Independent Insurance Agents Are Struggling to Keep Up With a Digital-First Market
Independent insurance agents are facing mounting pressure to meet rising consumer expectations for speed and digital experience, even as the operational friction that has long strained their relationships with carrier partners shows meaningful improvement, according to First Connect’s 2026 State of the Industry Report..
Agents reporting “significant” challenges with coverage availability fell to 35% from 44% year over year, while those citing appointment timing as a major problem dropped to 18% from 31%. Similar declines appeared across quote speed, price increases, and carrier appetite clarity, according to the report, which is drawn from surveys of 238 independent agents and 44 carrier and MGA partners conducted by First Connect, an insurance distribution platform.
Rising Expectations and a Fragmenting Market
Even as operational friction subsides, agents face intensifying competitive pressure from a new direction. Direct-to-consumer competition is now cited as the most significant force reshaping the agent distribution channel, named by 43% of agents, up from 37% in 2025. The proportion attributing the biggest market impact to rising consumer expectations for digital experiences grew 50% year over year, to 14% from 9%.
Those expectations are translating into concrete operational demands. Seventy-seven percent of agents said client expectations for quote and binding speed have increased, and 71% said the same for policy customization. Self-serve quoting, automated prefill, and same-day issuance, the report noted, have moved from competitive advantages to baseline requirements.
Carriers surveyed named digital experience as the dominant pressure on their market, with 30% ranking it the strongest force they face, ahead of the shift toward monoline specialty carriers (27%) and the migration of risk into excess and surplus markets (16%).
The Adoption Gap on AI and Data
The report identified two areas where tools already exist to help agents and carriers close the next performance gap, but adoption is lagging.
On the agent side, 53% expressed optimism about AI, yet only 35% are currently using it in day-to-day operations. No single task category cleared 17% when agents were asked what work they would willingly hand to AI. The tasks agents were most open to delegating were collecting basic customer information, scheduling appointments, and checking payment or billing status.
First Connect attributed the hesitation not to skepticism about the technology itself but to uncertainty about where AI reliably adds value in work where accuracy has direct consequences for coverage outcomes.
On the carrier side, the gap is between self-assessed competence and actual data access. Two-thirds of carriers rated their understanding of the market as “very good” or “excellent,” yet 75% do not use a third-party market intelligence provider, and nearly a quarter rated their overall visibility into agent activity as “poor” or “very poor.”
Significant percentages of carriers said they lack access to specific data they would find useful: 29% cannot see agent specialization, 24% lack visibility into an agent’s historical performance across other carriers, and 22% cannot track line-of-business split. Only 15% said they use detailed agent performance analysis when selecting distribution partners, and fewer than 10% review book composition before granting an appointment.
Workflow integration shows a similar pattern. Thirty-eight percent of carriers have integrated automated underwriting guidance into agent workflows, and 29% have built in real-time appetite indicators. More advanced integrations — dynamic pricing signals and automated risk-appetite alignment alerts — remain concentrated at a small share of carriers. First Connect noted that data visibility without workflow integration to surface it at the point of submission amounts to an incomplete solution.
On appointments specifically, 48% of carriers reported an average wait time of more than three days to provide a direct appointment, a figure essentially unchanged from 2025. One in seven reported waits exceeding a week. The report described appointment speed and the technology supporting it as the two carrier-side areas that have not improved meaningfully year over year, standing out against otherwise broad progress in the agent-carrier relationship.
Obtain the full report here. &
