By PGI Agency Owner, Terren Moore
Have you ever invested hours into a commercial account only to discover it generates just $100 in annual revenue? You’re not alone. When I launched my agency in December 2021, I found myself spending valuable time on accounts I didn’t fully understand. But in the early stages, that’s part of the process. You take on what you can, learn from every experience, and eventually gain the confidence to say “no” to what doesn’t align with your goals.
Over time, you begin to recognize which accounts energize you—and which ones truly drive growth.
For our agency, identifying a niche has been a game-changer. While we continue to serve clients outside of our specialty, we’ve built a strong value proposition for the agriculture industry. As a first-generation farmer, agriculture has always been a passion of mine. I sold my first batch of produce at 15, and I was hooked. After four years with Farm Bureau, I launched my independent journey under Moore Farms & Insurance. Today, we’ve rebranded as MFI Agency to reflect our broader reach, but agriculture remains at the heart of what we do.
As of September, we’ve written approximately $1.1 million in new business this year—over half of which is ag-related. Clients choose us because we speak their language and offer our tailored MFI Value Program for AG accounts. Clients trust us because we deeply understand their industry, and the unique challenges and risks they face. Clients stay with us because they value us as advisors, and not just sellers of insurance policies.
If you haven’t yet carved out a niche for your agency, I encourage you to explore one. Ask yourself:
- Who do I genuinely enjoy working with? What am I passionate about?
- Do I have a wealth of experience or knowledge about a particular industry?
- Is there an untapped opportunity in that market?
- What’s the average account size? Can I provide advisory services in addition to insurance policies?
- What are common pain points I can solve?
The commercial insurance industry offers a vast playing field of industries and limitless potential. Every agency is unique, and what works for one may not work for another. But when we focus our energy and expertise, we create clarity—for ourselves and for our clients. Let people know what you stand for. Let them remember you for something meaningful.
