Peter van Aartrijk

Peter van Aartrijk is co-author of "The Powers: 10 Steps to Building a More Powerful Brand."

He has worked in research, strategy and marketing issues for insurance organizations since 1982 and is founder and CEO of insurance branding firm Aartrijk.

Most Recent

A Group of Young Women Wearing White Tops

What Does Gen Z Want?

Peter van Aartrijk

Warren Wright

Leaders need to come to grips with this generation. Already 22% of the workforce, they will represent one out of every three employees by 2030.

All Articles

A man in a suit and tie talking to two other people

What Pundits Miss on Independent Agents

Peter van Aartrijk

To begin with, we all should rethink the terms independent agency “system,” “channel” and “distribution.”

Six Things

The Third Wave of AI

By Paul Carroll

After the initial wave of AI efforts and then the generative AI phenomenon that began two years ago, you'll hear a lot in 2025 about AI that can act as our agents.

Insurance Fraud Rises as AI Powers Scams

Insurers must balance sophisticated fraud prevention with seamless customer experiences in an AI-driven landscape. Here's how. 

Dashcams Combat Rising Wave of Insurance Fraud

As dashcam adoption surges, these devices are becoming crucial weapons against rising insurance fraud and staged accidents.

5 Client Retention Strategies for Insurance Agents

The lingering effects of rising premiums, coverage restrictions and evolving client expectations are making retaining business and maintaining strong relationships paramount.