The 2026 HUG National Conference Committee dressed as referees at the sports-themed welcome reception.
The 2026 HawkSoft User Group (HUG) National Conference is officially in the books, and the energy in Texas was something else. We had almost 300 users and over 50 partners under one roof for a week of swapping stories, learning new workflows, and—let’s be real—playing some pretty competitive pickleball.
Everyone had a great time at the conference, with over 90% of attendee respondents saying they were very likely or extremely likely to recommend that a colleague attend a HUG National Conference in the future.
If you couldn't make it (or you were there and just want to relive the highlights), here’s a look at what went down at this year's national conference.
In this article:
"This was my first HUG attendance and I am so glad I got to join. I left with a ton of information and had an amazing experience. Thank you!!”
- Event attendee
"Overall, the HUG National Conference exceeded expectations. I left with new ideas, stronger connections, and a renewed confidence in both our systems and our direction as an agency. I would highly recommend it to any HawkSoft user looking to grow and stay ahead in the industry."
- Event attendee
Shoutout to George Patterson from the HUG Board for keeping the energy high as our emcee and making sure we stayed on track throughout the informative general sessions.
Keynote session: Inside the winning locker room with Jim Craig
We kicked things off with a keynote address from Jim Craig, the legendary goalie from the 1980 U.S. Olympic gold medal team. But this wasn’t just a sports story. Jim talked about the grit and mindset it takes to move from the locker room to the boardroom. His big message? Choose to be a victor, not a victim. He challenged everyone in the room to stop making excuses and start surrounding themselves with people who actually push them to be better. It was a great way to start the conference.
"Jim Craig was excellent! Good storyteller, humorous, his core message was very relatable and memorable. If you're not adaptable, you're an obstacle. You can either be a victim or a victor. Very applicable to our profession!"
- Event attendee
Sean Hawkins on demystifying AI
Everyone is talking about AI, but HawkSoft co-founder and President Sean Hawkins brought it back down to earth by discussing the risks, benefits, and considerations of using AI tools in an independent agency. The big rule of thumb: use AI to help your people work better, not to replace them. He also warned about "shadow AI," where team members use unsanctioned AI tools with sensitive data—and stressed the importance of having an agency policy in place before things get messy.
"It is very clear HawkSoft is client-centric and aware of the fast moving pace of the industry and works to methodically keep up but doesn't rush into things like AI. I appreciate the respect for the long game."
- Event attendee
Cybersecurity essentials panel: Guarding your digital world
This panel was a reality check. Having Bryan Wang from the Arlington Police Department alongside Brad Herold of Xtek made for an eye-opening conversation about cybersecurity risks for independent agencies. They walked us through how social engineering works in the real world and gave us a checklist of must-haves: multi-level approvals, endpoint detection, and security for mobile devices. The takeaway: cybersecurity isn't just a back-office problem, it’s a risk you should be educating your clients on.
Culture by design: Agent panel
HUG members Kevin Panter, Malena Farell, and Brent O’Quinn (with HawkSoft’s Rushang Shah moderating) got honest about the people side of running an agency. Their main point was simple but hit home: if you don’t define your culture, your team will define it for you—and you might not like what they pick. They talked about creating a culture guide for employees and navigating situations when a hire isn't a good fit with the culture.
The HawkSoft roadmap: What's coming next
Sean Hawkins got back on stage to show us what’s coming soon and farther in the future with HawkSoft. He shared the results of the recent product roadmap survey HawkSoft sent to agents, and discussed how top items differed depending on agency role. He also went over some recently released features, like the new HawkSoft Community platform and the Simple Search rollout.
Sean highlighted some of the top items that are currently in development:
“What truly sets HawkSoft apart is the company behind the product. HawkSoft consistently demonstrates that they listen to their agents. Their responsiveness to user feedback and their commitment to continuous improvement make a real difference in how we operate day to day.
It’s clear they’re not just building software—they’re building strong relationships with the agencies they serve. We genuinely appreciate being part of a community where our voices are heard, and where innovation is driven by real agent needs."
- Event attendee
Q&A with the HawkSoft Executive Team
On Friday, members of the HawkSoft executive team (Paul and Sean Hawkins, Jason Hansen, Jake Dunbar, Rushang Shah, Paul Moyes, and Mickey Jones) held an open Q&A panel where attendees could ask anything. The team answered questions related to HawkSoft's ownership and succession plan, the future of the HawkSoft platform and the potential of APIs, cloud data security in HawkSoft, and more.
The breakout rooms were packed this year. There were more than 40 sessions on everything from HawkSoft workflows (reporting, accounting, HawkLink, and more) to hot industry topics like AI, managing commercial and other lines of business, and agency growth. Over 50% of attendee respondents felt the breakout sessions were the most valuable part of the conference!
HUG also launched the Taking Flight mentorship program this year, which focuses on helping new or aspiring agency owners get set up for success. The program included its own half-hour sessions on leadership, operations, growth and planning, and technology.
“There were options to attend a wide variety of sessions on topics. We have three agents in our group, and we were able to each attend different topics and then get together and discuss what we had learned."
- Event attendee
As always, the HUG Lab was a highlight for attendees. There’s nothing quite like sitting down face-to-face with a HawkSoft pro to finally figure out that one workflow that’s been bugging you for months.
"We have run into a handful of niche issues that have been causing us headaches. We were directed to the lab, and the professionals there were able to offer resolutions on them all! The lab team went above and beyond to make sure we were taken care of! I LOVE the energy that the staff brings to the conference!"
- Event attendee
There were a total of 52 vendor sponsors at HUG this year, and agents had the opportunity to spend time in the exhibit hall during meals and downtime to speak with the sponsors and learn about technology solutions. On Friday, sponsors also led mini 30-minute breakout sessions to educate agents on their topics of expertise. We want to extend a special thanks to our Premium and Major Sponsors, and well as our full list of sponsors, which you can see here.
“We spent Friday morning with vendors and then we held our own agency 'breakout' session. We synthesized information, outlining our biggest needs and best solutions so we could come back to the office with action steps and priorities.”
- Event attendee
It wasn’t all spreadsheets and roadmaps. We had some serious fun too!
Pickleball tournament
On Tuesday, those who were here early got to show off their skills on the pickleball court. HawkSoft’s Dana Stephens and attendee Ian Keith of Keith Insurance won the tournament!
Roundtable discussion groups
On Wednesday evening, agencies had a chance to meet in groups to discuss problems and solutions around building or expanding a tech stack, virtual assistants, and HUG resources and involvement.
Welcome reception
Since we were in the backyard of the Cowboys and the Rangers this year, we went all-in on the sports theme! Seeing everyone in their custom HawkSoft baseball jerseys was a highlight.
Mix & mingle
Thursday night was the perfect chance for attendees to grab a drink, catch up with vendors, and decompress.
Spouse & guest event
While the attendees were busy, spouses and guests had the chance to attend a pasta making class (we're still waiting for samples).
"One of the best conferences I've been to regardless of the industry. Definitely made me a more loyal Hawksoft user!"
- Event attendee
A massive thank you to the HUG team, the planners, and everyone who showed up and shared their ideas. This community is what makes these events work. We’re excited to see you at the next upcoming HUG events!
Whether you were in Dallas or you're planning to join us in California, we can’t wait to see you at the next HUG event!
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