Getting Past the Premium

Most mid-market construction companies are outgrowing their brokers without even realizing it.

In this episode of Getting Past the Premium, Elliot Bassett sits down with Joshua Verch, Senior Advisor at The Baldwin Group, to unpack what really happens when companies scale past $10M, $25M, or $50M—and producers are still treating them like they’re a small business.

Joshua brings a sharp and refreshing perspective from inside the trenches of construction risk management, where service gaps, outdated brokers, and foggy renewal processes are killing profitability.

If you’re a producer, agency owner, or executive dealing with risk in the construction space…
This conversation is a wake-up call.

You’ll learn:

✅ Why most insurance strategies don’t evolve as businesses grow
✅ The hidden risks of staying loyal to the wrong broker
✅ How to structure better submissions and win underwriting support
✅ Why consultative producers are taking market share
✅ What it takes to be seen as an advisor—not a quote machine

Whether you’re trying to win BORs or protect your largest accounts, this episode delivers a masterclass in authority-based selling and next-level advisory.

👉 Connect and follow us:
Elliot Bassett, President & Partner at Ellerbrock-Norris | Co-Founder of LAUNCH | Host of Getting Past the Premium Podcast
LinkedIn:  https://www.linkedin.com/in/elliot-bassett-aip-cpcu-84499515/
Website:  https://getlaunch.io/

👉 Connect with our guest:
Joshua Verch, Senior Advisor at The Baldwin Group
LinkedIn:  https://www.linkedin.com/in/joshuaverch/ 
Website:  http://www.baldwin.com/
_____________________

🎙️ Sponsored by LAUNCH
This episode is powered by LAUNCH — the only risk platform that helps producers sell advice, not just insurance.

With LAUNCH, you map real business risks in minutes, prove your value before quoting, and win the account by thinking like a CFO.

Stop selling price.  Start selling insight.
👉 Visit https://getlaunch.io/ and get past the premium.
_____________________

This episode is sponsored by LAUNCH.

In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.

Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.

THAT’S WHERE LAUNCH COMES IN.
Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.

Visit https://getlaunch.io/ to learn more.

Most producers chase every lead and wonder why they’re stuck in the price game.

But Tom Gilroy flipped the script—and helped scale a 120-year-old family agency into a nationally recognized powerhouse.

In this episode, Tom breaks down the repeatable strategy that took him from finance outsider to President of GKG, and the systems they use to help producers win high-value clients without pitching on price.

If you’re serious about creating meaningful differentiation, building real expertise, and closing accounts that actually want your advice—this episode is your blueprint.

Here’s what you’ll learn:
✅ Why grit, network, or expertise—you only need 2 of the 3 to win
✅ How Tom used social media to generate national inbound leads
✅ The system GKG built to back up every sales promise with execution
✅ How to create a risk strategy roadmap that compels clients to switch
✅ Why the “no a-hole” rule protects your team and client experience
✅ How to craft a repeatable risk advisory process your team can use to scale

👉 Connect and follow us:
Elliot Bassett, President & Partner at Ellerbrock-Norris | Co-Founder of LAUNCH | Host of Getting Past the Premium Podcast
LinkedIn:  https://www.linkedin.com/in/elliot-bassett-aip-cpcu-84499515/
Website:  https://getlaunch.io/

👉 Connect with our guest:
Tom Gilroy, President, GKG
LinkedIn:  https://www.linkedin.com/in/tom-gilroy/ 
Website:  http://www.gkgrisk.com/
_____________________

🎙️ Sponsored by LAUNCH
This episode is powered by LAUNCH — the only risk platform that helps producers sell advice, not just insurance.

With LAUNCH, you map real business risks in minutes, prove your value before quoting, and win the account by thinking like a CFO.

Stop selling price.  Start selling insight.
👉 Visit https://getlaunch.io/ and get past the premium.
_____________________

This episode is sponsored by LAUNCH.

In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.

Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.

THAT’S WHERE LAUNCH COMES IN.
Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.

