At first glance, independent insurance agencies might seem like fierce competitors. Look closer, and a different picture emerges: one of agencies sharing best practices, exchanging knowledge, and forming partnerships that benefit not just their businesses but the clients they serve.
This balance between rivalry and collaboration is what sets the independent agency channel apart and fuels its long-term success, according to Todd Jackson, Owner/Partner of McGowan Insurance Group and former Chairman of the Independent Insurance Agents & Brokers of America, or Big “I.”
Jackson reflected on this unique dynamic in his final Chairman’s Note for Independent Agent, titled “A Rising Tide Lifts All Boats.” He wrote: “There is a collegial nature to this industry. We share ideas, support one another and grow together. In most industries, peers are competitors. But here, we lift each other up. Strengthening the channel strengthens every agency within it.”
He highlighted initiatives like the Big “I” Alliance, which gives smaller agencies access to markets, vendor partnerships, and growth opportunities they might otherwise miss. The same applies to agency networks and aggregators, where members pool business and resources to reach specialized markets and gain stronger negotiating power while maintaining their independence.
Collaboration does not weaken competition. In fact, sharing resources and expertise allows agencies to grow, innovate, and serve clients more effectively while helping others succeed. Industry associations and advocacy groups, such as the Big “I,” provide platforms for peer-to-peer learning, collective influence on regulations, and sharing insights on everything from operational strategies to emerging risks. This kind of practical, hands-on exchange helps agencies adapt quickly and make smarter business decisions.
Technology is another powerful example of collaboration in action. Take ID Federation’s SignOn Once initiative. Developed jointly by carriers, agencies, and technology providers, it addresses the shared challenge of managing multiple passwords and logins. By working together, the industry can utilize a single sign-on system that improves security and saves time for everyone. This shows that when agencies and partners align around common problems, the solutions are stronger and more effective than any one organization could achieve alone.
The takeaway for agencies today is clear: your peers are not just competitors; they are collaborators. Look for opportunities to learn from one another, pool resources, and engage in initiatives that lift the whole channel. Doing so strengthens your own agency while helping the industry adapt and grow. That mindset is also at the core of ID Federation’s mission. By connecting stakeholders and simplifying how agencies do business with carriers, ID Federation helps ensure the independent agency system has — to borrow Jackson’s phrase — “a bright and sustainable future.”
