03/10/2026
LOOKING BACK: THE 21ST CENTURY AGENT — ALMOST 30 YEARS LATER
Every now and then you come across a book that makes more sense years after you first read it.
For me, one of those books is Dan Sullivan’s The 21st Century Agent.
Published in 1998, it arrived as the insurance industry was beginning to change. I remember reading it while working in a world still centred around insurers, products, agents, paperwork and traditional distribution.
Sullivan’s message was bigger than predicting technology. He was describing the evolution of the insurance agent.
Looking back over almost three decades, that evolution has been remarkable.
We moved from paper files, fax machines and manual quotations to email, digital applications, CRM systems, online underwriting, automation, cloud platforms, video meetings, digital signatures and data analytics.
The products changed.
The insurers changed.
The regulation changed.
The technology changed.
But perhaps the biggest change was the role of the adviser.
The traditional agent was largely a distributor of a company’s products. The modern adviser became an entrepreneur — building a business around the client rather than around a product provider.
Today the relationship can extend across short-term insurance, life cover, investments, retirement planning, medical schemes, gap cover, wills, estate planning, employee benefits and business protection.
In many ways, that is what I believe Sullivan saw coming: advisers who could adapt, build relationships, create teams, use technology, develop systems and increase the value they delivered.
And now another layer has arrived: AI.
But AI is not the story. It is simply the latest tool in a journey that has been underway for decades.
Just as email replaced the fax, digital systems replaced paperwork and smartphones changed communication, AI will become another part of the adviser’s toolkit.
Technology should increase the adviser’s capability — not replace the relationship.
Looking back from 2026, what strikes me is how these developments have converged into one profession.
We are no longer simply insurance agents.
We are advisers, business owners, relationship managers, problem-solvers, risk managers, team leaders and users of increasingly sophisticated technology.
Yet one thing remains constant:
People still do business with people they trust.
Technology can make us faster and systems more efficient, but experience, judgement, accountability and relationships remain difficult to replace.
Perhaps that is the real legacy of Dan Sullivan’s vision.
The 21st Century Agent was never going to be defined by one technology. It would be defined by the ability to adapt while keeping the client at the centre of the business.
Nearly 30 years later, we are still becoming that agent.