Whether you’re just starting your career as an insurance sales professional, or you’ve been at it for years, a big decision for you is whether you want to work independently, work with the aid of an insurance general agency (GA), or work in a sort of hybrid insurance sales role.
A hybrid role could involve working for a brokerage operated by someone else (or a corporate entity), insurance sales at a bank or other financial institution, being employed by an insurance carrier, or acting in some other capacity. Depending on how your role and organization are structured, you may still be able to take advantage of the benefits offered through a GA relationship.
How a General Agency Works vs. Going Solo: At a Glance
The table below compares how working independently and working with a GA differ.
Independent Broker vs. General Agency: Detailed Comparison
| Features/Task(s) | Working as an Independent Broker | Working with a General Agent (GA) |
|---|---|---|
| Earnings Potential | Self-determined. Virtually uncapped based on your selected carrier contract(s). | Self-determined, but potentially greater because of your ability to focus on sales, while your GA partner handles many of your administrative tasks. |
| Flexibility | Significant. You can choose your own clients, set your own schedule, determine your own work location, and decide which carriers you want to represent. You do have to abide by each carrier’s rules and timelines on submitting business. | Broad. You can often set your own schedule and determine your own work location. You have access to a broader portfolio because of the carrier relationships offered through your GA. You need to adhere to your GA’s timelines and processes for business submissions. |
| Stability of Income | Somewhat volatile. If you lack regular sales, your agency revenue and personal income could vary. | Partnering with GA can expand your opportunities, increase your revenue, and boost your income. |
| Finding Leads | You’re in charge of prospecting, marketing your agency, and attracting new business. | A GA may be able to help you with marketing resources, website tools, advice, and much more. |
| Administrative Burden | Heavy. It’s all on you. You run your own product quotes, make sales presentations, enroll new groups, process renewals, and provide service to clients throughout the year, and renewal. | Partnering with a GA can relieve you of many routine administrative tasks, including quotes and employer or group presentations. Your GA will also help you track approaching group renewals. A GA can also “help level the playing field” when it comes to competing against other professionals. |
| Focus | Broad. You must operate your business and serve in a variety of roles (e.g., prospecting, sales, administration, service, etc.). | You can focus on sales because your GA will relieve you of administrative tasks like quoting, enrollment, and renewals. |
| Professional Growth | Self-driven. You’re responsible for finding a mentor, networking with others, and earning Continuing Education (CE) Credits to maintain your insurance license. | Your GA probably will offer CE Courses and other coursework to help you stay current on available products, services, carrier practices, and industry trends – helping you maintain your state insurance license. |
The General Insurance Agency Advantage: 5 Word & Brown Differentiators
Aligning yourself with a GA like Word & Brown can help you attract, earn, write, and renew more business. Word & Brown brings a lot to the table, including:
1) Experience: W&B has been working with brokers and carriers since 1985. We are the last privately owned GA in California. That means we answer only to brokers, not shareholders.
2) Service: We have a long history of delivering Service of Unequalled Excellence to our partners – and to your customers. We’ll share tips to help you overcome objections and close tough sales in a challenging market.
3) Time Savings: We will streamline your business operations. If you’ve been chasing client censuses, formatting underwriting spreadsheets, or trying to connect unsuccessfully with a carrier, those days are over when you partner with us. We interact directly with carriers and routinely earn high marks for the quality of our work.
4) Support: We take on many of your back-office activities: quoting, enrollment (alongside you or in your place), and case installation. Wel also offer proactive renewal support. That means you can focus on what is really important: new sales and growing your business.
5) Unparalleled Expertise: Our dedicated insurance experts – paired with our industry-leading tech – can help you more easily compare plans and find the solutions to address the needs of more of your clients, their businesses, and their employees. Plus, when you need to escalate an issue, we are here for you. Our carrier connections mean we don’t wait on hold. Our reps’ calls, emails, and texts are answered promptly. That means you can overcome challenges – quickly and efficiently.
Best of all, we do it all without reducing your commission.
Why a GA Partnership Matters in a Changing Market
Today’s insurance marketplace is changing. Group health premiums continue to climb. Forecasts are for a double-digit increase in 2027. Word & Brown offers the national and regional carriers and plans your clients are looking for as well as a wide range of solutions to address diverse client needs: ACA plans, Defined Contribution plans, Professional Employer Organizations (PEOs), and other options.
Contact your W&B representative today to learn more. Or, if you’re not working with us yet, we will make it easy to get started. Register online today.
Benefits of Working With a General Agency: FAQs
How does a general agency work?
A general agency partners with independent brokers to give them access to a broad carrier portfolio and to handle administrative work such as quoting, group presentations, enrollment, case installation, and renewal tracking. This lets brokers focus on sales.
Does working with a GA reduce my commission?
Not with Word & Brown. W&B provides its back-office support, carrier access, and renewal help without reducing your commission.
Can brokers in hybrid roles work with a general agency?
Often, yes. Depending on how your role and organization are structured, you may still be able to take advantage of the benefits of a GA relationship.
What does a general agency handle that independent brokers do alone?
Quoting, employer and group presentations, enrollment, case installation, renewal tracking, marketing resources, and CE coursework.
Get Started With Word & Brown
Contact your W&B representative today to learn more. Or, if you’re not working with us yet, we will make it easy to get started. Register online today.
