Performance Measurement Analysis of Independent Agency Office Using The Balanced Scorecard Concept At Max Financial Group

This study aims to analyze the performance of an insurance marketing office operating under the Independent Agency Office (IAO) model by using the Balanced Scorecard (BSC) as a comprehensive measurement tool. The IAO analyzed is Max Financial Group, commonly referred to as IAO Max Financial Group, located in Surabaya. The BSC is applied to measure performance across four perspectives: financial, customer, internal business processes, and learning & growth. This study employs a descriptive quantitative approach with data collected through interviews, observations, and internal document analysis. The results indicate that the application of the BSC provides a more holistic overview of agency performance, with the highest score in the customer perspective and the lowest in the learning & growth perspective. The implications of this study affirm that the BSC can serve as a strategic tool to enhance the company’s profitability and competitiveness.