In 2025, insurance carriers are shifting their focus to drive growth. They're exploring new business opportunities while prioritizing relationships with independent agents.
However, to make their relationships with agents stronger, carriers must first understand what independent agents want and need. Vertafore's recent report, "Independent agents on improving carrier partnerships: Report for insurance carriers," analyzes survey responses from nearly 1,300 independent insurance agents to better understand their daily interactions with carriers and identify the tools needed to strengthen these relationships.
Agents identified three core areas where carriers can gain a competitive edge and build deeper connections with independent agents: process, communication and technology.
1. Refine Carrier Processes to Streamline Agent Workflows
The report found that efficient, streamlined processes are the foundation of a strong agent-carrier relationship. Just as a racecar driver relies on their pit crew, independent agents rely on carriers to navigate the onboarding process quickly and minimize administrative burdens, allowing agents to focus on their core strengths: serving clients and growing their business.
For example, 80% of agency customer service representatives said the ability to view and make changes to policies online should be a top priority for carriers. That number jumps to 83% for policyholder billing status. In a similar fashion, just over a third of respondents said it's important for carriers to invest in better onboarding and licensing tools and processes.
Agents aren't looking for flashy products; these outlined priorities demonstrate the big value that simplified processes bring to the table. From onboarding to claims handling, quick, available, and accurate information from carriers is vital.
2. Prioritize Clear and Responsive Communication
In addition to process efficiencies, the survey revealed that agents want clear, prompt communication when working with carriers, especially for underwriting and policy updates. As shifting market conditions and a complex underwriting environment bring big changes for carriers and agents alike, it's vital for carriers to communicate any changes quickly and clearly to minimize confusion and build trust.
According to the survey, 78% of agents cite ease of communication as key to giving more business to carriers. Producers and account managers also ranked personal relationships with underwriters (60%) and claims service (75%) as top factors that influence how they place new business. Survey respondents said that having a designated underwriter helps them write policies with more confidence, as they're able to rely on that personal relationship.
While technology is essential to facilitate strong communication between carriers and agents, it's not always the complete solution. Chatbots are a good example. While the insurance chatbot market is rapidly growing, and expected to hit nearly $4.5 billion by 2032, the surveyed agents mostly had a negative view of chatbots.
Only 15% of respondents said chatbots are "must-have" technology. Many agents voiced frustration with carrier chatbots and urged their carrier partners to make live assistance from real, seasoned team members more readily available.
Poor communication erodes trust, leaving agents feeling less inclined to place business with a carrier. If automated chatbots can't provide correct or complete answers, their efficiency doesn't compensate. In contrast, carriers that prioritize personal connections and responsiveness set themselves apart as top performers.
3. Adopt Modern Technology to Improve the Agent Experience
The last big takeaway is that technology modernization remains a top priority for agents and carriers. The agents surveyed reported the following capabilities as the most important to their day-to-day work:
- Personal lines raters: Seven in 10 independent agents said digital personal lines rating and submission is a must-have. And raters for commercial lines are increasing in demand, as well.
- Digital document and policy delivery: Six in 10 respondents agreed that digital document and policy delivery is critical when engaging with carrier partners.
- AMS (agency management system) integration: Half of independent agents said it's important for carriers to integrate with their agency management system.
Integrated and easy-to-navigate systems significantly reduce the time agents spend on manual tasks, standardizing their workflows and increasing their capacity to write business. By investing in effective technology, carriers can set the tone for strong agency partnerships and achieve sustainable growth.
Next Steps for Carriers
These survey results make one thing clear: independent agents want efficiency, responsiveness, and modern technology. They expect carriers to invest in tech that streamlines workflows while enhancing, rather than replacing, their personal relationships with clients.
Carriers who refine their processes, improve communication, and invest in the right technology will stand out in a competitive market. By doing so, carriers can get the best out of their agency relationships, setting everyone up for long-term success.
