Using Agency Data to Grow Revenue

Using Agency Data to Grow Revenue

Andrew Chermark, Ensure Analytics

When people hear “data,” they often think it’s something only big tech companies use. But the truth is, agencies already have valuable data at their fingertips, especially within your agency management systems — but one of the most overlooked opportunities is your clients’ telematics data.

We are not targeting transportation and/or trucking companies! Small service companies like plumbers, electricians and HVAC are already tracking driver behavior, vehicle health, and safety scores. That information isn’t just useful for the client’s operations but can be a game-changer for your agency. It gives you evidence to strengthen underwriting, give you leverage at the renewal, and even help you uncover new revenue opportunities.

And the best part? This data is available today. Technology makes it simple to collect and delivers immediate value to your clients.

Here’s a quick example:

We worked with an agency whose fleet clients were frustrated with rising premiums. By using their GPS data and measuring things like harsh braking, speeding frequency, and trip reports, we built a clearer picture of the client’s true risk. That improved risk profile was then shared with the underwriter.

Now the agency had proof their client was safer than average. With that evidence, they didn’t just retain the account, they were able to cross-sell additional coverage and grow premium. Even better, this client’s improved risk helped improve the agency’s overall book of business. That positioned them for a larger contingency bonus from the carrier.

So, what does this mean for you? Here are three simple takeaways:

1. Use what’s already being collected. Telematics data is often sitting untouched. Bring it into your client reviews adds instant value.
2. Tell the story behind the numbers. Imagine showing a client that their drivers improved safety scores by 30%. That’s not just a number—it’s leverage with carriers and a chance to expand coverage.
3. Turn risk into revenue. Agencies that see data as a growth tool and not just a report are the ones winning more renewals. This creates better retention and healthier margins.

Telematics data is just one example. There is payroll data and HR data, maintenance and equipment data, IT and security data—it’s all becoming more available and can be connected to insurance coverage. 

I believe data isn’t just about reducing risk, it’s about creating opportunities. My business is in telematics, and I’ve seen firsthand that when you connect safety performance to insurance strategy, you strengthen client loyalty, increase agency revenue, and even improve carrier relationships.