In the race to modernize homeowners insurance, agents are often the most overlooked stakeholders. While technology vendors focus on APIs, data models, and direct-to-consumer (D2C) platforms, independent and captive agents are still the trusted frontline for millions of homeowners. To enable—not replace—these professionals, insurtechs must develop tools that support agent workflows, enhance customer engagement, and streamline complex processes.

Agents Still Drive the Market  

Despite the growth of online quote engines, most homeowners still prefer speaking to an agent—especially for higher-value properties, coverage bundles, or claims guidance. According to the Independent Insurance Agents & Brokers of America (IIABA), agents handle more than 60% of U.S. personal lines business, including homeowners coverage.

Top Technology Needs from an Agent’s Perspective  

Here are some of the top technology needs from an agent’s perspective:

1. Speed and Simplicity: Tools should reduce—not add to—administrative overhead. Quick quote features, pre-filled applications, and consolidated dashboards are essential for effective management.
2. Integrated Workflows: CRMs, comparative raters, and carrier portals should be synchronized to avoid duplicate data entry and manual follow-ups.
3. Multichannel Communication Tools: Agents need tools to engage clients via email, SMS, chat, and video from a single platform.
4. Real-Time Underwriting Feedback: Visibility into rating decisions, flag triggers, and document requests streamlines the sales cycle.
5. Client Self-Service Add-ons: Portals that allow policyholders to view, pay, or update information reduce service volume while enhancing transparency.

Tech Providers Must Bridge the Gap

Many Insurtech platforms are designed for digital natives—but not all agents operate in this manner. Providers must strike a balance between advanced functionality and intuitive, familiar interfaces. Training, onboarding, and support resources should align with the pace and style of the agency’s workforce.

New configurable technologies, like Equinox™ from Solstice Innovations, create enhanced opportunities for collaboration, such as:

• Co-Design Programs: Involve agents in UX testing and feature prioritization.
• Modular Solutions: Offer APIs and tools that integrate with the agent’s preferred systems rather than forcing full platform shifts.
• Performance Insights: Provide dashboards that show retention risk, upsell potential, or comparative benchmarks across books of business.

Conclusion

Agents don’t need more software—they need better experiences. Technology that empowers agents to focus on advisory roles, strengthen client relationships, and sell smarter will lead the next wave of homeowners insurance growth.

Note: This blog was written with the assistance of AI

References:

Independent Insurance Agents & Brokers of America. (2024). The state of the independent agent. https://www.independentagent.com

McKinsey & Company. (2023). Unlocking productivity for insurance agents through tech. https://www.mckinsey.com

Accenture. (2023). The digitally empowered insurance agent. https://www.accenture.com