Oregon Agent | Q1 2024 by bigioregon

OREGON AGENT Q1 2024

CONTENTS CONNECT & EDUCATE SYMPOSIUM

Big I Oregon PO Box 68366 Portland, OR 97268 Phone: 503-274-4000 Fax: 503-274-0062 Toll Free: 866-774-4226

Big I Oregon Staff Tyra Dressel | Executive Director tyra@bigioregon.com Christine Muduryan | Member Engagement Director christine@bigioregon.com Lyra Roberts | Agency E&O Senior Account Executive oregoneoteam@bigioregon.com Melissa Reed | Director of Agency E&O oregoneoteam@bigioregon.com April Pitz | RLI Administrator April.Pitz@iiaba.net Roger Beyer | Big I Oregon Lobbyist roger@rwbeyer.com Jill Tieu | Bookkeeper jillt@bigioregon.com Marie Toney | Senior Account Executive (E&O/Cyber) oregoneoteam@bigioregon.com Summer Cole | AVP, Agency Incubation and Development, Big I Advantage summer.cole@iiaba.net

Don’t miss our upcoming Connect & Educate Symposium, happening on March 7-8, 2024 in Lincoln City. Attendee registration includes breathtaking views, meals and time for networking and fun.

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PRESIDENT’S MESSAGE...............................................4 What Questions Are We Asking in 2024? INDUSTRY RELATIONS...................................................10-11 New Trusted Choice Survey Reveals Consumer Uncertainty COMMERCIAL LINES......................................................14 Why Do Insurance Policies Have Exclusions? NEXTGEN..................................................................................16 Celebrating the End of 2023 and Ready for New Beginnings in 2024 PERSONAL LINES............................................................18-19 4 Common Mistakes Customers Make with Off-Road Vehicle Insurance AGENCY OPERATIONS...............................................22 How Do You Identify Candidates Who Will Thrive in a Hybrid Environment LEGISLATIVE UPDATE...............................................24-25 Oregon Legislative Outlook TECHNOLOGY.................................................................30-31 If You Aren’t Using ChatGPT, Here’s Where to Start

ADVERTISER INDEX Applied Underwriters................................32 auw.com/us Berkshire Hathaway GUARD...................25 guard.com IPFS................................................................27 ipfs.com Rothert Insurance......................................19 rothertinsurance.com

Selective........................................................15 selective.com UFG................................................................3 ufginsurance.com Western National.......................................5 wnins.com

For more information on advertising, contact Kaylyn Staudt at kaylyn@iiaw.com. The Oregon Agent is a publication of the Independent Insurance Agents and Brokers of Oregon and is published quarterly by Independent Insurance Agents of Wisconsin. Big I Oregon reserves the right in its sole discretion to reject advertising that does not meet Big I Oregon qualifications or which may detract from its business, professional or ethical standards. Big I Oregon and IIAW do not necessarily endorse any of the companies advertising in the publication or the views of its writers. The publisher cannot assume responsibility for claims made by advertisers, context provided by the editor, or for the opinions expressed by contributing authors.

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PRESIDENT’S MESSAGE

WHAT QUESTIONS ARE WE ASKING IN 2024? As professionals in the independent insurance agency system, we hear and read an extraordinary amount of information posing questions about the Future of the Independent Insurance Agent. Some observers By: Jennie Weiland say we will look no Big I Oregon President different. Others indicate HUB International Northwest we may be replaced by robots, or at the very least, an AI substitute. Emphasis has been placed on where we work: Remote, In-Office, or Hybrid. In other articles, the emphasis is on the evolution of risk: More complex, more specialized. What about the future of our workforce? Attracting, hiring, and retaining talent remains a common theme throughout. What do you say? With so many meaningful topics facing us, our industry, and our agencies, how are you prioritizing your thoughts about the Future of IA’s and the IA channel? How are you prioritizing your thoughts on YOU in our industry? I don’t know about you, but it’s possible at times to get overwhelmed by all the information and topics regarding what could, should or might happen in our business. 2024 however, is filled with opportunities to focus and prioritize efforts. When I think about prioritizing efforts in 2024, here is what quickly comes to mind. People First. Agencies thrive and grow when we have the best people on the Team. That sentiment is certainly not new, but the workforce is changing. The demands of flexible work environments and expectations of and for new hires looks different. When we create environments for employees to thrive, grow and develop we know we have spent time and efforts well. When we have engaged, contributing members of teams, we know we will benefit from employee retention and overall satisfaction in the workplace. How are you prioritizing people regardless of work environments or processes? How does prioritizing people show up in your agency? 4 | Q1 2024 |

