Insight Magazine - January 2021 - Non-Member

JANUARY 2021

INSIGHT AGENCY MARKETING

Trends, Tips, and Tricks for 2021 Plus

The Hard Market

- How did we get here?

Springfield, Illinois Permit No. 178

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DEC

JANUARY 2021

Editor & Graphic Design - Rachel Romines

|

Advertising - Tami Hubbell

CONTENTS 13

20

22

26

13

IIA of IL Wellness Series: Seasonal Affective Disorder

15 18 20 22 24 26 28

Nine Habits That Cause Us Unnecessary Trouble

By Alicia Davis-Wade

By John Graham

The Basics of a Winning Digital Marketing Plan

By Luis Pino

Seven Tools to Kickstart Your Marketing

By Dshanya Reese

It’s a Context Battle - Not a Content Battle

By Zach Weeks

New Marketing Tactics for Your Agency in 2021

By Joseph Cox

The Hard Market - How Did We Get Here?

By Victoria Dearing

A Guide to Success in a Challenging Market

By Bob Rosenkoetter

In This Issue

The Independent Insurance Agents of Illinois (IIA of IL) has been providing members with a sustainable competitive advantage since 1899.

7 8 9 10 17

President’s Message Trusted Choice Brett’s Two Sense Government

30 32 33 34

Associate News Agency Members in the News IIA of IL News Classifieds

e-Insight

info@iiaofil.org | www.iiaofil.org | (800) 628-6436 or (217) 793-6660 | Fax: (217) 793-6744

2009 • 2010 • 2011 • 2012 • 2013 2014 • 2015 • 2016 • 2017 • 2019 • 2020

Insight is the official publication of the Independent Insurance Agents of Illinois (IIA of IL). The magazine is published monthly for the members of the IIA of IL, with the office located at 4360 Wabash Avenue, Springfield, Illinois 62711-7009; Consumer Website: www.ChooseIndependent.com. The IIA of IL welcomes letters discussing concerns of the insurance industry, articles, editorials, other matters of interest to the membership. The editor reserves the right to edit and select submissions for publication. Address submissions for review to Rachel Romines at rromines@iiaofil.org. For advertising information, contact Tami Hubbell at thubbell@iiaofil.org.

Board of Directors Executive Committee

Chairman of the Board | Bill Wirth (618) 939-6368 | billw@wirthagency.com

ADVERTISERS 36

APPLIED UNDERWRITERS

21

BERKSHIRE HATHAWAY/GUARD INSURANCE CO

President | George Daly (708) 845-3311 | george.daly@thehortongroup.com

2

ENVISION HEALTHCARE

President-Elect | Jay Peterson, AFIS, LUTCF (217) 935-6605 | jay@peterson.insurance

5

GRINNELL MUTUAL REINSURANCE COMPANY

Vice President | Kevin Lesch (630) 830-3232 | klesch@arachasgroup.com Secretary/Treasurer | Bennie Jones (312) 960-6206 | bjones@rmsoa.com IIABA National Director Gregory A. Sandrock, CIC, AFIS (815) 438-3923 | gregsandrock@2cornerstone.com

Regional Directors

Region 1 | James Sager (618) 548-2796 | james@kaneinsurance.com

34

HEMPHILL FINANCIAL GROUP/LEGALSHIELD

14

IIA OF IL SOLUTION CENTER

14

IMT INSURANCE

6 32 Cover Tip

INSURANCE PROGRAM MANAGERS GROUP JM WILSON OMAHA NATIONAL

Region 2 | Joseph Heneghan (618) 639-2244 | joe.heneghan@hwcrins.com

35

SECURA

Region 3 | Christopher Leming (217) 321-3185 | cleming@troxellins.com

16

TRUSTED CHOICE

12

WEST BEND MUTUAL INSURANCE CO.

