JoAnne Finck, vice president at Finck and Perras, thinks clients respond to the agency's personalized service by a long-term staff who know what they're doing. If a client needs to file a claim, she says, "we basically take them through the process, making sure that everything goes smoothly. Things can get complicated." While some insurers try to attract clients on price alone, she says, the important thing to look for is "really the whole package," including the personal attention from staff who know the industry and the individual clients.