Trusted insurance software leader VERTAFORE is relied upon by agencies and brokers of all sizes to deliver the right solution at the right time to ensure market relevance. Operating in a dynamic category, VERTAFORE began tracking competitive upstarts that were eroding its market share. It chose The Buddy Group to identify why customers were suddenly seeking alternatives. TBG found that a combination of VERTAFORE’s solution model and a generational changing of the technological guard within brokerages and carriers were the culprits. By rendering and analyzing qualitative and quantitative brand perception assessments, TBG delivered critical market intelligence to arm VERTAFORE moving forward.