Key Takeaways
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Asking for testimonials in 2025 isn’t awkward when you approach it as part of your client service process—not a favor.
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There are strategic, simple ways to collect testimonials that elevate your brand without feeling pushy or intrusive.
Why Testimonials Still Matter More Than Ever
In an industry built on trust, your reputation is everything. While your credentials, licenses, and product knowledge carry weight, what truly persuades a new client to take action is often something simpler: what others say about working with you.
Client testimonials are still one of the most powerful tools in your toolkit. In 2025, consumers have more choices and more skepticism. They want validation. They want proof. A well-placed testimonial provides both—and often seals the deal without a single sales pitch.
But asking for them? That can feel uncomfortable.
Let’s change that.
The Real Reason You Hesitate to Ask
You’re not alone in feeling awkward about requesting a testimonial. Many insurance agents hold back because:
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It feels like a favor.
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You’re worried it puts pressure on your client.
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You don’t want to seem self-promotional.
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You’ve simply never built it into your process.
All of those feelings are valid—but they’re not facts. Clients are often more than happy to provide a testimonial, especially when the ask is clear, simple, and well-timed.
Start With Your Timing
Timing is the biggest differentiator between a testimonial request that feels natural—and one that feels forced.
Here’s when to ask:
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Right after a successful claim resolution
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During an annual policy review when things are going well
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After a client refers someone to you
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When a client thanks you for making their life easier
Each of these moments represents a peak in satisfaction. These are emotionally high points. That’s when clients are most open to giving you feedback that reflects their appreciation.
Make It a Process, Not a Favor
In 2025, professionalism means building repeatable systems. If you only ask for testimonials when you remember—or when it feels convenient—it’ll always feel weird.
Instead, create a repeatable process. For example:
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After every policy renewal, schedule a short follow-up email sequence.
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Use your CRM to tag happy clients and send a testimonial request three weeks later.
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Incorporate testimonial collection into your client satisfaction survey.
Making this a standard part of your client experience removes the awkwardness. You’re not begging for validation—you’re completing the service loop.
Script It Without Sounding Scripted
If you wait until you’re “in the mood” to write the perfect message, it’ll never get sent. Have a few simple scripts ready for different situations. Here’s a framework you can customize:
Subject: Quick Favor: Would You Mind Sharing Your Experience?
Message Body:
Hi [First Name],
It’s been a pleasure working with you. If you’ve found our service helpful, would you be open to sharing a quick testimonial I could use on my website or materials?
Just 2-3 sentences about your experience would be incredibly appreciated. No pressure at all—I value your time.
Thanks so much!
[Your Name]
Keep it short, make the ask clear, and take the pressure off. You’ll be surprised how many people say yes.
Use Tools That Make It Easy for Clients
Your clients are busy. If you make them jump through hoops to give you a testimonial, most will never get around to it.
Instead, lower the barrier:
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Offer a form with 2-3 prompts like: “What problem did we help you solve? What was your experience like?”
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Let them submit by text or voice message, and transcribe it yourself.
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Use tools with testimonial collection features that embed on your site or link directly from your emails.
Convenience is respect. The easier it is, the more responses you’ll receive.
Know What Makes a Testimonial Useful
Not all testimonials are created equal. The ones that work best share a few common traits:
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Specificity: “She explained everything clearly” is more useful than “Great service.”
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Emotion: People respond to stories with feeling.
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Before-and-after: A shift in understanding, peace of mind, or savings is memorable.
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Social proof: Testimonials from relatable clients (e.g., “another business owner”) carry weight.
When you send your request, include these suggestions. You’re not putting words in their mouth—you’re guiding them to give you something genuinely helpful.
What to Do With Testimonials Once You Have Them
Collecting testimonials is just the beginning. To truly benefit, you have to use them:
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Add them to your homepage and service pages.
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Include them in your email footer or follow-up campaigns.
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Rotate quotes into your social media schedule.
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Use them in client welcome packets or onboarding emails.
And don’t be afraid to repurpose. A strong testimonial can become a headline, a case study, or even the theme of your next video script.
Legal and Ethical Considerations in 2025
The rules around testimonials in the insurance world continue to evolve. In 2025, you still need to:
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Get written permission before publishing any testimonial, even if the client gave it willingly.
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Avoid misleading language that implies guaranteed results.
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Stay compliant with your state’s insurance department marketing regulations.
A simple opt-in box or signed consent form does the job. You don’t need legalese—just clear consent.
What to Do If a Client Says No
Sometimes a client will decline your request. That’s okay.
You can:
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Thank them for considering it.
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Ask if they’d be comfortable providing anonymous feedback.
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Use internal feedback to improve your service.
Not every satisfied client wants to go public. Respecting that builds long-term trust—and can lead to referrals down the road.
Keep Testimonials Fresh Every Quarter
Stale testimonials can look like stale service. That’s why it’s smart to set a rhythm:
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Collect at least 2 new testimonials every quarter.
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Remove ones that are older than 2 years unless they’re still highly relevant.
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Tag testimonials by client type so you can match them to your audience segments.
Fresh testimonials tell prospects that you’re consistently delivering, not coasting on past success.
Make Testimonials Part of Your Personal Brand
Your testimonial strategy should reflect your brand voice. If you’re friendly and conversational in real life, your testimonials should match. If you’re analytical and data-driven, your testimonials can highlight those strengths.
Consider including photos (with permission), first names, and even short video clips when possible. In 2025, clients are drawn to authenticity more than polish.
And remember: testimonials aren’t just a marketing tool—they’re a reputation asset. Each one tells a story that builds your authority.
Build a Culture of Feedback
Long term, the best way to collect great testimonials is to build a culture that invites feedback all the time. You can do this by:
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Sending short feedback surveys every 6 months.
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Asking a single feedback question after a major interaction.
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Following up on client satisfaction calls.
When clients see you value their input, they’re more willing to give you meaningful testimonials when you ask.
Turning Feedback Into Growth
You’re not just collecting testimonials—you’re gathering social proof that drives your business forward. The more confident you are in asking, the easier it gets. And the easier it gets, the more momentum you build.
We can help you scale that momentum. At Bedrock Financial Services, we support independent insurance professionals with systems, tools, and training that make running your business smoother. From branding strategies to lead generation to automated testimonial collection, we’re here to help you grow without burning out.
Ready to elevate how the world talks about your work? Sign up with us today.
