For many insurance agents and brokers, selling new business is our primary focus. Yet, we all know it’s easier and less expensive to keep a current client than it is to attract a new one. The secret to building a successful insurance practice is retaining clients over the long term; client retention is essential for the stability, growth, and profitability of an agency. In this article, we explore sensible strategies for maintaining enduring client relationships, emphasizing the importance of regular check-ins, personalized advice, adapting to clients' life changes, and leveraging technology for enhanced communication.