Whether you work as a captive agent or a free agent you are an independent small business owner. A captive agent is a little more like a franchisee than a start-up, yet an independent owner all the same. Either way it's your business and your success or failure is determined by your decisions and your actions.
One of the first decisions you make is naming your business. Most take the "vanity" route and name their business with their own name. I'd like to challenge you to think about that decision and its impact on your success.
No one ever thinks they'll have a legal problem or a public relations problem someday when they enter the business. After all you're an honest person with a sincere desire to help other people protect their assets and grow their wealth. What could possibly go wrong?
Well there are lots of things that could go wrong, unexpected and unpleasant things. If that ever happens the unpleasantness increases as your name gets associated with negative publicity. Plus it's hard to disassociate yourself from the negative associations even when they're proven false.
Another strike against a "vanity" business name is when it comes time to transfer ownership. For the new owner having a business with your name isn't an advantage. There are another set of challenges involved if the new owner decides to change the business name because at the very least it creates confusion.
Both of these reasons are good reasons not to name your business using your name; however, there's another far more important reason not to name your business using your name. The most important reason not to use your name as part of your business name is it's a poor marketing practice.
Your name has no value and no meaning for anyone who could be a potential client for you. A far better marketing practice is to name your business in a way that communicates the results, outcomes, or solutions your business provides for its clients. A name like that helps the right people immediately understand if what you do or offer is important to them.
Now that's an advantage that costs you almost nothing yet produces results. Your business name sets you apart from the rest. It makes you relevant to the right people. It makes you findable for the right reasons for the right people.
Plus your business name is now separate from you making it a better legal choice and a more transferable business.
Don't let a simple thing like the way you name your business keep you from selling more insurance. Choose an outcome based name your best future clients can relate to and appreciate the value of.