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250 CONTENTS
INTERVIEW WITH TOM DAVENPORT
Tom Davenport, CIC, CRM is president of Blue Marsh Insurance. In this interview, he shares his journey – from opening a scratch agency in 2008, to operating a thriving business with three locations and 18 employees today. 12
MARKETING: WHAT WE LEARNED IN A ROOM WITH HINKLE INSURANCE
Read a marketing and media agency owner's takeaways after conducting a workshop with IA&B Member Agency Hinkle Insurance.
I’m happy to introduce this month’s magazine, particularly since it features a good friend and good success story – Tom Davenport and the Blue Marsh Insurance agency. (See page 8.)
I met Tom very early in his scratch-agency start-up days. He was stressed, he was frazzled – but more importantly, he was driven. You could tell Tom was going to make it, and make it he did. Now with three locations, Blue Marsh Insurance is thriving.
By now, you are likely aware of IA&B’s commitment to recruiting new talent into our industry. It is a pillar strategic principle that we are investing heavily in – from boots-on-the-ground recruiting; to cutting-edge digital marketing; to robust training and licensing through the Insuring Careers Certification Program.
For us to attract this new talent to our industry, we must tell a story. But that really isn’t that hard to do. Just take Tom for an example:
Tom didn’t choose insurance; insurance chose him. After working in various other roles, it was the independent insurance agent career that stuck for Tom.
Through hard work, you can build a meaningful career and successful business. Tom credits three things to his success – strong agency systems, a commitment to professional education, and a focus on a quality client experience. That’s the playbook right there – anyone with the dedication to do this consistently can find success.
Finally, flexibility. Tom recognized early that being an independent insurance agent could provide flexibility and financial security to support family values.
This is the story we are taking to the streets – whether it be highschool graduates, college students without a plan, or career changers. We have an industry that people find a home in. An industry where hard work directly leads to success. And an industry that is flexible, lucrative, and stable. Thanks for telling the story for us, Tom.
Onward and upward,
Jason F. Ernest President & CEO
P.S. Fireworks may light up the sky this July, but insurance professionals help keep the celebration protected. Thank you and Happy 250!
INSURANCE AGENTS & BROKERS
650 Wilson Lane, Suite 200 Mechanicsburg, PA 17055
191 Main Street, Annapolis, MD 21401
800-998-9644 | IABforME.com
IA&B BOARD OF DIRECTORS
OFFICERS
Andrew Enders, Esq. - Chair Enders | Harrisburg, PA
Kate Dawson, CISR, CPIA - Vice Chair Ferri Dawson Insurance | Murrysville, PA
MEMBERS
Greg Bennett Famous & Spang Associates Aberdeen, MD
Tony Cusati, CIC Sitter Insurance LLC Erie, PA
Michael Gaetano The Hartman Group Montoursville, PA
Debra McAfee McAfee Insurance Agency, LLC Wilmington, DE
Michael McGroarty, Jr., CIC McGroarty & Bradburn Insurance Pittsburgh, PA
Hunter McHugh McHugh Insurance Group Wilmington, DE
Shayne McIntosh, CIC JPI Insurance Associates Dillsburg, PA
Chris Miller, CIC Miller Insurance Protection Team Jonestown, PA
Jill Nye, CIC, CISR, CPIA Gunn-Mowery, LLC Lemoyne, PA
Lisa Parry, CPIA Parry Insurance Langhorne, PA
Bill Purdy Purdy Insurance Agency, Inc. Sunbury, PA
Kent Reynolds, CIC Blue Ridge Risk Partners LLC Hagerstown, MD
David Rivell, CIC, CRM Element West Chester, PA
Christy Rose Avery Hall Insurance Salisbury, MD
Ashley Stafford, CPIA Element
Michael Thomas Lighthouse Insurance Svcs Gambrills, MD
Kyle Zehr, CIC FIFS, LLC Telford, PA
NATIONAL DIRECTORS
Diana Hornung, CIC (IIABA) IOA National, Inc. | Wilmington, DE
Mark Monroe (IIABA)
Mark J. Monroe Insurance | Downingtown, PA
QUESTION: ANSWER:
CLAIRE-IFICATION
IA&B Vice President - Advocacy Claire Pantaloni, CIC, CISR
Are you a member with a question? Contact Claire to find the answer at 717-918-9202 or ClaireP@IABforME.com.