We exist for Clients. Agencies exist to serve the needs of clients. Without clients, we don’t have a business. Sometimes we forget this. To run growing, profitable, and attractive agencies, we must remember why we exist. Who are your clients? Are you purchasing your morning cup of coffee from the coffee shop you insure? Are you learning how to insure the latest endeavor your client is involved with? What about the client that demands coverages from you and our industry that we are all collectively just now learning? No matter the case, we exist for Clients. Finding ways to know and meet their needs is time well spent. How are you showing up for your clients in new and more valuable ways than ever before? How are you educating prospective clients so that we collectively raise the bar and expectations of our industry? Future is defined by what we do with it. As cliché as that may sound, take a moment to consider it. Do we want to be an agency leveraging the newest technologies? If the answer is yes, lean in. Learn all you can and let that level of expertise fuel the vision you have for your agency. Do we want to be an agency where our community involvement is the very DNA of our business? If the answer is yes, lean in and keep showing up in ways that differentiate your agency from others. Do we want to be an Agency that thrives on complex and nuanced risk solutions for clients? If the answer is yes, how are you growing your team and building the knowledge and experience needed to impact clients in this meaningful way? Or, it might just be possible, the future you see is some combination of the above, or more. YOU get to decide. But DECIDE. Our Industry needs us to continue to grow and to adapt to the changes in the market and the changes in the workforce. Complacency will not win the day. I am honored to serve as President of Big I Oregon in 2024. Join me in pressing forward to what the future might hold. Ask better questions, lean in, make new connections, and let’s learn from each other all that could be possible. The future is ours to create and insure.

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| Q1 2024 | 5

Thank you for attending our Forecast Breakfast

Through snow, rain or icy terrain, our Forecast Breakfast unites insurance agents, undeterred by the weather’s reign!

6 | Q1 2024 |

Congratulations to our 2023 Award Winners!

Agent of the Year

Lyndsay Kooistra

Account Manager/Customer Service Representative of the Year

LaPorte Agency

Carlye Irwin k.p.d. Insurance

NextGen of the Year

Cole Powell Hopp Insurance Agency

Products & Services Representative of the Year

Company/Carrier Representative of the Year

PuroClean Restoration Services

Safeco Insurance

Tiffany VanDyke

Dave Markel

| Q1 2024 | 7

Welcome to Our 2024 Officers! Let’s give a big round of applause to the talented and dedicated individuals who will be leading Big I Oregon in 2024 as our esteemed officers! Join us in extending a heartfelt congratulations to each of them for taking on this important role:

President

President-Elect

Vice President

Jennie Weiland

Deborah Mohr

HUB International NW, LLC

Becoming Mohr

Timmco Insurance, Inc.

National Director

Finance Chair

Immediate Past President

Stephen Smelley Goldfinch Consulting

8 | Q1 2024 |

Dallas Ross

Tim Cundari

Russ Schweikert

Cundari Insurance

Ashland Insurance

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INDUSTRY RELATIONS

NEW SURVEY FROM TRUSTED CHOICE REVEALS CONSUMER UNCERTAINTY Extreme natural disasters. Daunting supply chain challenges. Surging inflation. Runaway litigation. Soaring reinsurance costs. These compounding challenges are profoundly affecting Americans' insurance premiums in unprecedented ways. According to a new survey released today by Trusted Choice— the national consumer brand representing the members of the Independent Insurance Agents & Brokers of America (the Big “I")—a full one-third of Americans (32.8%) say they are unaware that external economic factors are affecting insurance rates. Over two-thirds (69.3%) have put their insurance policies under review, with nearly half (45.8%) citing rising premiums as the catalyst. "Consumers are grappling with increased insurance costs, yet many of them don't realize the extent that economic pressures and market dynamics are affecting their rates," said Charles Symington, Big "I" president & CEO. "Because independent insurance agents work with multiple insurance companies, they are uniquely positioned to work with consumers to help them take a good hard look at their policies, offer various coverage solutions and approach the challenging market with a holistic perspective to help ensure their clients aren't left vulnerable." Among the study's key findings: • Higher Deductibles: 46.6% of Americans 10 | Q1 2024 |

• •

•

have considered or already taken a higher deductible to save money on insurance Going Uninsured: 22% have considered going uninsured to save money Making a Switch: 83% would switch insurance providers for lower cost premiums, while 59.5% would switch for better coverage Call My Agent: 56.3% buy insurance through an insurance agent versus 36.3% who buy online through an insurance company's website

"We acknowledge that the current environment is prompting consumers to opt for higher deductibles, switch coverage solely based on cost, or even go uninsured. However, these are not often the wisest or most effective strategies," said Kevin Brandt, executive director of Trusted Choice. "It's crucial for consumers to ask the right questions, engage in close collaboration with their independent insurance agents, and learn about what's affecting their coverage. At this time, it's more important than ever to work with an agent who offers choice, solutions, and advocates for their clients so policyholders can be empowered to make informed decisions to chart a path forward." In the face of the changing and complex insurance landscape, consumers are encouraged to take an active role in safeguarding their financial well-being.

