The Alimond Show
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The Alimond Show
Sina Djalili - Beyond the Policy: Building Trust in Commercial Insurance
Trust forms the foundation of exceptional business relationships, and nowhere is this more evident than in the world of commercial insurance. Sina Djalili, founder of Comprehensive Insurance Services LLC, offers a refreshingly client-centered approach in an industry often driven by quotas and commissions.
Sina's journey from financial services in the UK to establishing his independent commercial insurance agency in the United States reveals valuable insights for both insurance buyers and entrepreneurs. Rather than accepting the industry standard of meeting carrier quotas, he deliberately structures his business to maintain true independence—even if it means sacrificing some commission potential. "I wanted to be independent in the correct sense of the word, whereas I could actually, without bias, recommend an insurance company as opposed to another," Sina explains.
This commitment to client advocacy manifests in practical ways. His team structure ensures clients always work with the same agent who knows their business intimately. Requests for certificates, policy changes, or advice receive same-day responses. This level of service has resulted in an impressive 95% client retention rate and a business that grows entirely through referrals without marketing expenditure.
Perhaps most surprising is Sina's rejection of conventional business planning: "I don't have business plans. That's just unnecessary pressure." Instead, he focuses entirely on delivering exceptional service to existing clients, trusting that growth will follow organically. This patience-driven approach counters the typical American business mindset that prioritizes immediate results over relationship building.
As personal insurance increasingly migrates to digital platforms, Sina has strategically positioned his agency to thrive by focusing exclusively on commercial coverage, where each business presents unique challenges requiring personalized expertise. His guiding principle—"I trust people until I see something that they do that I don't trust"—creates the foundation for authentic relationships in both business and life.
Ready to experience a different approach to commercial insurance? Visit getcisinsurance.com and discover how Comprehensive Insurance Services can protect your business with truly independent guidance.
My name is Sina Jalili, my company is called Comprehensive Insurance Services and we only do commercial insurance, so it's business insurance truckers condo associations, commercial buildings. We don't do any personal insurance.
Speaker 2:Okay, and for those of the people maybe listening who own businesses and isn't residential, can you tell me some of the things that you help them to cover or insure, just in case maybe they are considering it?
Speaker 1:Okay, I mean generally businesses need general liability insurance, whatever the business, because if you've got business premises and people coming to it, then you need to have liability insurance in case of accidents etc. And then the rest of the insurances are dependent on the business need to have liability insurance in case of accidents etc. And then the rest of the insurances are dependent on the business, because a trucker would need different type of insurance to a property management company. So it just depends on the business as to what they may need, but generally they need liability insurance of some sort. Businesses like my own need errors and emissions insurance because we are advising people all the time and you know you're going to make mistakes every now and then.
Speaker 2:Yes.
Speaker 1:And, as I said, it just really varies from case by case. Yeah, I mean, restaurants need liquor coverage.
Speaker 2:That's right, so awesome.
Speaker 1:It just varies yeah.
Speaker 2:Thank you, and then I would like to ask you about how you got started in your industry and what made you want to be part of the insurance world.
Speaker 1:I was born wanting to be an insurance agent.
Speaker 2:I knew it. I'm just kidding.
Speaker 1:Well, I used to live in the UK for quite a long time and I got into financial services and insurance there, and then when I moved over to the States, it sort of was natural to just carry on doing the same thing that I know, but in a different country, basically. So that's what I did.
Speaker 1:I was a tied agent for a while with one of the major insurance companies and then I decided because I was seeing all the commercial insurances come and go I decided to become independent. So I sold my book of business and started my own agency from basically zero, and I think it's been about six years now.
Speaker 2:Okay.
Speaker 1:Congratulations. We're still paying the rent, so it must be something right.
Speaker 2:Something right. Exactly, I want to know some of the hardships that you had to go through. Could you tell me some things that you went through while doing that, starting from zero, and what you have learned from those lessons or complications?
Speaker 1:Okay, well, I think I've been luckier than most, because when I was in the UK and I was in financial services, I was working with a major bank and then a friend of mine which I've known for a long, long time had a financial services company that was dormant and he suggested that I join him and run that part of the business and I did so. In terms of hardship, I can't really say there was that much, but when I came over here it was harder because, although the language is more or less the same, the business environment is totally different.
Speaker 2:In a good way or bad way. Different, different Okay.
Speaker 1:Neither good nor bad. They all got their pluses and minuses.
Speaker 2:Gotcha.
Speaker 1:But I have to admit it's probably easier to do business here than in the UK. In the UK it's more a matter of who you know. Here it's less so. It's still important who you know, but less so.