One of our producers got her Life & Health (L&H) license and is the first agent at our agency to hold that line. How can we offer L&H products as an agency?
This should actually be pretty straightforward. For simplicity purposes, let’s call your producer “Jane.” If, as we would expect, the agency is going to use its website, letterhead, and other material to promote, solicit, and sell L&H insurance, and receive commission for it, you will need to amend your agency license to reflect the new line of authority. In addition, since no one other than Jane currently carries L&H, you will also have to ask Jane to be added as a Designated Licensee* on the agency license. (You can have as many as necessary to cover all the lines of authority sold in the agency.) Adding the line of authority to the agency license and adding a Designated Licensee are both simple processes, but they can vary slightly by state.
Adding the Designated Licensee to the agency license:
▲ In Delaware, changes to the Designated Responsible Licensed Producer (DRLP) can be processed electronically through National Insurance Producer Registry (NIPR) at nipr.com.
▲ In Maryland, agencies can change the Designated Responsible Person (DRP) by completing the “Association - Responsible Individual Designation Form” found on the Maryland Insurance Administration’s website (under Producer / Fees and Forms) and submitting it via email or fax as instructed on the form.
▲ In Pennsylvania, you can add a Designated Licensee (DL) by submitting the completed “Add/Remove Designated Licensee Form” to the Insurance Department. To access the form, visit pa.gov/ agencies/insurance/licensing/ licensees and select "Update Your Producer/Agent License."
Adding the line of authority to the agency license – Most states will let you amend the license and add the L&H line of authority to the business entity license electronically through NIPR or other vendors they use (e.g. SIRCON). With Jane being assigned as a Designated Licensee, adding the L&H line of authority to the agency license should be a breeze.
At the end of the day, keep in mind that this would generally be the only way for commissions to flow through the agency (since many states require the business entity to carry the line of authority in order to receive commissions).
If you have any questions as you go through the process, contact IA&B’s Advocacy Department.
* Also referred to as a Designated Responsible Licensed Producer (DRLP) in Delaware and a Designated Responsible Person (DRP) in Maryland.
This document is not a legal opinion and should not be relied upon as such. The intent of this document is to provide a general background regarding the topic or topics discussed, not to provide legal advice. Producers and agencies should consult an attorney regarding specific situations and specific questions with respect to the topic or topics covered in this document. Neither the Insurance Agents & Brokers nor any of its employees shall be responsible for any errors or omissions regarding any statements made in this document, nor any errors or omissions regarding any statutes, regulations, court rules, and/or any other government documents cited in this document.
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SPOILAGE – HOW DOES COMMERCIAL PROPERTY COVERAGE APPLY?
By Cathy Trischan
Summer is here, and with it come thoughts of beaches, pools, and ice cream cones. What happens, though, when the ice cream parlor’s freezers stop working and the business has a spoilage claim? Is there coverage under a commercial property policy or businessowners policy (BOP)? The answer in an unendorsed policy is usually NO. Whether spoilage occurs because the power goes out or the freezer breaks down, there are ways to get coverage.
POWER FAILURE
Most commercial property policies and BOPs exclude losses caused by the failure of power service if the
failure originates away from the insured’s premises or involves onpremises equipment used to supply the utility service. Because of the strong anti-concurrent causation language that precedes such exclusions, there is no coverage even if a normally covered peril causes the power outage. The exclusion also applies if the loss is caused by a power surge after the power outage. When the power goes out, and the ice cream melts because of any of the following, for example, there is no coverage:
▲ A vehicle knocks down the utility pole in the corner of the insured’s parking lot.
▲ Wind takes down overhead power lines.
▲ There is a fire in the power company’s transformer.
▲ A power surge after the power outage damages the compressor in the insured’s freezer.
There are ways to restore coverage, as long as the interruption of utility service is by a covered cause of loss. Using Insurance Services Office, Inc.’s (ISO) property forms, for example, the Utility Services – Direct Damage (CP 04 17) endorsement can be added. The endorsement provides coverage for loss due to interruption in
power supply services caused by damage by a covered peril to utility generating plants, switching stations, substations, transformers, and transmission lines that supply electricity, steam, or gas to the premises. The endorsement includes its own limit of insurance and can be written to include or exclude overhead transmission lines. If coverage is written on an ISO BOP, Utility Services – Direct Damage (BP 04 56) endorsement works the same way.