Visit https://getlaunch.io/ to learn more.

Most agencies are burning out their team to protect their bottom line.

More remarketing.  More manual quoting.  More inefficiencies.
All while margins get tighter — and expectations get higher.

This week on Getting Past the Premium, Elliot sits down with Chris Peabody from Ascend to unpack what the most forward-thinking agencies are doing differently:

✅ Automating the right processes
✅ Embedding AI in invisible, high-impact ways
✅ Standardizing workflows without losing trust
✅ And actually measuring ROI before adopting new tools

This episode isn’t about “using AI” — it’s about building a more scalable, sustainable firm in today’s reality.

👉 Connect and follow us:
Elliot Bassett, President & Partner at Ellerbrock-Norris | Co-Founder of LAUNCH | Host of Getting Past the Premium Podcast
LinkedIn:  https://www.linkedin.com/in/elliot-bassett-aip-cpcu-84499515/
Website:  https://getlaunch.io/

👉 Connect with our guest:
Chris Peabody, Director of Partnerships, Acsend
LinkedIn:  https://www.linkedin.com/in/chris-peabody-9b686541/ 
Website:  https://www.useascend.com/
_____________________

🎙️ Sponsored by LAUNCH
This episode is powered by LAUNCH — the only risk platform that helps producers sell advice, not just insurance.

With LAUNCH, you map real business risks in minutes, prove your value before quoting, and win the account by thinking like a CFO.

Stop selling price.  Start selling insight.
👉 Visit https://getlaunch.io/ and get past the premium.
_____________________

Chapters:
00:00 – Intro: Chris Peabody Returns
01:30 – What Ascend Actually Solves for Agencies
02:30 – Why Direct Bill and Agency Bill Reconciliation Are Broken
04:15 – Automation Isn’t Just About Efficiency — It’s About Client Experience
06:20 – Standardization: Why It Matters More Than Ever
08:30 – The Case for Workflow-Driven Technology
09:45 – AI-Powered Invoicing: Real-World Examples
12:10 – Human Mistakes vs. System Capacity Limits
13:55 – The Hidden Cost of Remarketing in a Hard Market
15:30 – Tech That Creates ROI vs. Tech That Creates Noise
17:00 – What Agencies Get Wrong About AI
19:10 – Ascend’s Approach to Embedded AI (And Why It Works)
21:00 – Real Use Cases That Actually Save Time
23:30 – Why Tech ROI Starts with Process Clarity
25:15 – Stop Mimicking Bigger Agencies — Find What Works for You
28:30 – The Real Value of Peer Learning in Insurance
31:00 – How to Vet Tech Vendors the Right Way
34:00 – Launch, Ascend, and the Power of Listening to Your Clients

🎙 Getting Past the Premium is powered by Launch — the only platform helping producers sell insight, not just insurance.

This episode is sponsored by LAUNCH.

In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.

Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.

THAT’S WHERE LAUNCH COMES IN.
Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.

Visit https://getlaunch.io/ to learn more.

Most insurance producers think they need more leads.
What they actually need is more clarity.

Clarity on:
→ Who they serve
→ Why they’re different
→ How they want to grow
→ And who should be referring them business

In this episode of Getting Past the Premium, Elliot Bassett sits down with Abby Arcishewsky, founder of Archway Strategy, to break down how producers can build intentional, strategic, revenue-driving sales systems — starting with their value proposition and referral process.

If you’re relying on COIs, but don’t have a plan…
If your value prop is vague or generic…
Or if your business development is ad hoc instead of engineered…

This episode is a masterclass in fixing all of it.

