I don’t know, maybe.

Yesterday we were down two of three kids and used the opportunity for a Christmas gift wrapping session, taking full advantage of the little guys unsuspecting nature. Today, our main objective is to acquire the rest of our children from their grandparents at some point.

Hey Lemonade, what did we ever do to you?

For the record, I’m pretty sure this is the first time I’ve ever really made any public statements about this new wave insurance lightning rod.

This also marks the first time I’ve directly addressed the “disruption” topic head on.

Let’s start at the beginning.

Our fearless leader at TrustedChoice.com, Chip Bacciocco, sent out an email to a healthy group of people in the know around the industry the other day.

I happened to be copied on it as part of the “you say stuff to the industry” team.

The email was in regards to Lemonade’s progress on opening it’s API for use by non licensed affiliates.


That’s crazy, right?

I’m mean, definitely a little bit.

Chip closed the email by saying, “We think this is a topic worthy of some broader conversation and perhaps some thoughtful push-back.”

It sounded like an exciting challenge, so I thought about it and here’s my push.

Let’s start with the obvious, unlicensed sales of insurance is bad.

Given the way insurance is currently sold, we can probably all agree on that.

Let’s be real honest, the licensed selling of insurance can get pretty greasy on its own.

If you ever want to find out how greasy, just take a walk over to the indemnity side of the health insurance world.

All you have to do is put your phone number in one of those forms promising you a free online quote to find out.

There’s about 20 companies all named some version of “American Community Republic of Fidelity” waiting to do whatever it takes to close that sale.

In fact, I got so tired of hearing those stories from people, I had to make a video on how to not get scammed when buying health insurance.

These alleged agents say their plans have a zero dollar deductible, when in reality there is no deductible at all because there is no out-of-pocket maximum.

Or my personal favorite, you have to complete the application before the end of the phone call or you will no longer be eligible.


Just imagine the godless humanity we would experience if even a less ethical version of that sales person got their hands on insurance products?

Tighten your flak jacket and check your corners because things would really start to get dangerous.

But here’s the twist.

We’ve been gleefully pointing to Lemonade and other InsurTech’s profitability/loss ratio as a sign of things to come.


But maybe not.

As long as they’re still in business, it’s a problem.

It might not matter if their intelligence is more artificial than not.

I’m going to ask a ridiculously obvious question.

What is a company’s goal?

The obvious answer is to make money.

But, is there something worth more than money?

Is there something, that if handled properly, could make the immediate need for money (profit) irrelevant?

What if that something ended up being brand value?

And of all the “Insurtech darlings” parading around the ball, none of them have more if it than that tasty little drink.

Don’t take my word for it, listen to this amazing branding conversation from the Joe Rogan Podcast with Billy Corgan. It’s so good I’ve embedded it below.


Quick side note: Do you think we all should cut back, or possibly abstain entirely from drinking that bittersweet thirst quencher? I know it’s not Country Time’s fault, but someone’s gotta take the hit.

I’m kidding, maybe.

At the end of the day there’s one thing we can’t deny, they are making progress and getting people’s attention while doing it.

Regardless if it works or not, the ones we should be feeling the most disruption from is ourselves.

See you out there and enjoy your Sunday.


P.S. I’m pretty sure this licensed vs not licensed argument is a distraction for a trojan horse approach to selling/accessing/creating an insurance distribution and sales environment we’ve never seen before.

On Agency Nation This Week


Do The Work (ANS)

Do You Hold the Power Controlling a Community? (IIYW)

Can Your Superpower Change the Industry You Love? (IIYW)

Insurance is Moving Faster Than You Think (ANS)


Endurance Wins the Race to Insurance Relevance

The Top 9 reasons Agency Nation University is The Best Xmas Present


Fear and Growth – The Show

Is Your Marketing Working Fast Enough? – The Giangola Effect

The Most Ridiculous Goal I’ve Made – Front Roe

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