EQUIPMENT BREAKDOWN COVERAGE
What if the freezer breaks down, resulting in spoilage? Here again, most commercial property policies and BOPs exclude losses caused by mechanical breakdown. In this case, equipment breakdown coverage may help.
Equipment breakdown coverage can be added to a commercial property policy or BOP or written on a stand-alone basis. Equipment breakdown coverage varies widely among insurers, but many forms, in addition to providing coverage for the damaged equipment, cover the loss of perishable stock. The cause of loss under an equipment breakdown form is the breakdown of the insured’s covered equipment, although some forms also cover spoilage caused by a breakdown of utility company property that results in a power outage. Wear and tear and similar exclusions are added to ensure coverage does not apply when an old freezer, for example, just stops working.
Spoilage coverage in an equipment breakdown form is not a substitute for utility services coverage on the
property policy or BOP. Not only do equipment breakdown policies require a breakdown of equipment to trigger coverage, they exclude loss caused by many perils such as wind, flood, fire, and more. So if the insured’s freezer or utility company property breaks down because of an excluded peril, no coverage applies.
SPOILAGE COVERAGE
A final coverage option is spoilage coverage which can be added to a property policy or a BOP. ISO’s Spoilage Coverage (CP 04 40) endorsement covers spoilage caused by power outage and/or breakdown or contamination; the insured chooses which causes of loss apply. Breakdown or contamination means a change in temperature or humidity resulting from mechanical breakdown of certain equipment on the insured’s premises or contamination by a refrigerant. The endorsement includes its own limit of insurance and deductible, and selling price valuation can be added. A refrigeration maintenance agreement may be required for coverage to apply. Some of the typical causes of loss form exclusions continue to apply such as earth movement, water/flood, and governmental action. Additional exclusions are added – for example: unplugging the system or the inability of a utility company to supply sufficient power. If coverage is written on an ISO BOP, Spoilage Coverage (BP 04 15) endorsement works the same way.
Many types of business have spoilage exposures. In addition to businesses that handle food, think of pharmacies, medical offices, and florists. Understanding the limitations in the property policy and
BOP and knowing about solutions to restore coverage are the first steps in providing businesses with the protection they need.
‘Til next time
Cathy Trischan, CPCU, CRM, CIC, ARM, AU, AAI, CRIS, MLIS, TRIP is IA&B’s commercial lines education consultant. She works with our CIC and CISR programs, as well as our live CE webinars. Catch her at one of our upcoming courses: IABforME.com/education
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Instructor: Cathy Trishan
(l to r:) Ray Reinard Sr., Ray Reinard Jr., Jim Black, Roy Reinard III, Roy Reinard Jr., circa 1977
REINARD INSURANCE AGENCY ANNIVERSARY
Reinard Insurance Agency in Feasterville, PA is celebrating 100 years of operation. Established in 1926 by Roy Reinard Sr., the agency is now under third-generation ownership with the fourth generation already in place at the family business.
Over the years, the agency has grown from multiple successful agency acquisitions, an expanded sales force, and the addition of a benefits department. While the agency prides itself on being a true generalist, it has a strong book of contracting business.
“I am especially proud of our staff,” says Ray Reinard Jr., president. “They are seasoned, honest, and really care about their clients.”
Is your agency celebrating a milestone anniversary? Whether it’s five years or 125 years in the business, we want to acknowledge your accomplishment. Email announcements and images to IA&B Public Relations Director KarenR@IABforME.com.
NEW ICCP GRADUATES
Congratulations to the latest graduate of the Insuring Careers Certification Program (ICCP):
Jesse Loomis
Charles Leach Agency New Bethlehem, PA
Olivia Roan
The Hartman Agency Mountoursville, PA
Brian Miles
Gallagher/Assured Partners of Northeastern PA Wilkes-Barre, PA
Susan Masone
AAA Central Penn Insurance Agency Harrisburg, PA
Stacey Schmitt
The Hartman Agency State College, PA
Developed by IA&B, ICCP is designed specifically for newcomers to the Property & Casualty insurance industry in Pennsylvania, Maryland, and Delaware. The program breaks down the complex world of insurance into clear, management segments, helping new employees gain confidence and a solid foundation in their careers.
