Middle-market agencies must leverage every available advantage to win and retain business. One of the most underutilized yet powerful resources at an agent’s disposal is the wholesale market. By establishing strong partnerships with wholesalers, agents can access capacity, expertise, and proprietary programs that are often unavailable through direct channels. However, success in the wholesale arena requires more than simply submitting risks and hoping for the best.
Agencies need a strategic approach that centers on three pillars: building genuine underwriter relationships, crafting complete and transparent submissions, and adopting modern technology tools.This post will guide you through each of these pillars, offering actionable insights, best practices, and real-world examples to help you transform your wholesale partnerships into a competitive advantage.
This general session featured insights from John Barfield, Carrie Cheeks, John Mason, Josh Lipstone.
Wholesale markets play a critical role for middle-market agencies, serving as conduits to both admitted and non-admitted carriers. Understanding the nuances of these markets is the first step toward maximizing their potential.
Admitted vs. Non-Admitted Markets
Admitted carriers are regulated by state insurance departments, meaning they must file rates and forms for approval. Non-admitted carriers (often referred to as surplus lines) operate with greater flexibility, offering customizable solutions when admitted markets are unavailable. Knowing when to approach each market is essential: admitted carriers are often preferred for standard risks due to their financial stability and regulatory oversight, whereas non-admitted markets excel at accommodating unique or hard-to-place accounts.
Current Rate Environment
Recent market trends indicate a softening in commercial property rates after years of a hard market, while general liability premiums remain firm. Cyber liability, once heavily hardened, has shown signs of stabilization as carriers adjust appetite and pricing models. Agencies should monitor these trends closely, leveraging market reports and carrier bulletins to pinpoint the optimal timing for submissions. For deeper insight, consider reviewing our middle-market underwriting tips.
Market Assignment
Wholesalers allocate capacity based on carrier relationships, product expertise, and geographic footprint. Agents often assume that smaller agencies receive second-tier service, but wholesalers typically assign dedicated underwriters regardless of an agency’s size. This ensures that every submission benefits from specialized expertise and capacity allocation. Recognizing how capacity is assigned—and communicating your agency’s strategic priorities—can improve submission outcomes and service levels.
Misconceptions about wholesale partners can undermine an agency’s willingness to engage these valuable resources. By dispelling these myths, agents can establish more productive relationships.
Myth: “Small Agencies Get Less Attention”
A pervasive myth is that only the largest agencies receive priority servicing from wholesalers. In reality, most wholesalers maintain a ratio of dedicated underwriters to agencies, ensuring that each partner, regardless of size, works with underwriters who understand their book of business. Emphasizing education and proactive communication often leads to even greater attention—smaller agencies that demonstrate market knowledge and professionalism can outshine larger competitors.
Reality of Dedicated Underwriters
Having a single point of contact who knows your portfolio eliminates the inefficiencies of rotating underwriters and shifting priorities. These underwriters develop a vested interest in your success, often advocating for your submissions within the carrier’s organization. Establishing this relationship early and reinforcing it through consistent dialogue sets the stage for more favorable outcomes.
Agent Education Programs
Wholesalers frequently sponsor training sessions, webinars, and regional workshops to help agents master their product offerings. Participating in these programs not only enhances your technical expertise but also signals to underwriters that you value the partnership. Agencies that invest time in education often find their submissions reviewed more favorably, as underwriters gain confidence in their professionalism and accuracy.
Strong relationships with underwriters form the backbone of successful wholesale partnerships. Cultivating these connections requires intentional effort and transparent communication.
Choosing Your Three Key Wholesaler Partners
Rather than spreading your submissions across numerous wholesalers, focus on three select partners. This targeted approach allows underwriters to become deeply familiar with your agency’s appetite, submission quality, and risk profile. A concentrated book fosters stronger advocacy and faster turnaround times, as underwriters prioritize partners whose business they understand intimately.
Transparent Communication
Transparency builds trust. Sharing full loss runs, previous market quotes, and target premiums demonstrates professionalism and expedites the underwriting process. Wholesalers appreciate knowing where else you’ve submitted the risk, which prevents duplicate efforts and stalled timelines. Rather than hiding premium details, provide unredacted documentation so underwriters can craft competitive, realistic quotes.
Two-Minute Phone Calls vs. Email Chains
While email has become the default mode of communication, a quick call can resolve ambiguities far more efficiently. Underwriters often prefer a two-minute conversation to clarify submission nuances rather than exchanging multiple emails over days. Scheduling brief weekly check-ins or leveraging instant messaging for urgent questions can reinforce your commitment to collaboration and mutual respect.
The quality of your submission profoundly affects turnaround times and quote accuracy. Implement these best practices to streamline your wholesale submissions.