Speaker 2:Okay.
Speaker 1:So I guess it's easier to do business here than it is in the UK.
Speaker 2:In that sense, yeah, From that point of view. Good to know. I'm glad to hear an outside perspective because I honestly wouldn't even know, because I don't think I would ever be like let me start a business in the UK. So this is cool to know. You know, for other business owners who are listening or thinking, maybe they want to go overseas. I think it's a good insider tip. And then your firm emphasizes working for clients rather than insurance companies. How does this philosophy shape your daily operations and client interactions?
Speaker 1:Well, when I started the business and decided to become exclusively commercial, a lot of insurance companies that came and wanted to have a contract with me to write through them had targets of so much premium per year I have to put through them and I wanted to be independent in the correct sense of the word, whereas I could actually, without bias, recommend an insurance company as opposed to another, and so that was always the deal breaker for me.
Speaker 1:If any company said we need X, even if it's $1, I don't care. I didn't want to have an agreement with them, mainly because not because I didn't want to work with them, but I could work with them through wholesalers without having that target. So there's only two or three insurance companies that have direct contract with, because they don't want quotas. So that enables me to actually advise people rather than be worried about I'm going to lose my contract. Yeah, absolutely. That way, it frees me to be able to give unbiased advice.
Speaker 2:I like that.
Speaker 1:That's awesome. So I lose a little bit of commission.
Speaker 2:But that's fine. You're staying true to who you are and what you want to do, so I respect that a lot. Many testimonials highlight your responsiveness and dedication. What strategies do you employ to build and maintain such strong client relationships?
Speaker 1:Well, I was told I was wrong when I started doing it by insurance companies because I didn't want to employ people on W2 basis. I only have 1099s, so they handle their own book of business. So each person in the organization handles their own book of business. So when a client calls, they always talk to the same person. It's the same person that's servicing it. It's the same person that wrote the policy, so they always have the one person to go to. I mean, if someone is not in, then somebody else will take over for the interim. Yeah, more in my case than the others. Okay, but it allows the continuity and I think my retention rates are around 95%, which is not bad.
Speaker 2:That's pretty good. That's awesome. So it sounds like you're a one-man team. Is that correct, or do you have people?
Speaker 1:No, that's it. They're not employees, they're 1099 self-employed Gotcha. So what they do is they use my contract with the insurance companies and they work under my license.
Speaker 2:Got it Okay.
Speaker 1:And my E&O, but they're independent so I can't tell them what to do by law. But when they write business then the commission is split between them and the company.
Speaker 2:Got it.
Speaker 1:And also when it renews again, the same proportion is split between the person and the company. So they got the incentive to build up the book of business, to provide themselves with a passive income year on year yes and also to look after the clients. So they stay.
Speaker 2:Yes, that's a very important one. Yeah, I love it. Yeah, thank you. And then can you share an example of how you've tailored an insurance package to meet a client's specific needs, perhaps in a challenging scenario?
Speaker 1:Actually I'm working on one right now. It's a child daycare center and the insurance company that they were with through my agency decided to leave the market, so they sent them a non-renewal notice. So now I'm placing him somewhere else, but in the meantime they've also opened the second location. Oh, it's just too complicated. So now I'm trying to modify a policy, and today he told me he's got some 1099s that need their own general liability policy. So I'm trying to put a policy together that encompasses everything.
Speaker 2:Yeah.
Speaker 1:And he's got commercial auto as well.
Speaker 2:Okay.
Speaker 1:So it's a little bit of a challenge, a fun challenge for you. I think I'm getting there.
Speaker 2:Okay, good, that's awesome. When you come up with, I guess, these policies, do you get any help ever from colleagues, or is it all just from you? Or do you need like a lawyer helping you sometimes with them?
Speaker 1:Not yet, not yet, not yet.
Speaker 2:Okay, that's good Knock on wood, I hope I never, do. Okay, good, I always thought, for some reason, that you guys would work hand in hand, just because they know like the law. I don't know, I don't know how.
Speaker 1:I. That's what the E&O policy is for.
Speaker 2:Okay.
Speaker 1:The errors and omissions, so they'll take care of it.
Speaker 2:There you go. See, this is not my expertise.
Speaker 1:If someone takes you to court, you give it to them.
Speaker 2:You just give it to them. I love that. What do you like to do on your free time when you're not out here making insurance policies, helping people find the best packages? What do you like to do to unwind?
Speaker 1:Nothing to do with insurance.
