You’ve identified your niche, now you need an insurance carrier

Developing a niche for your insurance agency works if you have relationships with enough insurance carriers that write a wide range of insurance policies to offer your clients choices to fit their unique needs.

That is why it’s vital to have the right carrier appointments. However, you should have a plan in place before you start your outreach.

Do your homework

If you are developing a niche for your agency, don’t assume that your current carriers will have the insurance products you need to be successful in your new niche.

Look for carriers that have experience in your niche. Be mindful of how long they have been writing insurance in this marketplace. Have they been providing insurance to this sector for decades, or have they noticed the trend in this niche and have they added this coverage to their portfolio? Before you pick up the phone or send an email, do your research.

Get to know the intended carrier. Make sure it has enough products and policy options to provide the clients in your new niche with options and the coverage they need to help ensure they have the proper protection. Does the carrier share similar philosophies and goals as your agency?

Likewise, carriers will examine your agency: They will want to know your objectives and how you plan to achieve them. To find compatibility, it’s important that both sides understand each other’s expertise, strengths and weaknesses.

Secure an agency appointment

Preparing for a presentation for an agency-appointment meeting is a great way to gather and analyze information about your agency. It will help you gain insight into your agency’s expertise, and its opportunities and obstacles. It also will help you identify and articulate your goals.

Make sure the presentation is detailed enough so that it will not require follow-up meetings or phone calls, and concise enough so that it is not overwhelming, which will increase the likelihood that it will be reviewed.

The following elements should be included in your agency’s company-appointment presentation:

Agency profile. Your agency profile should include:

• a history of your agency;
• your premium size;
• an overview of your agency’s structure; and
• your agency business profile, which includes a percentage breakdown of your agency’s lines of business.

Remember, an agency’s past performance can be a good indicator of its future success.

You should include information about your business, marketing and perpetuation plans. A carrier doesn’t need to know all the details but just knowing that your agency has these plans in place will show that you’ve given thought to your agency’s future, and that you are prepared to handle any issues that might arise.

Overview of the business plan. This can include your agency’s mission statement, the strategy you plan to use to achieve your agency’s goals, and how you plan to act on those goals.

Don’t forget to take stock of your internal resources (e.g., agency flowcharts, inventory, automated systems), and any external factors that may affect your ability to do business (e.g., economic conditions, industry trends).

Reason for the relationship. When you are detailing your plan, don’t forget to state clearly your purpose for wanting to establish a relationship with the carrier (e.g., you are creating a new niche in your agency).

Make sure the carrier understands what your agency is offering it, and how the carrier will benefit from the relationship.

Your new relationship

Once you’ve made your pitch and the carrier agrees to an appointment, your work is not over.

Review your agreement to ensure that it is accurate, that the goals are achievable; and that results are measurable. Make sure you understand the aspects of your agreement, and that you get it in writing. Does it include all that you discussed and agreed upon? Do you understand your agency’s responsibilities?

Double check to make sure nothing was added, and that you agree to the carrier’s terms and conditions. The time for additional negotiations is before you sign the contract.

PIA Northeast can help

Remember, as part of your PIA Northeast membership, PIA does offer a contract review service. For more information, call (800) 424-4244 or email resourcecenter@pia.org.

For more information on how to prepare for a carrier-appointment meeting—including a business plan checklist—PIA Northeast members can access How to present your agency to a company for appointment in the PIA QuickSource library.

This article originally appeared in the November 2025 issue of PIA Magazine.