Independent agents are focused on retaining and expanding their customer base while keeping a close eye on the evolving market. More than half of agents say their agencies are trying to build connections with additional carriers and underwriters, and more than 2 in 5 are now spending more one-on-one time with clients, according to a 2024 Vertafore survey.

With more demands on their time, agents want technology solutions that are easy to use, integrate with their existing systems and help their business grow. As InsurTech partners work to fulfill these needs, these three trends are evolving to meet agents' needs:

1) InsurTech partnerships are driving new opportunities for greater efficiency. An agency often uses technology from different providers because they mix and match to meet their unique needs. To help agencies succeed, forward-looking InsurTechs are creating open platforms and partnering with one another to address market demands.

When a technology provider needs to add functionality to a solution, it has three options: build it from scratch, acquire a company or integrate solutions from other providers. To make integrations possible, providers are using open application programming interfaces (APIs). In contrast to the competitive mindset a decade ago, many InsurTechs realize that partnering with other providers, both legacy and start-up companies, brings more value to the industry.

2) Workflows are being modernized to prioritize the user experience. For today's insurance professionals, intuitive tools are key to staying efficient in a fast-paced industry. Delivering an intuitive user experience (UX) that enhances productivity and attracts new talent will be a focus for InsurTech tools.

For example, the quality of a client call may suffer if an agent is unable to find information within a few seconds on an agency management system (AMS). Due to convoluted workflows, agents are forced to focus on navigating the system rather than providing service and building relationships.

As insurance solutions grow more sophisticated and agents become more tech-savvy, it's clear that true efficiency isn't just about functionality. It's about delivering a UX that makes the technology work for the user, not against them. When UX is prioritized, technology becomes more intuitive and more accessible, particularly to people with differing abilities. Inclusive design enables people of all backgrounds and abilities to access the same experience.

3) Automation and talent are strengthening the insurance industry. With a growing focus on technology, it's not just InsurTechs that are looking for tech talent. Agencies, carriers and managing general agents (MGAs) are as well. To meet the demand, companies are trying to hire from other sectors. While industry knowledge may take time to develop, these individuals bring fresh perspectives and advanced skills that can help companies drive agility in a rapidly changing market.

At the forefront of this shift is the introduction of generative artificial intelligence (AI) and the expanded use of traditional AI and automation tools. Automation will be a key driver for efficiency, freeing insurance professionals from time-consuming tasks and enabling them to focus on high-value activities.

As agencies continue to build processes around automation, they will seek the best solutions to boost productivity. This, in turn, will attract more talent to the insurance industry, opening new doors for growth and innovation.

Jace Hopper is the vice president of product management at Vertafore.