Speaker 2:Complete opposite. You just shut it off.
Speaker 1:Yeah, I mean I'm still available on phone. If there's an accident or something, they can reach me.
Speaker 2:That's right.
Speaker 1:But generally I try to do as little as possible on weekends if I can help it or watch a football game, or soccer as you guys call it here.
Speaker 2:What's your favorite team?
Speaker 1:Manchester.
Speaker 2:Manchester. Okay, I'm Liverpool.
Speaker 1:We all got our crosses to wear. Yes, we do.
Speaker 2:That's awesome. No, I'm glad you find time, and do you ever have any issues with boundaries, or have you set that expectation?
Speaker 1:Unfortunately. Well, in most cases, yes, but in some cases exclusively with truckers. Truckers no, because you can have an accident one o'clock in the morning oh gosh, fun times yeah so you can't, you know, it's unexpected yeah, so you gotta it needs help. So you gotta, you gotta get involved okay, fair enough only had that one happened at one time. It happened at two o'clock in the morning and that was it.
Speaker 2:Okay, let's hope no more of those. But if they do, you'll be there.
Speaker 1:Yeah.
Speaker 2:Okay, and then the insurance industry is continually evolving. How do you stay ahead of the trends and ensure your services remain relevant and effective?
Speaker 1:Okay, basically, as I said, I've decided the direction I want to go, and so it's commercial insurance for me or nothing. I just don't do anything else. Okay, not even my own home and auto. It goes out to somebody else. Got it Okay? Part of the reason I did that is because a lot of the personal insurances are now online. People can go on these websites, insurify whatever, whatever. I'm sure you've seen the adverts.
Speaker 2:I have yeah.
Speaker 1:And get six or seven quotes in one hit and decide whichever one they want. So it sort of takes away from the insurance agents, whereas with the commercial, because each case is unique, even if it's in the same field, it's not as easy to bundle it up into a website and give a bunch of quotes. Yeah, so that enables, I guess, the agency to operate for now anyway.
Speaker 2:We'll see what happens in the future. Yeah, and are you implementing any AI with any of the work that you do, or do you stay out of that?
Speaker 1:Not at the moment.
Speaker 2:Okay, do you foresee AI maybe helping you in any way?
Speaker 1:Maybe I mean, I don't know, I'm not sure yet it's in its early stages, so I'll wait and see.
Speaker 2:Would you be opposed to it or are you open to it? No, opposed to it or are you open to it? No, okay, if it helps, it helps, right? Yes, awesome, I like your mindset. And then, um, let's see, as your client base grows, what strategies have you implemented to maintain personalized service without compromising um efficiency?
Speaker 1:uh, basically, as I said, first of all, the management of the client base is easier because each person manages their own client base, so I don't have to deal with every client in the agency In fact I don't know all of them because I haven't written their businesses. So that makes it easier because you've got a smaller pool to deal with and it allows you to be responsive. So if they want something you can respond the same day. Oftentimes, if they ask in the morning, they get the response in the morning, doesn't wait till the afternoon. Yeah it that helps because they feel that you're you're on top of things for them, absolutely, that you respond to them in a timely way.
Speaker 1:And, for example, with the condo associations, the property master policies, a lot of people are selling and buying condos within those associations and each time they do, the bank wants a certificate of insurance. Now that comes to me, or to whoever has written it, to provide the certificate. And again, we do it in the same day. Unless it's five o'clock in the afternoon on Friday and they send it, then they can wait till Monday.
Speaker 2:Yes, they can.
Speaker 1:Otherwise it's responded to in the same day. They get the certificates, they get the questions answered, because that again helps with the condo association, the property management company, because they know that we respond to their owners in a timely manner.
Speaker 2:Yeah, awesome, we don't keep them hanging on. I love that. And where do you see yourself and your business in the next five years, or where do you hope to be?
Speaker 1:in the next five years. I hope to be in the same office still, but far from that. Obviously you want the business to grow. Now again, I'm not, I don't plan.
Speaker 2:Wow.
Speaker 1:I don't have business plans. That's just unnecessary pressure. I write as much as I can and most of my business is referrals, so I write just about anything that comes, because it's already coming as a referral, it's not a cold call. Yeah, so probably 90% of the businesses that get referred are written wow, so not much gets away no and uh, I don't do any marketing. I don't do any. I don't buy leads. Um, it's, it's just. I'm getting enough with the referrals and I'm not.
Speaker 1:I don't want to be number one necessarily yeah I just want to be the clients, to think that we treat them with absolute top priority. When they want something or they ask something, or they want to change and that's the most important part the growth comes with it. Yeah, because of it, it's no point buying 100 leads a day.