Trusted Choice recommends that individuals stay in touch with their agents not only to ask questions to assess their current coverage, but also to inquire about current market dynamics, evolving premium pricing, and seek guidance on optimizing their insurance portfolios. This proactive approach helps consumers make informed decisions aligned with their unique needs and financial goals. “During periods of increased uncertainty, people need to review their coverage wisely. Having the right professionals by your side is crucial in navigating through these turbulent times," added Symington. “Independent agents bring added value, fostering genuine connections with their clients and the communities they work in. They offer personalized guidance, unwavering customer support, and a diverse range of options from multiple carriers—all geared toward prioritizing the unique needs of their clients above all else." To learn more about the survey, visit trustedchoice.com. Methodology National survey via mobile targeting ages 25+ who have home, auto and/or business insurance. About Trusted Choice and the Big "I" Trusted Choice® is the national consumer brand representing the members of the Independent Insurance Agents & Brokers of America (the Big “I"). Founded in 1896, Big “I" is the nation's oldest and largest national association of independent insurance agents and brokers. Trusted Choice independent agents offer consumers all types of insurance—property, casualty, life, health, employee benefit plans and retirement products—from a variety of insurance companies. There are over 25,000 member agencies nationally offering customized advice and solutions to families and businesses. Learn more at trustedchoice.com and independentagent.com.

This was originally shared on independentagent.com on December 12, 2023. | Q1 2024 | 11

2024 Premier Partners THANK YOU TO OUR PREMIER PARTNERS FOR THEIR CONTINUED SUPPORT!

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COMMERCIAL LINES

WHY DO INSURANCE POLICIES HAVE EXCLUSIONS? Some exclusions, however, you cannot remedy. For By: Nancy Germond

Executive Director of Risk Management and Education, Big ‘I’ National

Exclusions are “provisions” in an insurance policy that outline the following not covered by the policy. Hazards Perils Circumstances Property A policy “provision” is simply wording or clauses within any policy that outline the reasons the insurer provides or does not provide the coverage. You’ll find policy exclusions usually in the cause of loss or coverage forms in the various policies, or in a separate section of each policy under the heading “Exclusions.” Insurers use exclusions to reduce their risk and to avoid paying claims either for uninsurable losses such as certain catastrophic losses such as war, or to avoid paying losses for claims best covered under other policies. For example, the commercial general liability (CGL) policy does not cover injuries to the insured’s employees because workers’ compensation coverage is the policy that specifically tailors and provides coverage for those types of losses. Your insureds may ask you why a certain exclusion exists in their policy. In some cases, you can recommend other coverage. The six reasons we outline will fit almost any example of why the insurer added the exclusion. For example, the CGL policy excludes employment actions, for example, protection for an allegation of a wrongful termination. These are professional liability losses and need special investigations and unique coverages. However, you can remedy that exclusion by offering your insured employment practices liability coverage, and documenting that offering if they refuse to purchase it. 14 | Q1 2024 |

example, most policies exclude intentional acts of the insured. There may not be a remedy for that exposure when an insured acts with malice. For example, your insured has a fight with a neighbor because the neighbor comes onto the property to pick fruit off the insured’s tree. The insured sets a trap for the neighbor, who is seriously injured and files suit against your insured. Insurers do not intend to cover these types of intentional acts, nor is there any policy on the market that would cover your insured. Exclusions exist to keep insurance affordable, because if the homeowners policy covered every risk without exclusions, it would be too expensive to insure the broad band of policyholders who need the coverage. Six Primary Reasons for Policy Exclusions Let’s review the six primary reasons for policy exclusions. 1. Another policy better covers the peril or property. As in the example above regarding the CGL and employment actions, there is another policy that covers the situation – the peril or property – by another policy. Earthquake is another peril excluded in property policies, best addressed by offering separate earthquake coverage. 2. The loss or damage is catastrophic in nature. To be insurable, a risk must be “particular” in nature. Particular means particular to the insured, not affecting a large portion of the population. For example, an insurer would exclude damage from a nuclear release because it would affect a large swath of the population and hence not be particular to just one insured. 3. The loss or damage is not accidental or unforeseen. This is where the intended acts of the insured come in as an exclusion. While in the CGL there is no exclusion for “intentional acts,” there is an exclusion for expected or intended injury.

If you intend the outcome of an injury, the carrier may exclude that act, for example if the insured gets in a fistfight with an angry customer. Self defense may make the act insurable. It’s a fine line and requires a unique claims investigation and sometimes even an outcome of a criminal action before the courts affirm or deny coverage. 4. The insurance carrier is willing to provide coverage; they just want more information and more premium. Insurers design standard policies for the average consumer. However, virtually every client has some unique exposures. Sometimes carriers are willing to offer that coverage, for example, higher limits on law and ordinance coverage. Then they can more closely underwrite and rate the coverage appropriately. 5. The insurance carrier wants to control the amount of coverage granted. There are exceptions to some exclusions, but insurers want to limit the amount of coverage they do provide. For example, when a property policy excludes collapse, they will often provide a “however” amount of coverage for certain types of collapse. It’s easier for the carrier to take away coverage and then give it back for certain types of collapse. This is common in the CGL with contractual liability, as well. They give back coverage only for the types of contracts they’re willing to coverage, such as a lease agreement.

