
By Lewis Nibbelin, Research Writer, Triple-I
While public trust has become more challenging to maintain amid today’s increasingly interconnected risk landscape, new research from Liberty Mutual highlights the opportunity of enhancing trust through communication that engages with this complexity.
The study, which surveyed nearly 1,200 independent agency principals and staff, found that though 98 percent of agencies consider retention critical to their business, only one in five reported strong retention gains in the past year. Of those who saw improvement, many attributed “new approaches to client communications” among the top causes, with 32 percent indicating they proactively communicate with clients at least once a month.
Such agencies are roughly 10 percent more likely to implement standardized processes for helping customers understand their coverage options and the broader insurance market, including how and why policy changes reflect market dynamics. Nearly 80 percent of agents agreed that these explanations are foundational to establishing trust, as is ease of contact with the agency, avoiding insurance jargon, and following up quickly.
Human connection alone isn’t enough
While clear, consistent communication helps facilitate trust, agencies with the highest retention rates are also offering advice to policyholders on how they can mitigate risk. Agents who guide consumers through their complex exposures demonstrate more value, the study emphasized, prompting customers to connect with their insurer beyond when they need to discuss their policy coverage.
The finding signals consumers want to participate in long-term risk reduction, supporting the industry’s overall shift toward predicting and preventing loss, rather than merely repairing damage after a catastrophe occurs. Many agents who are succeeding tap into this demand, whereas those who are falling behind may be less likely to engage with clients as partners in resilience.
Sixty percent of agents, for instance, reported having more conversations with clients about cybersecurity coverage than they did five years ago, reinforcing Triple-I and Munich Re’s finding that cyber incidents rank among consumers’ chief risk concerns. Yet agencies focusing on personal lines were 22 percent less likely to report having these conversations than those focusing on small commercial lines, suggesting misunderstandings surrounding cyber risk coverage options and benefits for individuals persist.
Usage-based auto insurance faces similar knowledge gaps, as low take-up rates continue despite widening openness to telematics among drivers across generations, according to a 2025 survey from IoT Insurance Observatory and mobility data and analytics company Arity. Liberty Mutual’s study points out high-retention agencies are more likely to discuss telematics options with clients, aligning with consumer interest in more personalized risk assessment and insurance pricing.
Additional research shows many homeowners have expressed willingness to invest in home hardening, but few take the next step of retrofitting their homes for weather and climate resistance. Agents play a crucial role in raising public awareness of the upgrades available to them, helping property owners make informed decisions to protect their homes and businesses.
Organizations leading in retention and acquisition understand trust must be earned. Maintaining an open dialogue with policyholders is a necessary step in the process, but the content of that discussion matters just as much. As concluded by Liberty Mutual agency program manager Shannon Chatman, “Agencies pulling ahead aren’t reinventing the wheel. They’re building processes around the basics: showing up consistently, communicating with purpose, and earning trust all year long.”
Learn More:
Allstate, Aspen Initiative Seeks to Ease Trust Gap
RiskScan 2026 Reveals A More Interconnected Risk Landscape
Partnering for Resilience: Protecting Homes Through Stronger Roofs