Speaker 2:Yeah, I know.
Speaker 1:And only reaching 20 of them. And then, after that 20, you don't know what's happening because they don't know you, whereas if it comes as a referral, it's already, they know you, they're coming knowing. They know someone who knows you and is working with you, absolutely Not.
Speaker 2:So many businesses are lucky in that way. They have to buy those leads, so that's pretty awesome.
Speaker 1:Well, it takes time, it uh, I think that's the one thing I've realized in the states, everyone wants everything immediately. Yes, I don't. It takes time. You got to build it up. You got to build your relationships with your existing clients, however few they may be, and then it will grow yeah but it takes time. I mean, if you're not prepared to wait, then go and buy leads.
Speaker 2:Yeah, I think that's the American way. Sometimes is what I hear a lot, but I mean to each their own. But you brought up a good point about people not having the patience sometimes, and I think it's pretty rare of you to not have a business plan Like whoa. I feel like that's so….
Speaker 1:I mean it's not being nonchalant about it. Yeah, I mean I'm still taking the business seriously.
Speaker 2:Yeah, of course.
Speaker 1:But I take it seriously. By providing good service to my clients and by being proactive and not waiting for them to tell me, I will tell them. If I think they're falling short on some area, yeah. And by establishing a good relationship, then people are more willing to refer you to somebody else. Absolutely, and you build your business that way. It stays. You get the high retention rates With leads. You don't hear one year. They get somewhere else $5 cheaper. They move.
Speaker 2:So true.
Speaker 1:Yeah, for my case.
Speaker 2:Yeah.
Speaker 1:I mean. In other businesses it's different, but in my case that's exactly what it is yes, I love it. Insurance is a necessary evil. Yes, people want to pay the minimum amount and they don't really care what sort of cover they got.
Speaker 2:Oh my gosh. But yes, that's for another day, because I'm always like no. What if the worst happens?
Speaker 1:We got to get the one my husband's like no you got to get the minimum one and I'm just like butting heads, but anyway, everybody's different. Okay, what was your very first job and what did it teach you?
Speaker 1:my very first job was actually in iran oh, 1970, before revolution, pre-revolution era, and I was working for a bank as a, I guess. I was evaluating projects because the bank was again in the commercial side and they would fund businesses small to medium-sized businesses in their local area. And when the projects came to the bank, I had the job of analyzing the projects and working out what the break-even is area. And when the projects came to the bank, I had the job of analyzing the projects and working out what the break-even is. You know what they got to do to make a profit, whatever, whatever and if it, if they were actually doing it. Yeah, so that was my first job. I had to do it as part of my course, the degree which was in business, okay so, and actually that was in england where I took the course, but the job, it didn't matter where it was, as England where I took the course, but the job, it didn't matter where it was, as long as you did the year's work and you could prove it.
Speaker 1:So my father suggested I go back to Iran and do it there, because he said you'll get a serious job there, whereas in England you probably get some filing job in some office because you've got no experience. So I did that and then I moved back to London and I worked for a container shipping company which I don't think it exists anymore.
Speaker 2:Oh, wow, I think they got taken over by another bigger company, another bigger. That usually is what happens when you came to the States. Was it culture shock for you or were you just comfortable like, oh, okay, this is not that big of a change? How did you feel?
Speaker 1:It was a big change. I didn't think it would be a big change. It was a big change. It was uh huge. How did you feel? Uh a little bit bewildered at the beginning.
Speaker 2:Uh, I couldn't get used to how wide the roads were.
Speaker 1:Yes, we do have wife coming from england where you barely two cars pass each other and, uh, I think that was the most confusing thing for me when I was driving, because the roads were so wide. Which lane do I have to?
Speaker 2:go which way? I'm on the wrong side.
Speaker 1:And I think, as I said, the way they do business, they want everything yesterday.
Speaker 2:I like that. They wanted everything yesterday. We're too late. Is there anything that I have not touched on that perhaps you would like to share about either yourself, your business or your industry, or just any fun facts about yourself?
Speaker 1:Well, I mean the business itself, as I said. I mean, I've spoken about it enough, I think.
Speaker 2:Yes.
Speaker 1:It's sort of organically growing through referrals from existing clients. I have been in this sort of field of business, of insurance and financial services for quite a long time, probably longer than you've been before you were born Well then I trust you, you're someone I could trust.
Speaker 2:then when? It comes to that, except for I'm not commercial, but if you were private and residential, you're like no, is there a reason why you chose that? I guess because more of your expertise has been on commercial as opposed to residential.
