When we asked insurance agents across multiple lines of business about the single most important improvement carriers could make to their technology support, the responses revealed universal frustrations and line-specific priorities. Understanding these insights is crucial for carriers looking to strengthen agent relationships and improve operational efficiency.
Universal Themes: What All Agents Want
Regardless of their line of business, agents consistently emphasized six core areas where carriers need to improve.
User experience remains paramount. Across all lines of business, agents called for simplified navigation, intuitive interfaces, and reduced complexity—in short, technology that makes work easier, not harder. They often cited mobile-friendly design and responsive platforms as crucial, not optional, components.
Integration capabilities top the wish list. Perhaps the most consistent theme was the need for seamless system integrations, particularly with agency management systems (AMS). Agents want better API connectivity, enhanced third-party integration capabilities, and platforms that work together rather than creating additional silos. The goal is to eliminate inefficiencies caused by disconnected systems.
Automation drives efficiency. Agents want tools that reduce manual tasks and accelerate workflows. The demand for automation spans the insurance life cycle—from faster quoting and underwriting to streamlined claims processing and automated policy renewals. Real-time updates and data access were repeatedly mentioned as critical needs.
Security cannot be an afterthought. Cybersecurity concerns appeared consistently across all lines of business. As cyber risks evolve, agents expect carriers to stay ahead of potential vulnerabilities. They emphasized the need for regular security updates, robust data encryption protocols, and proactive threat monitoring.
Training and support matter. Despite the push for technology, agents stressed the continued importance of comprehensive training materials, better documentation, and responsive support Several agents specifically expressed a preference for human interaction over chatbot support, indicating that while automation has its place, personal service remains valued for resolving complex issues.
Reliability is nonnegotiable. System uptime, consistent platform availability, and fast processing speeds were fundamental requirements. Agents can’t serve clients effectively when carrier systems are down or slow.
Line-Specific Priorities: Different Needs for Different Markets
The universal themes from survey responses provide a foundation for understanding agents’ wants, but each line of business revealed distinct priorities.
Specialty lines agents demonstrated the highest level of technical sophistication, requesting advanced features such as API integrations, cloud solutions, and AI chatbots. They emphasized the value of self-service portals, third-party integration flexibility, and proactive risk management tools. This group appears most ready to embrace emerging technologies.
Personal property and casualty (P/C) agents expressed notable frustration with constant platform changes and the carrier practice of redirecting clients to direct portals. Their core message: “Stop pushing my clients to your portals. Work through our AMS instead.” They value stability and want carriers to support their systems rather than creating parallel customer relationships.
Individual life agents focused heavily on commission transparency, real-time commission payouts, and robust data analytics capabilities. They expressed frustration that carriers often invest in internal tools rather than advisor-facing technology. Customizable dashboards, compliance tools, and predictive analytics ranked high on their lists. One agent captured the sentiment: Carriers should spend money “on anything useful for the advisor or agent.”
Commercial P/C agents emphasized underwriter responsiveness and quote status tracking. A common complaint: submitting accounts with no visibility into status unless they “bug the carrier.” They want predictive analytics to streamline quoting and standardization across carrier platforms. The wide variation in carrier tech sophistication was noted as a significant challenge.
Group benefits agents provided the most basic requests, emphasizing simplicity, ease of use, and wanting carriers to understand their needs. This finding suggests satisfaction with current offerings or, conversely, a market in which basic functionality is still lacking.
Annuity agents prioritized application status tracking with regular updates, self-service portals to avoid service rep interactions, and advance notice of product or rate changes. Portal complexity and difficulty finding documents were recurring frustrations.
Turning Insights Into Action
These insights offer carriers a clear roadmap for technology investment. The universal themes—user experience, integration, automation, security, training, and reliability—should form the foundation of any technology strategy. However, carriers must also recognize that one size doesn’t fit all.
Specialty lines and individual life agents are ready for advanced analytics and emerging technologies. Personal and commercial P/C agents need better communication, stability, and AMS integration. Group benefits agents require focused attention on basic usability.
The most successful carriers will balance innovation with stability, invest in agent-facing tools alongside internal systems, and recognize that technology should strengthen—not replace—the agent-carrier partnership. By listening to these voices and tailoring solutions to specific line needs, carriers can transform technology from a source of frustration into a true competitive advantage.
