The quick take
Insurance is increasingly being offered inside other customer journeys—checkout flows, bookings, memberships, platforms. Agents United has pointed to distribution moving closer to the customer as insurance becomes embedded in broader purchases of goods and services.
That can feel like “agents are getting cut out.” But for independents, it’s also a lead-generation opportunity—if you approach it the right way.
What embedded insurance really means (in plain language)
Embedded insurance = the customer is offered coverage at the moment they’re already buying something else:
- travel booking → travel protection
- device purchase → device protection
- home services membership → home warranty-style coverages
- small business platform → cyber or BOP referral
Where independent agencies fit (and win)
Independents win when the product needs:
- advice (coverage nuances)
- customization (multiple markets/options)
- ongoing service (COIs, endorsements, renewal strategy)
- cross-sell (life, umbrella, EPLI, cyber, etc.)
Embedded distribution often struggles with those parts. That’s your opening.
6-step partnership playbook for 2026
1) Pick one niche + one partner type
Examples: property managers, mortgage brokers, home inspectors, contractors, payroll providers, IT MSPs, local chambers.
2) Choose a “clean” entry product
Start with a product that’s easy to explain and quote:
- renters + umbrella
- small BOP packages
- cyber for small businesses
- personal auto + renters bundles
3) Build a Partner Kit (1 page + a link)
- what you offer
- who you’re ideal for
- turnaround time promise
- how referrals work
- compliance note (“we’ll handle licensing/required disclosures”)
4) Create a simple intake flow
- co-branded landing page
- short form (no friction)
- scripted handoff email/text
5) Define service-level agreements
- response time
- quote time
- follow-up cadence
- reporting (how many leads, quotes, binds)
6) Protect the relationship
- welcome call + annual review
- cross-sell roadmap
- “value recap” at renewal
The biggest mistake: chasing “volume leads” before you can service them
Embedded/affinity leads only work if your service model is tight. If the partner’s clients experience slow responses, the partner won’t send the next batch.
That’s why agencies that invest in workflow, templates, and carrier access tend to scale partnerships faster.
Where Agents United fits
Agents United’s model is designed to help independent P/C agencies grow through carrier access, training, tools, and support—exactly what you want behind you when you’re building repeatable partnership distribution.
