The 80/20 of Your Client Base: How to Spot the Clients That Really Matter

[This article was generated by ChatGPT and has been edited by the Surer team for clarity, readability and context.]

You’ve probably heard the Pareto Principle – that 80% of your results often come from just 20% of your effort. In insurance, it’s surprisingly accurate: a small segment of clients usually drives the majority of your revenue.

The trick? Figuring out who these clients are and then giving them VIP treatment (without ignoring everyone else, of course).

Step 1: Identify your top 20%.
Dig into your CRM or policy management system and sort clients by premium size, renewal history, and claims volume. You’ll quickly see patterns – maybe it’s your SME commercial clients, or perhaps a few loyal families with multiple policies. Look beyond revenue alone; consider who sends referrals, who renews without hesitation, and who engages with your updates.

Step 2: Treat them like royalty.
These are the folks you want to build deeper relationships with. Schedule regular check-ins, send them industry updates relevant to their needs, and offer them first dibs on new products. Even something as simple as a personal thank-you call after renewal can keep you top-of-mind.

Step 3: But don’t neglect the rest.
Yes, focus on your top tier, but remember – today’s “small client” could be tomorrow’s whale. Maintain a baseline of excellent service across the board. You never know who’s about to inherit property, expand a business, or recommend you to a big spender.

Pro Tip:
If you feel awkward prioritising, think of it like gardening: your top 20% are the fruit trees you water the most, but you still tend to all the plants in your garden.

Data nugget: According to Bain & Company, increasing customer retention by just 5% can boost profits by 25–95%. So nurturing your top 20% isn’t just about better service—it’s about serious revenue growth.