The themes may be familiar – talent, strategy, growth — but the insights are brand new. At the FirstChoice In Motion 2025 Member Conference, over 560 total attendees gained exclusive updates on the latest industry issues and trends, economic and political insights from a Washington insider, and even lessons from Pro Football Hall of Famer Jerome Bettis. Here are some of the top takeaways from In Motion:
“How will I be better tomorrow?”
Like every professional development conference, the ultimate goal is to leave ready to make improvements to both the business and as an individual. Pro Football legend Jerome “The Bus” Bettis shared that he often asks himself what he can do today to be better tomorrow. Mr. Bettis spoke candidly about stepping outside his comfort zone to play varying positions and always seeking out new skills so he could become the best all-around player he could be. In addition, Mr. Bettis shared how a team-based mindset enhances company culture, and the attendees were challenged to consider ways they can enhance their own agency’s culture.
That collaborative theme extended to an interactive session on building a strong brand. Relationships drive so much in the insurance business – from carrier interactions to client retention to talent attraction. In fact, 63% will buy from someone who has a strong personal brand.1 Experts shared how to create a brand that drives trust, reliability, but also authenticity. In a saturated market, ensuring that a prospect chooses your agency above the competitors is an invaluable tool.
Talent remains a priority – and a challenge
Creating a top brand extends to the ways agencies attract and retain talent. As large numbers of baby boomers retire, experienced employees become fewer and farther between. Leaders need to shift their current strategies in order to find top performers, become an employer of choice, and drive faster productivity. Consider hiring for impact, not just fit. Can they meet goals, move the business forward, and produce results? Do they have potential or just experience?
Joan Woodward, Executive Vice President of Public Policy and President of The Travelers Institute, shared statistics and predictions on the softening labor market and declining jobs, which could be an opportunity for agencies seeking employees since there may be fewer employers to choose from.
Mapping success across the organization
Whether it’s talent, technology, or growth, agencies need a plan that’s actionable, measurable, and tailored to the business’ current state – but focused on a clear mission. Attendees learned the six steps of creating a strategic plan that drives accountability, innovation, and profit.
Developing a strong plan will ensure the business can withstand changes in any market condition. The plan should include key considerations regarding perpetuation even if agency owners aren’t planning to sell in the near future. According to MarshBerry’s Market & Financial outlook survey, 79% of respondents believe the next generation is capable of taking over the agency, however, stock ownership is only available in 23% of privately held agencies. The result is that while current ownership believes the next generation is capable, actions don’t support successful perpetuation. This process takes time, so having a plan that addresses ownership transfer is key.
Technology should empower the business
Technology continues to play a major role in managing an agency, but no two agencies need the same systems. In Motion attendees heard recommendations from a panel on best practices to adopt and implement new tech strategies when there are so many options to choose from. Overall, the core message was to start with the client and consider whether a new system will make interactions, communication, and experience simpler and more accurate. Attendees could then take these strategies and engage with top technology providers, that have been approved by FirstChoice, during a massive Trade Show.
One of the biggest takeaways from the panel was to prioritize protecting the business while at the same time offering solutions that will make your team more efficient and consistent. For example, while AI chatbots are beneficial, they are public tools, so confidentiality isn’t guaranteed. Experts recommended using a version that protects business data and can be customized to individual agency needs.
Plan for In Motion 2026
This is only the tip of the iceberg for this year’s In Motion conference – there were many more insights on the state of the industry, the impact of technology, meaningful growth solutions and plenty of networking time to learn from peer attendees that spanned 40 states. Members left the event with the tools, resources, knowledge and plans to prepare for anything that comes in the future. If you are a FirstChoice member and missed this year’s In Motion conference, save the date for In Motion 2026 on October 14-16, 2026 in National Harbor, Maryland.
Is FirstChoice, a MarshBerry Company, right for you?
FirstChoice is your go-to resource to build agency value through our investments in carrier relationships, increased revenue, education, and technology. There is a reason FirstChoice is the top agency partnership three years running. Learn more about FirstChoice growth solutions if you are not already a member and are interested in the nation’s number one agency partner.
