To The Front

AI answer engines are changing how people find an insurance agent before they ever pick up the phone. Adam Norsworthy and TJ Kemp sit down with Frank Buono from HelloNation to unpack earned authority instead of paid attention, and what it means for agents trying to stay visible as search shifts from ten blue links to a single AI generated answer.

They talk through the difference between SEO and AEO and why one doesn't replace the other, the E-E-A-T framework and how it decides who AI trusts enough to cite, and what's actually inside HelloNation's platform: community sites, weekly content, and third party authority. Frank explains the dark period between the sale and the renewal and how agents can stay visible through it, why independent and captive agents show up differently to AI, and what working with HelloNation looks like week to week for a busy agent. TJ closes out with why FrontRunner's new partnership with HelloNation matters for agents right now.

What if moving "to the front" had less to do with profitability and more to do with impact? In this episode, host Adam explores that question alongside Matt and Brittany McCoy — second and third generation State Farm agents based in Tulsa, Oklahoma, and the founders of Good Neighbor Coffee Company.

Matt and Brittany share the story behind their coffee company, born out of a literal dream and rooted in the scripture to love your neighbor as yourself. What started as a gift for their own insurance clients has grown into something much bigger — a tool any business can use to stand out in a world where customers are bombarded by competing offers every single day.

The conversation digs into why "good neighbor" isn't just a name, it's a strategy. Adam and the McCoys talk about why people stay loyal to businesses that make them feel cared for, not just sold to, and how something as simple as a bag of coffee can become a meaningful touchpoint in a customer relationship, an onboarding gift, a marketing tool, or a way to mend a relationship after a mistake. They also dive into the deeper why behind it all: showing up for people in the moments that matter most, like the claims process, and letting genuine care — not just profitability — drive the way you do business.

Whether you're in insurance, another service industry, or just looking for a fresh way to build authentic relationships with your customers, this episode is full of practical and heartfelt ideas for becoming the kind of business people don't want to leave.

Culture isn't something that just happens in your office,  it's something you build intentionally, or someone else builds it for you. In episode 41 of To The Front, host Adam sits down with two of the most respected names in the captive insurance world, Angie and Peyton Pettis, for a conversation that every agency owner needs to hear.

Peyton brings nearly 25 years of experience as a State Farm agent, consistently ranking in the top ten out of thousands of agencies across the country. Angie, drawing on her background in agency marketing and a career spent learning what truly drives team performance, launched ROAM Performance Agency, one of the fastest-growing tools in the captive agent space right now.

Together, they unpack what it really means to build a winning office culture,  and spoiler: it's not just about paying your team well. The conversation dives deep into why so many agents struggle with retention, why money alone doesn't motivate people, and how speaking your team's "love language" can transform the entire dynamic of your office. They also get into why a defined, consistent recognition culture is the difference between a team that shows up and a team that's all in.

Whether you're an agency owner who's been winging it on culture or someone who's lost team members and can't figure out why, this episode will give you a whole new framework to think about how you lead the people around you.

🔗 Learn more about ROAM Performance Agency at useroamperformance.com

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In this episode of To The Front, host Adam opens with a quote that's stuck with him since he first spotted it on a poster outside his gym teacher's office: "Life is 10% what happens to you and 90% how you react to it." It's the perfect setup for a conversation about one of the most universal challenges in business and life, navigating change.

Adam is joined by TJ Kemp, Business Development Executive at Frontrunner, who brings a unique blend of experience to the table. A former collegiate lacrosse player at the University of North Carolina, TJ spent nearly a decade working as a sales consultant and coach, helping companies across industries identify pain points, match the right salespeople to the right deals, and scale strategically.

Together, Adam and TJ dig into what it truly means to pivot instead of panic when change, whether in your business, finances, or personal life, comes knocking. They explore how panic is a natural first response, but prolonged panic is often a symptom of not having a plan. The conversation is packed with real-world illustrations, including a manufacturer sitting on $1.2 million in stalled pipeline who transformed their results simply by rethinking how leads were matched to salespeople.

Drawing on lessons from athletics and entrepreneurship alike, TJ shares how the principles of leadership, consistency, and playing in the "gray area" apply just as much to running an agency as they do to competing on a field. The episode closes with a powerful reminder: life comes from you, not at you... and your next step determines everything.

A milestone episode full of practical mindset shifts for insurance agents, agency owners, and entrepreneurs facing an ever-changing landscape.

In this episode of To The Front, host Adam sits down with Coach DJ Carroll, entrepreneur, author, and founder of Carroll Media, for a conversation that every business owner needs to hear right now.

The topic: Business in an AI World.

