What Insurance Agencies Really Want From Carriers in 2025

Superior product offerings, outstanding customer service and seamless technology are the three factors driving agency-carrier relationships, with real-time risk appetite information now outranking commercial quoting as the top capability agencies seek from their partners, according to the 2025 Insurance Agency-Carrier Connectivity Trends report from Ivans.

For yet another year, superior product offerings top the list of reasons agencies choose to place business with specific carriers, the report said. But what does “superior” actually mean? According to survey respondents, agencies are looking for comprehensive coverage with minimal exclusions, flexible options that can adapt to diverse client needs, and competitive pricing that balances protection with cost-effectiveness.

Consistent claims handling also emerged as a critical differentiator, with agencies expecting reliable, hassle-free claims processes.

“Providing the most accurate and current information is a key expectation when agents begin to evaluate potential MGA and carrier partners,” said Larissa Tosch, vice president and CIO at Glatfelter Insurance Group.

Automation Tops the Wish List

Despite advanced technology being readily available, many processes—particularly within commercial lines—remain stubbornly manual.

The survey found that agencies are hungry for more automation in commercial lines submissions, listing it as their top priority for driving efficiency. Close behind are requests for streamlined data uploads from management systems and simplified delivery of claims loss runs.

A notable shift occurred this year, Ivans reported: real-time risk appetite and eligibility information within preferred rating solutions became the top-ranked capability, surpassing commercial quoting. Agencies want instant clarity and faster decision-making tools that allow them to focus on the right opportunities and submit business more efficiently.

Other key considerations include policy download capabilities, personal lines rating features, digital inquiry options and transparency in claims communication.

Turning Pain Points Into Progress

Survey respondents identified several industry challenges that technology providers need to address, including reducing data entry, improving communication around commercial submissions, and increasing transparency on underwriting appetite. Small agency implementation also emerged as a concern, with respondents seeking solutions that simplify adoption and minimize manual tasks.

Obtain the full report here. &