As winter approaches the Northeast, drivers across the region face some of the most challenging road conditions of the year. Each season, more than 1,300 people are killed and more than 116,800 people are injured in vehicle crashes on snowy, slushy or icy pavement, according to the Federal Highway Administration.
For independent insurance agents, the winter months offer an opportunity to strengthen client relationships. As the year comes to a close, it’s an ideal time not just to discuss coverage, but to help clients review their coverage, make updates and stay safe before they ever need to file a claim.
Preparation starts before the first frost
Preparation is the first line of defense against winter driving risks. Agents should remind clients that winterizing a vehicle is about more than just comfort—it’s a critical step to prevent breakdowns, avoid accidents and protect everyone on the road. Agents also can take the next step and encourage drivers to schedule pre-winter maintenance checks, including:
- Tire inspections and rotations to ensure safe tread depth.
- Battery testing to avoid unexpected breakdowns in cold weather.
- Fluid top-offs—especially antifreeze and windshield washer fluid.
- Check windshield wipers and headlights to ensure they are working properly and that they will provide visibility in storms.
It is also worth reminding clients to keep an emergency kit in their car with essentials in case of a breakdown, accident or unexpected delay during winter travel. The emergency kit should include:
- Blankets, flashlights, jumper cables and a shovel.
- Traction aids, bottled water and nonperishable snacks.
- A portable phone charger and a full gas tank for emergencies.
Simple habits and reminders—like lifting wiper blades overnight or using winter-grade washer fluid—can prevent frozen components and improve visibility. Small steps like these can help clients prevent big problems. Taking time to prepare before winter weather hits will help clients stay confident on the road while reducing the chance of costly or dangerous surprises.
Stay in control when conditions turn cold
Once on the road, drivers must adjust their habits to meet the dangerous conditions of winter driving. According to the National Highway Traffic Safety Administration, around 17% of all vehicle crashes occur in snowy conditions. Agents can help clients prepare for these driving hazards by emphasizing the importance of calm, deliberate driving and practical adjustments behind the wheel.
Encourage clients to slow down and increase their following distance to allow more space and time for braking vehicles. Additionally, smooth steering, braking and acceleration help maintain control on slick surfaces, while using lower gears can improve traction on hills or icy stretches.
Visibility also plays a major role. Before heading out, drivers should clear snow and ice completely from their windshields, mirrors and roofs. It also is important to remind clients that driving with snow still piled on the vehicle is not only unsafe, but it also is illegal in many Northeast states.
Festive, not fatal: Celebrate safely during the holiday season
As families travel and celebrations fill the calendar, the holiday season can bring greater danger to the roads. Shorter daylight hours, busy schedules and fatigue all contribute to an increase in crashes during the holiday season—including those involving alcohol or drugs. Agents can use this opportunity to remind clients that impairment takes many forms—from prescription medications to lack of sleep.
Encourage clients to plan ahead for safe rides, designate sober drivers or use ride-share options to help reinforce the idea that safety begins with awareness. It also gives agents an opportunity to remind clients about how impaired driving can affect liability and coverage in the event of an accident. By sharing preparedness checklists, maintenance reminders or quick safety tips, agents show clients they care about their well-being, not just their policies.
Winter driving safety offers agents more than just a seasonal talking point. It is a meaningful opportunity to show clients the value of preparation, education and partnership. By providing practical guidance before the first storm hits, agents help reduce risks on the road, strengthen client relationships and demonstrate that protection goes far beyond a policy.
Max Malaret
Max Malaret is the vice president of claims in the Independent Agency Auto Group at Plymouth Rock Assurance. Max leads the Physical Damage team and provides oversight to claims training and leadership development and drives strategic direction for claims operations. He also holds responsibility for the subrogation and special investigative units. He comes to Plymouth Rock with more than 16 years of insurance industry experience, spending over a decade in a variety of claims-specific roles in areas such as claims strategy, planning, analytics and, most recently as vice president of claims process for auto physical damage, subrogation and salvage with Liberty Mutual in Boston.