Speaker 1:No, as I said, it's because the residential is becoming very much online business.
Speaker 2:Oh, that's right, that's right.
Speaker 1:And a lot of the agencies that do home and auto are struggling and I didn't want to be struggling.
Speaker 2:Yeah, no, Smart man then. And with commercial you said it's a little bit more complicated. So that way they will always need your service and expertise.
Speaker 1:I mean, you don't get as many leads if you want to call them that as you would on the personal side, but then it doesn't matter. Yeah, you don't get as many leads if you want to call them that as you would on the personal side, but then it doesn't matter.
Speaker 2:Yeah, have you ever thought about moving back, I guess, to the UK, to the UK, or do you like it here? You're like I'm staying here now, but I'll go visit.
Speaker 1:No, I like it here. I mean, I do go visit, but I like it here. But I'm not sure when I give up, whether I'd want to stay here or go to Europe. I don't know yet.
Speaker 2:Or maybe somewhere else.
Speaker 1:Oh no, it won't be England. The weather is horrible.
Speaker 2:I'm glad you said that, because it's always dreary, but we've got terrible.
Speaker 1:Yeah, this week is like England.
Speaker 2:Yeah.
Speaker 1:But no, I mean it'll be somewhere warm.
Speaker 2:Right yeah, hmm, the Bahamas.
Speaker 1:No, no, no.
Speaker 2:Europe, oh okay, never mind, somewhere warm Italy, is that warm? That's nice right.
Speaker 1:Italy, spain or Greece, somewhere nice.
Speaker 2:I don't like Greece so much Okay, just kidding, I cut that part out. I'm just kidding. And then let's see what else do I like to do? I know I already asked you something like this, but what is it outside? I know you said no insurance, but what do you like to do? Do you play soccer, besides watching?
Speaker 1:it. I'm not at my age anymore. Oh well, you know you can just kick the ball.
Speaker 2:I used to. I don't know you used to, I used to in my younger days.
Speaker 1:yes, what about now?
Speaker 2:What about golfing?
Speaker 1:No, Either I do a little bit of gardening mess around in the backyard.
Speaker 2:Nice, you've got veggies. Yeah, some.
Speaker 1:Nice?
Speaker 2:No, not that many, not that many. Okay, cool Just for fun, that's good.
Speaker 1:And some flowers and some bulbs and this and that. So that's part of it.
Speaker 2:Okay.
Speaker 1:And, as I said, I watch soccer. I mean, the season's finished, now I've got to wait a couple of months before it starts again.
Speaker 2:That's right.
Speaker 1:But yeah, and I suppose hang out with my wife Nice and maybe go somewhere or whatever.
Speaker 2:Does she ever say like you need to stop being on your phone or do you need to stop being on your computer?
Speaker 1:Come and relax, I'm not.
Speaker 2:You're like I'm not on that. No, You're like I'm not on that. No, You're just so.
Speaker 1:I find it easy to relax. There's no big deal.
Speaker 2:No big deal. Okay, awesome, yeah, all right. Well, is there anything else you would like to share where people can find you?
Speaker 1:Yes, my office is in Ashburn. Yeah, my website is getcisinsurancecom. Okay, anyone can go onto the website and they got all the contact information, the address, and usually people either phone or send an email. Not many people actually come to the office, which is that's fine. I mean it works.
Speaker 2:Yeah.
Speaker 1:Either way, but it's actually more efficient when they phone or they send an email, because then you can ask them precisely what you need and once you get the information, you can start working on the policy. Okay, so yeah, get the information, you can start working on their policy. Okay, so yeah. I mean you can go to the website and look it up, awesome.
Speaker 2:Okay, this is my last question. Do you have a quote or a saying that someone has ever told you that's resonated with you? Or maybe you like to live your life repeating certain mantras to yourself. Do you have anything like that?
Speaker 1:The only thing I do usually is I trust people until I don't trust them until. I see something that they do that I don't trust.
Speaker 2:Don't give them a reason to not trust you.
Speaker 1:Generally, I think people are good and I assume that until it's proven otherwise.
Speaker 2:Yeah, that's a good one.
Speaker 1:If it's proven otherwise, then I don't want to know, then I don't want to know.
Speaker 2:Goodbye, it's over, done, you broke it. Yeah, awesome. Well, thank you so much for coming on the podcast, sina. This was awesome and I'm glad I got to learn a little bit about you and your business, and I appreciate your time.
Speaker 1:Thank you very much.