In recent years, brokerages have invested a lot of time and resources in commercial management tools. We have activated CRM, automated processes, digitized customer relationships and learned to manage large volumes of information. All of this has represented a necessary evolution.

However, when I work with the reality of many brokerages, I observe a seemingly contradictory situation. We have more technology than ever to generate commercial opportunities and, at the same time, there are many difficulties in developing some of the branches with the most strategic value for the business: Health, Life and Deaths.

In many sectors, customer loyalty is measured by the number of products sold. The more contracts, the greater the resistance to change. The equation seems simple: multiply touchpoints to secure the customer. The problem arises when loyalty ceases to be a consequence and becomes a requirement. True loyalty doesn't stem from accumulating products, but from building trust. And that's where positive engagement comes in.

After years of joint collaboration, working to optimize brokerage business processes, reviewing acquisition flows, promoting loyalty strategies, launching campaigns and their tracking statistics, SIM and MPM Software have decided to formalize this collaboration and make it easily and openly available to all MPM clients.

We are ending 2024 with a mix of challenges, threats and opportunities.

We are in the midst of a technological and social revolution that accelerates decision-making and confronts us with clients who increasingly expect a richer and more personalized experience. And in this changing environment, brokerage must know how to navigate and stay on course, whether consolidating or growing.

2025 is going to be a year of changes, of transformation, in which customer experience will continue to be one of the pillars of the value proposition of brokerages, to differentiate themselves from each other.