6. The loss is the result of a “speculative” or business risk. Carriers design policies to provide coverage for pure risk. With pure risk, one of two things happens. For example, a house either catches fire or it does not catch fire. This is what insurance intends to cover. With speculative risk, something bad or nothing may happen, or the insured may actually gain. Insurers do not design standard insurance policies to cover speculative risks. These are the six primary reasons exclusions exist. They are a necessary component of the policy. Best Practices for Managing Exclusions It’s important that you review exclusions with your insureds and especially important when you switch insurers that you point out any new exclusions not on the previous policy. Often when you move coverage from Insurance Services Office forms to proprietary forms, exclusions or exceptions to exclusions change. In many cases, reviewing the exclusions provides you with an opportunity to sell the appropriate coverage. This article was originally published on independentagent.com in January 2024.

HELLO, OREGON. For nearly 100 years, Selective Insurance has partnered with independent agents to help protect businesses with tailored Commercial Lines coverage and exceptional customer service. Coming soon, we’re expanding to offer Commercial Lines insurance products to Oregon businesses, specializing in Contractors and Community & Public Services. Selective is a well-established and financially stable carrier, and we’re rated A+ (Superior) by AM Best. Visit Selective.com to learn more about how you can partner with us.

© 2023 Selective Ins. Group, Inc., Branchville, NJ. Products vary by jurisdiction, terms, and conditions and are provided by Selective Ins. Co. of America and its insurer affiliates. Details at selective.com/about/affiliated-insurers.aspx. SI-23-759

| Q1 2024 | 15

NEXTGEN

Kyle Brouse, Lisa Cheek, Chelsea Rossiter, Angela Williams, Kaity Blacksher, Kyle Craig, Tanner Fleming

By: Angela Williams NextGen Chair Huggins Insurance

CELEBRATING THE END OF 2023 AND READY FOR NEW BEGINNINGS IN 2024

“Kindred Spirits are not so scarce as I used to think. It’s splendid to find out there are so many of them in the world.” Anne of Green Gables I want to express my sincere gratitude for your enthusiastic participation at the NextGen Ugly Christmas Sweater holiday party that was held on December 7, 2023. Your attendance and joyous disposition contributed immensely to the success of the party. I was thrilled to see so many familiar faces, as well as new ones, coming together to make the annual holiday party a memorable experience. At the event we laughed, ate, and played various games together. Did you Jingle Pong? We also heard from Kristine Fernando, whose son Bransen had his wish granted by the Make-A-Wish FoundationOregon Chapter. Hearing Kristine’s perspective as a Make-A-Wish mom was inspiring and heartfelt. As a parent, I had a lump in my throat as Kristine spoke because I could not imagine seeing my child suffer from a life-threatening illness. Kristine’s words of encouragement gave me and others extra motivation to donate towards the MakeA-Wish Oregon Amazon wish list. As a group, we collectively helped provide Christmas gifts to many kiddos who are facing critical illnesses. Way to go team! As the 2024 year begins, I am thankful for the Big I Oregon NextGen Committee and everyone who will be serving on the committee this year. I would like to take a moment and introduce you to the 2024 NextGen Committee. 16 | Q1 2024 |

Angela Williams, Kaity Blacksher, Dallas Ross, Kyle Craig, Tanner Fleming, Lisa Cheek, and Kyle Brouse. Thank you to Chelsea Rossiter and Tyler Ross who are coming off the committee this year but served in years past. I would like to specifically introduce you to Kyle Craig, Tanner Fleming and Lisa Cheek who are new to the NextGen committee. Kyle Craig-LaPorte Insurance: Kyle is a commercial lines account executive with LaPorte Insurance where he has a passion for getting the best results for his clients. Kyle loves bocce ball and enjoys chasing steelhead through the rivers in Oregon. Tanner Fleming-Parkside Insurance: Tanner is a commercial lines account manager with Parkside Insurance in Portland where he has a passion for helping his clients achieve their business goals. Tanner is married and loves spending time with his family. Lisa Cheek-Waldo Agencies: Lisa is a benefits account executive with Waldo Insurance. Lisa works out of the Ontario, Oregon office and she is committed to working with NextGen committee members to grow NextGen membership. Lisa has a special ability to make personal connections with others, and we look forward to having Lisa on the NextGen committee in 2024. Mark your calendars for Thursday April 18, 2024, where NextGen will host the Drives for Dreams event. Believe me when I say, you won’t want to miss this event. Happy New Year!

CONNECT & EDUCATE SYMPOSIUM FULL ATTENDEE REGISTRATION INCLUDES 12 hours of education, Thursday's breakfast, lunch, dinner, cocktail hour, bonfire and Friday's breakfast and box lunch.

EVENT DETAILS

March 7-8, 2024

Inn at Spanish Head For special room rates, call 541-9962161 and say you’re with Big I Oregon.

We have a great team of presenters to educate and entertain you with education devoted to essential topics to make you invaluable to your clients.

