Farmers Insurance is introducing a new recruitment track targeting entrepreneurs with at least $500,000 in capital as part of a plan to appoint nearly 1,700 agency owners in 2026.
The initiative centers on the Elite Owner Program, a new pathway aimed at applicants who can establish agencies at scale from the outset. Participants may qualify for tiered levels—Gold, Platinum and Diamond—offering varying levels of operational support, including dedicated service channels, startup assistance and marketing resources.
Farmers said the structure is designed to support accelerated policy sales and premium growth compared with other appointment pathways, based on the combination of owner capital and company support.
The Elite program is part of a broader effort to appoint nearly 1,700 new agency owners over the next year. The company said the recruitment drive is intended to support organic growth, modernize its distribution model and increase market share while extending its presence in local communities.
The approach is based on what the company describes as an “entrepreneurs supporting entrepreneurs” model, combining independent ownership with corporate support.
Ken Walton, president of distribution at Farmers, said the company is increasing its focus on entrepreneurial agency ownership.
"We're doubling down on the entrepreneur model to drive our next chapter of growth," Walton said. "By onboarding 1,700 new agency owners, including an Elite tier of well-capitalized business leaders seeking to build or expand their portfolio, we'll be injecting fresh energy into our distribution force.
“Agency owners enjoy the flexibility of operating their own businesses, including the opportunity to sell select non-Farmers branded products, while benefiting from the unmatched support of Farmers behind them. We believe this combination of entrepreneurial autonomy and big-brand support will propel significant growth, benefiting customers and agency owners."
Through February 2026, new agent appointments increased 34% year over year, while the recruiting pipeline nearly doubled compared with the same period, according to the company.
Farmers said these figures indicate continued recruitment activity through the year.
The recruitment push follows earlier adjustments to the company’s agency structure. In 2024, Farmers implemented its district manager model across all US regions, extending a mentorship framework designed to support incoming agency owners.
The planned addition of nearly 1,700 agency owners would represent one of the largest single-year increases in the company’s 95-year history.
The Elite Owner Program operates alongside existing recruitment channels. Farmers said it will continue to appoint agents through its Retail and Acquisition programs, which allow candidates to start new agencies or purchase existing ones. Additional tracks, including the Financial Services Agent (FSA) and Business Insurance Agent (BIA) programs, remain in place.
The Elite track introduces an additional option for applicants with higher levels of capital and prior business experience.
"We remain fully committed to bringing in talent at all levels as we work toward our growth goals," Walton said.
Prospective agency owners can apply through the company’s recruitment platform. Interested candidates will be contacted by a district manager or a member of the Elite Owner Program recruiting team.
In a November 2025 announcement, Farmers said it would remove a cap of 9,500 new homeowners’ policies per month in California and begin marketing to approximately 300,000 consumers in areas identified by the California Department of Insurance. The company also filed for a 6.99% average statewide rate increase and proposed increasing its Home/Auto discount to 22% from 15%.
In a separate development, Farmers completed a $400 million catastrophe bond through Topanga Re Ltd. The transaction included $300 million in Class A notes and $100 million in Class B notes, each providing four years of per-occurrence and indemnity-based protection against US named storms, earthquakes, severe weather and fire. The coverage forms part of the company’s reinsurance program.
