The Gold Standard: The Five Hallmarks of High-Performance Teams

Michelle Hubert

In the fast-evolving world of multiline insurance, high-performing teams are critical to agency success. These teams are distinguished by a deep commitment to client relationships, operational efficiency and accountability in a highly competitive, client-centered world.

However, the industry is also undergoing significant disruption, from rapid technological advancements to shifting client expectations and regulatory changes, not to mention continuous rate and underwriting action. Such constant change can easily lead teams to become reactive, spending their days addressing immediate issues and putting out fires rather than focusing on long-term growth. High-performing teams are distinguished by their ability to rise above this reactivity. They stay laser-focused on what they have control over despite what may be coming at them from the industry or their carrier.

High-performing teams don’t have more hours in the day than others, but they maximize every minute, using disciplined time management and strategic prioritization to stay proactive. By intentionally directing their efforts, these teams maintain control over their schedules and focus on activities that drive meaningful, lasting impact.

Throughout our work with some of the most successful teams in the field, we’ve seen that high-performing agencies share a dedication to five foundational pillars of agency growth: leading with purpose, clarifying team roles, maximizing sales processes, deepening client relationships and optimizing operational efficiency. These principles offer a clear road map for any leader seeking to foster a culture of sustained excellence, loyalty and growth.

Underlying each of these pillars is the crucial role of mindset—the attitudes, beliefs and focus that empower teams to rise above challenges and consistently deliver exceptional results. A high-performing team begins with a high-performing mindset, where every action aligns with purpose and long-term success.

1. Leading with purpose

High-performing teams operate with a clear, purpose-driven mission that transcends individual sales goals. In successful agencies, leadership is intentional about linking the team’s daily actions to a larger vision, aligning every team member with the agency’s commitment to client security and financial peace of mind. Through consistent communication of this purpose, leaders create a sense of shared mission that fosters unity and commitment.

We’ve observed that high-performing agencies embody a “serve-first” culture, where client needs are prioritized and the purpose behind every task is clear. Purposeful leaders encourage team members to view their roles through the lens of serving clients rather than mere transactions. This mindset is reinforced through regular meetings, where leaders remind the team of their purpose, discuss client feedback and highlight examples of meaningful service. In agencies with this culture, purpose drives performance and each team member feels motivated to contribute to the agency’s overarching goals.

One of the ways high-performing agencies instill purpose is through structured weekly and quarterly touchpoints. Weekly team meetings allow for updates and alignment on the agency’s current objectives, while quarterly one-on-one sessions provide an opportunity for personal development and reinforce individual contributions to the agency’s mission. These meetings foster open communication, allowing team members to discuss challenges and successes within a framework that keeps the agency’s purpose at the forefront.

Purpose-driven leadership is also evident in the way high-performing teams handle adversity. When challenges arise, these teams are more resilient, drawing on their shared purpose to navigate difficult situations. Whether dealing with underwriting changes or handling a complex client case, a purpose-driven team remains focused on delivering value. By fostering a serve-first culture and embedding purpose into daily activities, high-performing teams build a strong foundation for long-term commitment and success.

  Mindset Matters: Cultivate a “serve-first” mindset, where every action is rooted in client care and aligned with your agency’s mission. Avoid the trap of focusing solely on short-term wins or transactional goals; instead, lead with long-term purpose and integrity.

2. Clarifying team roles

Creating a high-performance team requires more than simply hiring skilled individuals; it involves building a team structure that emphasizes accountability, collaboration and continuous development. High-performing agencies are intentional about defining roles and responsibilities in a way that maximizes each team member’s strengths. Rather than focusing solely on personalities, they design their organizational structure based on essential competencies, ensuring that every position supports the agency’s strategic goals.

One common trait we see in high-performing teams is a focus on specialized roles. Successful agencies often have clearly defined positions for commercial and personal lines producers, customer service representatives and client contact specialists, just to name a few. This clarity enables each team member to concentrate on their area of expertise, reducing confusion and increasing overall efficiency. By focusing on role clarity, agencies ensure that each task aligns with the individual’s skills and the agency’s needs, creating a seamless workflow that boosts productivity.

High-performing teams also emphasize professional development. That development starts with a strong onboarding process that quickly connects new team members to their new organization and other team members. From the beginning, leaders regularly assess team members’ abilities, identifying opportunities for growth and advancement. For example, an agent who excels in client relationships might receive additional training to develop as a client relationship manager, while another team member with an aptitude for leadership might be trained in leading a sales team. This approach allows agencies to build a diverse and capable team where each member is empowered to excel in their role.

In addition to professional development, accountability is central to high-performance teams. There’s a strong sense of shared responsibility, where team members understand how their actions impact each other and the agency’s success. In practice, this means that there is extreme pride in ownership. “Good enough” is never good enough for high-performing teams. Team members understand that they are putting their personal brand on everything that they touch and take pride in the process and the outcome. Every team member considers themselves a leader and acts accordingly.

By fostering a culture of accountability, high-performing teams create an environment where everyone is dedicated to the agency’s success. This culture of trust and collaboration strengthens the team and enhances the agency’s reputation as a reliable partner for clients.

  Mindset Matters: Embrace a growth mindset by viewing every challenge as an opportunity to improve and excel. Avoid complacency or the belief that roles and skills are static—continuous development and collaboration drive true team success.

