The health insurance industry is undergoing a profound transformation. The digitalization of processes, direct access to quoting platforms, and increasing automation have changed both customer expectations and the way carriers operate. In this landscape, agents who can adapt with vision and purpose will be the ones who lead the new era.
Chris Burand, in his article “I Don’t Need No Stinkin’ Insurance Agent” (2025), raises an important point about the future of the traditional agent: those who simply take orders without adding real advisory value are seeing their role in the market shrink. While the article focuses on the Property & Casualty segment, many of its insights apply directly to the health insurance space, where clients increasingly seek guidance, clarity, and personalization.
A Shift in Focus: From Product to Value
The key lies in evolving from a product-centered approach to one that emphasizes the value of your professional intervention. Today, anyone can quote a health plan online. What makes the difference is your ability to interpret client needs, compare options with expertise, and guide them toward informed, sustainable decisions.
This shift not only strengthens client relationships but also enables you to build a more solid, resilient, and differentiated professional offering.
The New Standard: Advising with Expertise
Becoming a specialized, professional agent means:
- Developing a deep understanding of products, state regulations, and strategic plan combinations.
- Explaining complex concepts clearly and transparently.
- Positioning yourself as a trusted ally to the client, not just a middleman.
- Building skills in communication, consultative selling, and long-term relationship management.
By adopting this new standard, agents stop competing on price alone and begin to build real, lasting value.
Adapting Is Also a Form of Prevention
While some adjustments to compensation models are underway in certain segments of the market, this should not be seen as an immediate threat—but rather as an incentive to strengthen the agent’s professional value proposition.
The real risk lies in maintaining business models based solely on volume, without offering meaningful differentiation. Agents who prepare to deliver a well-rounded experience, with a focus on personalized advice and efficiency, will be better positioned for whatever changes the market brings.
This period of transition is also an opportunity. The market is calling for professionals who bring value—not just products. Agents who understand that their knowledge, ethics, and client-centered approach are their most important assets will be the ones who thrive.
The change is already happening. The only question is: Will you adapt, or resist it