Coach Carroll isn't here to sell you on the hype. He's here to prepare you. From mowing grass instead of taking football scholarships to building an AI platform that now runs 80% of his company's operations, DJ has always been early and he's seen how fast the tide turns on those who wait.

This episode covers everything from the historical adoption curve of AI versus the internet and social media, to a live on-air demo of AI Alli, Carroll Media's proprietary AI team member that answers calls, captures leads, switches languages in real time, and follows up with prospects every single day without a single complaint.

You'll also get Coach Carroll's 10-80-10 framework for using AI tools more effectively, an honest conversation about what AI is and isn't built for, and a clear-eyed look at what the next 36 months will mean for entrepreneurs who adapt versus those who don't.

This one's worth a second listen. Bookmark it.

Connect with Coach DJ Carroll: carroll.media | hunterheadgame.com | @CoachCarroll AI Alli demo line: 502-401-1234 (call or text "AI")

To The Front is built for today's top agents and business owners. New episodes drop regularly, subscribe so you never miss one.

What if the biggest threat to your agency isn’t competition, market conditions, or production numbers, but something internal?

In this episode, we sit down with Krista Hawkins, co-founder of Future Legacy Partners, former 22-year business coach with State Farm, and leadership developer who has worked with thousands of agents and team members across the country.

Krista brings a rare blend of performance psychology, counseling expertise, and systems thinking. A former co-captain at Illinois State University with advanced degrees in Child Development and Counseling Education, and a graduate of the Institute for Integrative Nutrition, she understands both human behavior and business performance at a deep level.

Together, we unpack the hidden patterns that quietly erode culture, stall growth, and drain momentum inside agencies. We talk about leadership blind spots, burnout masked as productivity, misplaced priorities, and the internal habits that determine long-term success more than any sales strategy ever will.

Krista also shares insights from her work coaching high-performing leaders, her experience in agent development, and how business owners can build teams that thrive without sacrificing health, balance, or purpose.

If you care about culture, legacy, leadership, and sustainable growth, this conversation will challenge you in the best way.

Listen in and identify the hidden disease before it costs you more than you realize.

Ready to lead your team like never before? In this episode of To The Front, we sit down with powerhouse Rebecca Kopp.

From contributor engagement and campaign visibility to coaching strategies and compliance shortcuts, Rebecca shares exactly how you can maximize FrontRunner for insane team-wide impact.

You’ll learn:
- How to use campaign-level reporting
- Ways to build internal competition & culture with contributor visibility
- Creative workflows that save time (and headaches)
- Real stories of reps leveling up with simple, consistent accountability

If you’ve ever wondered how top-performing agencies are running circles around the competition… this is it.

Tune in and take notes, this one’s packed with real talk and actionable strategies.

In this episode of the podcast, we break down the five distinct types of agents that show up in business, life, and leadership. Whether you’re building your own company, leading a team, or just trying to grow in your role, understanding these archetypes can shift everything about how you work with others—and yourself.

We explore:

The 5 agent personas and how they function

How to spot them in your organization (and in the mirror)

Why some agents move things forward… and others slow everything down

How to step into your highest version of agency

This isn’t just about labels. It’s about awareness. Tune in to learn how to elevate your team, increase your impact, and become the kind of agent others want to follow.

Subscribe for more episodes that blend real talk with real strategy.

Most teams don’t need more money, they need more motivation.

What if the secret to stronger retention, better culture, and real buy-in wasn’t cash… but cruises?

In this episode of To The Front, Adam sits down with Jenny Thibodeaux, owner of Align Incentive Travel (and a fellow captive agent), to explore how experiential rewards can change the game for your team.

They talk:

• Why money sometimes doesn’t move the needle
• The power of shared experiences
• What happened when they sent their entire team on a cruise
• How to build incentives that actually work

If you’re tired of seeing blank stares at bonus announcements, this episode is your new blueprint.

🎧 Listen or watch the full episode now!

In this episode, we’re joined by Seth Preus, the creator of Racing Snail, to unpack one of the most costly mistakes insurance agents make: chasing cheap solutions at the expense of long-term growth.

Seth shares hard-earned wisdom on why cutting corners with your tech stack, hiring, or marketing efforts often backfires, creating more complexity, wasted time, and missed opportunities.

We get into:

• Why “cheap” often costs more in the long run
• The hidden costs of switching platforms or patching together systems
• How to evaluate tools and teams based on value, not price
• What inspired Seth to build Racing Snail (and why he still believes in simplicity)
• How to avoid getting trapped in a scarcity mindset

Whether you’re a solo agent or scaling a team, this episode is a masterclass in thinking like a business owner, not just a hustling producer.

Stop settling for bandaids. Start building something that lasts.