Region 4 | Bart Hartauer, CIC (815) 223-1795 | hartauer@hartauer.com Region 5 | Nick Gunn, CIC (309) 691-1300 | nickgunn@nixonagency.com Region 6 | Thomas Evans, Jr. (779) 220-6564 | tevans@crumhalsted.com Region 7 | Jason House (708) 597-8731 ext. 131 | jhouse@insxchg.com Region 8 | Andrew Allan (773) 891-8000 | aallan@lakeviewins.com Region 9 | Ed Boltz, JD (630) 443-7300 | eboltz@crumhalsted.com Region 10 | Christopher Bassler, CLCS (847) 480-0800 | cbassler@basslerins.com At-Large Director | Amiri Curry (847) 797-5700 | acurry@assuranceagency.com At-Large Director | William Durkin (312) 629-0725 | durkinb@danielandhenry.com At-Large Director | Michael-Charles Hilson (708) 333-3378 | mhilson@gbgins.com At-Large Director | Allyson Padilla (618) 393-2195 | allyson@blanksinsurance.com At-Large Director | Patrick Muldowney (312) 595-7192 | patrick.muldowney@alliant.com

Committee Chairs

IIA of Illinois Staff

Budget & Finance | Bennie Jones (312) 960-6200 | bjones@rmsoa.com

Director of Information and Technology Shannon Churchill - (217) 321-3004 - schurchill@iiaofil.org

Director of Government Relations Evan Manning - (217) 321-3002 - emanning@iiaofil.org

Education | Teresa Fleming, CIC, CISR (815) 849-5219 | tess@leffelmanassoc.com

Director of Education and Agency Resources Brett Gerger - (217) 321-3006 - bgerger@iiaofil.org

Office Administrator Kristi Osmond - (217) 321-3007 - kosmond@iiaofil.org

Accounting & Admin Services Tami Hubbell - (217) 321-3016 - thubbell@iiaofil.org

Director of Communications Rachel Romines - (217) 321-3024 - rromines@iiaofil.org

Director of Human Resources, Board Admin Jennifer Jacobs - (217) 321-3013 - jjacobs@iiaofil.org

Director of Membership Services Tom Ross, CRIS, CPIA - (217) 321-3003 - tross@iiaofil.org

Sr. Vice President/Chief Financial Officer Mark Kuchar - (217) 321-3015 - mkuchar@iiaofil.org

Products & Services Administrator Janet White, CISR - (217) 321-3010 - jwhite.indep12@insuremail.net

Chief Executive Officer Phil Lackman - (217) 321-3005 - plackman@iiaofil.org

Director of Prof. Liability & Ins. Products Carol Wilson, CPIA - (217) 321-3011 - cwilson.indep12@insuremail.net

Farm Agents Council | Randy Jacobs (309) 365-3231 | rjacobs@mtco.com Government Relations | Patrick Taphorn, CIC, CSRM (309) 347-2177 | ptaphorn@unland.com IIAPAC | Dustin Peterson (217) 935-6605 | dustin@peterson.insurance Planning & Coordination | Cindy K. Jackman, CIC, CISR (800) 878-9891 x8745 | cjackman@arlingtonroe.com Technology | Ryan Hite (309) 688-7316 | ryan.hite@eaglerockins.com Young Agents | Renee Crissie (224) 217-6577 | renee@crissieins.com

Central/Southern Marketing Representative Lori Mahorney - (217) 415-7550 - lmahorney@iiaofil.org

Find us on Social Media

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WE BELIEVE THAT ORGANIZATIONS THRIVE WHEN THEY HAVE

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president's message | INSIGHT

Happy New Year!

As 2020 comes to an end, I can’t help but feel a huge sigh of relief. What will 2021 have in store for all of us?? As you read this article, there are many miracle vaccines going into the arms of our amazing healthcare workers and first responders. Soon, the most vulnerable population will receive this scientific wonder and we will be on the path toward getting our freedom back. I would love to know from each of you what you have planned as soon as we have the green light to resume unrestricted activity.

I asked our IIA Board Members what is the one thing they hope to do once the pandemic is over. Here are some of those responses: Take a walk outside to take joy in seeing the unmasked facial expressions of everyone I see.

- Amiri Curry, At-Large Board Member Go to a major league baseball game – anywhere and any team!

- Randy Jacobs, FAC Representative Go to a PACKED sporting event with my Family (NCAA Tournament, PGA Tournament, NFL Game).

- Pat Taphorn, Government Relations Chair Shake hands and/or hug.

- Nick Gunn, Region 5 Director Travel to Greece or take my Dad to Mexico.

