Real-time risk appetite information is the number one factor influencing carrier selection, signalling a move away from legacy priorities like policy downloads, according to Ivans’ 2025 Insurance Agency-Carrier Connectivity Trends survey report.
“This year’s report uncovers a clear perspective from agencies: automation and real-time data from carriers are essential ingredients for building strong, lasting agency-carrier partnerships that strengthen customer service, streamline workflows, and fuel shared business success,” Ivans stated.
Data from the survey of over 700 professionals – including agents, carriers, MGAs/ wholesalers and technology providers- revealed that the commercial submission process is the area where insurance agencies want to see greater automation from carriers, with 72% of respondents citing it.
This underscores a continued push to eliminate manual workflows and inefficient work by staff. It was followed by data upload from management systems and book roll, both at 51%.
For the first time, real-time appetite information within the agency’s preferred rating solution has emerged as the leading deciding factor agencies consider when choosing carrier and MGA partners — cited by 29% of respondents, jumping up from 12% in 2024.
Additionally, policy download, which was typically the highest-ranking activity in previous years, came in second this year at 23%. Commercial quoting and submission through preferred rating solutions closely followed, ranking third at 22%.
The shift highlights a growing emphasis on data-driven alignment and real-time connectivity over traditional servicing functions.
The survey also revealed that agencies continue to value superior product offerings, with 52% of respondents citing that they are more drawn to carriers that offer customised, needs-based products. This significantly outweighs carriers who focus primarily on product variety (35%).
This preference indicates a market shift rewarding carriers that deliver tailored coverage options and competitive pricing aligned with specific client needs.
“This year’s survey results make it clear that strong partnerships are built on real-time data and easy-to-use workflows,” said Michael Streit, president, Ivans. “Agents want to connect with carriers in the workflows they use every day and will reward those investing in agency-carrier connectivity with deeper relationships and more business opportunities.”
