By line of business
Glossary
An independent agent, or independent agency, is appointed with multiple insurance carriers and can place each client with whichever company best fits their needs and price. The agency usually owns its book of business, meaning the client relationships and renewal rights stay with the agency rather than a carrier.
Owning the book is what makes marketing investment worthwhile for independents: a client won through the agency's own website stays with the agency even if it moves the policy between carriers. That also means the agency carries the cost of generating its own leads.
Independent agencies typically write several lines, so a website that offers calculators across life, health and annuities gives each visitor a reason to engage regardless of what brought them there. See the independent agencies solution page.
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