- Bennie Jones, Secretary/Treasurer Travel with family and attend an athletic event.

- Kevin Lesch, Vice President Visit with my parents.

- Bill Wirth, Chairman of the Board All of the things. Dining out with friends, go see a ballgame, travel, and be with people.

- Ryan Hite, Technology Committee Chair Shake hands and give hugs!

- Greg Sandrock, National Director-IIABA Shaking hands!

- James Sager, Region 1 Director Start shaking hands again!

- Jay Peterson, President-Elect I am going to hug people and make it awkward.

- Tess Fleming, Education Committee Chair I’m missing friends & family gatherings, and can’t wait to be with a group of “maskless” friends enjoying live music & dancing!

- Cindy Jackman, Planning and Coordination Chair

Give a hug to someone from outside my own house – “Family.”

- Chris Bassler, Region 10 Director Travel!

- Allyson Padilla, At-Large Board Member Go to a Bears Game and have a Beer!!!

- Michael-Charles Hilson, At-Large Board Member Visit my family again. Several of them have compromised immune systems so they have stayed away from the rest of our family since this all began.

- Joe Heneghan, Region 2 Director I’d like to have the opportunity to see my senior son play either football or wrestle his senior year. It’s heartbreaking to see all these kids missing out on their senior year.

- Tom Evans, Jr., Region 6 Director I am looking forward to traveling with friends and family once the pandemic is over.

- Renee Crissie, Young Agent Chair My answer: I see my Mom every week but I have not hugged her since last March. I’m looking forward to a big bear hug with her once it’s safe.

Everyone has their own personal wish list. But, while we are waiting for these dreams to become reality, we have some business to do. In this issue of Insight, you will receive some valuable info about the hard market we have entered and some ideas to navigate successfully through these choppy waters. In addition, there is wonderful information that will help you build or refine your digital footprint. We all have the opportunity to enhance our digital brand and use technology to take our agencies to a new level. The digital lessons we learn today will be valuable skills we can continue to deploy well after the pandemic is gone.

Happy New Year to all of our members. May this year bring new happiness, new goals, new achievements and a lot of new inspiration in your life. At the same time, 2020 helped us to appreciate our own family, our own neighborhood and the simple things in life so much more. I hope any path you choose is filled with a promise for a brighter tomorrow.

Happy New Year !!

George Daly - IIA of IL President - (708) 845-3311 - george.daly@thehortongroup.com january 2021

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IS YOUR AGENCY MISSING AN OPPORTUNITY TO HELP YOUR CUSTOMERS WITH GUARANTEED LIFETIME INCOME?

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Contact: Robert Holt, CLU, ChFC, CASL robert.holt@iiaba.net 703.706.5434

Pamper your customer’s business with a policy from West Bend.

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Local SEO Gold Rush Nobody is Talking About

By Brian Segal In this month’s e-Insight. january 2021

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INSIGHT | associate news Thank you to our Associate Members.

Diamond Level

Platinum Level

Progressive Surplus Line Association of Illinois

Gold Level AAA Insurance Arlington/Roe Blue Cross/Blue Shield of IL Keystone Insurance Group, Inc. Pekin Insurance

Silver Level Grinnell Mutual Reinsurance Company Imperial PFS IMT Insurance

Nationwide West Bend Mutual Insurance Co.

Bronze Level A. J. Wayne & Associates AFCO Credit Corporation AMERISAFE AmWINS Brokerage of the Midwest, LLC Auto-Owners Insurance Co. Berkshire Hathaway Guard Insurance Companies Columbia Insurance Group Continental Western Group Donald Gaddis Company, Inc. Donegal Insurance Group Encompass Insurance Encova Insurance Erie Insurance Group Foremost Insurance Group Forreston Mutual Insurance Company Frankenmuth Insurance Grange Insurance Illinois Mine Subsidence Ins. Fund Illinois Public Risk Fund Indiana Farmers Insurance Insurance Program Managers Group J C Restoration J M Wilson Kemper 30

