Agency Ascend

In this Agency Ascend episode, James Spencer of Insurance DFW shares his journey from the captive world to building one of the most respected independent agencies in the Career Agency Alliance. He explains how early frustrations with changing comp plans led him and his brother to take a long-view approach to starting their own agency. By prioritizing coverage over cost and educating clients with clarity, James earned unwavering loyalty—even operating without a website or ad spend.

Listeners will hear James break down how his agency navigated the hard market of 2023–2024, maintained retention by offering real answers to rising rates, and why customer education has become their most valuable marketing tool. From real-life claim stories to insights into commercial policy missteps, James outlines what makes a professional insurance agent stand out in today’s commoditized landscape.

His philosophy is simple: do right by the client, and the business will take care of itself.

Shares:
James - Client story about customer service
Chris - Warren Buffet quote on emotions
Chad - Inner Excellence by Jim Murphy

About the Show

Agency Ascend is a podcast for insurance agents and agency owners who are looking for resources to scale their business. The show is hosted by Managing Partner, Chris Sterlacci, and other staff members of CAA to bring you tools and guidance on how they help Agency owners turn their business into a major asset.

CoVerica Agency Alliance is a strategic master agency of SIAA, the fastest growing agency partnership in the country. Our “integrator” model combines the best aspects of each partnership model — clusters, aggregators, franchises — to create a one-of-a-kind partnership that enhances distribution and drives organic growth. As a top insurance agency strategic partner in Texas, we offer solutions to greatly strengthen your agency’s position in the market.

New episodes drop triweekly on Wednesdays. Please drop us a line if you have a question or suggestion; you can reach us at [email protected]. Finally, if you like the podcast, we encourage you to subscribe and leave us a review.

Visit us at www.covericaaa.com

In this episode of Agency Ascend, Cameron Moore, founder of ProCo Insurance, shares how he built a thriving independent agency during one of the hardest insurance markets in decades. From abandoning law school to launching ProCo during COVID, Cameron’s story is one of resilience, mentorship, and relentless forward motion.

He discusses the pivot from personal lines to commercial, hiring mistakes, and what it takes to actually lead a team. Cameron dives deep into his philosophy of overcommunication, tech adoption, and using psychology to better understand clients and employees. He also opens up about his faith, sharing how spiritual discipline and integrity have grounded his agency’s growth.

This episode is packed with tactical advice, leadership lessons, and a refreshing reminder that doing business the right way still works.

Shares:

Chris recommends the book “Unoffendable” by Brant Hansen

Chad recommends “Inner Excellence” by Jim Murphy

Cameron Moore:

• Favorite Verse: Colossians 1:29

“I work hard and struggle for my goals with God’s energy, which works powerfully in me.”

About the Show

Agency Ascend is a podcast for insurance agents and agency owners who are looking for resources to scale their business. The show is hosted by Managing Partner, Chris Sterlacci, and other staff members of CAA to bring you tools and guidance on how they help Agency owners turn their business into a major asset.

CoVerica Agency Alliance is a strategic master agency of SIAA, the fastest growing agency partnership in the country. Our “integrator” model combines the best aspects of each partnership model — clusters, aggregators, franchises — to create a one-of-a-kind partnership that enhances distribution and drives organic growth. As a top insurance agency strategic partner in Texas, we offer solutions to greatly strengthen your agency’s position in the market.

New episodes drop triweekly on Wednesdays. Please drop us a line if you have a question or suggestion; you can reach us at [email protected]. Finally, if you like the podcast, we encourage you to subscribe and leave us a review.

Visit us at www.covericaaa.com

In Episode 7 of Agency Ascend, we sit down with Sean Munger, a producer with an owner’s mindset, to unpack what it really means to play the long game.

This episode is all about consistency, execution, and long-term thinking. Sean breaks down how he built trust with clients, developed a disciplined work ethic, and focused on delivering value over time, not just short-term wins.

We also dive into:

• The importance of humility and mentorship
• What sellers are really looking for in a buyer
• Why carrier relationships and retention can make or break a deal
• How to grow into ownership before you buy your way in

🎧 Listen in to learn how smart future owners think—and lead—before they ever take the reins.

About the Show

Agency Ascend is a podcast for insurance agents and agency owners who are looking for resources to scale their business. The show is hosted by Managing Partner, Chris Sterlacci, and other staff members of CAA to bring you tools and guidance on how they help Agency owners turn their business into a major asset.

CoVerica Agency Alliance is a strategic master agency of SIAA, the fastest growing agency partnership in the country. Our “integrator” model combines the best aspects of each partnership model — clusters, aggregators, franchises — to create a one-of-a-kind partnership that enhances distribution and drives organic growth. As a top insurance agency strategic partner in Texas, we offer solutions to greatly strengthen your agency’s position in the market.

New episodes drop triweekly on Wednesdays. Please drop us a line if you have a question or suggestion; you can reach us at [email protected]. Finally, if you like the podcast, we encourage you to subscribe and leave us a review.

