Have you ever felt like you're in a constant dance with your carriers? You lead, they follow. They dip, you twirl. The relationship between an insurance agency and its carriers is everything. When it works, it's seamless, and you can focus on what you do best: helping your clients. But when it's clunky, it feels like you're spending all your time just trying not to step on each other's toes.
Every year, we get a little snapshot of what that dance looks like, and the latest report from Ivans on 2025 trends just dropped. And while some of the findings aren't a huge surprise, there's one big shift that really caught my eye.
So, let's grab a coffee and break down what your fellow agents are telling carriers they really need to succeed in the year ahead.
It All Starts with a Great Product (But What Does That Even Mean?)
Okay, let's get the obvious one out of the way first. For yet another year, the number one reason agents choose to place business with a carrier is... drumroll, please... a superior product. Shocking, I know.
But here’s the thing: "superior" is one of those buzzwords that can mean a million different things. It’s not just about having a flashy name. When agents were asked to define it, they got specific. They're looking for:
- Real-deal coverage: Policies that are comprehensive and don't have a laundry list of exclusions that you have to explain away to a client.
- Flexibility: We all know one size never fits all. Agents want options they can tailor to meet a client's unique situation, not a rigid box they have to force people into.
- Smart pricing: It's not about being the cheapest. It's about finding that sweet spot where the price is competitive, but the protection is rock-solid.
- Claims handling you can count on: This one is huge. When a client has a claim, it's the moment of truth. Agents need a carrier with a reliable, no-nonsense claims process that doesn't create more headaches.
At the end of the day, we want to be confident that the policy we sell is going to be there for our clients when they need it most. That’s what a superior product really delivers.
The Big Wish: "Can We Please Automate This Already?"
Now, let's talk about technology. This is where things get really interesting.
Even with all the tech we have at our fingertips, it’s amazing how many processes are still painfully manual, especially in commercial lines. How many times have you found yourself re-keying the same information into three different systems? It’s frustrating, and it’s a massive time-waster.
The Ivans survey makes it crystal clear: agencies are starving for more automation. It's the top priority for driving efficiency. Agents are practically shouting from the rooftops for streamlined commercial lines submissions, easier data uploads from their management systems, and a simpler way to get claims loss runs.
We’re not asking for robots to take over our jobs. We’re just asking for tools that let us spend less time on tedious data entry and more time advising our clients. It seems like a simple ask, but it's one the industry is still struggling to deliver on.
And Here's the Big Twist...
This is the part of the report that made me sit up and take notice. For years, the top tech capability agents wanted was better commercial quoting. Makes sense, right? We want to get quotes quickly and easily.
But not anymore.
This year, there’s a new king of the hill: real-time risk appetite and eligibility information.
Think about that for a second. More than getting a quick quote, agents now want to know—instantly—if a carrier is even interested in the risk. We want to know their appetite right from the get-go, inside the tools we're already using.
Why the change? It’s all about efficiency. There is nothing more frustrating than spending hours putting together a submission, only to be told, "Sorry, that's not a fit for us." It's a waste of your time, the underwriter's time, and the client's time.
As Larissa Tosch, a VP at Glatfelter Insurance Group, put it, "Providing the most accurate and current information is a key expectation when agents begin to evaluate potential... partners." She's spot on. We just want clarity. Tell us what you want to write, and we'll send it to you.
This shift shows that agents are getting smarter about how we use our time. We want to focus our energy on the opportunities that have a real chance of success.
Turning Pain Points into Actual Progress
So, what’s the bottom line here? The report highlights a few key challenges that carriers and tech providers really need to solve.
Agents are tired of redundant data entry. We want better, clearer communication around commercial submissions. We need more transparency on underwriting appetite so we’re not just throwing things against the wall to see what sticks.
And there’s a special call-out for smaller agencies. They need solutions that are easy to adopt and don't require a ton of manual work to get up and running.
Ultimately, it all boils down to a simple theme: make it easier for us to do business. When carriers and their tech partners focus on creating seamless, intuitive, and transparent workflows, everybody wins. The agency is more efficient, the carrier gets the business it wants, and the client gets the best possible service. Now that’s a dance everyone can get on board with.