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Liberty Mutual/Safeco Insurance Madison Mutual Insurance Company MarshBerry Maximum Independent Brokerage, LLC Mercury Insurance Group MetLife Auto & Home Midwest Insurance Company PEOPLE Previsor Insurance ProAg Management Inc RT Specialty - Naperville ServiceMaster DSI Society Insurance Specialty Risk of America Transcom General Agency Travelers UIG - The Agent Agency United Fire Group Universal Property & Casualty Utica National Insurance Group W. A. Schickedanz Agency, Inc./Interstate Risk Placement Western National Insurance Westfield Zywave, Inc. january 2021

associate news | INSIGHT IMT Insurance Celebrates #GivingTuesday and Pledges $20,000 to Community Organizations IMT Insurance was honored to participate in #GivingTuesday on December 1, 2020! #GivingTuesday is a global day of giving that harnesses the collective power of a unique blend of partners – charities, families, businesses, and individuals – to encourage philanthropy and to celebrate generosity worldwide. #GivingTuesday is held annually on the Tuesday after Thanksgiving.

IMT strives to support local communities, throughout their six-state writing territory, in an impactful way. On Tuesday, December 1, 2020, one $2,500 donation was pledged every hour from 9 AM – 4 PM, for a total of $20,000!

Five of the organizations were selected from IMT’s 2020 Community Contest winners and the final three were selected from this year’s IMT Month of Giving recipients.

The following organizations each received $2,500: Trinity Lutheran Church – Viking Vittles (North Branch, MN), Food Bank of the Heartland (Omaha, NE), Moravia Memorial Avenue of Flags (Moravia, IA), Harvest of Hope Food Pantry (Hillsboro, IL), Irwin Fire Department (Irwin, IA), Boys & Girls Club of Freeport & Stephenson Co. (Freeport, IL), Hunger Task Force of La Crosse (West Salem, WI), Bethel House (Whitewater, WI).

We were pleased to have a number of local IMT Agencies join us in presenting the eight organization donations on #GivingTuesday. We extend a special thank you to the following IMT Agencies: Hermann Insurance (North Branch, MN), The Harry Koch Co. (Omaha, NE), Power Insurance Agency (Moravia, IA), Bruce Webb Insurance (Farmersville, IL), West Irwin Agency (Irwin, IA), Dimond Bros Insurance (Freeport, IL), West Salem Insurance (West Salem, WI), and Banco Insurance Agency – Banco, LLC (Whitewater, WI). IMT is built on deep roots and relationships in our communities, and we truly value our partnership with each of them.

SECURA Insurance Donates $25,000 to Nonprofits in Honor of its Agency Partners SECURA Insurance will donate $25,000 to ten nonprofit organizations through a #GivingTuesday contest designed to help independent insurance agencies support organizations in their communities.

Agents nominated local nonprofits through the #SECURAGivesBack campaign. Ten participating agencies were selected at random to receive a $2,500 donation to a nonprofit of their choice.

“We are proud to continue the #SECURAGivesBack campaign for the fourth year – especially since nonprofits need support now more than ever, “ said Kevin Klestinski, Vice President-Specialty Lines Underwriting. “#SECURAGivesBack is our way of saying thank you to our independent agents for the work they do to protect nonprofits.” january 2021

Joseph M. Wiedemann & Sons, Inc. of Illinois is the Illinois recipient and benefits Housing Opportunities and Maintenance for the Elderly.

For additional information about the company’s charitable giving and community support, visit secura.net/community.

SECURA’s Specialty Lines office is located in Middleton, Wis.

SECURA Insurance Promotes Five Company Leaders

SECURA Insurance promoted five company leaders: Amy DeHart, Senior Vice President and Chief Actuary; Dan Ferris, Chief Legal Officer; Tripp Humston, Regional Vice President–Sales; Tim O’Brien, Vice President–Controller; and Brett Purcell, Regional Vice President–Sales.

“These five individuals embody the qualities we look for in SECURA leaders,” said Dave Gross, SECURA President & CEO. “Each bring a wealth of insurance industry knowledge to guide their teams, and they will play important roles as SECURA continues growing to serve our policyholders and independent agency force.”

SECURA has an A (Excellent) rating from A.M. Best, is recognized as one of Ward’s 50 top performing propertycasualty insurance companies and is a Great Place to Work Certified-company. Visit www.secura.net for more information.

