What was behind company’s rebrand?

There’s a want for extra insurance coverage practitioners to rethink how the business safeguards shoppers via insurance policies and companies, in line with Andy Bassett (pictured), CEO of Ellerbrock-Norris, who spoke to Insurance coverage Enterprise following his agency’s rebrand.

“The business has been yearning for extra holistic threat administration,” Bassett stated.

“I feel, from a client standpoint, there’s loads within the agent, dealer and distribution channel facet that’s extra centered on promoting a product.”

“Customers perceive that threat is way larger than simply shopping for an insurance coverage coverage”

Ellerbrock-Norris not too long ago revealed that it has underwent a rebrand, adopting the tagline “Defend Your Objective”.

Over the previous 15 years, the corporate has slowly been transitioning from being a standard private traces and enterprise insurance coverage supplier to providing a breadth of threat administration options.

“Customers perceive that threat is way larger than simply shopping for an insurance coverage coverage and are on the lookout for companies to assist them establish what dangers and alternatives exist of their companies and personalize these options,” Bassett stated.

For Ellerbrock-Norris, offering expanded resolutions for shoppers, whether or not private or enterprise, revolves across the mantra “My Enterprise, My Life, My Future”.

That is most evident in trying to what a shopper goals to perform professionally and personally, creating services to handle these considerations by tapping into completely different assets.

These embody insurance coverage, security, worker advantages, key personnel, recruiting and retention, perpetuation planning, enterprise exit planning, contracts, and extra.

“Shifting to this mindset provides companies fascinated about holistic options the muse to assist construct success in all of those areas,” Bassett stated.

“All of us have a objective in life, particularly enterprise house owners, and figuring out and constructing methods to guard that’s fairly vital.”

Ellerbrock-Norris CEO on transferring past the purely transactional

Bassett stated he believes that whereas there may be nonetheless going to be a client base on the lookout for fast and simple coverage buying experiences, there’s a rising clientele on the lookout for extra.

“In the event you’re counting on insurance coverage as the only lens in the way you view threat, then there can be plenty of challenges going ahead,” the CEO stated.

That is very true in at the moment’s market, which sees charges rising, capability lowering, in addition to phrases being restricted.

“Individuals are paying extra and getting much less,” Bassett stated.

For shoppers to be safeguarded from the present market challenges, they’ll search for methods outdoors of insurance coverage to regulate threat.

“They’ll have the ability to include prices and management issues outdoors of primarily letting the insurance coverage business insurance coverage market management their prices,” Bassett stated.

This modified mindset opens up the chance for insurance coverage corporations to develop their assets and construct out a extra advisory function for its clientele.

Staying unbiased in a difficult setting

Because the business consolidates as a result of widespread M&A exercise, it may be more durable to stay unbiased if it was not initially deliberate for in a enterprise’s inside construction.

“If individuals haven’t created a stable perpetuation plan and hastily that exiting companion is on the place the place they’re making an attempt to go away the corporate, promoting to a 3rd celebration could look like the one technique to preserve a enterprise afloat,” Bassett stated.

Add in excessive multiples, and fascinating in an acquisition could seem very enticing.

“Nonetheless, I feel that being unbiased creates extra alternatives than it does challenges, if you’ll be able to do it accurately,” Bassett stated.

“We perceive utterly construct a construction that may thrive independently, and we will use our personal experiences to information our shoppers who don’t need to be purchased out due to exterior pressures,” Bassett stated.

Moreover, shoppers could be drawn to working alongside different likeminded companies who perceive the worth of staying autonomous.

“Those that need to stay unbiased and part of their native communities are on the lookout for advisors who’re on the identical web page,” Bassett stated.