A 2013 McKinsey & Co. report predicted that independent insurance agents might be running out of time, contending, “The economics of the traditional agent model are beginning to unravel.”

Independent agents have heard it all before. In fact, Bob Rusbuldt, president and CEO of the Independent Insurance Agents & Brokers of America, says that such reports grab headlines every 8-10 years before dying their own silent death. Rusbuldt, for one, doesn’t buy it, contending that “a marked increase in agency start-ups and more concerted efforts to compete in the digital age, as well as a strong consumer trend of buying local,” actually bode well for the future of independent agents.

Rusbuldt isn’t the only one who thinks that many independent agencies can live long, rich lives, especially since they can offer value that clients can’t get anywhere else. “Like what?” you say. I thought you’d never ask.

• Unlike “captive” agents, independent agents don’t have to “push” a particular product. They can check and compare rates and coverages with lots of different companies, including “direct writers,” to find you the best deal tailored to your specific needs.

• Independent agents offer one-stop shopping for all of your insurance needs, from auto to renters’ and homeowners’, to health and life, to business, to disability and long-term care -- you name it!

• Independent agents are in the business of being your advocate and partner, of understanding and educating you on the complexities of insurance, including coverages that can vary widely from company to company or state to state.

• Licensed, regulated insurance agents can be held liable for malpractice under something called Errors and Omissions. That’s why they carry their own Errors and Omissions insurance policies, much as a doctor carries malpractice insurance. You won’t get this level of protection with a direct provider. When there’s no licensed agent acting on your behalf, you are solely responsible for your coverage decisions.

• Most independent agents also embrace “people before product” and work hard to maintain lasting relationships with clients. They often have strong community ties, and you’ll probably know just where to find them when you have a question or concern.

As an independent agent, you know that you offer irrefutable value to your clients. It’s important for you to make sure that they know it too. Developing and communicating a unique value proposition is one way to get the word out. Ensuring that clients and potentials understand your true value makes it even more likely that your independent agency can live long and prosper.

Have we left anything out? What other unique values do buyers gain when working with independent agencies?