This year’s Amplify Conference in Calgary, hosted by Trufla, was nothing short of spectacular. Over two jam-packed days, industry leaders, tech enthusiasts, and brokers gathered to share insights, innovations, and a sense of community that made the event one to remember. Amplify 2024 left us inspired, energized, and excited for the future of insurance, technology, and the evolving role of brokers.

Day 1: A Powerful Kickoff

Day 1 launched with incredible momentum. Trufla brought together leading experts in technology, insurtech, and data to dive deep into topics that are shaping the future of our industry. Some standout moments were:

Jeff and Una Roy’s presentation on how to make your brand memorable highlighted the importance of branding in today’s technology-driven world. They emphasized that branding goes beyond just marketing—it’s about how you live your brand with prospects, clients, team members, and the community. Simply “providing good service” is no longer enough to make a lasting impression. To truly differentiate yourself from the competition, you need to create unique, memorable experiences, or as they put it, a “Popsicle Moment,” that leaves a lasting impact.

Stephen Billyard’s captivating discussion on how AI is transforming insurance. His insights left many of us rethinking how automation and machine learning can streamline processes and create new opportunities for brokers and insurers alike.

The day continued with a lively panel featuring Sherif Gemayel and Jeff Roy. They tackled crucial topics like efficiency, portals, APIs, and the rising impact of climate change on broker commissions—a conversation that sparked much reflection on how the industry must evolve to stay resilient.

Day 2: Inspiration and Insight

The morning of day 2 brought some serious women in leadership energy! From the moment Ema Roloff took the stage to talk about “The People Side of Change,” the room was buzzing. She broke down how vision, communication, and celebrating small wins can lead a company to success, showing that anyone can be a leader of change within their organization.

Next up, Tanya Hage Coburn from Trufla and our Jennifer Pugsley (Turcsanyi) from Goose Digital wowed the crowd with their Digital Marketing Bootcamp for Brokers. They delivered actionable strategies that brokers can use to maximize their marketing budgets over the next two years. The key takeaway? The power of brand and how it plays an essential role in digital marketing success. Their tips on finding “golden nuggets” in carrier partnerships were especially insightful for those running digital campaigns—advice we can all apply to our own marketing efforts.

John Harvey brought a fresh perspective, encouraging brokers to find their “mousetrap” for success. His “garden hose moment” analogy, which emphasized turning rejections into redirection opportunities, resonated deeply with everyone in attendance.

Tony Cañas added his unique twist with a session on bridging the generational gap in the insurance industry. His advice on how to connect with millennials was timely, and his ability to offer practical solutions for fostering engagement across age groups was a true highlight of the day. Not to mention, Tony had us all laughing out loud.

A Memorable Wrap-Up

The Amplify conference concluded with heartfelt conversations, new connections, and a sense of accomplishment. The insurance industry may face its fair share of challenges, but as we reflected on the event, one thing was clear: it’s the people—whether colleagues, partners, or industry friends—that make this journey worthwhile.

We’re already looking ahead to Amplify 2025 / insurtechcanada.ca in Toronto, and we can’t wait to see what’s in store. If this year was any indication, the future looks brighter than ever for insurtech and the broker community. Send your people and help support this event in 2025! You won’t regret it!

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