In Episode 152 of the Scratch Agency Podcast, Stephen Turnbull and Shawn Fitzgerald sit down with Jeff Roy, President and CEO of Excalibur Insurance Group, for a masterclass in vision, growth, culture, and scaling the right way.

With over 36 years in the industry, Jeff shares his journey from walking into a typewriter-run agency to building a 30-person brokerage generating 1,000+ leads per month—and ultimately merging strategically to stay competitive in a rapidly consolidating marketplace.

From defining your “why” and painting a 5–10 year vision, to mastering referrals, centers of influence, tech stacks, AI workflows, and operational discipline—this episode is packed with practical advice for scratch agents who want to grow with intention instead of accident.

🔍 If you’re building from the ground up and wondering how to scale without losing focus, culture, or profitability—this episode will challenge you to think bigger and execute smarter.

💼 Sponsored by HawkSoft

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🕒 Timestamps:

00:00 – Introduction & Meet Jeff Roy

04:12 – From Typewriters to Tech-Driven Brokerage

09:35 – The Power of Vision & Defining Your North Star

15:48 – Centers of Influence & Referral Strategy

22:10 – Scaling to $1M and Beyond

27:55 – Building Culture (The Jersey Story)

33:40 – AI, Lead Flow & After-Hours Automation

41:05 – Tracking ROI & Acquisition Costs

47:30 – Tech Stack Essentials for Scratch Agents

53:10 – Final Advice for Agents Starting Today

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