Independent insurance agents, who place more than 61% of all property and casualty (P&C) policies in the US, say they are not getting the support they need from carriers, according to the J.D. Power 2025 US Independent Agent Satisfaction Study.
The report, developed in partnership with the Independent Insurance Agents & Brokers of America (IIABA), showed that only 56% of personal lines agents and 57% of commercial lines agents believe carriers are meeting their foundational needs. At the same time, 25% of personal lines agents and 22% of commercial lines agents said insurers do not value them as partners.
Craig Martin, executive director of global insurance intelligence at J.D. Power, said agents are operating in a difficult environment where rates remain high and more policyholders are shopping around for coverage.
The study also pointed to several challenges in carrier-agent relationships. Insurers were found to be falling short in basic communication about risk appetite and underwriting priorities, with just 29% of personal lines carriers and 24% of commercial lines carriers rated as preferred partners by agents.
Agents who feel undervalued were also significantly less likely to place business with a carrier. In personal lines, undervalued agents were four times more likely to write less business with an insurer. Meanwhile, in commercial lines, they were seven times more likely, according to the study.
Ease of doing business emerged as a decisive factor. Satisfaction rose by more than 270 points in personal lines and 314 points in commercial lines when agents rated carriers as "very easy" to work with. Yet more than 60% of agents said their carrier partners do not meet that threshold.
Industry observers also noted that the results reflect wider pressures in the P&C market. Insurers are balancing profitability challenges, rising loss costs and catastrophe exposure, which has led to tightened underwriting guidelines and reduced capacity in certain lines.
At the same time, digital platforms and direct-to-consumer distribution models are expanding, creating new competition for traditional carriers reliant on the independent agent channel.
Still, the rankings suggest opportunities for differentiation. Erie Insurance topped satisfaction in both personal and commercial lines, followed by Auto-Owners Insurance and Cincinnati Insurance. Analysts said these carriers’ reputations for agent-friendly practices and strong service may help them retain business in a competitive market.
The redesigned 2025 survey measured satisfaction across six categories, including business support, compensation, ease of doing business, operational support, product competitiveness, and client servicing. Results were based on 6,893 evaluations collected between May and July 2025.
