In the search for the best recruits, Nationwide gives independent agents a competitive edge

Low unemployment combined with an aging industry workforce means that agents have to work harder to recruit and train staff. With the insurance industry labor market tighter than ever, it’s a challenge to just keep up, both in time and financial resources, when it comes to recruiting. But attracting new talent is mission critical for long-term success.

Now, qualifying agents who partner with Nationwide can use co-op dollars to market to recruits, participate in training programs or pursue industry certifications. Agents can also use co-op dollars for membership and conference fees for Big “I”, Trusted Choice and PIA.

Nationwide’s new co-op program will also include simplified brand guidelines leading with the agency brand first while highlighting the partnership with Nationwide.

“We’ve been listening carefully to our independent agents,” said Shelley Brazeau Temple, president of P&C personal lines at Nationwide. “These are just a few of the new market-leading enhancements we’re making to our co-op program to help our independent agent partners win in the market place, based on their unique needs.”

Nationwide is also shifting service support for co-op from an external vendor to its Centralized Sales Support team, providing a one-stop shop to meet the needs of participating agencies.

“Relationships matter when it comes to co-op service,” said Cathy Lanning, senior vice president of marketing for Nationwide. “Moving support to our Centralized Sales Support team will decrease response times and limit the time it takes an agency to find and identify the right resources for their specific needs. It’s all about making it faster and easier for the agent.”

In the first half of 2019, independent agencies participating in the co-op program saw an 18% lift in average new writings per month compared to non-participating agencies. Nationwide rolled out the enhanced co-op marketing program in July 2019, offering new opportunities to fuel growth for agency partners.

The new co-op materials are available now for eligible agencies. To learn more about the program, visit Nationwide’s agency marketing support webpage.