ProducrIQ

For insurance agents

When the carrier won't renew

A non-renewal is the moment a client is most likely to leave you, and the moment you are most able to keep them — because you did not cause it and you are the one who can fix it. The message has to make that sequence obvious fast.

When to send it

The day you learn of it. Carrier notice periods are short and every day spent not looking is a day of options lost.

What it has to do

  • Says it plainly and immediately, including the exact date coverage ends.
  • Separates clearly: the carrier made this decision, you are handling what comes next.
  • Says what you are already doing, with a date you will come back to them.
  • Makes clear they will not have a gap, if that is true. Only say it if it is.

What to avoid

  • Delaying until you have a replacement. The client finds out from the carrier's own letter and now you look like you were hiding it.
  • Explaining the carrier's underwriting reasoning in detail. You often do not know it, and guessing in writing is a bad habit.
  • Treating it as routine. For a client who has never seen one it reads as being fired, and the reassurance has to be explicit.

A worked example

EmailYour carrier is non-renewing — here's the plan
Hi Ben,

I want you to hear this from me first: the carrier is not renewing your homeowners policy. Coverage runs through June 30.

To be clear about what this is — this is a decision on their side about the kind of risk they're writing right now. It isn't about anything you did, and it doesn't follow you.

What I'm doing: I've already started on replacement coverage and I'll have real options for you by Friday. You will not have a gap. That's the part I want you to stop worrying about.

You'll get their formal notice in the mail in the next few days. It reads coldly. Ignore the tone — we've got this handled.

I'll call Friday.

Richard

Names and details here are invented. Written the way an agent would actually send it, not the way a template would.

Writing these every week?

ProducrIQ is a tool a working insurance agent built for his own agency. Describe the situation the way you’d say it to a colleague and it writes the message in your voice, signed by your agency — including this one, under Bad News Delivery.

See how it works

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