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If you want your independent insurance agency to thrive long-term, planning isn’t optional—it’s essential. In this blog, we’ll explore how to create a strategic plan that sets your agency up for growth and resilience, not just this year, but for many years ahead.
But here’s the truth: a plan is only as strong as the foundation it’s built on. You can have the latest insurance marketing strategies, the most advanced agency management system, and the best people—but if your agency is built on shifting sand, it won’t last when storms come.
This month’s C12 curriculum brought me back to Jesus’ teaching in Matthew 7: two builders, two houses, one storm. One stood because it was built on rock, the other fell because it was built on sand. The same principle applies to insurance agencies: success without a strong foundation is temporary.
What Are You Building On?
Independent insurance agency owners face daily pressure to build on “shifting sand”:
- Trends – chasing the latest tactic just because others are doing it.
- Expediency – cutting corners to win business quickly.
- Fear – letting uncertainty shape decisions rather than clear conviction.
I’ve felt that temptation myself. At Jenesis, it’s easy to get pulled into what’s urgent instead of what’s foundational. But every storm—whether a market shift, client loss, or economic downturn—tests the strength of our foundation.
Strategic Planning with Purpose
C12 teaches a five-step framework for building a strong plan:
- Look Inward – Clarify your mission, vision, and values (MVVs).
- Look Back – Learn from the past year.
- Look Up – Align with God and your key stakeholders.
- Look Around – Assess your current position (SWOT, competitive edge, dominant selling idea).
- Look Ahead – Define your future vision, goals, and execution plan.
For 2025, the focus is on Step 1: Look Inward. If your MVVs aren’t clear, everything else drifts. Your mission tells you why you exist. Your vision shows you where you’re headed. Your values guide how you behave along the way. Without them, even the best strategies lack staying power.
Questions for your agency:
- Can every employee explain your mission in 15 words or less?
- Does your vision inspire them to think bigger than daily tasks?
- Do your values guide hard choices, like hiring, pricing, and client selection?
A Jenesis Example
At Jenesis Software, our mission has always been to help independent insurance agencies grow. That statement isn’t just painted on a wall—it’s the filter for our decisions.
When we developed JenesisLink’s reputation management tool, it wasn’t just because the market demanded it. It was because we believe trust is the foundation of every insurance relationship. Reviews build trust, and helping agencies earn trust in their communities aligns perfectly with our mission.
That’s the power of anchoring strategy in MVVs. When your foundation is clear, decisions aren’t just smart—they’re aligned with your purpose.
Our Foundation at Jenesis
- Mission (official):
“Our mission is to streamline our clients’ agency operations, enhance customer service, and improve their overall productivity, revenue growth, and success.”
(In blogs, we often summarize this simply as: “Helping independent insurance agencies grow.”)
- Vision (official):
“To be a light in the insurance industry—where faith, technology, and service come together to transform how agencies thrive.”
(In blogs, we often describe this as: “Creating tools and services that empower agencies to thrive.”)
- Core Values:
- Trustworthy & Transparent – We believe in being real. We are open and honest within our team and with our customers, always doing what’s right for them.
- Passionate & Innovative – We believe in big ideas.
- Fun – We believe in providing delightful experiences for those using and supporting our products.
- Friendly – We believe in nurturing warm, kind, friendly relationships within our team and with our customers.
- Serving with Faith & Kindness – We believe in leading with humility and grace.
Encouragement for Independent Agents
Here’s the encouraging part: you don’t need to overhaul everything overnight. Start small and simple:
- Rewrite your mission in 15 words or fewer.
- Turn your vision into a three-paragraph story describing your agency three years from now.
- Pick one core value and talk about it at your next team meeting.
Each step strengthens your agency’s foundation—just like pouring concrete before building higher.
Encouragement for the Journey
Proverbs 16:3 says, “Commit your work to the Lord, and your plans will be established.”
Your independent insurance agency isn’t just a business—it’s a calling. When you root it in mission, vision, and values that align with truth, you’re building something that can weather storms and stand the test of time.
So, consider this: What foundation are you building your agency on today?