Nearly three years ago, OIA created a Carrier Relations Committee, made up of independent agent volunteer leaders from across the state. Their goal is to strengthen the IA system by enhancing working relationships between carriers and independent agents. The members of our Carrier Relations Committee include the following:
One of the committee’s key initiatives is our annual carrier satisfaction survey, an opportunity for Ohio agents to share their candid feedback with their top carriers. After the success of our previous surveys, we’ve now conducted our third annual member survey to gauge how agents feel about their relationships with carriers and their performance. Thank you to everyone who participated!
The 2025 OIA Insurance Carrier Satisfaction Survey reveals a marketplace in transition—one where independent agents remain at the center of stability, trust, and community connection. With more than 540 unique insights collected across 50 carriers, this third year of benchmarking shows both momentum and challenges as Ohio’s $25.5 billion P&C market begins to emerge from one of the longest hard markets in memory.
Survey Takeaways: Who’s Gaining, Who’s Slipping
Turnaround time once again led performance, with scores averaging above 4.2. Partnership improved slightly to 3.9, but company management and communication continue to lag, reminding us that efficiency alone cannot replace engagement.
By carrier category, Regionals staged a strong rebound—posting the sharpest gains in partnership (+0.72), underwriting (+0.65), and management (+0.62). Agents welcomed this improvement, noting Regionals are regaining their footing as dependable partners. Nationals also rebounded, with scores rising in competitiveness (+0.44) and commission (+0.63), though turnaround times slipped. Super Regionals, while still the most trusted long-term partners with a 5-Year Success outlook of 4.17, saw their dominance tested as scores declined across speed and competitiveness. Small carriers, once beloved for their responsiveness, slipped most dramatically: turnaround time dropped by more than a full point, while claims and partnership weakened, raising questions about their ability to keep pace.
A Turning Point for Ohio’s Market
The timing of these results is significant. For the first time since 2018, commercial rates are trending downward, signaling relief after seven years of relentless increases. Ohio’s independent agents—who hold nearly 64.5% of the state’s P&C market and an 88.7% share of commercial lines—are uniquely positioned to capitalize on this moment of renewed stability.
But the easing of rate pressure doesn’t erase the structural challenges agents face. Agencies are still grappling with rising operating costs, staff burnout, and the burden of navigating carrier underwriting restrictions. These pressures are compounded when commissions are reduced or agency appointments are terminated—actions that agents argue undermine long-term trust and partnership at precisely the moment when collaboration is most needed.
The Irreplaceable Role of Independent Agents
Partnerships are more than scorecards—they are the foundation of this industry. Independent agents don’t just distribute insurance products; they provide professional guidance, risk analysis, claims advocacy, and community leadership. They are often the first and last call for families and businesses when protection matters most. In Ohio, where independent agencies write nearly 90% of commercial insurance, these agents are not just intermediaries—they are economic anchors in small towns and urban centers alike.
As technology and AI reshape the landscape, carriers must remember that innovation without engagement risks eroding trust. Efficiency gains are valuable, but they cannot replace the empathy, problem-solving, and advocacy that only independent agents provide. Fair compensation, candid communication, and stability in appointments remain essential to preserving the strength of the independent agency channel.
Looking Ahead
The 2025 survey is not merely a reflection of where we stand—it is a call to action. Carriers that lean into genuine partnership, invest in speed and service, and honor the professional value of independent agents will not only recover but thrive in the years ahead. Ohio is proof that there is no better place to do business when agents and carriers align. The future belongs to those who treat partnerships not as optional, but as indispensable.
We look forward to spending time with agents and carrier partners at our annual conference, IACON, on October 7 and 8. Attendees will even have the opportunity to ask questions of several carrier leaders in a special keynote session! In the meantime, I’m available to answer any questions about these survey results and to discuss them in more detail.
Review the 2025 OIA Insurance Carrier Satisfaction Survey:
J.D. Power recently performed a nationwide carrier satisfaction survey of the IA system. The study, now in its eighth year, was developed in conjunction with the Independent Insurance Agents & Brokers of America (IIABA). It evaluates the evolving role of independent agents in P&C insurance distribution, general business outlook, management strategy and overall satisfaction with personal lines and commercial lines insurers in the United States. If you’d like to review their findings, visit their website.
If you’d like to learn more about the Carrier Relations Committee, visit our Carrier Relations webpage or contact Dustin Mahrt at dustin@ohioinsuranceagents.com. Thank you for your continued support!
About the Author:
Dustin is Company Partners Manager here at OIA & considers himself an industry “lifer” with 20 years of industry experience. Upon graduating in 2003 from Ohio University with a finance degree, Dustin started off in sales at his best friend’s Dad’s captive agency. He has underwritten & managed territories for Buckeye Insurance Group (Piqua, OH) & has worked with carriers to recruit agents into the industry. This is Dustin’s 2nd stint @ OIA, the 1st stint being the pre-Big “I” merger at PIA on the E&O team. In between stints, he helped State Auto’s Product team implement their digital Commercial Auto product in their 33 operating states. He brings a passion for our industry & has achieved the API (Associate in Personal Insurance) designation from the American Institute For Chartered Property Casualty Underwriters (The Institutes).
