Insurance agencies continue to prioritize superior product offerings when placing business with carriers and managing general agents (MGAs), according to Ivans' 2025 Agency-Carrier Connectivity Trends report.
“Superior product offerings” are defined by comprehensive coverage, flexible and customizable options, competitive pricing, and consistent claims handling. Agencies are seeking products that address complex risks, from high-value property to professional liability, reflecting the need for carriers to offer differentiated solutions in a competitive commercial lines market, it was suggested.
According to the report, access to well-priced, market-aligned products that address specific client needs remain central to agencies' ability to compete and manage risk, particularly as commercial lines grow more complex with evolving liability, cyber and specialty risks.
Customer service ranks second in importance. Agencies rely on carriers to provide responsive, solutions-oriented support, helping ensure smooth claims handling and consistent client experience. Effective service reduces operational friction for agencies, accelerates policy issuance and enhances retention, which is increasingly critical in a market facing rising claims severity and regulatory scrutiny.
Technology is the third key factor. According to the report, digital tools that enable real-time quoting, integrated claims management, and seamless workflow integration are essential for agencies to remain efficient. Automation reduces administrative burdens, minimizes errors in submissions, and allows staff to focus on risk assessment and client advisory services.
The report also highlighted that agencies increasingly prioritize automation in commercial lines submissions. Real-time risk appetite and eligibility information has overtaken traditional quoting as the top technology-related requirement.
Agencies also value the ability to upload policy and claims data directly from agency management systems and receive digital delivery of loss runs, improving underwriting accuracy and responsiveness. These capabilities, the report said, are particularly relevant as they face increased demand for specialized coverage, faster turnaround times, and compliance with evolving state and federal regulations.
The report also noted that commercial lines workflows remain constrained by manual processes, system silos and inconsistent communication between agencies and carriers. Addressing these inefficiencies through AI-driven automation, enhanced document delivery and transparent guidance on carrier appetite can accelerate placement, reduce declines and strengthen agency-carrier partnerships, the report added.
Overall, Ivans concluded that carriers combining strong products, reliable service, and advanced technology are positioned as essential partners for agencies. Improved connectivity, faster submissions, and integrated claims management help agencies operate efficiently, expand client offerings, and navigate a market shaped by rising claims, complex risks, and regulatory pressures.
