The all-new TrustedChoice.com Launched June 1
The Independent Insurance Agents and Brokers of America (the Big “I”) has launched a brand-new, consumer-facing agency locator on June 1, 2026. This updated experience on TrustedChoice.com is designed to make it easier for insurance shoppers to connect with independent agents in their communities.
Every Big “I” member agency is already included, at no cost and with no subscription required.
This means your agency has a built-in opportunity to be discovered by consumers actively searching for guidance and coverage.
Built to Connect Consumers with Independent Agents
Consumers are turning to online search more than ever when evaluating insurance options. The new TrustedChoice.com helps match those consumers with independent agents based on location, coverage needs, and areas of expertise.
For your agency, this creates a direct pathway to connect with prospective clients who are ready to take the next step.
Your listing is automatically part of the platform as a member benefit. There are no fees, no opt-in requirements, and no paid tiers. Every Big “I” member participates at the same level.
Why Updating Your Profile Matters
While basic agency information such as name, address, and contact details has already been included, your profile will not be fully optimized until you complete a few additional details.
By updating your listing, you can specify:
- The states where you operate
- The coverages and lines of business you offer
- The carriers you represent
- Any specialties, such as niche markets or languages spoken
This information plays a key role in helping the platform match your agency with the most relevant consumer searches. Without it, your listing may not appear when it matters most.
How the Referral Process Works 
When consumers visit TrustedChoice.com, they enter information about their insurance needs. Based on those inputs, they are shown a list of agencies that match their criteria.
From there, the consumer selects the agency they want to work with. Once selected, your agency receives the consumer’s information directly by email, allowing you to follow up and begin the conversation.
What’s New About TrustedChoice.com
The Big “I” Board made the decision in 2025 to divest the previous TrustedChoice.com assets while retaining the brand name. The newly launched platform represents a fresh start. It operates on a completely different model:
- Free for all members
- No subscriptions or upselling
- No connection to prior subscription-based platforms
While the URL remains the same, the experience and structure have been entirely rebuilt to better serve both consumers and independent agents.
A Note for Former Subscribers
Agencies that previously subscribed to TrustedChoice.com have been transitioned to a separate platform operated by Momentum AMP. Participation in that platform is optional and separate from the Big “I.”
The new TrustedChoice.com is an additional benefit available to every Big “I” member, regardless of past participation.
How to Update Your Listing
Updating your profile takes just a few minutes. To get started:
- Log in to the member portal using your Big “I” credentials
- Select your operating states, coverages, and carrier partners
- Add specialties, services, and additional details
- Confirm that your contact information is accurate
- Save your changes to activate your updated listing
You can also watch a step-by-step walkthrough here:
https://trustedchoice.independentagent.com/wp-content/uploads/2026/05/Locator-profile-update.mp4
Once your profile is complete, your agency will begin appearing in relevant searches and receiving matches.
Access and Support
To maintain accurate and secure agency information, profile editing is limited to designated “Org Admin” or “Company Manager” users within your organization. There may be more than one administrator assigned to your agency.
If you are unable to make updates or need assistance, contact:
Trusted.Choice@iiaba.net
Take the Next Step
With the June 1 launch, consumers will begin using TrustedChoice.com to search for independent agents right away.
Take a few minutes now to update your agency profile so you are ready to connect when they do.
