Timeless strategies for stronger relationships, smarter submissions and steadier growth.
Key Takeaways
- Strong submissions still open doors. Clarity, context and carrier alignment continue to make the difference.
- Proactive communication builds trust. Brokers who shape expectations, not just manage them, stay ahead.
- Long-term strategy wins over quick quotes. Staying engaged with both clients and underwriters pays off in every cycle.
After years of rate swings and shifting capacity in the insurance industry, the start of the new year is the perfect time to double down on what consistently works. Because even when the market feels uncertain, some practices remain constant. They’re broker habits that build trust, move submissions forward and create stability when the industry feels anything but steady.
Not vague resolutions, but concrete, repeatable strategies that have staying power across all lines of business and in any season. Here’s what’s still working:
1. Get clear on what carriers actually want
Plenty of brokers think they’re bringing a solid submission to the table — but from the underwriter’s perspective, they’re often missing key details or documentation. In a market still defined by selectivity, brokers who invest time upfront to package a stronger submission (especially in niche lines like railroad, forestry or manufactured housing) have a serious edge over the rest.
That means staying current on appetite shifts, understanding where capacity may be tightening and knowing how to position an account in a way that makes it easier for the underwriter to say yes. Ultimately, brokers who lead with clarity and completeness are being prioritized in underwriter queues — particularly in lines where submissions are high, but bandwidth is limited.
2. Stay realistic, but not passive
Being realistic about rate hikes or tough renewals isn’t enough. The brokers succeeding in 2026 are the ones proactively managing client expectations, not just managing them. That means explaining how and why terms are changing, using real-world examples to help insureds understand what’s driving the market. It also means looking for opportunities to add value, not just lower premiums.
In workers’ compensation, for example, where the market remains broadly competitive, brokers may find success by leaning into differentiators like strong claims handling, risk mitigation or tailored support — not just price.
Related: Client trust is currency in property insurance
3. Don’t just sell, strategize
Clients don’t need more quotes. They need clarity, guidance and long-term thinking. Brokers who show up as advisors are the ones building deeper trust and retention. That means looking ahead to renewal early, asking deeper questions, identifying potential gaps in coverage and helping clients understand how their policies perform in real-world situations, especially in nuanced areas like personal property.
It also means staying attuned to bigger shifts like litigation trends, regulatory changes or climate-related exposures that might affect a client’s risk profile. An increasing number of insureds now expect brokers to provide scenario planning and ongoing risk consultation, not just transactional support.
Related: Why client education could be your competitive advantage
It’s easy to fall into the habit of focusing primarily on the client relationship, but seasoned brokers know the underwriter relationship is just as critical — especially when markets tighten. The brokers who keep business moving in high-friction markets are the ones who’ve built trust on both sides. That trust shows up in faster responses, more creative solutions and more productive renewals.
Reviewing files in detail by phone or in person, flagging concerns early or explaining loss controls — all of it matters. These touchpoints can be the difference between stalled and submitted.
What you do now matters later
The start of the new year might feel like a fresh slate, but it’s really a time to keep building on the previous year’s momentum — not just set intentions.
In an insurance market that is anything but predictable, it’s the brokers who stay focused, informed and relationship-driven who rise above the noise. Because in a market this fluid, the strongest advantage isn’t knowing what’s next; it’s knowing which habits can carry you through.
This material has been prepared for general informational purposes only, is intended to apply generally rather than to any specific company and presumes appropriate discretion will be exercised regarding any particular situation.
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