3. Maximizing sales processes

For high-performing agencies, the sales process is more than closing business; it’s a way to build trust and deliver real value to clients. Rather than focusing solely on transaction volume, these teams emphasize relationship-driven sales, where clients’ needs guide every interaction. This approach not only enhances client satisfaction but also leads to sustainable growth.

One effective strategy we see in high-performing teams is the use of a “retooling day,” where agents dedicate time to reviewing and updating client information. During these check-ins, agents proactively reach out to clients to thank them for their loyalty and identify any changes in their needs or circumstances. By staying engaged with clients beyond the initial sale, these teams foster trust and demonstrate their continued commitment to the client’s financial security.

Appointment setting is another critical component of an effective sales process. High-performing teams maintain a disciplined approach to scheduling, aiming for a set number of daily appointments that keep the pipeline full. Consistent appointments allow agencies to keep a steady flow of interactions with clients, enabling them to identify emerging needs, provide timely advice and stay top-of-mind. By committing to regular client interactions, these teams build lasting relationships that contribute to long-term growth and client loyalty.

Additionally, high-performing teams follow a structured process for client meetings, ensuring that each interaction is intentional and meaningful. A typical meeting includes gathering relevant information, sharing insights, making personalized recommendations and setting future touchpoints to address other potential needs. This structured approach positions agents as advisors who prioritize client well-being rather than immediate sales. Through this balance of relationship-building and service, high-performing teams drive growth while reinforcing their role as trusted partners.

  Mindset Matters: Adopt a relationship-focused mindset, prioritizing client trust and understanding over immediate sales. Avoid the “numbers-only” mentality that reduces clients to metrics; instead, aim to build value-driven connections.

4. Deepening client relationships

For high-performing teams, building deep client relationships is a core priority that goes beyond the initial sale. Agencies that excel in client retention understand that continuous engagement and trust-building are essential for long-term loyalty. In these teams, client interactions are not limited to annual renewals but are part of a comprehensive strategy designed to keep the agency top-of-mind throughout the year.

A hallmark of high-performing teams is the use of a client engagement matrix, which helps them plan and track at least seven touchpoints with each client annually. These interactions are tailored to the client’s needs and may include check-ins, informative updates or guidance on new industry developments. For instance, if there is a policy change that could impact auto insurance, high-performing agents reach out to inform affected clients, reinforcing the agency’s value as a knowledgeable advisor. This proactive approach to client engagement fosters loyalty and sets the agency apart as a trusted resource.

Annual reviews are another critical practice. Unlike traditional renewal discussions, these reviews focus on assessing any life changes or new needs that may require adjustments to coverage. By proactively addressing potential gaps, agents provide peace of mind and demonstrate a commitment to client well-being. Take a client who has recently had a child: you might suggest adding life insurance to ensure their family is protected. By prioritizing service over sales in these reviews, high-performing teams strengthen trust and deepen their client relationships.

Consistency across communication channels is another attribute of high-performing teams. Today’s clients expect seamless service whether they reach out via phone, email or online. To meet these expectations, successful agencies implement standardized scripts, or “talk paths,” for common client interactions, ensuring that each client receives consistent, accurate information. This consistency builds confidence, reassuring clients that they can rely on their agency for timely, expert service. In an industry where client relationships are paramount, high-performing teams prioritize communication quality, building loyalty through every interaction.

  Mindset Matters: Foster a proactive mindset by always seeking opportunities to engage and serve clients at a deeper level. Avoid being reactive or only reaching out when issues arise; consistent, meaningful interactions build lasting loyalty.

5. Optimizing operational efficiency

High-performing teams recognize that operational efficiency is crucial to their success. By streamlining workflows and establishing clear procedures, these teams can focus on delivering superior client service while keeping costs under control. High performers are diligent about monitoring key performance indicators (KPIs), using data-driven insights to ensure that operations are aligned with agency goals.

In leading agencies, both leading and lagging KPIs are regularly tracked to provide a comprehensive view of performance. Leading indicators, like the number of new policy quotes, offer early insights into potential revenue streams, while lagging indicators, such as new policy count and retention, help assess long-term success. By reviewing these metrics regularly, high-performing teams can identify trends, adjust and stay proactive in their approach to growth and retention.

Another essential tool for optimizing operations is the creation of continuity books. These resources document workflows, best practices and procedures, serving as a reference for new and existing team members. Continuity books help standardize operations, ensuring consistency in client interactions and internal processes. This approach not only reduces training time but also ensures that clients receive reliable, quality service, regardless of which team member assists them. High-performing teams keep processes relevant by continually monitoring and updating the agency’s continuity books.

Using standardized scripts or “talk paths” is another effective strategy for enhancing operational efficiency. By developing scripts for common client conversations, high-performing agencies provide team members with a consistent framework for communication. This standardization ensures that every client receives accurate, helpful information and minimizes the likelihood of miscommunication. In multiline insurance, where client needs can be complex, these scripts help maintain clarity and reinforce an agency’s reputation as a dependable partner.

Continuity books and standardized scripts dramatically reduce training time and provide a framework for new team members to quickly get acclimated, finding early success in their new role.

  Mindset Matters: Approach operations with a mindset of continuous improvement and efficiency, focusing on solutions rather than obstacles. Avoid rigidity or fear of change—embrace innovation to streamline processes and enhance client service.

Working towards a high-performing team is an evolution, not an event. It takes time (years, not days or months). It takes resilience, persistence and perseverance. It requires us to drive change and innovation in our organizations, which can be inspiring and energizing, but can also be challenging. Even good change is hard.