Visit us at www.covericaaa.com

Many agency owners assume they own their book of business—but the reality can be far more complicated.

In this episode of Agency Ascend, we dive deep into the ownership dilemma that many agents face. While you may have control over client data, do you really own your carrier contracts? The difference could be the deciding factor in whether you can sell, scale, or exit your agency on your terms.

Industry experts break down the pitfalls of captive models, the hidden risks in agency contracts, and why independent agency networks are reshaping the industry. If you’re an agent thinking about scaling or acquiring a book of business, this is the conversation you need to hear.

📈 Tune in for insights on protecting your agency, maximizing growth, and making the smartest moves in today’s insurance landscape.

Connect with John:

John Sutter LinkedIn

Shares:

Chris: "Inner Excellence" by Jim Murphy
John: "Born on the 5th of July"  Capt Fredrick O. Phelps
Jessica: "The Screwtape Letters" by C. S. Lewis

About the Show

Agency Ascend is a podcast for insurance agents and agency owners who are looking for resources to scale their business. The show is hosted by Managing Partner, Chris Sterlacci, and other staff members of CAA to bring you tools and guidance on how they help Agency owners turn their business into a major asset.

CoVerica Agency Alliance is a strategic master agency of SIAA, the fastest growing agency partnership in the country. Our “integrator” model combines the best aspects of each partnership model — clusters, aggregators, franchises — to create a one-of-a-kind partnership that enhances distribution and drives organic growth. As a top insurance agency strategic partner in Texas, we offer solutions to greatly strengthen your agency’s position in the market.

New episodes drop triweekly on Wednesdays. Please drop us a line if you have a question or suggestion; you can reach us at [email protected]. Finally, if you like the podcast, we encourage you to subscribe and leave us a review.

Visit us at www.covericaaa.com

Growing an insurance agency isn’t just about adding clients—it’s about building a business model that retains top talent, maximizes profitability, and scales efficiently. In this episode of Agency Ascend, industry experts discuss the challenges of thin margins, producer retention, and the financial realities of scaling an agency.

One of the biggest shocks in the independent insurance world? Some producers are making more than the agency owners they work for. This episode breaks down:

✅ Why top producers are earning $700K+ in commission and how agencies can structure compensation effectively
✅ The difference between growing as a producer vs. becoming an agency owner
✅ How independent agencies can leverage AI and automation without losing client relationships
✅ The key mistakes agency owners make when trying to scale too quickly

📈 Tune in for practical insights on agency growth, producer retention, and building a thriving independent business.

Shares:

Chris: "Emotional Intelligence 2.0" by Travis Bradberry
Chad: "Necessary Endings" by Dr. Henry Cloud
Jessica: "I'm Surrounded By Idiots" by Thomas Erickson

About the Show

Agency Ascend is a podcast for insurance agents and agency owners who are looking for resources to scale their business. The show is hosted by Managing Partner, Chris Sterlacci, and other staff members of CAA to bring you tools and guidance on how they help Agency owners turn their business into a major asset.

CoVerica Agency Alliance is a strategic master agency of SIAA, the fastest growing agency partnership in the country. Our “integrator” model combines the best aspects of each partnership model — clusters, aggregators, franchises — to create a one-of-a-kind partnership that enhances distribution and drives organic growth. As a top insurance agency strategic partner in Texas, we offer solutions to greatly strengthen your agency’s position in the market.

New episodes drop triweekly on Wednesdays. Please drop us a line if you have a question or suggestion; you can reach us at [email protected]. Finally, if you like the podcast, we encourage you to subscribe and leave us a review.

Visit us at www.covericaaa.com

Access Plus is revolutionizing the insurance industry with a mentorship-driven approach that empowers agents to succeed in both personal and commercial lines. In this episode, the Agency Ascend team—Chad, Chris, Nikki, and Courtney—discuss the critical role Access Plus plays in providing market access, training, and personalized support. They share how the team helps agents meet carrier expectations, improve quote-to-bind ratios, and build sustainable, profitable books of business. Hear firsthand how mentorship, guidance, and the latest technological tools come together to ensure agents can achieve long-term success.

Shares

Chris: “Leaving Captivity” by James Jinkens

Nikki: The Bible and studying Judging Others

Courtney: “The Four Agreements” by Don Ruiz

Chad: “Atomic Habits” by James Clear

About the Show

Agency Ascend is a podcast for insurance agents and agency owners who are looking for resources to scale their business. The show is hosted by Managing Partner, Chris Sterlacci, and other staff members of CAA to bring you tools and guidance on how they help Agency owners turn their business into a major asset.

CoVerica Agency Alliance is a strategic master agency of SIAA, the fastest growing agency partnership in the country. Our “integrator” model combines the best aspects of each partnership model — clusters, aggregators, franchises — to create a one-of-a-kind partnership that enhances distribution and drives organic growth. As a top insurance agency strategic partner in Texas, we offer solutions to greatly strengthen your agency’s position in the market.

