Name: Lee Bailey
Company: EMC Insurance
Role: Assistant Vice President, Customer Experience
Location: Des Moines, Iowa
How did you become involved with ID Federation and SignOn Once? I’ve been fortunate to work closely with agents and the independent agency channel for my entire career. I’ve also had the chance to see firsthand how the right technology can improve productivity. I was with a different carrier when the idea of SignOn Once was introduced. I thought it was a great idea because I saw how much work it was for agents to manage their passwords. I’ve attended many industry conferences and that’s where I heard Jim Rogers and the team at Hartford share the ID Federation mission. I’m excited to be part of pushing that mission forward.
What do you see as a key trend for technology in the insurance industry? The continued rapid increase in the adoption of digital capabilities among agents and policyholders. It’s been exciting to be involved in the development of portal experiences for many years, and it’s remarkable to see how quickly expectations continue to advance. It used to be enough to offer digital tools and experiences. Today, we also need to focus on providing tailored digital sales and services experiences that personalize the journey. I think we are going to see more data-driven innovation that will produce highly engaging, personalized experiences on both the agent and policyholder side.
How does SignOn Once solve challenges for the insurance industry? When I think about my own password challenges, and how much time I’ve spent guessing (wrong) answers to challenge questions or trying to remember every combination of my kids’ birthdays, ultimately resulting in resetting locked accounts, it highlights the problem and time wasted. I’ve visited many agency offices where dozens of sticky notes are stuck to monitors with passwords in clear view. With so many carriers and systems to keep track of, it’s no surprise. SignOn Once simplifies the complexity and ultimately improves productivity, as you’re just a click away from getting to the task at hand versus managing numerous passwords.
What do you enjoy most about working in the industry? My first job in the industry was with Allied Insurance back in 1995. I worked on the technology side, and it was my job to connect agent office networks and software (remember Novell NetWare?) back to Allied (this was pre-internet). I spent my first few years on the road, watching what happens when technology works for the agent — and when it doesn’t. It was remarkable to see how all of these independent agents helped put homes, cars, and businesses back together. It was also powerful to see how carriers (and the technology) could directly support helping their customers.
Outside of your career, what motivates or inspires you? My favorite activity is playing golf. I’m admittedly not good, but I can’t think of a better way to enjoy the outdoors — especially in the fall.
