Have you ever felt like you’re in a relationship where you’re the only one putting in the effort? You send thoughtful messages, you make plans, and all you get back is a one-word answer. Or maybe you're on the other side, getting bombarded with requests that show the other person hasn't been listening at all.
If that sounds familiar, you probably work in insurance.
Right now, the relationship between carriers and brokers can feel… well, a little broken. It’s become so transactional. Brokers are firing off submissions like a machine gun, and carriers are putting up walls just to manage the volume. We’re all so busy trying to keep our heads above water that we’ve forgotten how to be good partners.
But here’s the thing: we need each other. A great broker can’t place tough risks without a responsive carrier, and a great carrier can’t grow without a steady stream of quality business from their broker partners. It’s a classic two-way street. So, let's have an honest chat about what we can all do better, whether you're working with standard admitted markets or deep in the E&S world.
Brokers, Let’s Talk Submissions: What Do Carriers Really Want?
I know, I know. You’re under immense pressure. Clients need quotes yesterday, and you’re juggling a dozen different carrier portals, each with its own quirks. It’s tempting to just blast a submission out to as many markets as possible and see what sticks.
But think of it from the underwriter’s perspective. They open their email on a Monday morning to find 150 new submissions. Which ones do you think they’ll look at first? The ones that are a complete mess, or the ones that tell a compelling story?
It’s like sending a dating profile with no picture and a one-sentence bio. You’re just not going to get a lot of interest. A high-quality submission is your way of showing the underwriter you’re serious and that you respect their time.
So, what does that look like?
- Tell the Whole Story: Don’t just send an ACORD form and call it a day. Why is this a good risk? What’s the client’s story? What are the safety measures they have in place? A short, well-written narrative can make all the difference. It helps the underwriter become your advocate internally.
- Be Clear on the "Why": Why are you sending this particular risk to this particular carrier? Mentioning that you know they have an appetite for, say, artisan contractors in the Midwest shows you’ve done your homework. It’s a small detail that says, "I chose you for a reason."
- Dot Your I's and Cross Your T's: Incomplete submissions are the fastest way to the bottom of the pile. If loss runs are missing or the information is clearly out of date, the underwriter has to stop, send an email back to you, and wait. In this market, that delay can be a death sentence for a deal.
Putting in that extra 15 minutes of work upfront can save you hours of follow-up and frustration. It turns you from just another broker into a trusted partner.
Carriers, It's Your Turn: How to Be the Partner Brokers Fight For
Alright, carriers, let's not pretend this is all on the brokers. The partnership breaks down just as often on your side of the fence. Brokers are out there on the front lines, and they need you to be a reliable, communicative, and transparent partner.
When brokers feel like they’re sending submissions into a black hole, they lose faith. And when they lose faith, they stop sending you their best business. It’s that simple.
So, how can you be the carrier that top brokers want to work with?
Communication is Everything
The number one complaint I hear from brokers is about a lack of communication. A simple "Got it, thanks. We're slammed but will review this within 48 hours" is a thousand times better than silence. Even a quick "No, this isn't a fit for us, and here's why" is incredibly valuable. It helps the broker learn your appetite and saves both of you time in the future.
Be Crystal Clear About Your Appetite
Speaking of appetite, be honest and specific about what you want to write. Vague appetite guides don't help anyone. If you’ve decided you’re not writing new residential contractors in Florida, make sure every broker knows it.
When your underwriters are constantly declining risks that your own guide says you write, it creates massive frustration. It makes brokers feel like they're wasting their time. The more you can do to provide clarity—through bulletins, webinars, or direct conversations with your agency managers—the better the quality of submissions you’ll receive.
Leverage Technology to Help, Not Hinder
Everyone is talking about using tech to create efficiency, and that’s great. But sometimes, new portals and automated systems can feel like they’re just adding another barrier.
The best technology should make it easier to do business, not harder. If your portal is a clunky, 20-step process, brokers will avoid it. If your automated response system is just a generic "we've received your submission," it doesn't build a relationship.
Use technology to handle the simple stuff so your underwriters have more time for the complex risks that require a human touch. That’s the real win.
Is This Just an E&S Thing? Not Anymore.
For a long time, we thought of this intense back-and-forth as something unique to the E&S (Excess & Surplus) market. That’s where the tough, unique risks lived, and it required a lot more collaboration. The admitted market was supposed to be the "easy" button.
But that line has blurred significantly.
With the hard market, admitted carriers are becoming much more selective. They’re scrutinizing risks more carefully and non-renewing accounts that would have sailed through a few years ago.
This means the principles of a good E&S partnership—clear communication, detailed submissions, and a deep understanding of appetite—are now essential across the board. You can’t just assume an account will be a simple renewal anymore. Every piece of business requires that same level of care and attention.
Ultimately, this isn't about one side winning and the other losing. When a broker provides a fantastic submission, the underwriter can get a quote turned around faster and more accurately. When a carrier is clear about what they want, the broker can be more efficient and better serve their clients.
It's a virtuous cycle. It takes work, and it requires us to stop thinking of each other as just another email in the inbox. We’re partners in a complex and challenging industry. And the ones who figure out how to work together are the ones who are going to thrive.