New episodes drop triweekly on Wednesdays. Please drop us a line if you have a question or suggestion; you can reach us at [email protected]. Finally, if you like the podcast, we encourage you to subscribe and leave us a review.

Visit us at www.covericaaa.com

In this episode of Agency Ascend, we sit down with Jeff Brewer, Executive Director of the Independent Insurance Agents  of Dallas (IIAD), to explore the dynamic world of independent insurance agencies. Jeff shares the long-standing mission of IIAD to empower agents with resources, education, and advocacy while addressing the unique challenges of transitioning from captive to independent models. From combating insurance fraud to leveraging technology like AI and Salesforce, this episode dives into actionable insights for growing and streamlining your agency.

We also uncover how IIAD is shaping the future of the insurance industry through innovative workforce solutions and leadership development programs. Jeff highlights initiatives such as high school insurance education programs, a dedicated recruitment pipeline, and networking opportunities like the Elite Dallas program to support the next generation of insurance professionals

visit: https://www.iiadallas.org/

Shares:

Jeff: Holy Moments by Matthew KellyJ
Chris: Unoffendable by Brant Hansen
Chad: Never Split the Difference by Chris Voss

About the Show

Agency Ascend is a podcast for insurance agents and agency owners who are looking for resources to scale their business. The show is hosted by Managing Partner, Chris Sterlacci, and other staff members of CAA to bring you tools and guidance on how they help Agency owners turn their business into a major asset.

CoVerica Agency Alliance is a strategic master agency of SIAA, the fastest growing agency partnership in the country. Our “integrator” model combines the best aspects of each partnership model — clusters, aggregators, franchises — to create a one-of-a-kind partnership that enhances distribution and drives organic growth. As a top insurance agency strategic partner in Texas, we offer solutions to greatly strengthen your agency’s position in the market.

New episodes drop triweekly on Wednesdays. Please drop us a line if you have a question or suggestion; you can reach us at [email protected]. Finally, if you like the podcast, we encourage you to subscribe and leave us a review.

Visit us at www.covericaaa.com

In this episode of Agency Ascend, Isaac Smith, Chris Sterlacci, Chad Brumit, and Pat Mulady revisit the value Coverage Agency Alliance brings to its members. They discuss leveraging resources like growth coaches and Access Plus, navigating hard markets, and balancing independence with collaboration for growth.

Shares:

Isaac: “The Magic Of Thinking Big” by David J. Schwartz
Pat: Story of Cortez burning the ships
Chris: “Leaving Captivity" by James Jenkins
Chad: Value of relationships

About the Show

Agency Ascend is a podcast for insurance agents and agency owners who are looking for resources to scale their business. The show is hosted by Managing Partner, Chris Sterlacci, and other staff members of CAA to bring you tools and guidance on how they help Agency owners turn their business into a major asset.

CoVerica Agency Alliance is a strategic master agency of SIAA, the fastest growing agency partnership in the country. Our “integrator” model combines the best aspects of each partnership model — clusters, aggregators, franchises — to create a one-of-a-kind partnership that enhances distribution and drives organic growth. As a top insurance agency strategic partner in Texas, we offer solutions to greatly strengthen your agency’s position in the market.

New episodes drop triweekly on Wednesdays. Please drop us a line if you have a question or suggestion; you can reach us at [email protected]. Finally, if you like the podcast, we encourage you to subscribe and leave us a review.

Visit us at www.covericaaa.com

Welcome to Agency Ascend, the podcast where we explore the journeys and strategies of agency owners and entrepreneurs who are scaling their businesses to new heights. 

In this episode we are introduced to Chris Sterlacci, CEO of the Coverica Agency Alliance (CAA), and special guest Mike Sterlacci, the Founder of CAA. In this episode they talk about the history, mission, and deliverables of the Alliance, and talk about the Agency Owners they serve. If you are a member of the Alliance, or are interested in learning how they can help your agency expand and shave years off the learning curb, then this episode is for you.

Shares

Isaac: “The Screwap Letters” Play in Dallas Tx

Chris: “Surprised by Joy: The Shape of My Early Life” by Lewis, C. S.

Mike: Jesse Stone Books by Robert B Parker and the movies with Tom Selleck

About the Show

Agency Ascend is a podcast for insurance agents and agency owners who are looking for resources to scale their business. The show is hosted by Managing Partner, Chris Sterlacci, and other staff members of CAA to bring you tools and guidance on how they help Agency owners turn their business into a major asset.

CoVerica Agency Alliance is a strategic master agency of SIAA, the fastest growing agency partnership in the country. Our “integrator” model combines the best aspects of each partnership model — clusters, aggregators, franchises — to create a one-of-a-kind partnership that enhances distribution and drives organic growth. As a top insurance agency strategic partner in Texas, we offer solutions to greatly strengthen your agency’s position in the market.

New episodes drop triweekly on Wednesdays. Please drop us a line if you have a question or suggestion; you can reach us at [email protected]. Finally, if you like the podcast, we encourage you to subscribe and leave us a review.

Visit us at www.covericaaa.com