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Sessions: Insurance Jeopardy Back to Basics: Beginning with “A” the Application How to Prevent an Angry Audit 10 Insurance Situations in My Career How to do Business with an MGA Supporting Oregon Consumers on Disaster Preparedness and Recovery Make a Difference and Engage in Your Community - Insurance Agent Volunteer Orientation

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PERSONAL LINES

4 COMMON MISTAKES CUSTOMERS MAKE WITH OFF-ROAD VEHICLE INSURANCE Safeco Insurance With cold weather setting in, there are plenty of people eyeballing off-road vehicles to traverse the snow. With the season’s uptick in sales of vehicles such as dirt bikes, snowmobiles, side-by-sides and all-terrain vehicles (ATVs), there’s a stronger need for off-road vehicle insurance. But many customers don’t realize they need it until it’s too late. Here are four common insurance mistakes that befall many off-roaders: 1) Not insuring an off-road vehicle. Everyone knows you need auto insurance to legally drive, but the requirements for off-road vehicles are ambiguous at best. Unless you’re in one of the handful of states that requires insurance, your customers are probably lukewarm about insuring them. Why? They think it’s covered by their homeowners policy and don’t think the vehicles are valuable enough to insure separately. They haven’t contemplated the real reasons you insure an off-road vehicle— liability protection and uninsured motorist and underinsured motorist coverage.

18 | Q1 2024 |

Much like auto accidents, fender benders happen on the trails with great frequency. That’s why you install brush guards, after all. But what happens when there’s a serious accident? What if the accident is the other driver’s fault and they’re uninsured? Ambulances aren’t off-road vehicles, so getting medical assistance could involve a helicopter. Compound this with potential delays in receiving medical treatment. All this means that it’s critical to have great liability and UM/UIM protection. 2) Believing off-road vehicle insurance is expensive. The other reason people don’t insure their off-road vehicle is because they think it’s expensive. In reality, they’ll likely spend more on gas. A liability-only policy could be as little as $100 a year while the average premium is more like $350 per year. For ultimate protection, recommend high limits plus an umbrella policy. 3) Thinking customizations will be covered. A lot of off-roaders invest in customizations, from brush guards to hand warmers, heavy-duty tires and rims, and everything in between. For purposes of insurance, customizations are anything that isn’t

original manufacturer equipment (OEM), including equipment added by the dealership or a previous owner. This can be a real gotcha for insured who think that customizations are covered because they’re part of the vehicle. Some companies include a nominal amount in the base policy for just this reason. If your customer has invested in extensive customizations, you can purchase high limits for an additional premium. And they may also receive coverage for their safety gear such as helmets, boots or riding jackets. 4) Assuming roadside assistance will provide coverage. Some people never leave their property, but many ride or trailer their vehicles to the tens of thousands of miles of designated ATV and snowmobile trails across the U.S.

they need it. What they don’t realize is that towing coverage is generally for declared vehicles or specific vehicle types such as cars, motorcycles and recreational vehicles (RVs), which could leave ATVs, side-by-sides and snowmobiles out in the cold. The good news is that if you insure these vehicles on a motorcycle or off-roadvehicle insurance policy and add roadside assistance, they’ll be able to get fuel delivery, flat tire assistance or a tow. There’s just one caveat: They must be close to a public road. Tow trucks are not off-road vehicles, after all. By addressing these common insurance pitfalls, you increase your chances of ensuring your customers are protected. This article was originally published on iamagazine.com in December 2023.

However, many Americans believe having auto roadside assistance coverage means they can get a tow whenever and wherever

Personal

Commercial Flood l

We now offer cyber coverage!