You’ll learn:
✅ How to define your Ideal Client Persona (ICP) — and why generalists get referred junk
✅ The 3 rules for qualifying great COIs (most people miss the last one)
✅ How to reframe your intro to avoid the “I already have someone” objection
✅ Why your value prop isn’t working — and how to build one that pulls prospects in
✅ How curated micro-events can 10X trust and drive high-conversion referrals
✅ The COI referral scripting strategy that gives you control over your positioning

👉 Connect and follow us:
Elliot Bassett, President & Partner at Ellerbrock-Norris | Co-Founder of LAUNCH | Host of Getting Past the Premium Podcast
LinkedIn:  https://www.linkedin.com/in/elliot-bassett-aip-cpcu-84499515/
Website:  https://getlaunch.io/

👉 Connect with our guest:
Abby Arcishewsky, Founder of Archway Strategy & Consulting
LinkedIn:  https://www.linkedin.com/in/abby-arcishewsky-cexp%C2%AE-cap%C2%AE-968a5276/  
Website:  http://www.archway.consulting/
_____________________

🎙️ Sponsored by LAUNCH
This episode is powered by LAUNCH — the only risk platform that helps producers sell advice, not just insurance.

With LAUNCH, you map real business risks in minutes, prove your value before quoting, and win the account by thinking like a CFO.

Stop selling price.  Start selling insight.
👉 Visit https://getlaunch.io/ and get past the premium.
_____________________

Chapters:
00:00 – Intro: Meet Abby Arcishewsky, Founder of Archway Strategy
01:10 – From Private Wealth to Building Business Development Systems
02:40 – The 5 Core Pillars of Sales Strategy
05:15 – How to Define Your Ideal Client Persona
06:50 – Why Generalists Get Bad Referrals
08:45 – “I Already Have Someone” — Fixing Your Value Proposition
11:55 – Overcoming Scarcity Mindset When Niching
13:50 – How to Phase Into a Niche Without Losing Revenue
15:00 – The Power of Intentional, Strategic Planning
16:40 – The 3 Golden Rules for COI Relationships
19:10 – Why Most COI Strategies Fail (and How to Fix It)
21:15 – The Power of Referral Scripting + Coaching Your COIs
24:00 – Why Education + Process Win the Referral Game
26:30 – Give to Get: Referral Trust is Earned, Not Assumed
28:00 – Curated Events as Referral Machines
30:15 – How to Build Trust and Create Momentum Through Events
32:50 – Event Strategy: Pre-Planning, Post-Execution, and CRM Follow-Up
34:30 – Use Your ICP to Design Better Events
36:00 – Abby’s Final Takeaways: Sales Planning + Messaging Clarity
37:45 – The StoryBrand Test + Value Prop Check
38:30 – Connect with Abby + Archway Strategy

This episode is sponsored by LAUNCH.

In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.

Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.

THAT’S WHERE LAUNCH COMES IN.
Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.

Visit https://getlaunch.io/ to learn more.

Most insurance producers cap out at $600K.

Not because they lack talent...but because the system around them is broken.

In this episode of Getting Past the Premium, I sat down with Ryan Deeds, VP of Strategy and Analytics at Alkeme, to break down the real reasons producers and agencies stall out.

Ryan’s built sales systems for 300+ producers across 57+ acquired firms...and what he’s seeing is uncomfortable, but true:

“40% of our clients were generating just 3.5% of our premium.”
That’s not growth.  That’s bloat.

You’ll discover:
✅ Why most producers plateau...and how to break through
✅ How Alkeme built a Producer Portal that actually gets used
✅ The single most important metric every producer should track (average account size)
✅ How to design cross-sell and round-out into your operations
✅ The real cost of service drag (and why it caps growth)
✅ Why earnouts complicate scale—and how Alkeme is solving for it
✅ What to do when producers resist systems, tools, and change

👉 Connect and follow us:
Elliot Bassett, President & Partner at Ellerbrock-Norris | Co-Founder of LAUNCH | Host of Getting Past the Premium Podcast
LinkedIn:  https://www.linkedin.com/in/elliot-bassett-aip-cpcu-84499515/
Website:  https://getlaunch.io/

👉 Connect with our guest:
Ryan Deeds, VP of Strategy and Analytics at Alkeme
LinkedIn:  https://www.linkedin.com/in/ryancdeeds/  
Website:  https://alkemeins.com/
_____________________

🎙️ Sponsored by LAUNCH
This episode is powered by LAUNCH — the only risk platform that helps producers sell advice, not just insurance.