Questions? Contact IA&B Director of Career Services Heather Ulrich at 800-998-9644, ext. 407 or HeatherU@IABforME.com.
SMALL BUSINESS MONTH PRESS EVENT
IA&B Chair of the Board Andrew Enders, Esq. represented independent insurance agents
at a May 27 press conference hosted by the Pennsylvania Insurance Department.
Held at Color Bar Beauty Salon in Harrisburg, PA, the event coincided with Small Business Month and highlighted the importance of insurance coverage and fire safety.
Color Bar Beauty Salon suffered significant fire damage in spring 2025. Thanks to proper insurance coverage from Enders Insurance (the IA&B member agency of which Andrew Enders is president), the business’s reconstruction was nearing completion at the time of the press event.
In addition to Andrew Enders, Insurance Commissioner Michael Humphreys, State Fire Commissioner Thomas Cook, Lower Paxton Township Fire Chief Brett Graham, and Color Bar Beauty Salon Owner Nicole Raptapolus offered comments to the media.
INVEST IN YOUR LEADERSHIP PIPELINE
Develop your team with this exclusive, online-training opportunity: Leadership Excellence
Front: Nicole Raptapolus. Back row: Michael Humphreys, Tom Cook, Brett Graham, and Andrew Enders.
and Development (LEAD) series. This program is designed specifically for insurance professionals who are new to a leadership role or who anticipate moving into one in the future.
Program Details
Live, instructor-led workshops are held virtually once a week from July 30 through Sept. 3, 10-11:30 AM EST.
Your Investment
IA&B Members: $499 per individual (Members save $240)
Non-Members: $739 per individual
Learn more & register: IABforME.com/LEAD 800-998-9644, option 1
YOUNG AGENT CONFERENCE RETURNS
Don’t miss the only conference designed for young insurance professionals in Pennsylvania, Maryland, and Delaware.
Registration opens this month for the 2026 IA&B Young Agent Conference: Oct. 13-14, 2026 Wyndham Gettysburg Gettysburg, PA
This conference brings together an energetic, driven group of young agents who are actively seeking to develop their skills and careers.
Registration opens Mon, July 6. Learn more and save your spot: IABforME.online/ YAconference
SMOOTH OUT YOUR RIDE
Trust Harford Mutual Insurance Group to provide comprehensive property and casualty insurance designed to protect what matters most to policyholders— their business.
Learn more about the other Property & Casualty classes we write.
www.harfordmutual.com (800) 638-3669
Q& A
with
TOM DAVENPORT
Tom Davenport, CIC, CRM is president of Blue Marsh Insurance, a full-service independent insurance agency with locations in Alburtis, Fleetwood, and Morgantown, PA.
Q. First and foremost, tell us what drew you to the insurance industry and how you got your start.
A. I’ve heard many times, “We don’t choose insurance; it chooses us.” Growing up, I had great memories of a close family friend who was a highly successful independent agent, which always left me curious about the business. Fast forward to my early twenties: I interviewed with a semi-captive health insurance sales organization and spent the next several years building a sales team in the Washington, D.C. area.
In 2004, I made a handshake agreement to relocate to southeastern Pennsylvania to run a much larger office. When things didn’t go quite according to plan, I actually left the insurance industry entirely, telling myself, “I’ll never do insurance again.” While my wife and I felt that God guided us to our new home, we had plenty of unanswered questions about why we were in Pennsylvania. I loved our new neighborhood, friends, and church family, but I needed a new career path.
A close friend who owned a specialty digital design agency with deep ties to the insurance industry asked me to help with sales for a few months—which turned into more than three years. My professional focus shifted to presenting complex digital media projects where a good year was marked by closing eight to 10 new sales. However, I deeply missed working directly with local families and business owners on a day-to-day basis.
