Top Carriers Connecting: How Agents Rank Insurers on Digital Experience

In an era where digital transformation is reshaping the insurance landscape, carriers are intensifying their hunt for quality agencies to establish new appointments. A recent report highlights a fascinating dichotomy: while face-to-face engagement at industry tradeshows remains a staple for carriers to connect with agencies, agents increasingly prioritize seamless digital interactions.

The Agency-Carrier Connectivity Trends Report from Ivans, based on insights from 1,456 industry professionals, paints a vivid picture of how technology is influencing agency-carrier relationships. It not only ranks the top carriers for digital experience but also reveals key trends driving the industry forward.

The Digital Imperative

According to the report, 76% of carriers are actively looking to appoint new agencies. Tradeshows and events remain the primary method to scout talent, but carriers are increasingly leveraging third-party partners and online search engines like Google and Bing to expand their reach.

For agents, however, the focus is shifting towards carriers that prioritize digital connectivity. The report underscores that 87% of agents would write more business with carriers that provide real-time appetite and quoting integrated into their agency management systems (AMS). This demand underscores a broader trend: agents want carriers to make the process of finding and securing markets easier, faster, and more transparent.

Ranking Carriers by Digital Excellence

The report applauds carriers like The Hartford and Progressive, which secured top spots in digital experience for commercial and personal lines, respectively. Their success lies in their commitment to providing digital tools that simplify agent workflows. These include real-time quoting, appetite guides, and integrated AMS solutions—features that agents value more than traditional incentives like commissions.

What Agents Want: A Clearer Picture

One of the standout findings from the report is how agents prioritize carrier attributes. While commissions are important, they consistently rank behind three other critical factors:

1. Superior Product Offerings: Agents gravitate toward carriers that provide robust and competitive insurance products.
2. Ease of Doing Business: Technology-enabled simplicity is a major differentiator. Carriers that streamline processes with integrated systems gain a competitive edge.
3. Customer Service Excellence: Responsive and efficient customer support fosters loyalty and trust among agencies.

When asked what drives them to place more business with specific carriers, agents pointed to speed and integration. The ability to quote quickly and connect seamlessly with AMS platforms topped the list. Additional reasons included:

• Minimal Questions for Indications: Agents prefer carriers that can provide preliminary quotes with fewer input requirements.
• Integrated Binding and Issuing: Simplifying the entire quoting-to-binding process within a single system is highly valued.

The Cost of Connectivity Gaps

A striking statistic from the report reveals that nearly 76% of agencies frequently lose opportunities because they cannot find a market to quote. This underscores the critical importance of improving connectivity between carriers and agencies. For commercial lines, while 55% of agents reported using carrier portals—up from 50% the previous year—only one-third of agents actually prefer this method. The discrepancy highlights a gap between current practices and agent preferences.

Technology-Driven Growth Opportunities

The report also sheds light on how carriers are adapting their strategies to meet agent needs:

• Marketing Commercial Risks: Carriers increasingly use advanced data analytics and third-party data sources to refine risk assessment and marketing strategies.
• Lines of Business Supported by Policy Download: Agents expressed a growing desire for more lines of business to be supported by automated policy downloads, which enhance efficiency and reduce manual workloads.
• Declination Rates: Insights into declination percentages for small and mid-market commercial submissions reveal opportunities for carriers to improve their offerings and acceptance rates.

Bridging the Divide: What Carriers Can Do

To build stronger relationships with agents, carriers need to address key pain points identified in the report:

1. Invest in Real-Time Connectivity: The demand for real-time appetite and quoting tools cannot be overstated. Carriers that offer these features directly within AMS platforms will gain a significant competitive advantage.
2. Streamline Portals: While portals are widely used, they need to be more intuitive and aligned with agent preferences. Simplifying the user experience can improve adoption rates and satisfaction.
3. Enhance Data Utilization: Leveraging third-party data for quoting and underwriting can help carriers offer more accurate and competitive quotes while reducing the burden on agents.
4. Improve Speed and Simplicity: Faster quoting, fewer questions, and integrated binding capabilities are all priorities for agents. Carriers that optimize these areas will see increased business volume.

The Future of Connectivity

As the insurance industry continues to evolve, the interplay between digital tools and personal connections will define success for carriers and agents alike. While tradeshows and face-to-face interactions remain vital for relationship-building, the real differentiator lies in how well carriers adapt to the digital expectations of their agency partners.

Carriers like The Hartford and Progressive are setting the standard, but the report makes it clear that there is ample room for improvement across the board. By focusing on superior products, seamless technology, and exceptional customer service, carriers can not only attract more agencies but also deepen their existing relationships.

A Call to Action

At DOXA, we believe in empowering insurance professionals with the tools and insights they need to thrive. Whether you’re an agent looking to streamline your workflows or a carrier aiming to enhance your digital experience, the message is clear: connectivity is the cornerstone of growth. Let’s work together to build a smarter, faster, and more collaborative insurance ecosystem.

If you’re ready to embrace the future of agency-carrier connectivity, let’s connect. Together, we can redefine what’s possible.