How to Get Appointed with Insurance Carriers: What Every Agency Needs to Know

Higher standards, limited new agency appointments, increased production demands – we get it.

With carriers becoming more selective, agencies need a clear plan to stand out and deliver increased production. Strong appointments don’t happen by chance – they take preparation, persistence and the right strategy.

Knowing what carriers expect – and how to stand out – can make a big difference in a hard market.

Why Insurance Carrier Appointments Are Critical

Getting appointed is important at every growth stage – especially when you’re just starting out. Licensing alone doesn’t give you access to a carrier’s products; you need their approval to represent them.

Insurance carrier appointments allow agencies like yours to quote, write business and expand over time. Appointments also shape:

• Products you can offer: Different carriers specialize in personal lines, commercial lines or specialty policies.
• How competitive your pricing will be: Strong appointments give you more quoting options and help you stay competitive.
• Clients you can serve: Carrier appetites vary; your appointments influence which clients you can target and win.

How to Get Insurance Carrier Appointments

Earning an appointment takes more than filling out an application. It’s about finding the right fit and showing carriers you’re ready to do business. Here’s how to get started:

Choose carriers that complement your agency.

Not every carrier will be the right fit. Focus on companies that match:

• Your target market
• Your licensing footprint
• The products you plan to sell

Look for carriers that share your long-term goals, not just those offering a quick appointment. Research each carrier’s reputation with agents and look for feedback from other agency owners about their experience with claims handling, service and agent support.

And don’t forget about the carrier’s financial strength. AM Best ratings evaluate stability and long-term reliability, so if you spot a carrier with good products but poor service or shaky financials, this may signal that they wouldn’t be an ideal partner.

Understand each carrier’s unique requirements.

Before you apply, take time to learn what each carrier expects from their appointed agencies. Requirements vary, but many include:

• Active state licenses for the agency and producers
• Proof of errors and omissions insurance
• A basic production plan highlighting how much business you expect to bring in over the first year
• Systems to manage clients and policies, such as an agency management system that can receive carrier eDocs

Carriers may also ask about your experience or focus markets, so show them you have a clear plan to grow. Meeting these requirements – and being able to explain how you’ll hit the ground running – demonstrates that you’re serious about building a lasting partnership.

Prepare a clean, professional agency profile.

When you apply for an appointment, your agency profile is like a cover letter. It’s your first impression to potential carrier partners. A polished agency profile shows you’re prepared to represent their brand and support long-term growth.

Your agency profile should include:

• A business plan that outlines your goals, target markets and growth strategy
• Branding, such as a logo, website and marketing materials, that shows you’re established and ready to compete
• Details about how you’ll serve clients, including your processes for quoting, servicing policies, handling claims and managing renewals

Explore indirect appointment options.

If direct appointments seem out of reach, there are other points of access. Indirect options connect you to the carriers you need, including:

• Joining a cluster, aggregator or agency network that provides shared access to carrier appointments and group benefits, such as training or marketing resources
• Working with a managing general agent for access to specialty markets and carriers without requiring a direct appointment
• Partnering with an experienced agent who can refer business while you build experience

These paths help you build a track record – just be sure you understand the terms. Some clusters have fees or commission-sharing agreements. Before joining a cluster or aggregator, review their financial health and membership terms. Certain details, such as who owns the book of business if you leave, can make a big difference long term.

Be organized and persistent.

Landing carrier appointments takes time and involves plenty of back and forth. Staying organized will help:

• Track which carriers you’ve contacted.
• Follow up if you don’t hear back.
• Keep notes on what each carrier needs.

Persistence matters too. Carriers often have busy appointment teams, and following up respectfully shows you’re committed without being pushy.

Pro tip: Think bigger than email! Connecting at industry events or conferences helps build stronger relationships – ones that are harder to establish online. Face-to-face conversations leave a lasting impression and make it easier to stay top of mind.

Tips for Building Lasting Carrier Relationships

Getting appointed is just the beginning. Strong relationships lead to more opportunities, faster problem resolution and better support for your agency and clients.

Follow a few best practices:

• Treat carriers like partners. Share feedback and keep them informed about what’s working and what’s not.
• Communicate regularly. Provide regular updates on your production and growth plans to help carriers see you as a reliable partner.
• Meet or exceed production goals. Stay on track to build trust and keep the door open to better commissions or more market access down the line.
• Take advantage of agent resources. Many carriers offer training and webinars to help their agency partners get up to speed. Learn as much as you can about their products to sell better and support their goals.

Building a Strong Foundation Starts with Carrier Appointments

It might be getting harder to earn carrier appointments, but it’s not impossible. Being prepared and proactive can make all the difference in a competitive market.

Need more help getting started? Download “A Guide to More Carrier Appointments” for tips on choosing the right carriers, navigating the appointment process and building a foundation for long-term success.