Real Connections, Real Impact: ACN’s Member-First Approach

Independent insurance agents and brokers do more than sell policies. They’re the ones people turn to after a storm, fire, or unexpected loss, helping families and businesses get back on their feet. That’s always been true, but today, their roles are shifting fast.  

As CEO of Applied Client Network (ACN), I see how dedicated our members are to staying ahead and serving their communities. I also see the challenges they’re up against: rising customer expectations, new technology, and nonstop competition. With these in mind, ACN wanted to evolve.  

Starting With What Matters Most to Members 

We didn’t begin with a list of solutions. We started by listening.  

What do members need right now? What actually helps them in their day-to-day work? How can we make their lives easier?  

Smithbucklin helped us ask the right questions and look at things from a new perspective. We introduced Dynamic Communities of Interest—flexible groups where members connect based on shared goals and challenges. They’re active networks where people come together to learn, trade ideas, and tackle real issues.  

We also took a new approach to professional development. With persona-based learning, members now get training that fits how they work. It’s practical, focused, and helps them make an impact immediately.  

Making It Easier to Stay Connected 

Technology should bring people together without overcomplicating things. That’s why we created the new ACN mobile app, built with direct feedback from members. Now, it’s easy to find events, connect with others, and access resources on the go.  

We also replaced our chapter model with the Member Alliance Program. Instead of connecting by geography, members now connect by shared interests. That simple shift made a big difference, as people started engaging more and building stronger peer connections.  

What Changed 

These efforts led to real results. Member retention grew, especially among early-career professionals who felt more seen and supported. Our communities of interest became go-to places for sharing ideas and collaborative problem-solving.  

The mobile app made it easier for people to stay involved, and members felt that ACN was truly listening. That was our goal: to help members get more from their involvement.  

What We Learned 

This work reminded me that real progress starts with listening—to your people, to the data, and to your instincts. Every decision we made was shaped by what our members said they needed. That made it easier to move forward and let go of what wasn’t working.  

Here’s what I’ll take with me:  

• Listen first. People tell you what matters.
• Let data guide your next move.
• Personal connections are key, especially in a digital world.  

These changes were about rebuilding with purpose. Our members didn't just need a network—they needed a true partner, and we became it. Today, our community is stronger, more connected, and ready for whatever comes next.  

Meet the Author

Brian Langerman

Sr. Director
Association Management
Smithbucklin