J.M. Wilson Hires Cella and Tokarz as Assistant Underwriters

J.M. Wilson has announced the addition of Scott Cella as Assistant Property & Casualty Underwriter and Ryan Tokarz as Assistant Transportation Underwriter in their Arlington Heights, Illinois office. Cella and Tokarz are responsible for assisting with new and renewal quotes, corresponding with carrier underwriters, and serving independent agents in IL, IA and NE. Prior to joining J.M. Wilson Cella was a Physiotherapy Assistant for four years, as well as a Metals Department Coordinator and Elemental Spectroscopy Analyst for an additional four years. He earned his bachelor’s degree from Augustana College.

Tokarz joins J.M. Wilson with four years of experience as an Underwriting Operations Associate. Prior to that, he was a Sales Manager for eight years. A Kent State University graduate, Tokarz earned his bachelor’s degree in Interpersonal Communication.

Founded in 1920, J.M. Wilson is a Managing General Agency and Surplus Lines Broker providing independent insurance agents access to specialty markets. J.M. Wilson can provide coverage for standard and hard-toplace Commercial Transportation, Property & Casualty, Brokerage, Marine, Personal lines and Surety. For more information about J.M. Wilson, call (800) 666-5692 or visit www.jmwilson.com.

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INSIGHT | agency members in the news IIA of IL Agency Member Celebrates Milestone Anniversary Harnist Insurance Agency, Inc., in Belleville celebrated their 75th anniversary in 2020. The agency was formed in 1945 by Joe Harnist, Sr., and his wife Ruth. The agency is now a third-generation agency with Joe Harnist, II, and Joe Harnist, III, working in the office.

Congratulations!

If your agency is celebrating an anniversary, send the information to Rachel Romines, Insight Editor, at rromines@iiaofil.org.

Harnist Family

DSP Insurance Services Voted Best Agency to Work For Midwest DSP Insurance Services in Schaumburg has been named a 2020 Insurance Journal Best Agency to Work For. DSP’s employees promoted their workplace - which has 75 employees and annual revenues of between $11 million and $25 million - as being one of the finest, leading to the agency’s selection as the 2020 Silver Best Agency to Work For in the Midwest.

DSP colleagues lauded the personal attention paid to them by the agency’s management. “I don’t think there has ever been a time where I’ve crossed paths with the president of the agency where he has not emphasized how much he appreciates me and the work I do for the agency,” one employee said.

In an email to Insurance Journal, DSP President Steve Webster underscored employee comments, stating that the agency’s leadership is “humbled by our employees’ nomination and very proud of them and our culture. By supporting our people, we feel it translates to a great customer experience as well as work experience.”

EVERY RISK IS AN OPPORTUNITY COMMERCIAL TRANSPORTATION | BROKERAGE | MARINE PROPERTY & CASUALTY | SURETY | PERSONAL LINES

1

To other agency owners with an interest in becoming an employer of choice, Webster advised: “Never stop looking to improve, learn and grow and most of all … empower those around you.”

Congratulations to DSP Insurance Services!

(800) 666-5692 | JMWILSON.COM 100th Insurance Insight CMYK.indd 32JM Wilson insight

Webster said the teamwork employees embrace is part of the agency’s core values. DSP’s employees are what makes it special, he added. “They care. It’s not just a job, it’s a profession,” for them.

4/3/20 8:17 AM

january 2021

iia of il news | INSIGHT

Education Classes january

5 6 11 13 14 14 14 19 20 21 26 27 27 28

Pre-Licensing Course - Property & Casualty Virtual E&O Roadmap to Personal Auto & Umbrella Insurance Webinar E&O Risk Management Webinar E&O - Roadmap to Cyber & Privacy Insurance Webinar CISR-Elements of Risk Management Virtual Agents E&O Webinar E&O-Roadmap to Homeowners Endorsements Webinar Pre-Licensing Course - Life & Health Virtual CISR-Personal Auto Virtual E&O:Identity Theft, Red Flags, Money Laundering Webinar Culture, Ethics, and E&O Webinar E&O - Roadmap to Policy Analysis Webinar CIC - Agency Management Virtual E&O Risk Management Webinar

