The insurance marketplace has been shifting rapidly over the past several years, and Ohio has been no exception. Rising premiums, tightening underwriting guidelines, and increased reliance on Excess & Surplus lines have created new challenges for independent agencies of all sizes. While the broader market is beginning to show signs of stabilization, many agencies, especially smaller and emerging ones, continue to face barriers when trying to secure the carrier appointments they need to grow.
In response, Ohio Insurance Agents Association (OIA) has formed a new partnership with Independent Market Solutions (IMS). This program is now officially available to OIA members, offering another agency‑friendly approach to market access.
This article explores the market forces that led to the creation of this new resource, what IMS offers, and how it can support agencies seeking to expand their carrier options and strengthen their long‑term business strategy.
Why Market Access Matters
Recent industry data paints a clear picture: market access challenges are widespread and growing.
In the second half of 2024, OIA sought to determine how market changes were affecting member agencies. We launched a survey to members, asking them various questions about their market access challenges. 80% of surveyed agencies reported they struggle to access the markets they need, and many of those indicated they had lost accounts or commission due to limited carrier availability.
The top challenges identified in the 2024 Big I Agency Universe Study were directly tied to market access, including finding carriers committed to their markets and securing products that address evolving risks. That same study found that small agencies, those under $2 million in revenue, reported placing over half of their book through market access providers.
These pressures are compounded by ongoing underwriting constraints in property, commercial auto, and umbrella/excess liability. Higher deductibles, stricter roof‑age requirements, increased litigation, and rising repair and medical costs have all contributed to a more complex placement environment.
Even as the market begins to stabilize with improving loss ratios, moderating rate increases, and early signs of loosening underwriting restrictions, agents still need reliable pathways to competitive carriers.
How OIA Supports Independent Agents
OIA’s long-standing mission has been to Promote, Progress, and Protect the independent agency channel. Since 1897, we’ve served agencies in four key areas: advocacy, professional development, industry thought leadership, and business solutions.
One business solution that has remained a hot topic for OIA members is market access. In response, OIA has offered solutions through programs like Big I Alliance, RLI Personal Umbrella and Home Business, the OIA Workers Compensation Group Rating Program with Sedgwick, and partnerships with many companies who can provide market access solutions and support the IA system.
OIA’s new partnership with Independent Market Solutions (IMS) is yet another option for independent agents to access additional markets.
What is Independent Market Solutions?
Independent Market Solutions (IMS) is a market access program created to help independent agencies secure appointments with quality carriers when traditional pathways are out of reach. Originally launched in 2007 by several state associations, the program has expanded significantly and now operates in 17 states—11 of which, including Ohio, are joint owners of IMS.
The mission is simple: Support independent agencies who are unable to secure company appointments to grow their business through fair commissions, with a clear pathway to direct appointment.
Key Features of IMS
- No initial, ongoing, or exit fees
- Competitive commissions
- Opportunity to participate in earned contingencies
- Direct access to carrier portals and underwriters as an IMS sub-producer
- Agents retain ownership of their book of business
- Opportunity to graduate to direct appointment
- Only requirement: the agency remains a member of good standing with OIA
It’s important to note that applying for access through IMS does not mean the agency automatically gets access to all of the participating carriers. Each carrier makes the final determination on who they will appoint as a sub-producer.
IMS and OIA have a shared goal to perpetuate agencies, not to consolidate them. The goal of the program is for agencies to eventually graduate. Every IMS agent owns their book of business and can qualify to roll that business toward a direct appointment once a pre-determined premium volume is reached. There are no other fees or strings attached.
Carriers Participating at Launch
IMS launches in Ohio with a strong lineup of carriers ready to support member agencies:
- Western Reserve Group
- Indiana Farmers Insurance
- CHUBB
- Travelers
- Progressive
- Semsee
Additional carriers are already in discussion, and more are expected to join in the coming months. Agencies can stay updated on new additions through the Ohio IMS webpage.
How the Application Process Works
Agencies interested in participating can review available carriers, products, and requirements through the Ohio IMS webpage. A link to the carrier’s agency agreement will be available on this page, as well, and it’s important for the agency to review that.
When the agency signs the IMS sub-producer agreement, they agree to the instructions, guidelines, polices, and procedures in the carrier’s agency agreement. It’s important to ensure the agency meets carrier requirements before completing the application process, such as the carrier requiring the agency to carry a $1M Cyber Liability coverage limit.
To apply, agencies will need information ready, including agency and individual license numbers, FEIN, and E&O policy information. Once the application is submitted, agencies receive a confirmation email containing the IMS sub‑producer agreement, which must be completed to finalize participation.
A Stronger Future for Independent Agents
The Ohio insurance marketplace remains one of the most competitive and stable in the U.S., but the challenges of recent years have underscored the importance of flexibility, diversification, and access to quality carriers. OIA hopes to continue to serve Independent Agents by offering access through programs and partnerships that can facilitate market access. This newest partnership is an exciting step forward in supporting agencies through these challenges. For agencies seeking to expand their market access, strengthen their carrier relationships, or build a foundation for long‑term success, IMS is a powerful new resource available for OIA members.
If you have any questions about IMS or any other of OIA’s Market Access Solutions, please contact Cristie Tillery, OIA’s Market Access Manager, at cristie@ohioinsuranceagents.com or by calling (614) 552-3041.
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 is 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. Cristie now manages OIA’s Market Access program, an effort she’s eager to build out to set Ohio agents up for carrier access opportunities.
