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Category: Loyalty · 4 min read

How to Retain Your Top Financial Professionals

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on December 6, 2018

author profile photo

on December 6, 2018

Professionals sitting around a table

You just got off the phone with one of your top financial professionals, and they gave you some bad news. They just told you that they’re leaving to partner with another agency.

What do you do? How can you stop this from happening?

While people leaving isn’t entirely avoidable, and is a regular part of doing business, there are certain things you can do to help retain your top financial professionals. Here are a few:


Work on Your Financial Professional Engagement and Culture

How do you get your top financial professionals to stay? Two ways: engage them and create a culture that prioritizes great customer service and support for your financial professionals. Research by Gallup reveals that 87 percent of employees worldwide aren’t engaged at their current workplace.1 If your financial professionals aren’t engaged, they likely aren’t going to be loyal to or stick around for the long haul. That’s a problem.

To engage your financial professionals, focus on your culture (even though your team might be remote). If you create a culture that focuses on valuing financial professionals, provides great services and support to them, and makes them feel respected and involved, you will win. This can look like hosting monthly or weekly events, sending out weekly emails, visiting them, answering and fulfilling their requests, and being there when they need your help. The options here are many.

And it starts with you. Workplace culture is shaped by you every time you speak, and by what you allow, promote, and condone. What is your culture? Shaping it to engage and support your financial professionals can help you keep your top talent, instead of having them leave.

If you create a culture that focuses on valuing financial professionals, provides great services and support to them, and makes them feel respected and involved, you will win.

Have a Customer-First Mentality

Support your financial professionals effectively by adopting a customer-first mentality. This means being in tune with your financial professionals’ wants and needs, and anticipating any questions or requests they may have. When they ask for something, prioritize it. When they ask a question, answer it as soon as possible. When they need support, give it freely. Make them feel like they are the most important aspect of your business, because they are.


Recognize Them

Everyone likes to be recognized and rewarded for their efforts. Without it, they can feel like they don’t matter or aren’t appreciated. They may think that all of their hard work went unrecognized and was forgotten. A simple “thank you for what you did” or “great job” can go a long way to boost your financial professionals’ morale and loyalty.


Reward Them

In addition to a simple thank you for their contributions, you could take it to the next level and have rewards in place for outstanding service and production. Whether it’s an award or a gift, rewards based on work performance can show that you care about your financial professionals and you appreciate their hard work.


Provide Professional Development

Wherever they are at in their career, financial professionals are always looking for ways to grow and improve. That often happens through workplace professional development, including classes, conferences, or other learning opportunities. With financial professionals that may not be close by, webinars or online resources are additional ways to promote professional development, without requiring any travel.


Hold Integrity to a High Standard

Financial professionals often hold the agency they work for to a high standard, and they have long memories. If their agency partner lies or doesn’t follow through on their promises, financial professionals pick up on it, and it can cause a rift and lack of trust. You need to mean what you say, and be true to your word when it comes to your financial professionals. Treat them right, and they’ll do the same to you.

You need to mean what you say, and be true to your word when it comes to your financial professionals.

Welcome New Ideas

Have you ever had one of your ideas shot down or not even given a second thought? That never feels good. Financial professionals want a collaborative environment and culture where they can freely share ideas without fear of rejection or judgement. Without it, they’re likely to look elsewhere. As an agency, this might mean sending out a survey to ask how you can improve your service and organization, or making some phone calls to ask them personally.

At the end of the day, your financial professionals will stay where they feel valued and respected. So, make them feel that way. Put them first, give them great service and support, recognize them, and listen to them. If you do that successfully, you can retain them.



1. Gallup. “The Engaged Workplace.” 2018. Web.


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Written By

Mark Williams

President and CEO

Mark Williams is the President/CEO of Brokers International. Over his more than 25 years of financial services experience, Mark has been both a producing independent agent in the field and a home office leader consulting to agencies and field marketing organizations. Currently, Mark is focused on the future of the insurance industry, from the disruptions of InsurTech and robo-advisors to the changing demographics and needs of customers. He also is an avid mentor, helping financial professionals navigate the industry.

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