From cinematic claim stories to close policy reading and the practice of winning and serving accounts. Explore what is being built for commercial insurance producers.
Explore the curriculum, find your starting point, and compare individual courses with a complete learning path.
Insurance 101
Commercial insurance foundations
Understand the business behind the policy. Learn the players, the coverage lines, and how the pieces fit together in a commercial insurance program.
Who it’s for
New commercial insurance producers and professionals building a foundation in commercial property & casualty.
What you’ll cover
The insurance business, its players, and the money
Property, business income, liability, auto, workers’ compensation, and modern lines
Reading policies, spotting gaps, and understanding the paperwork
See all 15 lesson titles
Welcome to the Producer Lab
The Promise Business
The Players and the Money
The Program, Not the Policies
Property — Pricing the Building That Burns
Business Income — The Piece That Saves Companies
Inland Marine and Builders Risk
General Liability — The Argument Policy
Auto and Umbrella — Where Pieces Stack
Workers’ Comp and the Mod — The Scoreboard
The Modern Lines — Insuring What You Can’t Photograph
The Gap Map — One Ugly Claim, Whole Program
Reading a Policy Like a Producer
The Paper That Moves the Deal
Fluent. Now What
Insurance 102
Policy depth
Work through the language behind the promise: coverage grants, exclusions, conditions, and endorsements. Build the policy knowledge that supports your advice.
Who it’s for
Commercial producers ready to move from recognizing coverage to interpreting policy language.
What you’ll cover
Coverage grants, exclusions, and policy conditions
How endorsements and coverage layers change the answer
Submissions, producer E&O, and commercial program design
See all 21 planned lesson titles
The Anatomy of a Policy
General Liability — Part 1: The Grant
General Liability — Part 2: The Borders
General Liability — Part 3: Back of the Form
General Liability — Part 4: Occurrence vs. Claims-Made
Property — Part 1
Property — Part 2: Causes of Loss
Business Income — Part 1
Business Income — Part 2
Commercial Auto — Part 1: Liability
Commercial Auto — Part 2: The Truck
The Crate — Inland Marine, Line by Line
Workers’ Compensation and Employers Liability
Workers’ Comp — Part 2: People Across the State Line
Umbrella and Excess — Part 1: Does It Attach
Umbrella and Excess — Part 2: What the Upper Layer Promises
The Modern Lines — Non-ISO
Endorsements and Proof, in Depth
Errors and Omissions — The Producer’s Own Exposure
The Submission
Program Design — The Safety Net
Insurance 103
Applied coverage workshops
Work through changing facts, interacting contracts, and competing coverage answers. Develop recommendations you can explain and support.
Who it’s for
Commercial producers with a working grasp of policy language who want to practice complex coverage analysis.
What you’ll cover
Actual form analysis and changed-fact scenarios
Liability towers, property layers, specialty lines, and retained risk
Tradeoffs, supported recommendations, and a complete-program capstone
See all 16 planned lesson titles
One loss, several liability promises
Renewal without a blind spot
Values that survive the loss
Fund a recovery that takes longer
One Auto Loss, Competing Answers
A Travelling Crew and a Changing Obligation
The waterfront assignment: work, worker status and coverage
Build and Test a Liability Tower
Pollution: The Event, the Clock and the Contract
When a project changes hands
Endorsements that change the answer
The agency becomes the claim
When the loss crosses specialty lines
Build a layered property program
Choose what the business retains
Defend the complete program
Total Producer Master Course
Salesmanship & operating systems
Put the Total Producer framework to work. Develop the conversations, sales psychology, and operating systems that carry a commercial account from first contact through renewal.
Who it’s for
Commercial insurance producers with foundational coverage knowledge who want to develop their salesmanship and operating discipline.
What you’ll cover
Sales psychology, positioning, prospecting and objections
Unseating the incumbent through demonstrated value, program reviews, and AOR/BOR conversations
Implementation, stewardship, renewals and a weekly operating system
See all 36 planned lesson titles
1.1 Compress the Curve
1.2 The Five Pillars and the Road to the Sale
2.1 Discipline and the Thermostat
2.2 The Frequency Mismatch: How People Buy
2.3 The Elevated Sense of Self
3.1 The Fulcrum of Value: Adding Weight at Every Step
3.2 Information as Leverage (and the Total Cost of Risk)
3.3 Know Your Incumbent: Ghost, Caretaker, Guardian
4.1 Build Your Value Proposition and Your Pitch
5.1 Target Accounts, Your Niche and the Pipeline
6.1 It's All a Cold Call: The Math Behind the Dials
6.2 Pre-Call Research and the Hook
6.3 Make the Gatekeeper an Ally
6.4 The Pitch, the Wait and the Yes
6.5 An Objection Is Not a Rejection
6.6 Still No: Close for the Follow-Up
6.7 Be Findable: Referrals, Centers of Influence and Inbound Leads
7.1 Disqualify Fast: The Five Categories, Plus You
7.2 The Initial Meeting: Earn the Right to Speak
7.3 Fact Finding: "What Do You Like Best?"
7.4 Closing the Initial Meeting: The Micro Close
8.1 The Working Window
8.2 The Program Review, the Trial Close and Setting Expectations
8.3 Positioning for the BOR
8.4 The Clean Separation
9.1 Selling the Client to the Market
9.2 The New Program vs the Renewal
9.3 The Close, and Winning and Losing Well
9.4 Objections at the Decision, and Negotiation
10.1 The Handoff: Implementation and the Account Manager
10.2 Not Santa Claus: Stewardship
10.3 Renewals: Pick Up the Road Every Year
11.1 Your Week on a Calendar
11.2 Your CRM and Your Scorecard
12.1 Words That Work
12.2 Capstone: One Account, the Whole Road
Build a broader foundation.
Combine courses around the work you want to do. All prices below are USD for one learner; enrollment is not open yet.
101 + 102
Commercial foundations and policy-language proficiency.
$899
Technical Series
101, 102, and 103: foundations through complex coverage scenarios.
$1,499
Core Academy
101, 102, 103, and Master, including BOR Lab. Technical knowledge and the practice of producing.
$2,499
The book is a separate product available now. Access, support, and payment-plan details will be confirmed before enrollment opens.
Developing producers for your agency?
Evaluate the training against the work you need your producer to do: understand an account, interpret coverage, defend a recommendation, and carry a prospect through the sales process.
Start with the course curriculum and the 101 lesson sample. Compare the scope with your onboarding needs before choosing a course or the Core Academy.
Start with the Total Producer framework for trust, value, communication, and a more deliberate producer practice. The second edition is available now while Academy enrollment is being prepared. Read the framework today; the courses will bring its ideas into technical coverage decisions and the work of running a producer practice.
