Maximizing ROI from Insurance Events: How P&C Agencies Can Shine at Conferences

Rapid technological advancements particularly in artificial intelligence (AI) and automation are reshaping the insurance industry. P&C agencies that fail to adapt risk losing market share to more nimble competitors, including insurtech startups. Yet, these same changes also present new opportunities for agencies to modernize, streamline workflows, and partner with technology-focused vendors.

One of the most impactful ways to stay ahead is by actively participating in insurance events. These gatherings ranging from insurance conferences to insurance trade shows offer invaluable networking opportunities, educational sessions, and exposure to the latest solutions. They also provide a platform to discover B2B partnerships which can bolster an agency’s competitive advantage. This guide primarily focuses on crafting an actionable strategy for you to maximize ROI from event attendance.

Market Challenges & Opportunities for Insurance Agencies

Challenges

1. Rising Customer Expectation

According to a 2024 Deloitte Insurance Report, over 65% of policyholders expect 24/7 digital access to policy documents and customer support.
Balancing personalized relationships with high-tech engagement can strain smaller agencies.

2. Technological Disruption

Insurtechs leverage AI-driven solutions for underwriting, claims processing, and policy servicing.
Traditional agencies risk being outpaced if they don’t explore partnerships or integrations.

3. Increased Competition

Direct-to-consumer models from large carriers reduce the role of the intermediary.
Local agencies must find niche specializations or superior service offerings to stand out.

Opportunities

1. Innovative Collaboration

Partnering with startups, AI solutions, and third-party vendors can expand service capabilities and reduce operational bottlenecks.

2. Niche Expertise

Focusing on specialized areas (e.g., cyber insurance for SMEs, marine cargo insurance) can attract clients seeking targeted knowledge.

3. Network Effect

In-person insurance networking can spark relationships that drive referrals, joint ventures, or cross-selling arrangements.

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Defining Clear Networking Goals

Before choosing an insurance event, set specific objectives to guide your strategy. Some common goals include

1. B2B Referral Partnership

Example: A P&C agency specializing in commercial trucking might partner with a freight brokerage association or a provider of electronic logging devices (ELDs) for cross-referrals

2. Direct Customer Lead Acquisition

Example: Hosting a booth at a local small-business expo to capture commercial property leads

3. Vendor & Tech Solution Discover

Example: Evaluating new AMS providers at a major insurance trade show or exploring AI-driven chatbots at an insurtech conference

4. Thought Leadership & Brand Building

Example: Presenting a breakout session on “Reducing Liability in Construction Insurance” to establish your agency’s credibility

5. Talent Recruitment

Example: Tapping into specialized job fairs at large conferences to hire underwriters or data analysts.

Types of Insurance Events for P&C Agencies

1. Insurance Conference

Big “I” (Independent Insurance Agents & Brokers of America): Offers sessions on regulatory updates, hands-on workshops, and networking receptions
PIA (National Association of Professional Insurance Agents): Focuses on practical agency management, legislative advocacy, and marketing tactics
InsureTech Connect (ITC): Largest global insurtech gathering featuring innovative tech demos, product launches, and investor showcases

2. Insurance Trade Show

Regional & State-Specific Events: For example, the Florida Insurance Expo or Texas PIA Expo often attracts local carriers, vendors, and agencies, offering more regionally focused opportunities
Specialty Trade Shows: Focus on sub-niches like marine insurance, agriculture, or trucking coverage

3. Vendor User Group

AMS User Conferences (e.g., AppliedNet, Vertafore User Conference): Ideal for deepening expertise in agency management software, getting product updates, and meeting vendor executives

4. Community & Industry Partner Event

Local Chamber of Commerce: Sponsor a business after-hours event to meet local entrepreneurs who may need P&C coverage
Professional Associations: Real estate associations, trucking alliances, or contractor groups often host insurance-related workshops

5. Insurtech Meetups & Roadshow

Hosted by tech providers or associations, these smaller, city-focused gatherings can be highly targeted. COVU, for example, organizes local meetup events or roadshows to engage agencies on AI-driven growth.

Event Attending Strategy & Detailed Checklist

This section provides a step-by-step, process-based roadmap to help you extract maximum value from any event be it a small local expo or a large-scale insurtech conference.

Pre-Event Planning

Select the Right Event
Checklist

Match event focus to your agency goals (e.g., technology adoption, new product lines)
Review attendee demographics (carriers, vendors, or potential referral partners)
Consider timing and cost constraints (registration fees, travel, lodging)

Set Quantifiable Objective
Checklist

Decide on specific metrics (e.g., generate 20 qualified leads, schedule 10 demos, secure 5 potential referral partners)
Define the follow-up plan for each objective (who will handle leads, what materials to send?)

Prepare Marketing Collateral & Booth Material
Checklist

Update business cards with current contact info and branding
Polish pitch deck or brochures showcasing your unique selling proposition (USP)
Create a compelling booth design if exhibiting (banners, flyers, digital slides)

Outreach & Scheduling
Checklist

Obtain attendee or exhibitor lists from the event website or email blasts
Send personalized invites to key vendors/partners for coffee, lunch, or a short meeting
Post on LinkedIn or other social platforms, announcing your attendance and inviting connections.

