IMA Financial Group, a leading U.S.-based employee-owned insurance brokerage with over 2,500 associates, launched a major digital transformation initiative about two years ago (around late 2023) to become what it calls “the broker of the future.”
According to Garrett Droege, IMA’s SVP and director of innovation and digital risk solutions, the process began with external consultants assessing the company’s operations. Droege’s initial hypothesis—that client experience in the insurance brokerage industry is largely undifferentiated—was confirmed. The consultants identified two primary pain points:
- Client Experience: Brokerages, including IMA, often deliver similar, uninspired interactions due to outdated or fragmented systems, making it hard to stand out in a competitive market.
- Associate (Employee) Workflow: Internal technology stacks have become overly complex and inefficient, creating “hellish” daily experiences for associates. Disconnected tools lead to manual workarounds, frustration, and reduced productivity.
These findings highlighted that poor internal workflows directly hinder the ability to deliver superior client service. As Droege noted, the industry has historically burdened employees with suboptimal tech, which in turn affects client outcomes.
Key Drivers for the Overhaul
- Industry-Wide Issues: Insurance brokerages rely on legacy systems that don’t integrate well, leading to silos and inefficiencies.
- Growth Challenges: Rapid expansion (IMA has grown significantly through acquisitions) outpaced technology updates, exacerbating disconnected processes.
- Future-Proofing: The goal is to create seamless, modern experiences for both clients (e.g., faster, more personalized service) and associates (e.g., streamlined tools that reduce administrative burden).
How IMA Is Approaching the Transformation
- Leadership from IT and IMA Labs (the company’s internal innovation group).
- A pragmatic, ground-up technology selection process, aided by IMA’s co-ownership of BrokerTech Ventures, an insurtech accelerator that exposes them to hundreds of emerging solutions annually.
- Piloting 6–10 proofs-of-concept each year.
- Creation of an internal Technology Advisory Group to prioritize and filter proposals.
- Strong stance on AI: Focused on augmenting humans rather than replacing them.
This initiative, detailed in a December 5, 2025, Insurance Business America article, reflects IMA’s commitment to addressing these interconnected issues head-on for long-term competitiveness and employee satisfaction. The transformation is ongoing, with no fixed endpoint announced yet.