www.rothertinsurance.com | Q1 2024 | 19

2024 EXECUTIVE COMMITTEE DALLAS ROSS

JENNIE WEILAND

DEBORAH MOHR

HUB International - Portland Portland, OR 23 Years

Becoming Mohr

Forest Grove, OR 28 Years

Timmco Insurance, Inc. Cornell Portland, OR 11 Years

RUSS SCHWEIKERT

President

President-Elect

Vice President

Immediate Past President

TIM CUNDARI

Finance Chair

STEPHEN SMELLEY

Ashland Insurance, Inc. Ashland, OR 30 Years

Cundari Insurance Portland, OR 29 Years

Goldfinch Consulting Beaverton, OR 37 Years

TYRA DRESSEL

Executive Director Big I Oregon Portland, OR 31 Years 20 | Q1 2024 |

National Director

bigioregon.com

2024 BOARD OF DIRECTORS

KAITY BLACKSHER NextGen Immediate Past Chair

KRISTON COLLIER

ED DAVIS

JOE EGLI

JUUL Insurance Agency North Bend, OR 26 Years

Maps Insurance Services, LLC Salem, OR 59 Years

Brown Insurance Woodburn, OR 18 Years

MICHELLE GALLARDO

CHRIS HUWALDT

CARLYE IRWIN

MPALENG “MK” KHOTHULE

The Partners Group Tigard, OR 20 Years

MarshMcLennan Agency McMinnville, OR 29 Years

k.p.d. Insurance Springfield, OR 22 Years

Agape Community Insurance Aloha, OR 12 Years

Atkinson Insurance Group Portland, OR 19 Years

LYNDSAY KOOISTRA

STEVE LACESA

TJ SULLIVAN

LaPorte Insurance Portland, OR 22 Years

Oak Tree Insurance Lake Oswego, OR 40 Years

Hagan Hamilton Insurance Solutions - Sheridan Salem, OR 27 Years

DELLAS WALDO Field-Waldo Insurance Ontario, OR 7 Years

ANGELA WILLIAMS

NextGen Chair

Huggins Insurance Salem, OR 21 Years | Q1 2024 | 21

AGENCY OPERATIONS

HOW DO YOU IDENTIFY CANDIDATES WHO WILL THRIVE IN A HYBRID ENVIRONMENT As remote-work capabilities continue to evolve and hybrid offices becomes the norm, companies need to re-examine their hiring processes to ensure they’re onboarding individuals who can—and will—thrive both in the office and out. Identifying and hiring individuals who will thrive in a remote work environment requires a thoughtful and strategic approach. For example, consider the soft skills that are desirable for success in a remote environment: autonomy, time management, and the ability to stay motivated without direct supervision. Communication and collaboration are also more important than ever. Companies would do well to prioritize skills such as effective communication, adaptability, and a collaborative approach. In my experience, there are some specific considerations and strategies that companies can take to properly identify the best candidates for their organizations. A few that come to mind: 1. Clearly define remote work expectations. This includes outlining communication norms, work hours, and any specific tools or technologies that will be used. Providing this information upfront helps candidates assess their fit for the particular company’s remote work environment. 2. Assess the candidate for self-motivation and autonomy. Ask about their experience with remote work or situations where they had to manage their time and tasks independently. Look for (and ask about) indicators of self-discipline and the ability to stay productive without direct supervision. Time management is critical here, too. Ask candidates about their strategies for prioritizing tasks, meeting deadlines, and staying organized. 3. Evaluate communication skills. Use interviews, written communication exercises, and references to probe a candidate’s communication skills and style. Prioritize those who are clear, proactive, and responsive. 22 | Q1 2024 |

4. Assess digital literacy. Hybrid work relies heavily on digital tools and technologies around collaboration and project management. Find out how comfortable and familiar with these tools the candidate is. Ensure they have a basic understanding of cybersecurity best practices, too. 5. Evaluate prior remote work experience. Past success can help predict future success. Candidates with prior experience in remote work may already possess the skills and habits necessary for success. Look for candidates who can share specific examples of their achievements, challenges, and learnings from working remotely in the past. 6. Don’t forget about cultural fit. Consider the candidate’s values and work preferences to ensure they align with the company’s remote work culture. Some individuals thrive in a more independent and flexible work environment, while others may prefer a more structured office setting. 7. Use behavioral and situational interview questions. Find out how candidates have handled remote work-related challenges in the past. Ask about their experiences with time management, overcoming distractions, and collaborating with remote team members. 8. Assess adaptability and flexibility. Remote work environments can be dynamic, and the ability to adapt is crucial. Look for candidates who demonstrate flexibility, adaptability, and a willingness to embrace change. Ask about situations where they had to adjust to unexpected circumstances in their previous roles. 9. Leverage employee referral programs. Current employees can provide insights into the work habits, communication styles, and adaptability of their contacts. These are just a few of the strategies that companies can take to identify and hire individuals who are well-suited to hybrid work environments. What are some of your top tips for ensuring you find the right candidates for your business?

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| Q1 2024 | 23

LEGISLATIVE UPDATES

Oregon Legislative Outlook By: Roger Beyer Big I Oregon Lobbyist

Writing an article to update readers on a legislative session which has not begun but will be nearly over when this is read is a difficult task. How can I write something now which will be interesting for readers when it will be old news when it is published? It becomes even harder when the bill introductions are still weeks away. So, as I write this, I have no idea what will be happening when you read it and what I am trying to predict now will actually be in the past and old news by the time it gets to you. This dilemma reminds me of this Senate chamber picture, showing the people in Salem on March 17, 1859 receiving news that Oregon became a state 31 days prior on February 14th . I would guess that in 1859, 31 days to have news travel across the country seemed instantaneous, but by today’s standards that wouldn’t even be considered old news, but history. So, with that as an introduction I will dive in. I believe this year will be dominated by budget issues, as was intended by most voters when they voted for annual sessions. 24 | Q1 2024 |

