The future of insurance is fast, clear and built on trust

Small businesses represent 99.9% of U.S. businesses, yet many remain uninsured or underinsured. That's not because they don't want protection, but because the system wasn't built for them. Fortunately, a shift is underway. As more agents embrace technology, they're discovering new ways to serve these small business customers efficiently and profitably. With a background spanning both the carrier and distribution sides of insurance, this hybrid model can fill long-standing gaps in coverage while widening their books, allowing them to serve more clients, easier and faster.

Why it's hard for small business owners to get the coverage they need

Many small business owners are focused on running their operations and often don't have the time or expertise to navigate insurance requirements. They may not know what coverage they need, how to compare options, or who to trust, which can often make the experience overwhelming.

Additionally, traditional insurance models were built to serve larger or more established businesses, not necessarily microbusinesses or sole proprietors. As a result, many entrepreneurs are unable to find affordable, accessible coverage, despite real risks and contractual requirements that demand it.

This creates an opportunity for agents and carriers to meet small businesses where they are, with streamlined tools and products tailored to their needs, such as digital quote-and-bind platforms and AI-powered underwriting tools. These offerings translate into faster, more efficient service for customers.

Reimagining agent enablement through insurtech

Technology now allows agents access to a broader set of carrier options and the ability to serve more clients with less overhead by eliminating redundant data entry and simplifying quoting and policy management. This shift is not just about speed; it's about expanding access and creating a more robust insurance ecosystem.

For example, a digital-first quoting journey helps streamline the application process for both agent and customer, while preserving the ability to speak to a licensed expert when needed. This hybrid approach ensures that while automation handles the routine aspects of the application process, human expertise is still available for complex scenarios, questions or concerns.

Additionally, advanced technologies like automated workflows, digital documentation, and centralized servicing remove the friction that traditionally made these clients inefficient to insure. These tools not only reduce the administrative burden but also improve accuracy and speed, allowing agents to focus more on advising and less on paperwork.

Insurtech platforms can be the connective tissue between the traditional agent and the digital demands of today's small business client. By bridging this gap, insurtech platforms empower agents to deliver a modern, responsive experience without sacrificing the trust and personalization that define strong client relationships.

The real power of ecosystem partnerships
Growth doesn't have to come solely from traditional insurance channels. Many of today's most valuable distribution opportunities exist in ecosystems small businesses already rely on: accounting software, payment platforms and contractor marketplaces.

By integrating insurance into these touchpoints, agents and carriers can offer relevant, timely solutions that feel less like sales and more like support.

In one example, a contractor marketplace platform was struggling to understand what happened after a contractor was matched with a homeowner — whether the job moved forward, if documents were exchanged, or if trust was established. This lack of visibility made it hard to track success. However, with the support of a digital insurance integration, it allowed contractors to instantly share certificates of insurance with homeowners inside the platform, solving a trust and documentation gap and removing friction.

These integrations aren't just about offering insurance. They're about solving real partner pain points and in doing so, creating insurance moments that matter.

What small business owners actually want

Most entrepreneurs don't want to buy insurance. Instead, they're looking for peace of mind or meeting a compliance requirement. The experience needs to be fast, clear and low-stress.

A digital-first, multi-carrier quote journey offers choice, transparency and convenience. In our experience, more than 80% of small business policies are bound without a single phone call — proof that when the experience is intuitive, business owners are ready to move quickly.

Behind the scenes, having licensed agents available adds a layer of trust and support for those who need it. While automation handles the bulk of transactions, the human element remains essential.

Building trust that lasts
Industry relationships don't scale through tech alone. Sustainable partnerships with carriers and distribution partners are built through honesty, reliability and clarity of purpose.
That long-game approach has opened doors that once seemed closed — because people remember who gave them the honest perspective even if the timing wasn't right the first time. Trust, once earned, becomes a powerful differentiator in a crowded market. It fosters loyalty and encourages customers, carriers and partners to return when the opportunity aligns.
Despite current inefficiencies, small business insurance holds significant untapped growth potential. By integrating insurtech tools and forging thoughtful partnerships, agents and platforms alike can break through the scale and efficiency barriers. This is the continued evolution of our ever-evolving industry and is long overdue. Although technology enables these efficiencies, small business insurance at its core is still based on emotion like trust and honesty.