With LAUNCH, you map real business risks in minutes, prove your value before quoting, and win the account by thinking like a CFO.

Stop selling price.  Start selling insight.
👉 Visit https://getlaunch.io/ and get past the premium.
_____________________

Chapters:
00:00 – Welcome Back: Ryan Deeds Returns
05:20 – The Producer Portal: Tracking, Tools, Transparency
10:15 – Cross-Sell and Round-Out at Scale
14:30 – Why Average Account Size Changes Everything
27:00 – Service Models, Earnouts & the Growth Bottleneck
42:00 – Chick-fil-A, ICPs, and Strategic Discipline

This episode is a masterclass in building scalable, data-driven, human-first sales systems.

If you’re a producer, agency owner, sales leader, or operator... this is required listening.

This episode is sponsored by LAUNCH.

In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.

Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.

THAT’S WHERE LAUNCH COMES IN.
Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.

Visit https://getlaunch.io/ to learn more.

Most insurance producers don’t make it past year three.

Wells Gunn did…and built a thriving, specialized book in the independent grocery industry.

In this powerful episode of Getting Past the Premium, host Elliot Bassett sits down with Wells to unpack the exact mindset, process, and strategies he used to go from cold-calling 100 prospects a week…
…to leading a national risk practice for Houchens Insurance Group.

No gimmicks.  No fluff.  Just the hard-earned truth about what it really takes to win in this business.

You’ll learn:
✅ Why most producers quit (and how to avoid it)
✅ How to turn a niche into a $1M+ growth engine
✅ The role of mentors, repetition, and proprietary process
✅ The difference between quoting insurance… and being hired as a true advisor
✅ Why the best producers never stop cold calling — they just evolve it

Whether you’re a new producer, a sales leader, or building a growth-first agency, this is the blueprint for long-term success in commercial insurance.

👉 Connect and follow us:
Elliot Bassett, President & Partner at Ellerbrock-Norris | Co-Founder of LAUNCH | Host of Getting Past the Premium Podcast
LinkedIn:  https://www.linkedin.com/in/elliot-bassett-aip-cpcu-84499515/
Website:  https://getlaunch.io/

👉 Connect with our guest:
Wells Gunn, Producer, Houchens Insurance Group
LinkedIn:  https://www.linkedin.com/in/wells-gunn-2bb32235/  
Website:  http://www.higusa.com/ 
_____________________

🎙️ Sponsored by LAUNCH
This episode is powered by LAUNCH — the only risk platform that helps producers sell advice, not just insurance.

With LAUNCH, you map real business risks in minutes, prove your value before quoting, and win the account by thinking like a CFO.

Stop selling price.  Start selling insight.
👉 Visit https://getlaunch.io/ and get past the premium.
_____________________

00:00 – Intro + Sponsor
01:05 – The Golf Course That Changed Everything
02:23 – From Hospitality to Grocery
05:36 – Embrace the Grind: 100 Cold Calls a Week
10:59 – Niche or Die
19:15 – $1M Producer Blueprint
30:18 – How to Stand Out Against Bigger Shops
39:10 – Build a Process They Can’t Replace
43:00 – Final Word to Young Producers

This episode is sponsored by LAUNCH.

In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.

Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.

THAT’S WHERE LAUNCH COMES IN.
Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.

Visit https://getlaunch.io/ to learn more.

In this throwback episode, originally aired on January 4, 2023, Josh Gurley, Insurance Agency Owner at HM Advisors, redefines what it means to be an advisor.

Josh explains how truly understanding your clients’ risks and proactively servicing them sets top-tier advisors apart, turning your sales process into a relationship-building tool for long-term success.

Episode Links:
Ellerbrock-Norris: https://www.ellerbrock-norris.com/
Ellerbrock-Norris Wealth Strategies: https://www.ellerbrock-norris-ws.com/
HM Advisors: https://www.hm-advisors.com/
LAUNCH: https://getlaunch.io/

LinkedIn:
Elliot Bassett
Ryan Brott
Josh Gurley

This episode is sponsored by LAUNCH.

