At the IIAA national meeting in Hawaii this fall, ACT published an important industry paper, "A Vision of the Future for Agency Technology Including the Essential Next Steps for Independent Agents." I recommend that all agencies, carriers, and vendors get a copy of the paper and spend some time absorbing its perspective and recommendations.
A confession is in order. I had the privilege of writing a draft of part of the paper and then working with the ACT group on the final document. It was a very satisfying experience. The group of agents, vendors, and carriers was insightful and cooperative. At a meeting in Washing-ton in early September, two panels, one by carriers and one by agents, shared their Internet successes and failures with refreshing frankness. Some of that background shaped the final report.
I also had a chance to work with Jeff Yates, former long-time IIAA executive and independent agent advocate, called out of retirement to bring fresh leadership into the ACT effort. Those who know Jeff enjoy his intelligence, energy, and commitment to the cause. All in all, I had lots of fun trying to organize my thoughts about the possible future, express them, and then work with a group that is practical and grounded.
The report paints a picture of the future. Recognizing that a destination without a route to get there can be more frustrating than helpful, a substantial part of the report makes specific suggestions to agents, carriers, vendors, and trade groups about the roles and steps they can take to bring into being a world that is beneficial to all - including, especially the insurance consumer.
It's the view of Sounding Line that independent agents can use emerging technology, especially the Internet, to re-intermediate themselves, that is, put themselves back in the center of the insurance business. The ACT paper provides a vision and a path for re-intermediation.
The ACT paper takes a bit different approach to technology vision and advocacy than we've sometimes seen in the past. Rather than raise one flag and insist than everyone get in line behind it, the paper acknowledges the variety of interests, resources, and technology status we see in the industry. Rather than cajole and insist, it appeals to informed self-interest in attempting to reach common ground.
Besides the paper, the ACT site contains a number of check-off lists and outlines that can be of practical use to agents, And as an extra benefit, the site hosts my paper "Emerging Technology and a New Vision for Agency Automation." Though a substantial portion of this paper is contained in the ACT paper, my paper includes a useful overview of the history of agency automation (how we got where we are) as well as technology and Internet trends.
The ACT paper, the check lists, and my paper can be downloaded from the ACT site. There is no charge. To find the ACT site (IIAA sub site actually), go to www.iiaa.org, look for the link to ACT, and then at its home page for descriptions of and links to the resources it provides.
ACT intends to promote its paper to the industry during the next year, understanding that it will be useful only if it's read. ACT looks to the future but pays attention to existing automation as well, encouraging and documenting more effective use of what agents already have.
We've complained in these pages frequently about lack of leadership in the industry relative to emerging technology and the Internet. ACT has taken a useful step to address that need. Naturally, I'd like to see ACT do more. As a minor element of the IIAA Web site, the ACT sub site doesn't do justice to its efforts and charter. It should have its own site. In addition, top down information publishing is useful, but the Internet also provides the opportunity for two-way communication and the creation of communities of interest. ACT should give consideration to including forums and other participatory elements in its site. More minds sharpen ideas and foster interest.
Today, no other industry organization both represents agents' interests and provides a modicum of leadership on emerging technology. I'd like to see ACT take on more leadership and more projects, perhaps even considering a CSIO-like insurance portal. But even without that, ACT is providing critical and timely services. Do take some time to get and read the report(s).
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