Loop Insurance — A roadshow that powered the renewal motion
A 12-stop broker roadshow paired field marketing with regional sales. Renewal retention lifted 9 points, cross-sell attach rate jumped 38%, and the field-to-sales handoff finally worked.
Loop sold commercial insurance products through a 4,200-broker network. Renewal retention had drifted from 89% to 81% over two years, and cross-sell attach was stuck at 12%. Field marketing ran broker training sessions; regional sales ran QBRs; neither motion talked to the other. Brokers experienced Loop as two separate companies. The brief: build a single field motion that lifted both renewal retention and cross-sell — in one program, one calendar, one budget.
The broker-channel reality in commercial insurance
Commercial insurance distributes through a fragmented broker channel where carriers compete for share-of-quote. The broker decides which carriers see the submission, and decisions are made on three things: ease of doing business, recent experience with the carrier's underwriters, and the perceived quality of training and support. Marketing matters less than relationship continuity.
Carriers that win the broker channel run a tightly choreographed regional field motion: training, peer learning, underwriter access, and account QBRs delivered in a single rolling calendar that the broker can plan their year around. Carriers that run these as separate streams produce broker fatigue and competitive switching.
Renewal retention and cross-sell attach are tightly coupled. Brokers cross-sell carriers they trust to renew cleanly. Improving one without the other is structurally hard; improving them together compounds.
Of commercial insurance broker switching is driven by service experience, not price
Aon Broker Survey 2024
Average retention lift when carriers consolidate training + QBR into one field motion
McKinsey P&C Distribution 2025
Higher cross-sell attach when the same field rep owns training + renewal QBR
WMA broker-channel benchmark
"Brokers experienced Loop as two companies. Field marketing and regional sales were unintentionally competing for the broker's calendar — and the broker was choosing to spend that time with somebody else."
How we actually ran it.
One calendar, one owner
Merge field marketing and regional sales into a single roadshow operating model.
Created a 'Regional Pod' structure: one field lead, one underwriter, one account exec per region. Single shared calendar. Single shared P&L. Single shared broker contact-rate target.
12 regional pods stood up. The dual-calendar problem disappeared in week 4.
Roadshow design
Build a 12-stop format that delivers training + renewal value in one visit.
Half-day format per stop: 90-min underwriting training, 60-min product update on a high-attach cross-sell line, 90-min open underwriter clinic for live broker submissions, 60-min hospitality. Co-built the format with 9 broker advisors.
A format brokers wanted to attend — and bring junior staff to.
Activation
Get the right 80 brokers per stop, not the most brokers per stop.
Personalised invitations by broker segment, with a stated commitment that 60% of stop time would be content the broker had told us they needed. Cap at 80 brokers per stop to protect the underwriter clinic format.
Average attendance: 73 brokers per stop, with 64 representing target broker firms.
Renewal-motion integration
Make every roadshow stop a pipeline event for upcoming renewals.
Each pod arrived with a list of the 30 most valuable renewals coming up in their region in the next 90 days. Renewal conversations happened in the underwriter clinic; cross-sell happened in the product session. Salesforce captured everything inside 24 hours.
Of 360 renewals tracked through the program: 343 retained (95%), up from baseline 81%.
Compounding
Make the roadshow a year-round operating rhythm, not a moment.
Quarterly mini-stops between major roadshows. Monthly virtual underwriter clinics for brokers who couldn't make a stop. Annual broker-advisor council that fed agenda decisions.
Cross-sell attach moved from 12% to 16.6% (+38% relative) within two quarters.
The chronology of the work.
- Week 0
Brief: lift renewal retention + cross-sell attach in one field motion.
- Week 4
Regional pods stood up. Dual calendars collapsed.
- Week 10
Roadshow format co-designed with 9 broker advisors.
- Week 14
First 3 stops complete. NPS 78 across attending brokers.
- Week 22
All 12 stops complete. 879 brokers attended in total.
- Week 26
Renewal retention through tracked portfolio: 95% (vs 81% baseline).
- Week 40
Cross-sell attach: 16.6%, up from 12%. Field motion made permanent.
The three places most programmes die.
Running training and QBRs on separate calendars
Merge them. The broker is the same person. The carrier that arrives twice loses to the carrier that arrives once and does both.
Maximising broker attendance per stop
Cap it. The underwriter clinic is the conversion mechanism — over-attending kills the format.
Treating the roadshow as a moment
Treat it as a rolling operating model with quarterly micro-touches. The renewal book turns over year-round; the field motion has to as well.
A unified 12-stop broker roadshow lifted renewal retention from 81% to 95% inside two quarters and grew cross-sell attach by 38% relative, while collapsing what had been two competing field motions into one operating rhythm. The Regional Pod structure has since become Loop's permanent field model.
Renewal retention lift
Cross-sell attach rate
Brokers attended across 12 stops
We weren't losing brokers to a better product. We were losing them to a competitor who arrived once a quarter instead of six times. We fixed our calendar and the renewals followed.
Lessons we'll carry into the next programme.
Field marketing and regional sales should never run two calendars at the same broker. Consolidate or lose.
The underwriter clinic is the highest-converting hour of any broker-facing event we've run.
Cap attendance to protect the conversion format — bigger is worse here.
Renewal retention and cross-sell attach are coupled. Run one program; measure both.
Broker-advisor co-design is the cheapest insurance against agenda drift.
Channel motions fail at the seams between teams. Collapse the seam and the broker — and the renewal book — chooses you.
Want a programme like this one?
Tell us where you want pipeline to come from next quarter — we'll show you how the next 90 days could look.