In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.

Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.

THAT’S WHERE LAUNCH COMES IN.
Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.

Visit https://getlaunch.io/ to learn more.

In this throwback episode, originally aired on July 17, 2024, Brandon Schuh of Christensen Group challenges the traditional insurance model by asking: what if you ran your agency like a law firm?

Brandon unpacks how positioning yourself as a trusted advisor—not a quote machine—can transform client relationships, streamline your sales process, and unlock long-term growth.

Episode Links:
Ellerbrock-Norris: ⁠https://www.ellerbrock-norris.com⁠
Ellerbrock-Norris Wealth Strategies: ⁠https://www.ellerbrock-norris-ws.com⁠
Christensen Group Insurance: ⁠https://www.christensengroup.com⁠
LAUNCH: https://getlaunch.io/

Elliot Bassett: ⁠https://www.linkedin.com/in/elliot-bassett-aip-cpcu-84499515⁠
Ryan Brott: ⁠https://www.linkedin.com/in/ryan-brott-cepa%C2%AE-77a278a⁠
Brandon Schuh: ⁠https://www.linkedin.com/in/brandon-stephen-schuh

This episode is sponsored by LAUNCH.

In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.

Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.

THAT’S WHERE LAUNCH COMES IN.
Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.

Visit https://getlaunch.io/ to learn more.

David Sliman, CEO of Sales Proformance Consulting, is back! We dive deep into the core principles that drive a highly effective sales presentation. David has worked with hundreds of sales team to teach them how to set themselves apart. He covers: setting the agenda up front, separating a sales presentation from a sales proposal, thinking of objections as building blocks (not road blocks), and avoiding the dreaded "email it to me" request at all costs.

Enjoy the episode!

Episode Links:
Ellerbrock-Norris: https://www.ellerbrock-norris.com
Ellerbrock-Norris Wealth Strategies: https://www.ellerbrock-norris-ws.com
Sales Proformance Consulting: https://www.salesproformance.com

LAUNCH: https://getlaunch.io/

Elliot Bassett: https://www.linkedin.com/in/elliot-bassett-aip-cpcu-84499515
David Sliman: https://www.linkedin.com/in/davidslimansalespro

This episode is sponsored by LAUNCH.

In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.

Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.

THAT’S WHERE LAUNCH COMES IN.
Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.

Visit https://getlaunch.io/ to learn more.

In this throwback episode, originally aired on September 1, 2022, Andrew Atkinson, Business Insurance Professional from INSURICA Southwest, joined the show to discuss the best ways to provide value to your clients, prospects, and your team.

Andrew brings a thorough and practical understanding of commercial insurance, with a specialization in Workers’ Compensation. He works with clients to help them improve their Experience Modifier (E-Mod) rating, lower their total cost of risk, and win contracts at the bidding table. Becoming a successful advisor is not easy, but Andrew has some tips to make things clear to those who need some fresh takes.

As a thought leader, Andrew has spoken at the Arizona Construction Industry Annual Conference, the One Hundred Year Birthday of Workers’ Compensation Summit in Wausau, Wisconsin, and eleven different trade associations in four different states.

This episode features special guest host Ben Woods. 

Episode Links:

Ellerbrock-Norris: ⁠https://www.ellerbrock-norris.com/⁠

Ellerbrock-Norris Wealth Strategies: ⁠https://www.ellerbrock-norris-ws.com/⁠

INSURICA: ⁠https://insurica.com/⁠

LAUNCH: ⁠https://getlaunch.io/⁠

LinkedIn:

⁠Elliot Bassett⁠

⁠Ryan Brott⁠

⁠Andrew Atkinson⁠

This episode is sponsored by LAUNCH.

In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.

Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.

THAT’S WHERE LAUNCH COMES IN.
Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.

Visit https://getlaunch.io/ to learn more.