How to Improve Persistency in Life Insurance Sales: Lessons from 28 Years in the Industry
by Robert Swanson | Founder, Final Expense Brokerage
October 8, 2025 10:18:11 AM
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Why Persistency Matters More Than You Think
After nearly three decades in this business, one lesson stands out above the rest:
You don’t get paid for what you sell — you get paid for what stays.
Persistency—the percentage of policies that remain active over time—isn’t just another metric on a carrier report. It’s the heartbeat of an agent’s business. High persistency means stable income, stronger renewal commissions, and better carrier relationships. Low persistency drains time, money, and morale.
Every agent remembers their first chargeback. It’s a painful reminder that the sale isn’t complete when the application is signed—it’s complete when the client still has that policy years later.
The Top 3 Reasons Policies Lapse
1. No Post-Sale Follow-Up
The number-one cause of lost business is silence after the sale.
When a client never hears from their agent again, they naturally question whether their coverage still matters. The solution is simple but often ignored: schedule consistent touchpoints.
A 30-day welcome call, a six-month check-in, and an annual review make a measurable difference in retention.
2. Poor Client Understanding
Many clients lapse because they never fully understood what they bought.
If the product, premium schedule, or benefits weren’t clearly explained, the policy becomes an easy line item to cut when money gets tight.
Agents who take time to educate—explaining why coverage matters, not just what it costs—see persistency soar. Education always outperforms pressure.
3. Billing Issues That Go Unnoticed
Missed drafts, expired cards, or Social Security billing date changes cause thousands of unnecessary lapses every year.
Most of these clients never intended to cancel—they simply fell through the cracks.
Setting up systems for payment reminders, failed-draft alerts, or quick re-draft outreach can rescue policies that would otherwise disappear.
What Top Producers Do Differently
Over the years, I’ve noticed something consistent among high-persistency agents:
They stay organized. Every client interaction is logged and scheduled. Nothing is left to memory.
They manage expectations. Clients know exactly when drafts occur, what to expect, and how to reach their agent.
They keep communication personal. A brief call or handwritten note builds connection stronger than any autoresponder.
They design affordable coverage. Persistency thrives when policies fit comfortably into a client’s budget.
These producers treat retention as part of sales—not an afterthought.
A Lesson from Experience
“Since 1997, I’ve watched this industry evolve—from handwritten applications to instant-decision e-apps—but one truth hasn’t changed: relationships keep policies alive.
Agents who communicate consistently keep their clients. Agents who disappear lose them.”– Robert Swanson, Founder, Final Expense Brokerage
Final Thoughts
Improving persistency starts with treating every client as more than a policy number.
Educate them. Stay in touch. Anticipate their needs.
When you combine consistent follow-up with genuine service, you don’t just write more business—you build a book that lasts.
Next Steps for Agents
Ready to strengthen your retention system?
Explore how FEB’s tools and support help you stay connected long after the sale.