My experience is persistency varies depending on where you obtained the client. Internet leads tend to be price shoppers with lower loyalty, though they can be made into a believer and be great.
88% persistency after 2 years, which implies about 6% loss per year is well above industry standards and absolutely phenomenal. I have that many people I lose from moving out of state, deaths (I have many elderly people insured), foreclosures/repos, lost jobs, etc. It's a fact, business rolls off. My lowest retention is referrals from used car lots, my highest retention is referrals from mortgage brokers.
