Understanding Insurance Churning: What Does Churning Mean in Insurance?

Alternatives to Churning in Insurance

Churning, or the practice of an insurance agent recommending a new policy to a client primarily to generate new commissions, is widely discouraged in the insurance industry due to its unethical nature. Fortunately, there are several alternatives to churning that both insurance agents and clients can benefit from. These alternatives focus on finding solutions that are in the best interest of the client, rather than financial gain for the agent.

  • Policy Reviews: One alternative to churning is for an insurance agent to conduct a thorough policy review for their client. This review could reveal opportunities to adjust coverage or identify discounts that were previously missed. A policy review can help ensure that a client’s policy aligns with their current needs and budget.
  • Policy Riders: Another alternative is for an agent to suggest a policy rider instead of a whole new policy. A policy rider is a cost-effective way of adding extra coverage to an existing policy without replacing it entirely. This option can be an effective way of meeting a client’s changing needs without incurring additional expenses.
  • Combine Policies: If a client has multiple insurance policies, an agent can suggest the option of combining those policies. This alternative can result in discounted premiums and benefits for the client. An agent can also consider policy bundle discounts, which can save clients even more money.

By taking a proactive approach, agents can avoid churning policies and instead offer their clients a chance to modify or consolidate their policies. These alternatives not only benefit the client, but it builds trust with them. Insurance agents who prioritize the needs of their clients above their commissions will not only gain long-term clients but also a strong reputation in the industry.

Communication is Key

One of the most important things agents can do to avoid churning policies is to focus on clear communication. Clients need to be informed about their policy benefits and any changes to their coverage. Agents can educate clients on industry trends and, more importantly, explain how policy adjustments work. Opening clear lines of communication can reduce churn rates and improve customer satisfaction.


Churning policies are generally considered unethical by insurance agencies and can harm the credibility of agents and the industry as a whole. By using the alternatives mentioned above, agents can avoid churning policies and build long-term relationships with clients. Open communication will encourage clients to stay engaged and confident in their insurance policies. Ultimately, agents who focus on client satisfaction will be successful in retaining clients over the long haul.

What Does Churning Mean in Insurance?

Q: What is churning in insurance?
A: Churning in insurance is when an agent persuades a policyholder to purchase a new policy, despite the fact that they do not need it, in order for the agent to earn a commission.

Q: Why do insurance agents churn policies?
A: Insurance agents may churn policies in order to earn more commission, as the more policies they sell, the greater their income.

Q: How can consumers protect themselves from churning?
A: Consumers can protect themselves from churning by regularly reviewing their policies, only purchasing insurance when they need it, and doing research before buying insurance from an agent.

Q: Is churning illegal?
A: Churning can be illegal if it violates insurance regulations or the agent’s fiduciary duty to the policyholder.

Closing Thoughts

Thank you for taking the time to learn about what churning means in insurance. It is important to be informed and aware of common practices in the insurance industry. Remember to regularly review your policies and consult multiple sources before making any decisions about insurance. We hope to see you again soon for more helpful information.

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