Is Retention Rate Deceiving Your Insurance Agency?


This submit is a part of a sequence sponsored by ITC (Insurance coverage Applied sciences Company).

One thing we frequently see when measuring insurance coverage company well being is a blanket retention charge. A low retention charge is dangerous, whereas a excessive retention charge is nice.

There are companies who acknowledge their low retention charge is expounded to their particular consumer base, they usually’ve tailored their pricing and enterprise plans accordingly.

However, the big majority of insurance coverage companies will dwell or die primarily based on their retention charges.

Speaking to an company not too long ago, I requested what their retention charge was. They proudly said it was “roughly 85 p.c.”

At face worth, a retention charge of 85 p.c is an effective quantity, regardless of the very fact the principal didn’t know the precise quantity (a service provided his retention of their clients).

But, this retention charge is deceiving the agent. He believes all the pieces goes swimmingly together with his insurance coverage company. However, once I checked out a three-year pattern of the company, the next image unfolded.

A Chicken’s Eye View

Within the first 12 months of our evaluation, the company had three,900 current clients. They added 1,250 new clients. As beforehand talked about, they measured an general retention charge of 85 p.c for the 12 months.

Due to this fact, they misplaced 773 clients. The company started the 12 months two of our evaluation with four,376 clients.

Within the second 12 months, the company acquired 2,000 further clients. With the identical retention charge of 85 p.c, they misplaced 956 clients in that 12 months for a complete of 5,420 retained clients.

Then, the company solely added 1,000 new clients in 12 months three. Whereas the company’s retention charge stayed the identical at 85 p.c, they misplaced 936 clients. This was nearly a web loss for the 12 months.

Whereas the company’s retention charge stayed the identical at 85 p.c, they misplaced nearly as many purchasers as they gained.

On Razor’s Edge

What’s the takeaway? The extra clients the company earned, the extra insurance policies they misplaced.

Regardless of a retention charge of 85 p.c, they had been really at a statistical breakeven by 12 months three. At that time, the company wanted to enhance two issues with a purpose to develop. First, they wanted to extend their retention charge. Second, they wanted to get extra clients.

The issue with a blanket retention charge is that it doesn’t present which insurance policies cancelled. Was it insurance policies bought in 12 months one or 12 months three? Insurance policies bought and cancelled in 12 months three could present a failure with new buyer follow-up initiatives. Insurance policies bought in 12 months one and cancelled in 12 months two or three could present poor long-term buyer retention.

To assist your company higher perceive your clients, strive the next metrics as an alternative.

Time as Buyer

This metric will assist you to perceive the common size of time a buyer stays together with your insurance coverage company.

With Excel, enter the next information: A present listing of all shoppers, their buy date, and their cancellation date. Put in the present day’s date in the event that they haven’t cancelled but. Then calculate the size of time they’ve been, or had been, a consumer for. Calculate the common throughout all shoppers.

Time as buyer will present how your company is retaining clients over the long run. Trace: Your common time as buyer ought to at all times enhance over time. One thing could also be fallacious if this metric turns into static or decreases.

Retention Price by Acquisition Interval

This metric requires some extra effort. It measures your buyer retention by the 12 months they had been acquired. This allows you to see how your company handles clients primarily based on once they bought.

Within the instance under, word the company’s common buyer is 1.5 years. Whereas the retention charge in 2013 is 99.41 p.c, the previous 5 12 months retention charge is nearer to 63 p.c. This reveals the company should make an extra effort to shoppers which have been with the company for greater than a 12 months.

One other 12 months to look at is 2009. What brought on the rise of latest shoppers? Why do these shoppers in 2009 even have a poor retention charge? Do the 2 correlate?

Transferring Past Retention Price

As you may see, the chances are countless if you take the time to grasp the info that’s obtainable to you inside your company administration system or comparative ranking software program.

By analyzing your buyer information, it is possible for you to to see which path your company advertising might want to take. Do you have to enhance your follow-up advertising to potential clients? What about creating an e-mail advertising marketing campaign to your long-term clients?

Dig a bit deeper into understanding your clients and retention relatively than counting on a blanket retention charge. It can assist you to decide your street map for future success.


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