9 Ways To Improve Your Relationship With Your Carriers by pexels-sora-shimazaki-5668859

The agency-carrier relationship is as important as the agency-customer relationship. They are mutually beneficial and must be improved and maintained to ensure your insurance agency’s success.

Aside from getting the technical aspects in order (licenses, contracts, and certifications), you must choose carriers that provide the products your clients need. Partnering with the perfect carrier and offering a diverse product range can help your agency gain that all-important competitive edge in the market. 

If you have a strong rapport with your carriers, you can offer your customers better insurance rates and provide them with a combo insurance coverage. This article explores other ways you can improve your agency’s relationship with its carriers so your customers can enjoy these benefits and more:

1. Effective Communication

Your insurance agency needs to have an open line of communication with all its carriers. Communication must be transparent, open, and honest. This will help both parties understand each other’s expectations and requirements. Your agents and your carriers must be on the same page regarding policy changes, underwriting guidelines, and claims processing. Therefore, effective and regular communication will help avoid issues and streamline operations, ultimately benefiting customers. 

In addition to emails and phone discussions, you should meet with your carriers in person to eliminate the risk of misunderstandings. Your agency and all its carriers must work together as a well-oiled machine to keep services flowing to customers. 

2. Technology

Both your agency and your carriers must embrace advancing technology. Doing so means sharing digital platforms for quoting, underwriting, and claims processing. When your agents and carriers use the same systems, it reduces the risk of errors and smooths the different processes. Additionally, technology can help save time, improve accuracy, and enhance customer service. 

3. Data Sharing and Analysis

Data is one of your agency’s most important assets. You and your carriers can benefit from sharing data and analytics to identify new insurance marketing trends and customer preferences. When you work together to analyze data, you open the way to create relevant insurance products at attractive prices for your customers. It can also help mitigate various risks effectively. 

4. Define Expectations

From the get-go, the expectations between your agency and its carriers must be clear. If you’re unsure of what to expect from your carriers, it complicates your day-to-day activities. If you haven’t done so, start defining the different roles, responsibilities, and service level agreements. This clarity will ensure that both parties perform their duties as agreed. It will also reduce misunderstandings that can negatively affect your agency’s relationship with its carriers. 

5. Training and Education

A strong relationship with insurance carriers is essential as they provide ongoing training and resources on the latest insurance innovations, products, and industry regulations. This will ensure that your agents are empowered to serve customers and better represent each carrier. 

6. Performance Metrics

Implement performance metrics and KPIs (key performance indicators) to monitor the agency-carrier relationship quality. Your agency and carriers can track performance against these established metrics and make improvements where and when necessary. This is a data-driven, proactive approach to strengthening the relationship between your business and your insurance carriers. It encourages accountability and allows both to strive for excellence in customer service. 

You should also plan regular review meetings so that your agents and carriers can discuss their progress and any challenges they may have. Meetings help create a collaborative atmosphere and get potential negativity out in the open for both parties to deal with. More importantly, meetings also provide a platform for brainstorming, which is vital for growth and improvement. 

7. Flexibility and Adaptability

It is also crucial that your agents and carriers are open to being flexible and adaptable during unforeseen challenges. Market conditions and customer demands are constantly changing, and both parties must be able to deal with these changes on the fly. This will also ensure that your agency has an agile response to new market opportunities and unexpected challenges. 

8. Customer-Centric Approach

Whether you’re struggling to align with your carriers or have a positive relationship with them, both organizations must put the customers’ needs first. A strong focus on customer service can help create a unifying relationship that will carry through to customers. Happy customers are more likely to renew their existing policies, which is a win-win for the agency and carrier. 

9. Regulatory Compliance

Lastly, one of the most crucial factors in improving agency-carrier relationships is compliance. This is non-negotiable, which means your agency and carriers must stay up-to-date with regulatory changes. This will help avoid legal issues and enhance the reputation of both parties. 


The insurance agency-carrier relationship is central to the entire industry. Without a good partnership with your carriers, you won’t be able to provide customers with quality insurance products. You must communicate, embrace technology, and commit to compliance to improve your relationship with insurance carriers. By doing this and working together, your agency will continue to adapt to the variables of the industry and thrive past 2023.