Farm Agents Council a division of the Independent Insurance Agents of Illinois

91st Annual Mid-Winter Meeting January 28-29

february

2 3 9 10 10 11 16 17 18 22 23 23 24 24

Pre-Licensing Course - Property & Casualty Virtual E&O Roadmap to Personal Auto & Umbrella Ins. Webinar Flood Insurance and the NFIP Webinar CISR - Insuring Personal Residential Property Virtual E&O Roadmap To Cyber & Privacy Insurance Webinar Agents E&O Webinar Pre-Licensing Course - Life & Health Virtual CISR - Commercial Casualty 1 Virtual E&O - Identity Theft, Red Flags, Money Laundering Webinar E&O Risk Management Webinar CISR- Insuring Commercial Property Virtual Ethics: Essentials for the Insurance Producer Webinar E&O - Roadmap to Policy Analysis Webinar CIC - Commercial Property Virtual

Virtual • 6 hours IL CE Available

New Members

The Importance of Ethical Behavior and the Farm Insurance Agent in These Crazy Times

member agency

Legislative Update If it Moves on the Farm - It Presents a Risk

Go to ILFarmAgents.com for details. january 2021

Formea Insurance Group, Inc. Chatham, IL

associate member - copper IBI - Insurance Brokers, Inc. Greenwood, IN insight

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INSIGHT | classifieds for the insurance professional by the insurance professional

AGENCY/AGENTS/PRODUCERS WANTED

02. Forest Park/Oak Park agency for over 60 years, will meet your needs by providing space, markets, marketing & sales support, automation, merging with or purchasing your agency. Perpetuation/ Succession Plans, BuySell Agreements also available. We have experienced, educated and dedicated staff for you and your clients.

Have access to our numerous companies, office services and many other resources. Retain ownership in your book with contingency. Please look closely at us- we are an agency you want to do business with! We’ve done it before, we know how- we make it easy! Visit our website at forestagency.com/agents.html, or call for a confidential discussion and a list of Agency benefits.

Dan Browne will provide an agency evaluation/appraisal at little cost to you. Please call:

Dan Browne or Cathy Hall Forest Insurance (708) 383-9000 www.forestinsured.com/mergers-acquisitions

OPPORTUNITIES/SPACE AVAILABLE/RETAIN OWNERSHIP

13. We are a 100 year old Northbrook agency looking to discuss any mutually beneficial opportunity. Our producers, mergers, clusters and agency purchases receive 50% commissions on new and renewal business without any expenses. We can provide: office space, phones, agency management system, service renewals and changes. The companies we represent are: Badger Mutual, Employers Mutual, General Casualty, Guide One, Hartford, Kemper, Progressive, Rockford Mutual, Safeco, State Auto, Travelers and Met Life. Contact:

Nancy Solomon Martini, Miller & Schloss, Inc. (847) 291-1313 Ron@martini-miller.com

AGENCY WANTED

20. Since 2004, Central Illinois Agents Group LLC has been providing independent agents with a variety of markets with contingency opportunities. Agents have availability to several markets that they may not be able to sustain or maintain on their own. We have markets for personal, commercial, agricultural and crop insurance lines. Let us help you get to the next level.

Visit www.ciagonline.com for contact information.

This is Rick Hemphill, I have had the LegalShield booth at your convention for the last number of years. I have been an insurance agent for the last 44 plus years, and before that I was a police officer. Now more than ever, I believe our clients need the LegalShield products.

LegalShield has: •Family Legal Plans

•Identity Theft Plans

•Plans for Truck drivers

•Law enforcement Plans

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•Supplement’s, like the Gun Owners Supplement

As a former police officer if you have a concealed carry I really suggest you take a look at this.

Rick Hemphill Hemphill Financial Group 314-517-6836 rhemphill@hfgstl.com 34

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january 2021

Commercial | Personal | Farm-Ag | Specialty

Making Insurance Genuine SECURA’s team of insurance experts is making insurance genuine.

They are here to support you and your clients. Our underwriting teams are quick to reply, open-minded, and know their stuff. Plus they are backed by our caring claims group who will get your clients back on their feet.

Interested in building a relationship?

Contact us at secura.net/contact.

Hear from our experts.

Want to learn more about what SECURA has to offer? Scan the QR code for more information about the SECURA team.

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