Partner or Pretender?
As a 30+ year veteran of the insurance software industry, I’ve heard every version of the software vendor “partner pitch”. The goal, in my opinion, is to convey that selecting Vendor X will offer far more than a traditional vendor-client relationship, ultimately delivering mutually beneficial partnership where both vendor and client win. The “partner pitch” gets thrown around in RFP responses, sales decks, and at every stage of the sales cycle, but in my experience, few vendors actually walk the walk after talking the talk. A real partner aligns with your vision, works with you to achieve it, and stands by their commitments.
The question carriers must ask isn’t whether a vendor delivers a compelling partner pitch—it’s whether they truly act like one.
Beyond the Pitch: How Real Partners Deliver
- Share a vision. They don’t just sell software; they invest in your long-term success.
- Collaborate effectively. They work side by side with your team to reach shared goals.
- Deliver on their promises. They do what they say they will, without excuses.
- Represent capabilities honestly. They don’t overpromise and underdeliver.
- Price fairly. They treat all clients fairly with consistent pricing models.
- Handle challenges as one team. When obstacles arise, they solve them collaboratively—without blame or finger-pointing.
- Celebrate the wins. They acknowledge milestones and successes, reinforcing mutual achievements.
None of the above is rocket science. Carriers and vendors both understand the value of a great partnership, so why is it that so many vendors fall short once the contract is signed?
The reality is that true partnership requires more than just words—it demands follow-through, accountability, and a shared commitment to success. Too often, vendors lean on contract language when challenges arise, push costly change orders instead of solutions, or shift priorities and resources based on their own sales cycles rather than client needs.
The Bottom Line
Carriers deserve more than lip service when it comes to partnerships. True partners build trust, deliver value, and stand with you through challenges. The next time a vendor calls themselves a partner, ask for a client list, select the carriers you want to speak with, and ask the hard questions. Every vendor has a list of handpicked references that will say the right thing; going beyond that list and doing your own research will tell you everything you need to know–true partner or pretender?