Onsite Engagement Tactic

Systematic Session Attendance
Checklist

Identify must-attend keynote speeches or breakout sessions that align with your goals
Arrive early to secure good seats and potentially engage the speaker afterward

Effective Booth Interaction
Checklist

Use open, inviting body language avoid sitting behind a table
Have a 30-second elevator pitch ready that outlines your agency’s specialization
Ask open-ended questions like, “What are your biggest insurance challenges right now?"

Networking Events & Social Gathering
Checklist

Attend happy hours, dinners, or social activities where more relaxed conversations occur
Connect with other attendees on LinkedIn immediately after meeting them to preserve momentum
Use name badges or subtle icebreakers (“Which session did you enjoy most?”) to find common ground

Lead Capture & Organization
Checklist

Use a lead capture app (many conferences have official apps) or a simple spreadsheet on your phone
Record key discussion points (“Interested in cross-selling commercial auto coverage,” “Needs AMS solution,” etc.)
Rate the lead’s urgency or potential (high, medium, low) for post-event prioritization

Post-Event Action Item

Categorize & Prioritize Contact
Checklist

Segment leads: Potential clients, referral partners, vendors, or tech solutions
Assign ownership to each lead within your agency team
Create a timeline for follow-up communications

Send Personalized Follow-Up
Checklist

Reference the specific session, topic, or conversation
Provide relevant materials (case studies, blog posts, or proposals)
Suggest next steps (a Zoom call, in-office meeting, or product demo)

Example: A follow-up email might read, “It was great speaking with you about fleet liability insurance at the trade show. Attached is a short case study on how we reduced claim frequency by 20% for a trucking client.

Schedule Demos or Meeting
Checklist

For potential vendors, confirm product demos or integration assessments
For new clients, offer a complimentary policy review or risk assessment
For potential referral partners, discuss partnership scope and mutual benefit

Calculate and Track ROI
Checklist

Compare total event costs (travel, registration, booth fees) against immediate leads and closed deals over the next 3–6 months
Track intangible benefits like brand awareness, new knowledge acquired, or strategic alliances formed.

Hosting or Sponsoring Event

Define Event Theme & Audience
Checklist

Identify what pain points or industry topics your event will address (e.g., “Cyber Risk 101 for Small Businesses”)
Determine the scale: local workshop vs. multi-day conference
Outline your budget and potential sponsorship options

Venue & Logistic
Checklist

Choose a location easily accessible to your target audience
Arrange for refreshments or unique experiences (BBQ, sports viewing)
Ensure you have adequate signage and A/V equipment

Promotions & Registration
Checklist

Create an online registration portal (e.g., Eventbrite)
Send targeted invitations to clients, prospects, and partner companies
Promote via social media, email newsletters, and industry forums

Value-Added Content
Checklist

Consider inviting an industry speaker (carrier rep, tech provider) for a short presentation or Q&A
Offer freebies or exclusive deals (e.g., free risk assessment, policy check-up)

Example: COVU organizes a local LA meetup in 2024 featuring a BBQ, live football game screening, and a breakout session on AI-driven agency operations. P&C agencies gain fresh ideas while networking in a casual, fun setting.

COVU’s Role as a Growth Partner for P&C Insurance Agencies

1. Outsourcing with Technology & Human Expertise

Full Operational Support: COVU’s model goes beyond software; it blends human expertise with AI-driven tools to handle a wide range of back-office tasks. This can include policy servicing, claims support, and administrative workflows—enabling agency staff to focus more on client relationships and strategic growth

Scalable Infrastructure: By tapping into COVU’s existing tech stack and trained personnel, agencies can ramp up quickly without hefty upfront investments in technology, training, or additional hires

2. AI-Driven Efficiency for P&C Agencies

Automation & Integration: COVU’s platform can integrate with common AMS systems to automate routine processes—like data entry or renewal reminders—reducing error rates and boosting efficiency

Data-Backed Decision Making: With robust analytics, agencies can better understand policyholder behavior, risk profiles, and cross-sell opportunities

3. Human Support & Guidance

Expert Advisory: Beyond technical solutions, COVU provides dedicated insurance professionals who collaborate with your team to streamline workflows

Customized Implementation: Recognizing that each agency is unique, COVU tailors its approach, whether you need help with a niche line of business or a broad operational overhaul

4. Connecting at B2B Insurance Event

Roadshows & Meetups: COVU frequently participates in large-scale conferences like ITC Vegas, but also hosts or sponsors smaller roadshows and city-focused events. These gatherings often mix networking with informal activities (e.g., BBQs, sports viewings), creating a more relaxed environment for discussing potential partnerships

Exploring Partnership Synergies: Meeting COVU representatives at these events provides an opportunity to evaluate how our blend of AI and human support might align with your specific agency goals—such as reducing operational burdens or accelerating growth in new product lines.

Conclusion

Insurance events—from bustling insurance trade shows to specialized insurtech conferences—remain a potent channel for P&C agencies to forge valuable connections, glean industry insights, and discover transformative technologies. A structured approach underpinned by goal setting, pre-event planning, onsite engagement, and post-event follow-up—can significantly boost your return on investment.

Equally important is finding growth partners adept at navigating the evolving insurance landscape. Providers like COVU—who offer a combination of technology-driven solutions and human expertise—highlight how agencies can outsource a substantial portion of their day-to-day operations, freeing up time and resources for strategic tasks. By engaging with such partners at the right events, you set the stage for long-term success in a market that increasingly demands both high-tech efficiency and personalized client service.