I had many conversations with my wife and close friends about starting a business, buying an existing one, or going the franchise route, and they kept encouraging me to get back into insurance and build an agency from scratch. Having learned the benefit of residual commission income,
I kept thinking that there is no better business opportunity: if you make a sale today and take exceptional care of your new friends, you get paid again and again while growing naturally as they refer their own friends and family. Ultimately, a great friend and my wife helped me put together a comprehensive 65-page business plan that became our exact blueprint. It’s been an amazing game of Crazy8’s since we launched it all on Aug. 8, 2008 (08/08/08)!
Q. Tell us about Blue Marsh Insurance. How has the agency evolved and grown over the past 18 years?
A. In the early days, I was working grueling, long hours trying to execute our business plan, find new ways to reach prospects, and stand out in a heavily crowded marketplace. Coming from a life and health background, I strategically used L&H plans as an operational springboard to account-round those clients into P&C lines.
As I look back, three major catalysts fueled our long-term growth: creating a highly “systemized” agency, maintaining an absolute commitment to professional education, and executing a fanatical focus on a quality client experience during every single interaction. We started very small— operating out of a single-room office in a shared space inside an old church building. I hired my first part-time teammate, who quickly transitioned to full-time as we grew, necessitating a move to a larger office space.
In 2014, we added another major P&C carrier partner, which prompted a move to Honey Brook, where we stayed for 10 years. Staying true to our core mission and values has fueled both incredible organic growth and two strategic acquisitions—one in 2016 of a third-generation agency in Fleetwood that was founded back in the 1930s, and most recently, an incredible agency in Alburtis that is a perfect cultural fit for us. Recently, we finally earned the opportunity to purchase and completely renovate a building on Main Street in Morgantown. We just hired our 18th employee and are focused on continuing our organic
growth across personal lines, commercial lines, life, and benefits, while remaining very open to future acquisitions when the right opportunities come along.
Q. Starting a scratch agency isn’t for the faint of heart! What lessons did you learn along the way that you can share with other independent agents hanging out their shingle?
A. I break it down into three foundational principles:
Plan Well and Stay Committed: Many, many hours went into creating our initial business plan, and we stayed fiercely on target and on goal. Be prepared: it takes an immense amount of time, effort, and money to make a startup happen. Year one was crazy; I took all five Certified Insurance Counselor (CIC) classes in my first 11 months so I could master the complexities of coverage and protect our clients flawlessly. We relied on savings and home equity to fuel the launch, but capital goes away incredibly fast. I initially thought our income would steadily rise, but along with that, our expenses kept increasing and outpacing the income, catching up, and repeating that cycle. It really wasn’t until about year six or seven that we started to see the light at the end of the tunnel. Crucially, without a fully committed spouse and supportive team at home, succeeding from scratch is nearly impossible.
Be Relentlessly Curious: It is vital to learn from others who will expose you to new ideas and challenge your perspective. I was fortunate to meet many incredible insurance agency owners across the country, and several mentors taught me invaluable lessons. Never stop learning; read and learn from leaders both inside and outside of our industry, and take time to invest in yourself. Completing those five CIC modules in my first year taught me quickly how much I didn’t know, and it built a rocksolid foundation. To this day, our agency invests heavily in the professional development, education, and advanced designations of our team.
Stay Deeply Humble: As your agency grows, you will begin winning awards—which is awesome and encouraging— but our industry loves highlighting contests, prizes, and ribbons. You cannot let this drive your ego. Keep focused entirely on the people who truly matter: your clients, your family, and your team. Help them win. By putting them first, you’ll do just fine.
Q. Blue Marsh prides itself on the client experience. Tell us about your operational philosophy there.
A. Before launching the agency, I sent a survey to 100 friends and family members asking several questions about their insurance. One of the resounding things I
learned was that most folks didn’t have a great experience with their insurance agent; historical interactions were mediocre at best.
As I built and scaled the agency, we committed to looking at everything we do through the lens of client experience first, followed by agency efficiency second. While my background is heavily rooted in technology, I never want automated tools to take the place of a personal touch. Instead, operational efficiency must remain strictly client-focused, serving to assist my team so they have the freedom to go above and beyond for our clients.
Q. What professional accomplishments are you most proud of and why?
A. Without a doubt, I am most proud of my team! My explicit goal is that each time we add to our staff, we hire "rockstars" who want a genuine opportunity to be a part of something truly different. Culture is everything to us, and we work at protecting and developing it all the time.
