Most independent agents in commercial lines—54%—and personal lines—62%—say they are proactively shopping ahead for clients more now than they were two years ago, typically in search of lower rates and better product coverage, according to the J.D. Power “2024 U.S. Independent Agent Satisfaction Study."

For the seventh year in a row, the Big “I" and J.D. Power teamed up to measure property & casualty independent insurance agent perceptions of their carriers.

There are several ways insurers can boost agents' satisfaction, starting with providing an easy quoting experience, the study found. Communication during the claims process and offering product-specific and business growth training also improve satisfaction.

Insurer dashboards and portals are the most commonly used channel agents use to initiate a quote, but ensuring agents can easily find support material on insurer portals boosts satisfaction.

In addition to portal improvements, underwriting flexibility is critical, the study said. “Flexibility has gotten tougher recently but by being flexible, ensuring potential customers qualify for a policy and offering limits that are more than enough, insurers can help agents place business, thus increasing satisfaction," according to J.D. Power and the Big “I."

Keeping agents involved and updated during the claim process also significantly impacts satisfaction, the study found. “When insurers involve the agent in the claim process and communicate frequently with the agent during the process, agents are significantly more satisfied than if they are not involved or are not communicated with frequently," the study said.

For example, when customers call their agent to help them with their claim, agents must be able to find the answers quickly. Providing online claim tools for agents is a great way to keep them informed throughout the claim process.

Meanwhile, product-specific training is received better if it is offered along with business growth training, the study said. “Business growth training that focuses on negotiation, customer experience or business development is particularly impactful on satisfaction, but less than half of agents report attending each of these types of training," according to the study.

The survey was conducted between May and August. Erie Insurance ranks highest among insurers for personal lines followed by Auto-Owners Insurance and The Hanover. The segment average was 774 out of 1,000.

The top commercial lines insurers are Auto-Owners Insurance, The Hartford and Zurich. The segment average was 781 out of 1,000. This is the first time agent satisfaction with commercial lines has surpassed that of personal lines.

Will Jones is IA editor-in-chief.