The budget predictions haven’t changed much since the end of last year’s session, so there won’t be much additional money to spend or cuts to be made. Governor Kotek has already laid out priorities of using most dollars available to increase funding for homeless services and drug treatment. Those problems affect nearly all Oregonians, so no one is likely to disagree they are a priority. The disagreement will be how and what to do about the problems. The Governor has steadfastly defended Measure 110, which basically decriminalized small amounts of hard drugs and replace that with citation. The Republicans are asking to repeal that measure, or at least send it back to the voters for a second vote. I think the Democrats will back the Governor on this one, but I also think this will become a future campaign. Neither side seems to have an answer for homelessness. Again, the Governor wants to dedicate additional money to the problem, but most Oregonians haven’t seen any results from the hundreds of millions of dollars already spent. I have not heard anything of substance from the Republicans to counter the Governor’s plan, so again,

the leadership will likely stick with the Governor. Unfortunately, all the fights over money doesn’t mean there won’t be other policy issues introduced. I think the biggest threat the industry will fight is the effort to bring insurance under the control of the Unlawful Trade Practices Act (UTPA) and second lawsuits for those who feel they have been treated poorly by insurance companies. In 2023, two bills passed both chambers, in slightly different versions, but did not get through conference committee as the House would not agree to giving up on medical malpractice claims. If trial lawyers and doctors come together on a compromise on this small issue, I don’t know how this legislation will be defeated again. I will work once again to make sure insurance agents are not included but by the time this is published, we will likely know the outcome.

That, I think, sums up what we will see in the 35-day session. With the deadline for filing for the election coming just two days after the session must close, there will be the normal electioneering happening in the background, as the Oregon short session has basically become a campaign opportunity for those getting ready for the next election. We know many current members will be trying for other offices including House Speaker Dan Rayfield who will be running for Attorney General, Representative Janelle Bynum for Congress, Senator Elizabeth Steiner for Treasurer and Senator James Manning for Secretary of State. These we know at this time and are in addition to those who will be running for re-election in their current office or House members who will run for Senate seats. 2024 looks like it will be a very interesting election cycle even without a Governor’s race.

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WWW.GUARD.COM | Q1 2024 | 25

MARKETING

HOW INDEPENDENT AGENTS CAN CREATE AN EFFECTIVE HOMEPAGE By: Mia McGowan Marketing Coordinator, Trusted Choice The internet is enormous. How can your independent insurance agency stand out from the crowd or attract relevant visitors? If you’re not an experienced website developer or designer, which most small business owners (understandably) are not, it can be even more difficult to determine the best site strategy. Far too few independent agencies leverage their websites to grow their sales or interact with customers—although that is changing thanks to the COVID-19 pandemic, which forced businesses to establish stronger online presences. Nearly all—98%—of small businesses have a website today, compared to 71% in 2021 and only 50% in 2018, according to studies from Expert Market. However, 21% of business owners report having low website traffic, “which poses a significant challenge for their online presence” and can “impact their ability to attract and retain customers, as well as their revenue and overall success,” says small business coach Kathy Haan, writing for Forbes Advisor. Agency Websites Play an Important Role Having an effective web presence is critical for every kind of small business, but particularly for independent agents who rely on sales leads and word-of-mouth referrals. Your firm’s website is your brand representative. It’s an essential marketing tool. It provides current and potential customers with valuable information about your agency and what products and services you offer. And it’s an important online “office” where you can showcase your excellent staff. Most importantly, your site should function as an effective lead capture tool, which means that the homepage must be optimized to grab a prospect’s attention, pique their interest in your agency, and provide a low-touch mechanism for contacting you for more information. You might tell yourself that your agency is “referral only” and “we really don’t need marketing.” But remember: Your customers and centers of influence might refer a great prospect to you. They will search online for your agency and they’ll see your website, probably via their smart phones. 26 | Q1 2024 |

What will they see? Will they be impressed? Will they be interested in following up? How will you know if they don’t? Are you okay with these missed opportunities for sales? Here are some tips for creating an effective homepage to attract prospects and customers to your independent agency website: 6 Keys to a Successful Homepage 1) Headline. Marketing experts across all industries agree that the most important content on your website is the headline. People have short attention spans, and they are getting shorter; in fact, you have about three seconds to capture a website visitor’s attention, according to HubSpot. Your headline should clearly and simply communicate who you are and how your agency can solve the customer’s problem. Including insurance keywords about what your agency offers in your headline and sub-headline can improve your chances of showing up in a Google search by a potential customer. 2) Navigation. Your homepage should have a clean, organized design that enables website users to easily find what they need. A cluttered website that is difficult to navigate is likely to have a higher bounce rate—the metric for the percentage of people who leave the site after viewing only one page. In general, a higher bounce rate means people are not staying on your website to view other pages. Your homepage should feature colors that allow for maximum readability and a highly visible menu bar, preferably on the top third of the page, that lists the other website pages with valuable information. A utility bar at the very top of the page can highlight quick links to “Request a Quote,” “Log In to Customer Portal,” and a phone number. Your homepage should be optimized to work on any device, such as a laptop or cell phone. Nothing will take people away from your site faster than a webpage that doesn’t load or display properly. 3) Images. Not only are images essential for telling your agency’s story and supporting your messaging, but they can improve your website’s chances of being found when a potential customer does a search.