Most of my work family actually started off in our entrylevel agency assistant role. We use that position to build a strong operational foundation, help them get licensed, and then actively grow their careers into the specific areas of the business that interest them most. Our team strives to live out our company values every single day. Our five core values are Integrity, Learning, Relational, Innovation, and the key driver: Empathy. Seeing each teammate live these out daily to protect our clients is easily the accomplishment I am most proud of. We aren't perfect, but we work hard to be excellent every day.
Q. When you’re not at work, how do you enjoy spending your time?
A. I love spending quality time with my wife and our four kids. Together, we love serving with our church family, exploring new places, finding the best local ice cream shops, hiking, playing golf, and watching a tremendous amount of baseball.
When I first started the agency, one of the primary personal motivators was to build a business that would allow my wife to stay home with our children, while giving us both the financial stability and time freedom to be deeply involved in whatever activities they loved. For the past 18-plus years, I’ve been able to coach youth baseball all the way from T-Ball to high school, and it has been incredible being so actively involved together as a family. This business has given so much to me and my family, and I am incredibly grateful for it.
Honoring One Man’s Legacy: Joseph T. Moore
Joseph T. Moore of Williams Insurance Agency in Rehoboth Beach passed away quietly in his home on Feb. 1, 2026, surrounded by his family and friends.
After leaving the military as a Lance Corporal of the U.S. Marine Corps, Joe — or “Joe T.,” as so many friends called him — entered the world of insurance. Just as he had done in the military, Joe excelled, quickly moving into roles of responsibility and leadership.
As a young man, he worked as a company representative for Selective Insurance, where he met Bill Williams of Williams Insurance Agency. In 1972, Joe began what would become a long and successful career with the agency. In 1977, he purchased Williams Insurance Agency and began building not only a business, but a legacy.
Joe believed deeply in the value of the independent insurance agency system. He understood that insurance should never be “one size fits all.” To Joe, being an independent agent meant having the opportunity — and the responsibility — to find the right fit for each customer through strong relationships with a variety of trusted insurance carriers.
That belief carried through every part of his career. Joe served as president of the Delaware Association of Independent Agents and went on to serve as a state and national director of the Independent Insurance Agents & Brokers of America. He was also selected to help develop insurance agent licensing exams, a reflection of the respect he earned within the industry and his commitment to professionalism, education, and the future of independent insurance.
Joe was a strong supporter of IA&B and the education, relationships, and opportunities it offered. He encouraged
his staff to get involved, continue learning, and take full advantage of the professional network around them.
“Trust me,” he would say. “It’s worth your while.”
For Joe, relationships were at the heart of everything. Whether it was with carriers, customers, employees, or fellow independent agents, he believed in building connections that lasted a lifetime. He did not view other independent agents simply as competitors, but as colleagues — people to learn from, grow with, and support.
His employees will remember that Joe treated them like family and partners. He valued their opinions, encouraged their growth, and wanted them to succeed. He took pride in helping young and upcoming employees develop their careers — and often, their golf games, too.
Customers quickly became friends with Joe T. It was not unusual for a business relationship to turn into a personal one, and before long, he might be taking a group out on the golf course, his second love. Golf gave Joe another way to connect with people, share stories, offer advice, and enjoy the friendships he valued so much.
After more than 50 years in the insurance industry, Joe retired as president and owner of Williams Insurance Agency, leaving behind a remarkable legacy of leadership, loyalty, education, friendship, and service.
Joe T. built more than an agency. He built relationships. He built careers. He helped strengthen the independent agency system he believed in so deeply. And for those fortunate enough to know him, work with him, learn from him, or call him a friend, his influence will continue for years to come.
As an IA&B Member, you could qualify for a program that provides better value and protection. Benefit from IA&B’s: ▲ Relationships with reputable carriers ▲ Industry leading claims service ▲ Highly trained, licensed professionals
For personalized service, contact Kevin Hord, CIC, CPCU, ACLS, MBA 800-998-9644, ext. 209 KevinH@IABforME.com IABforME.online/insurance
Thanks to our PLATINUM PARTNERS for supporting the independent agent network. Progressive Chesapeake Employers' Insurance Company Erie Insurance Ironpeak (formerly Iroquois) Keystone
What We Learned in a Room with Hinkle Insurance Why Independent Agencies May Be Sitting on Their Greatest Growth Opportunity
By Chris Kurtz, Founder, The Mediatwist Group
A few weeks ago, we walked into a conference room with the team from Hinkle Insurance, an IA&B member agency in Lancaster, PA.
