Ken Wallace.

With the importance of consumer relations becoming apparent to every industry, insurers must cast off the idea of "preferred status".

Once upon a time, insurers believed that if we split insurance
brokers into groups and treated all the brokers in each group the same
way, each group would thrive.


However, while it was innovative at the time, this "preferred status"
approach has had its day. Enlightened insurers are moving towards
developing individual relationships with their brokers through one-to-one
relationship marketing.


This approach is effective because it is initially governed by value and
then by what the broker needs to