Securing a direct appointment with an insurance carrier is a strategic move that can significantly impact your agency’s growth. If you’re ready to take on a new direct carrier appointment, it’s good to be prepared. You’ll want to know which carrier would best fit your market, what information will be discussed during the appointment conversation, and what to keep in mind while reviewing the carrier contract. 

Here’s a streamlined guide to help you prepare and succeed in the appointment process. 

Timeline Expectations 

The time from initial contact to receiving an agency code varies. A regional carrier’s appointment process might take anywhere from 6–12 months, whereas a larger carrier might only be a few weeks to a few months. The length of the process often depends on how quickly your agency provides required data like production and loss reports. 

Researching the Carrier 

Before reaching out, explore the carrier’s website: 

• Do they offer personal, commercial, or life insurance? 

• Is their site user-friendly for policyholders? 

• Do their values align with your agency’s? 

• Do they support independent agents? 

Market Alignment 

Ensure the carrier’s offerings match your agency’s focus: 

• Agricultural areas: Does the carrier offer farm coverage? Crop? Livestock? 

• Waterfront regions: Does the carrier offer boat insurance? 

• Commercial-heavy books: Does the carrier provide loss-control services? 

Financial Strength 

A carrier’s financial health is crucial. Rating agencies like A.M. Best, Moody’s, Standard & Poor’s, and Demotech assign ratings to carriers based on their financial strength and stability. Placing business with a carrier with a poor financial strength rating can be an E&O exposure. 

Preparing Your Reports 

Come prepared to the carrier appointment meeting with: 

• Production Reports: Show business mix, growth, and cross-selling efforts. 

• Claims Reports: Demonstrate profitability and address any high loss ratios. 

• Carrier List: Include current partners and premium volumes. 

• Also, bring 1–2 sample accounts to quote for competitiveness testing. 

Anticipating Carrier Questions 

During your conversation with the carrier, be ready to answer questions like: 

• How many active producers are in your agency? 

• Who handles new business and renewals? 

• What management system do you use? 

• Why are you seeking a new carrier? 

• Can you meet their production goals? 

Evaluating the Carrier 

It’s important to use the appointment meeting to evaluate the carrier, too: 

• What marketing or training support do they offer? 

• Do they provide profit sharing or incentives? 

• Do they work exclusively with independent agents?

Reviewing the Contract 

Thoroughly review the carrier contract and use the resources available to you: 

• Use the Big “I” Guide to Agency-Company Appointment Contracts. 

• Highlight concerns, take notes, and consult legal counsel. 

• Access past Contract Reviews via the Big “I” website (member login required). 

Check out our 2025 Agent’s Guide Obtaining Direct Carrier Appointments for more details, including notes on on-going evaluation of the agency-carrier relationship after the appointment has been awarded. And, as always, don’t forget to lean on your OIA team should you have any questions or concerns. You can reach out to Jeanie Giesler, Resource Center Advisor, at jeanie@ohioinsuranceagents.com or Cristie Tillery, Market Access Manager, at cristie@ohioinsuranceagents.com to learn more. 

About the Author:

Cristie is a licensed Property, Casualty, Life, and Health insurance agent. Before joining the OIA, she worked at an independent agency in southern Ohio for over eight years. Her favorite thing about the insurance industry are all of the wonderful people she gets an opportunity to meet and now she enjoys the opportunity to help the agents she used to work alongside.