No cameras. No giant production budget. No fancy equipment. Just a handful of independent insurance professionals who wanted to learn how the digital world is changing and how their agency could stay ahead of it.
A few hours later, something interesting happened. The conversation stopped being about social media. It became about attention. Because attention is the currency every agency is competing for today. Not just against other insurance agencies. Against Netflix. Against YouTube. Against TikTok. Against every notification, text message, breaking news alert, and cat video that appears on a customer’s phone.
The challenge isn’t creating content anymore. The challenge is earning attention. And that’s exactly what we explored together.
The First Lesson: Nobody Owes You a View
One of the first concepts we taught was something we call Hooks & Holds. Most agency content starts with: “At Hinkle Insurance, we...” Unfortunately, that’s often where the audience leaves.
Modern content works differently. It starts with curiosity. It starts with surprise. It starts with a pattern interrupt. Examples:
“Most homeowners are overpaying for this one thing.”
“Three insurance mistakes we see every week.”
“Your insurance agent hopes this never happens.”
The goal isn’t clickbait. The goal is earning enough attention to provide genuine value. Independent agencies possess something most influencers don’t. Real expertise. Real stories. Real solutions. The challenge is packaging that expertise in a way people actually stop scrolling to consume.
The Great Content Myth
Many agencies believe social media requires a constant stream of new ideas. In reality, most agencies are sitting on years of content opportunities.
During our workshop, we discussed a concept that surprised nearly everyone in the room. One conversation can become dozens of pieces of content. A frequently asked question becomes a Reel. A customer story becomes a video. A claims lesson becomes a post. A team
meeting becomes behind-the-scenes content. An event becomes a month’s worth of material.
One of our favorite demonstrations showed how modern AI tools can help agencies transform a single idea into dozens of content concepts almost instantly. When we joked that we could create 50 Instagram Reel concepts in four seconds, there were a few skeptical looks around the room. Then we showed them. The room got very quiet. Then very excited.
The future isn’t about creating more work. It’s about multiplying the value of the work you’re already doing.
The Independent Agency Advantage
This is where things become interesting. Large national carriers have big budgets. Big creative teams. Big production capabilities.
But independent agencies have something they can’t manufacture. Trust. Community. Relationships. Local knowledge. Human stories.
The agencies winning online today aren’t necessarily the biggest. They’re the most relatable. They’re the ones willing to answer questions publicly. They’re the ones showing the faces behind the business. They’re the ones documenting rather than endlessly trying to invent.
Consumers increasingly buy from people they know. Social media simply allows more people to get to know you.
The Mad Scientist Moment
Every workshop has one. It’s the moment where the room collectively realizes the rules have changed.
For Hinkle Insurance, it happened when we started discussing what we call Content Velocity. Imagine taking one client success story. Now imagine turning that story into a:
Facebook post
Instagram Reel
LinkedIn article
Short-form video
Quote graphic
Team discussion
Customer testimonial
Email newsletter feature
Recruiting piece
Website article
One idea. Ten assets. The old marketing model was creation. The new model is amplification.
As we often tell clients: “Stop trying to create more content. Start extracting more value from the content you already have.”
Why This Matters to IA&B Members
Independent agencies face challenges that didn’t exist ten years ago. Consumers expect faster communication. Younger buyers research online before speaking with an agent. Competition for talent is intense. Visibility matters. Education matters. Brand awareness matters. Yet many agencies don’t have the time or resources to hire a full internal marketing department.
That’s where coaching becomes powerful. Not because someone else does the work. Because someone teaches the team how to do it better. The goal isn’t dependence. The goal is capability. The strongest agencies are the ones building internal skills that compound over time.
A Shared Vision for Member Value
One of the things that impressed us most throughout our conversations with IA&B leadership is their commitment to providing meaningful value to member agencies. Not theoretical value. Practical value. Useful value. The kind members can implement immediately.
