Real-time risk appetite information has become the key factor for agents when selecting carrier partners in 2025, according to a survey from Ivans.

Published today, the 2025 Insurance Agency-Carrier Connectivity Trends survey highlights the digital capabilities agencies want most from carriers, and shows a clear shift toward automation and real-time data to strengthen agency-carrier relationships. That data suggests that agents increasingly expect connectivity that improves customer service and reduces manual work.

The commercial submission process remained the area where agents most look for automation, with 72% calling for more support from carriers. Data upload from management systems and book roll followed at 51%.

For the first time, real-time risk appetite information within preferred rating solutions ranked as the top deciding factor in carrier and MGA selection. It was cited by 29% of respondents, up from 12% in 2024. Policy download fell to second place at 23%, followed by commercial quoting and submission within preferred rating systems at 22%. Ivans said this reflected a move toward data-driven alignment rather than traditional servicing.

Product strength also remained important. Fifty two percent said carriers offering customised products based on need stood out, compared with 35% who prioritised product variety.

“This year’s survey results make it clear that strong partnerships are built on real-time data and easy-to-use workflows,” said Michael Streit, president, Ivans. “Agents want to connect with carriers in the workflows they use every day and will reward those investing in agency-carrier connectivity with deeper relationships and more business opportunities.”

More than 700 industry professionals took part in the online survey, including agents, carriers, MGAs, wholesalers and technology providers.

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