Top 5 Mistakes brokers make during a CAT event – and how to avoid them
When a catastrophe hits—be it wildfire, flood, hail, or a major outage—insurance brokers instantly become a critical source of guidance, reassurance, and practical support for clients. But navigating these high-pressure scenarios can be tricky. Even seasoned brokers often fall victim to avoidable mistakes that damage client trust, stall communication, or cause confusion.
After years of experience managing crisis communication strategies during some of Canada’s largest disasters, here are the top five mistakes brokers make during catastrophic (CAT) events, along with straightforward ways to prevent them.
Mistake #1: Delayed Communication
What goes wrong:
Brokers often delay communicating until every fact is confirmed. While well-intentioned, the silence fuels client anxiety, prompting speculation or frustration.
How to avoid it:
Develop pre-approved “holding statements” and commit to sending the first communication within 30 minutes of event awareness. Even a simple message such as, “We’re closely monitoring the situation and will update you shortly,” provides immediate reassurance.
Mistake #2: Complicated, Technical Language
What goes wrong:
During stressful events, brokers often default to policy jargon to explain coverages. Clients, already overwhelmed, can’t decipher the complexities of their coverage.
How to avoid it:
Use simple, empathetic language. Instead of, “Your ALE endorsement reimburses displacement-related expenses,” say clearly, “Your coverage includes hotel stays and essential expenses if you’ve been evacuated. Please save your receipts.” Simplicity signals transparency.
Mistake #3: Inconsistent Messaging Across Channels
What goes wrong:
When different team members share differing information via email, social media, or phone calls, confusion multiplies, creating frustration and mistrust.
How to avoid it:
Set up a centralized crisis hub—a single, continuously updated landing page and internal SharePoint or folder—ensuring everyone on your team accesses identical, up-to-date information. All communications should point to this single source of truth.
Mistake #4: Underestimating Empathy and Emotion
What goes wrong:
Brokers sometimes rush directly into logistics, overlooking emotional reassurance. Clients perceive this as cold or uncaring, damaging trust.
How to avoid it:
Always lead with empathy. Acknowledge clients’ stress and fear explicitly. For example: “We understand how stressful this must be. Your safety is our priority, and we’re committed to supporting you every step of the way.” Empathy builds lasting emotional bonds, especially in tough times.
Mistake #5: Lack of Preparedness and Training
What goes wrong:
Too many brokerages scramble reactively because they lack a clear crisis communication plan or haven’t adequately trained their team.
How to avoid it:
Regularly conduct drills simulating CAT events. Clearly define crisis roles and practice executing your communication plan at least quarterly. Teams that train together respond faster, with greater clarity, confidence, and effectiveness.
Turning Mistakes into Opportunities
CAT events test relationships like nothing else. Each mistake made in crisis communications isn’t just a misstep—it’s a lost opportunity to earn lifelong trust. On the other hand, thoughtful, clear, proactive communication during these challenging times positions your brokerage as trustworthy, competent, and compassionate.
Don’t wait for disaster to strike—plan, prepare, and practice. Your clients, your team, and your reputation depend on it.
Ready to elevate your crisis response strategy?
Download our Crisis comms Strategy blue print or watch our on demand crisis comms webinar!