Agents and Producers in the Digital Era: Producer View

An SMA Research Report

Mark A. Breading, Partner
Monique Hesseling, Partner
Publication Date:
May 24, 2016
Number of Pages:
$995.00 USD

Agents and other producers have been wondering for a while now how they fit into the new digital world of insurance. This research report reveals how the agents view their evolving roles in an era of omni-channel operations and digital distribution.

Agents and Producers in the Digital Era: Producer View explores this evolution from the agent’s viewpoint. A recently released companion report looks at this issue from the insurer point of view. The report is based on SMA research on customer experience trends, distribution strategies, and insurer technology investment plans. The report, which covers P&C and L&A insurers in North America 

  • Identifies the game changers in insurance and how perceptions of the agent/producer are changing,
  • Explores the evolution from multi-channel to omni-channel and the related implications for agents,
  • Describes three key ways in which insurance distribution and the agent role are likely to change in the digital era, and
  • Concludes with actions agencies should take to succeed in the era of digital operations and omni-channel.

Figure 1 is an example diagram from the report, showing which technologies will be vital for agencies in the digital era.


20160524 Agent Producers Producer View



Table of Contents

  • Agents and Producers in the Digital Era 3
  • Understanding the Game Changers 4
  • Changing Perceptions About the Agent/Producer 5
  • What Does Omni-Channel Mean From an Agent’s Perspective? 7
  • Omni-Channel Distribution and the Agent/Producer 9
  • SMA Call to Action 9
  • About SMA and the Authors 11