rest.
The Future Belongs to the Bold
As technology, data, and innovation continue to redefine the sales landscape, the question for brokers and sales leaders is clear: Are you effectively adapting?
At Sertis, we’re committed to providing brokers with the tools, insights, and innovative solutions they need to thrive in a dynamic market. The future belongs to those who embrace unconventional solutions—those who are willing to challenge the status quo and adopt smarter, data-driven sales strategies.
To learn more about Sertis and how we’re changing the game for brokers connect with me (Western Region) at dpercival@sertisins.com or Kurt Meister (Eastern Region)at kmeister@sertisins.com