Broker Smackdown is a three-day program designed to give emerging leaders an in-depth understanding of how the insurance brokerage business works, how it makes money, and how strategies and decisions impact financial, operational, and sales results. Participants gain a deeper understanding of their role in the big picture of the brokerage business and develop an appreciation for senior leaders’ decisions. They also enhance their understanding of the metrics that are important to the bottom line.

In teams of four, participants compete in a computer-simulated insurance brokerage market to experience an elevated level of decision-making with a bird’s eye view on the brokerage value chain – from customer segment analysis and lead source management to financial management and producer competency.

The Council’s Broker Smackdown program is registered and qualifies for CE credits in 26 states. (Number of credits varies by state.)


The program focuses on developing eight core competencies in three important categories:

Business Acumen: Concepts, tools and processes that are needed for making sound decisions for the company’s business
Business Markets: Knowledge of existing and planned markets and market related initiatives from the perspectives of the competition, the suppliers, the customer base and the regulatory environment

Strategic Thinking: Understanding “big picture” thinking and planning, and identifying and maintaining focus on key success factors
Goal-Setting: Creating goals that stretch the team’s capabilities and support business strategies
Accurate Interpersonal Assessment: Understanding the interplay of personalities within a group, and assessing the barriers and opportunities that come from it
Relationship Building: Creating positive team relationships by valuing others’ concerns and contributions

Oral Communications: Ability to express oneself and communicate with others verbally
Collaboration: Ability to promote a culture of information-sharing, work together to solve business problems and meet business goals

Participants make decisions in the following areas:

Financial Management: debt, accounts receivable, working capital, float

Financial Ratio Analysis: profitability, productivity, liquidity, EBITDA, ROE and loss ratios


Competition for policy sales and renewal

Competitive analysis


Service levels, staff training, marketing investments

Customer satisfaction

Customer segment analysis

Profitability of each customer segment

Lead source management

Production analysis

Producer competency development

Carrier management

  •  A “total agency” perspective so you can Lead vs. Manage the business
  • How to apply proven business and management topics to agency operations
  • How to think strategically and analyze complex business issues
  • How to analyze key financial statements, including income statement, balance sheet, and cash flow statement
  • How to measure success using financial ratios and KPIs, including production ratios, expense ratios, trust ratios, segment profitability, and EBITDA
  • How decisions in one function impact the entire agency (integrated decision-making)
  • How to establish effective group decision-making roles and processes
  • The importance of the customer and their “lifetime value”
  • How to make better decisions and drive improved business performance

Upcoming Broker Smackdown Events