Crafting Complete, Clearly Labeled Submissions
A complete submission includes a narrative description of operations, unredacted loss runs (preferably the most recent five years), target premiums, and any unique risk exposures. Clearly label each document—e.g., “2021–2024 Loss Runs (Company Name)”—to eliminate confusion. Well-organized submissions reduce back-and-forth requests for missing information, accelerating the quoting process.
Avoiding Shotgun Submissions
“Shotgun” submissions—sending identical packages to dozens of wholesalers—may seem efficient but often backfire. These scattershot approaches lead to duplicate efforts, misaligned quotes, and fractured relationships. Instead, tailor your submissions to each wholesaler’s expertise and appetite. A targeted submission strategy underscores your professionalism and respects underwriters’ time.
Setting Realistic SLAs
Agree on standard service level agreements (SLAs) with your wholesalers. Whether it’s a 48-hour acknowledgment or a five-business-day quote turnaround, clearly defined expectations prevent frustration on both sides. Document these SLAs in writing and review performance quarterly to identify areas for improvement.
Technology is revolutionizing how agents interact with wholesalers. From AI-driven quoting to client-facing portals, modern tools can enhance efficiency and differentiate your agency.
AI-Driven Email-to-Quote Platforms
Emerging AI quoting platforms can parse emailed submissions, auto-extract key data fields, and generate preliminary quotes or question lists for underwriters. Agencies that adopt these systems often see a 30–50% reduction in manual data entry and faster response times. To leverage AI effectively, ensure your submissions adhere to standardized formats that the AI can readily process.
White-Labeled Rating Portals
White-labeled portals allow your clients or producers to obtain real-time indications directly, using carrier-approved rating algorithms. These portals enhance the client experience, empower your sales team, and free underwriters to focus on complex risk nuances. Integrating portals with your agency management system ensures seamless data flow and accurate record-keeping.
Measuring ROI
Investing in technology requires clear metrics. Track key performance indicators such as average quote turnaround time, hit ratio (quotes bound vs. quotes issued), and improvements in loss-run analysis. These metrics provide concrete evidence of technology’s impact on your book performance and support further investment decisions.
Wholesale relationships can become powerful differentiators at the point of sale when leveraged strategically.
Co-Presenting at Client Meetings
Inviting a wholesale underwriter to client presentations for larger or complex accounts underscores your agency’s commitment and credibility. Clients gain confidence from hearing directly from the capacity provider, and underwriters appreciate the opportunity to address client concerns firsthand. This collaborative approach often accelerates binding decisions.
Accessing Industry-Specific Programs
Many wholesalers offer niche programs, such as return-to-work initiatives for workers’ compensation or data analytics for specialty property classes. Familiarize yourself with these programs and incorporate them into your proposals. Demonstrating access to unique solutions positions your agency as a thought leader and trusted advisor.
Differentiating Your Pitch
Use wholesale insights to craft tailored proposals. Highlight specific carrier appetite, exclusive endorsements, or loss control services available only through your wholesale partner. This level of customization distinguishes your agency from competitors who rely solely on standard admitted markets.
Theory becomes compelling when backed by real success. Consider these illustrative case studies.
Case Study A: Transparent Underwriting Disclosure
A mid-market manufacturing client was experiencing rapidly increasing liability exposures due to both product recalls and third-party claims. By sharing exhaustive loss-run data and a detailed narrative of risk management practices, the agent enabled the underwriter to craft a nuanced package combining admitted and surplus lines capacity. The result was a 12% premium reduction and improved limit structure, saving the client over $100,000 annually.
Case Study B: AI-Enhanced Quote Turnaround
An agency piloted an AI-driven submission tool on general liability accounts. The AI parsed applications, flagged missing information, and generated initial quotes within 24 hours. This half-day turnaround contrasted sharply with the previous average of 72 hours. The agency’s hit ratio improved by 15% as underwriters could prioritize high-quality submissions and reduce manual follow-up.
Lessons Learned
Turning insights into action requires a structured plan. Use this 90-day roadmap to kick-start your wholesale transformation.
30-Day Plan: Relationship Audit
60-Day Plan: Submission Refresh
90-Day Plan: Technology Rollout and Metrics Tracking
Wholesale partnerships offer a potent avenue for middle-market agencies to secure capacity, streamline operations, and differentiate themselves at the point of sale. By focusing on three core pillars—building genuine underwriter relationships, submitting complete and transparent packages, and leveraging modern technology—you can transform your approach and deliver superior value to your clients. Start by selecting one pillar to tackle this week: reach out to your primary wholesaler for a relationship audit, revamp your submission template, or explore an AI quoting platform. Small, consistent steps will compound into significant competitive advantages. Ready to elevate your wholesale strategy?
Schedule a kick-off meeting with your top wholesaler today and begin mastering wholesale partnerships for sustainable growth.
Brian’s journey isn’t one of shortcuts or overnight success. It’s the story of a man who has faced battlefields, boardrooms, and hospital beds — and come out the other side with an unshakable sense of purpose. His agency is young, his vision is clear, and his “why” runs deep.
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