As an insurance marketing account executive for McGriff Specialty, my role includes presenting my clients’ accounts in the best possible light to our insurance company partners. How I submit each account directly affects the coverage options and terms we receive.
Accounts presented favorably tend to generate more interest from a larger pool of insurers, which can lead to broader coverage, restrictive exclusions, and more competitive pricing. Usually the most important opportunity to make that strong impression comes once a year — at renewal.
The Gap Between What You Do and What Underwriters See
That’s why it’s so important to make sure your renewal submissions accurately reflect the work you do all year behind the scenes – reinvesting in property, training staff in risk management strategies, improving safety, creating emergency plans, and addressing issues as they arise.
But when renewal time arrives, much of that effort is not always isn’t documented. Key details are often missed, and submissions can look ordinary instead of best-in-class.
Underwriters won’t see what you’ve done unless we show it to them. The goal is simple: make sure your submission tells the full story.
Start Early and Be Intentional
The best submissions aren’t rushed. Start gathering renewal information about four months before your renewal so there’s time to organize, fill in gaps, and present a clear, complete narrative.
Even better: track key activities all year in one central place. That way, at renewal, instead of starting from scratch, you’re refining and packaging what you’ve already built.
What to Document Throughout the Year
Underwriters are looking for evidence that your operation is disciplined, proactive, and well managed. That comes through most clearly in a few key areas:
1. Commitment to Safety
A strong safety culture sets you apart. That means having formal safety programs, an active safety committee, regular inspections, and clear procedures for identifying and addressing hazards.
Practices like slip-and-fall prevention, timely incident reporting, and regular safety communication – including distributing safety policies and handbooks – show that safety is a priority rather than an afterthought.
Even if real estate accounts have little auto risk, it still matters for some properties – for example, hotels with shuttle or valet services. Simple steps like screening drivers and enforcing safe-driving protocols can help demonstrate a controlled exposure.
2. Training and Education
Ongoing training reinforces your risk management efforts. This can include emergency procedures, fire safety tips, and seasonal hazards. Train staff on topics like human trafficking awareness, preventive maintenance, PPE use, and alcohol service (TIPS) or similar programs. Regular training reduces the frequency and severity of claims – and that matters to underwriters.
3. Security Measures
Controlled access, surveillance systems, clear key management protocols, and security personnel management help mitigate both liability and property risks.
For habitational and hospitality properties, security is a key concern. Demonstrating that you follow consistent security practices can significantly improve how insurers evaluate your account.
4. Proactive Maintenance
Routine inspections and preventive maintenance programs show you fix problems before they become claims.
This includes fire system tests, elevator maintenance, mold mitigation, pest control, and vacant unit inspections. Consistency with these programs helps reduce both property losses and liability exposures.
5. Capital Improvements
Highlight property investments like new roofs, HVAC upgrades, and electrical and plumbing updates.
These improvements don’t just enhance the asset, they reduce risk. Underwriters view well maintained properties more favorably than those with deferred maintenance.
6. Emergency Preparedness
Having a plan in place – and being able to show it – matters. Whether it’s for natural disasters (hurricanes, floods, winter storms, earthquakes, fire), or man-made disasters (riot, cyberattack, utility failure, virus), documented response and recovery plans demonstrate that you’re prepared to manage disruptions and limit losses.
7. Risk Transfer and Contracts
Clear contractual risk transfer is another key component. Leases, property management agreements, and vendor contracts should include appropriate insurance requirements and hold-harmless provisions. Keep certificates of insurance on file and verify subcontractors’ coverage. This protects your operation and strengthens your risk profile.
Share the Steps Taken to Address Prior Losses
If you’ve experienced losses, underwriters focus on what you did afterward – not just what happened. They want to see what steps you’ve taken to prevent the same issues from happening again, whether addressing recurring slip-and-fall causes or making changes after property damage.
A clear, well-documented response and evidence of improvement can often carry as much weight as the loss itself.
Why Telling Your Story Has an Impact
The accounts that stand out are those that show strong risk management, thoughtful operations, and a commitment to improvement. When we present your account this way, it changes the conversation. You’re seen as a partner in managing risk, not just a buyer of insurance.
Contributor
Christina Petrilli, CIC
Vice President, Senior Account Executive