Commercial insurance isn’t easy. But by focusing on growth, leadership, and transparency, even smaller agencies can thrive in a landscape dominated by larger players. In this post, we’ll explore key lessons in overcoming obstacles and scaling an insurance business, drawing insights from Aron Robertson’s journey from Marine to insurance agency owner.
Transitioning from military service to a civilian career is never simple, but Aron Robertson’s move from the Marine Corps to the insurance industry is a testament to perseverance and adaptability. His early career began with Aflac, where he faced significant challenges navigating the complexities of insurance sales. Aron’s military background instilled discipline, but as he quickly learned, success in sales required more than just hard work.
The lessons learned in the Marine Corps – resilience, problem-solving, and never giving up – proved invaluable in insurance, where consistent effort often determines success. Aron’s story resonates with many producers in the middle market who are trying to break into a highly competitive industry.
“You can’t expect to be ready for game time if you’re not putting in the work when nobody’s watching,” Aron shares, reflecting on the rigorous effort behind his success.
While Aron’s transition wasn’t without setbacks, it became clear that those who are persistent and willing to adapt can make it in insurance sales, no matter where they started.
Starting out in commercial insurance, Aron encountered financial struggles that would have deterred many. In his first year, Aron made a total of $9,000 – a stark contrast to the success he would later achieve. But rather than backing down, Aron doubled down on his commitment to building his agency.
His story of enduring hardship, such as showering with a neighbor’s garden hose after utilities were cut off, exemplifies the grit necessary to succeed in the insurance business. He continued to push forward, working tirelessly to land accounts and build relationships with clients.
This persistence laid the groundwork for future success. Aron emphasizes that in the insurance industry, the rewards of hard work often come with a delay. What you sow today might not bear fruit immediately, but consistent effort over time is what drives success.
“People aren’t looking for insurance; they’re looking for assurance,” Aron says, summarizing the importance of providing clients with more than just a policy – offering them peace of mind.
Once Aron’s agency began to stabilize and grow, he shifted his focus from organic growth to acquiring other agencies. This transition reflects a crucial lesson in scaling a business: knowing when to change strategies. While organic growth is important in the early stages, acquisitions can provide the resources and market penetration necessary to take an agency to the next level.
By acquiring other agencies, Aron not only increased his book of business but also diversified his offerings, enhancing his value proposition to clients. Acquisitions allowed him to expand faster than organic growth alone would have permitted, especially in a competitive market.
“Numbers don’t lie. I live and die by numbers,” Aron says, emphasizing the importance of data-driven decision-making in scaling an insurance agency.
This acquisition strategy was driven by confidence in the agency’s profitability and the ability to take calculated risks. Aron knew his agency was in a strong position, and rather than resting on its laurels, he took bold steps to grow it even further.
One of the most significant factors in Aron’s success has been his commitment to transparency. In an industry where trust is paramount, being upfront with clients about fees, processes, and potential outcomes is key to building lasting relationships.
An example of this came when Aron identified a $50,000 undisclosed fee in a client’s policy placed by their previous broker. By exposing the hidden cost and being transparent about how he could help them save, Aron not only won the business but also established a foundation of trust that ensured long-term loyalty.
“People aren’t looking for insurance; they’re looking for assurance,” Aron points out. Clients want to know they are in good hands, and transparency is the bedrock of that assurance.
Aron’s approach is to be completely honest with clients, outlining both the benefits and potential pitfalls of different policies. This level of openness distinguishes his agency from larger, less personal firms, and allows him to compete with national brokers by offering a more tailored, client-focused approach.
As his agency grew, Aron quickly realized that success wasn’t just about his personal ability to close deals. Leadership and team building became critical factors in scaling the business. He emphasizes the importance of surrounding yourself with great people, trusting them, and empowering them to take ownership of their roles.
Building a successful team isn’t just about hiring the best talent; it’s about creating a culture of trust and accountability. Aron credits much of his agency’s success to his team, acknowledging that he couldn’t have grown his business without their dedication.
“I want to be the brokest dude in my friend group, and I am – by a good margin,” Aron jokes, underscoring his philosophy of surrounding himself with people who push him to be better.
Trusting his team allowed Aron to focus on higher-level strategy, such as acquisitions, while his employees managed the day-to-day operations of the agency. This leadership approach created a scalable business model that allowed the agency to thrive, even as it expanded rapidly.
Many smaller agencies fear competing against the national brokers that dominate the commercial insurance landscape. But Aron argues that small agencies have a distinct advantage: they can offer personalized service and attention to detail that larger firms often can’t.
“Tell me I can’t do something, and I’ll go out and do it twice,” Aron says, reflecting his competitive nature.
Aron highlights that while large brokers might have more resources, they often lack the agility and personal touch that smaller agencies can provide. By focusing on building relationships and being transparent with clients, Aron’s agency has successfully taken business from larger firms that treated smaller accounts as afterthoughts.
Additionally, smaller agencies have the ability to leverage technology and tools like outsourced claims management or loss control to level the playing field. Aron emphasizes that the gap between large and small agencies isn’t as wide as people think – and in some cases, small agencies can deliver better service by being more flexible and focused on their clients’ specific needs.
For middle-market producers looking to replicate Aron’s success, there are several key takeaways:
By adopting these strategies, producers can build strong, lasting relationships with clients and create scalable agencies that thrive in a competitive marketplace.
Aron Robertson’s journey from military service to running a successful insurance agency is a powerful reminder that growth, transparency, and leadership are the pillars of success in the commercial insurance industry. Whether you’re a new producer or an established agency owner, focusing on building relationships, being transparent with clients, and taking calculated risks will set you apart from the competition.
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