What do you think is most important in an Insurance Agency? Coverage is important, yes! Customer Service is also important. There isn't anything quite as annoying as not being able to speak to an educated agent about your situation. We feel like being trusted and having integrity is really high up there as well. We recently had a family come to us that had a list of things that were super important to them and trust was at the top pf that list. We figure they may have been burned by a recent agency, but we have them under our wing now, and we are both very happy about that! Trust is something you earn, its not handed over to you for free.