Aimee Lankford, Vice President of The Mediatwist Group, puts it this way:
Jason Ernest and the IA&B team continue to ask the right question: “How do we create more value for our members?” That’s the mindset we see in the strongest associations and organizations across North America. We’ve helped build co-op education and growth programs in multiple industries, and what’s happening within IA&B feels very familiar. There’s genuine excitement around helping members grow, adapt, and thrive. That’s the kind of leadership that creates momentum.
We couldn’t agree more.
Continued on page 14
DIGITAL MARKETING
Continued from page 13
What Happens Next?
The workshop with Hinkle Insurance wasn’t designed to be a one-time event. It was designed to spark ideas. Create momentum. Generate questions. And based on the response afterward, it worked.
In fact, before we had even finished unpacking our notes, new conversations were already beginning around advanced topics like geofencing, digital visibility, content systems, and audience targeting. That’s usually a good sign. When people leave wanting to learn more, it means they’re already seeing possibilities.
As for us? We’re excited. Independent agencies have never had more tools available to them. The playing field has never been more level. And the agencies willing to learn, adapt, experiment, and embrace new communication strategies are going to discover something powerful: You don’t need to be the biggest agency in town. You simply need to become the agency people remember. And in a world full of noise, being remembered is often where growth begins.
Chris Kurtz is the Founder and CEO of The Mediatwist Group, a Pennsylvaniabased marketing and media agency that has helped businesses, brands, nonprofits, and public figures adapt to the rapidly changing digital landscape for more than 20 years. Through strategic marketing, social media innovation, content production, advertising, and emerging AI technologies, Kurtz has guided organizations across a wide range of industries in building stronger audiences, increasing visibility, and navigating major shifts in consumer behavior.
Under his leadership, The Mediatwist Group has worked with global brands, entertainment personalities, healthcare organizations, tourism destinations, manufacturers, and local businesses, helping them embrace new communication platforms and stay relevant in an increasingly digital world. Kurtz is a frequent speaker and consultant on social media strategy, AI-driven marketing, content creation, and the future of audience engagement.
ANNUAL MEETING NOTICE
This is to notify members of Insurance Agents & Brokers of the annual meeting for the Association to be held on Aug. 18, 2026, at noon at Hyatt Place Kent Narrows & Marina –3028 Kent Narrow Way S, Grasonville, MD 21638. The Primary Member shall have the right of vote for the member in the Association. If the member of the Association is a corporation and the Primary Member is unable to attend, any officer may vote therein. If the corporation wishes another person to vote therein, or if the member is a partnership or proprietorship and the member wishes another person to vote therein, then such member shall designate such other person in writing, signed by the Primary Member, in accordance with policies and procedures of the Association. Such person must be designated in writing using the member’s letterhead or through a proxy form that is available from the Association. Such proxy must be received at IA&B Headquarters by 4:30 PM on Aug. 17, 2026, or by 11:30 AM on Aug. 18, 2026, if delivered in person at the Annual Meeting location. Announcement of this meeting is made in accordance with Article III, Section 3.1, Annual Meeting, of the By-Laws of the Association.
Respectfully submitted, Timothy A. Wonder, Corporate Secretary
BOP offers a full suite of services to businesses in 150+ different classifications across multiple business categories. And now, PHLYs online portal makes submissions easy. A few clicks. Done!
Erin Marshall Allen Kramer Kurt Keller Matt Fawber Joe Lesko Shanna Muscavage
WELCOME NEW MEMBERS
Benner Insurance Strasburg, PA
DelMarVa Insurance Brokers LLC Westminster, MD
David & Company Insurance Services LLC York, PA
For information about membership or benefits, contact:
Tim Wonder, VP-Membership 717-918-9223
TimW@IABforME.com
VISION
A thriving independent insurance agent
MISSION STATEMENT
To serve as a driving force to champion independent agency success by educating, consulting, advocating, and fostering community in Pennsylvania, Maryland, Delaware, and beyond.
PRIMARY AGENT
Editor: Karen Robison
KarenR@IABforME.com 717-918-9209
Contributing editors:
Jennifer Ross, Megan Fioretta
Sarah Haas
Sales Account Executive: Rebecca Sieg
rebecca.sieg@theygsgroup.com 717-430-2351
SCHEDULE
Ruble Graduate Seminar
- w Th h
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