Photos or videos of your actual staff are best, as they help illustrate who you are and help visitors feel a connection to your firm. You also don’t have to worry about potential copyright infringements. Avoid generic images if you can, but if you do plan to use them, purchase from a reputable stock image provider, such as Shutterstock.com, to ensure you are not inadvertently stealing someone else’s material. 4) About Us section. This page is critical. Most visitors are trying to quickly validate what they already may have heard about your firm, as well as trying to reach out to someone. Include a short bio at the top of your page detailing your team’s insurance expertise, what your agency specializes in, and who you are personally. This can provide a positive first impression, help instill confidence in your business, and encourage visitors to stay on your website to learn more or take an action, such as contacting you. Here, too, you could show photos of your staff out in the community, interacting with others at events or service projects. 5) Client testimonials and case studies. Statements from actual clients and quantifiable case studies that speak to your agency’s character and describe how your firm has helped solve their problems are impactful and eye-catching for website visitors. Testimonials and case studies also add credibility and could be the difference-maker between whether a potential client decides to contact you or not. On the homepage, these testimonials and mini case studies should be short one- or two-line quotes and quick-hitting results. Don’t write long blocks of text that overwhelm the reader. Featuring current clients on your website is also an excellent way to maintain a good relationship and earn potential referrals. 6) Strong call to action. What do you want website visitors to do? Focus your call to action on a benefit of using your agency to prompt website visitors to contact you with questions, obtain an insurance quote or find out more information. Your contact details, including phone number and email address, are the most obvious to include. You also may want to offer an online chat feature (only if it will be monitored and provide a prompt reply) or an online contact form.

Be sure staff is prepared to handle contact forms— don’t let them go into a black hole, as you’ll ensure losing a prospect. Links to your social media pages offer another engagement option and may encourage visitors to learn more about you and your business. Ask for Help The only thing worse than not having a website is having an ineffective one, so if you aren’t confident that you can create an engaging website in-house, get help. Website design resources are available on the internet. You also may be able to find an affordable web designer—even a marketing student from a local college—in your area who can help you deploy the right website strategy. Choose an expert who also can provide good search engine optimization (SEO) techniques to drive visitors to your site once it is up and running. Your business homepage ultimately should serve as a window into your agency’s brand. It should show a potential customer what sets your agency apart from your competition. Most importantly, it should demonstrate how working with your agency will meet their insurance coverage needs, making their lives better. This article was originally published on trustedchoice.com.

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TECHNOLOGY

IF YOU AREN’T USING CHATGPT, HERE’S WHERE TO START By: Evan Leitch Swiss Re Approved Auditor, Virtual Agency Solutions In today’s fast-paced and ever-evolving world, insurance agents are constantly seeking innovative ways to enhance their marketing and streamline their operations. This is where ChatGPT, an advanced language model, comes into play as a valuable tool for insurance agents. With its ability to understand and generate human-like text, ChatGPT can revolutionize the way insurance agents interact with their clients and market their business.

But what is ChatGPT? Let’s ask ChatGPT directly! “ChatGPT is an advanced language model that utilizes deep learning techniques to understand and generate human-like text. When a user inputs a message, ChatGPT analyzes the text and generates a response based on patterns and information it has learned during training.” In other words, ChatGPT is a conversational tool that was trained on an enormous amount of actual human-written sentences and words found online in order to respond with a human-like response to any question or prompt you can think of. While the technology is not perfect – there are some creative use-cases for independent agents. 1.

Creation of Blog Posts for Agency Website Tired of writing blog posts for your agency website? Use ChatGPT to generate that blog post. Not sure on a topic? Let ChatGPT generate some ideas. Be careful though – ChatGPT is a chatbot, not a human so the content it writes needs to be reviewed for accuracy.

2. Start an Email Stumped on how to write a certain email? Describe what you are trying to convey and ask ChatGPT to write it. 30 | Q1 2024 |

This is a great way to start an email that you can edit, tweak and update to make your own. 3. Summarize News Articles Is there a long article or report that you don’t have time to read? Copy and paste the article text asking ChatGPT to summarize the article. Read more in less time! 4. Writing Email Campaigns Allow the bot to generate email campaigns (or a series of emails) for you to use. For some reason, the creators at OpenAI didn’t think to consider the E&O risks that emails and communication from agents can create. Don’t forget to review and update the response as needed. 5. Generate Social Media Posts Need some ideas or inspiration for social media posts? ChatGPT not only can give you ideas on what to share on Facebook, LinkedIn or other social media pages but it can also help you write a description. 6. Review Letters, Emails and Proposals Have the technology review what you have written. Unsure if your email or letter is missing something and want to improve it? Copy and paste it into ChatGPT and ask for a review! By harnessing the power of this advanced language model, agents can leverage its ability to generate human-like text and transform the way they interact with clients and promote their business. While it’s important to review and edit the content produced by ChatGPT for accuracy, this technology opens up new possibilities for independent agents to enhance their efficiency. Embrace the potential of ChatGPT today and explore the creative ways it can empower your insurance agency in this fast-paced digital landscape.

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