How To Meet Insurance Industry Expectations in a Digital-First Era

The insurance industry has always relied on relationships, especially the vital connection between carriers and insurance agencies. However, agency expectations are evolving rapidly. Agencies want more than competitive pricing or top-tier service (although that helps). They’re looking for carrier partners who can deliver smarter workflows, streamlined technology, and real-time solutions to keep pace in an increasingly digital-first world.

Let’s look at my recent conversation with Ivan's COO, Bob Bardwell, about how agencies and carriers can become preferred partners in the digital era of insurance, based on responses from more than 700 industry professionals in the Ivans 2025 Connectivity Survey.

Connectivity Is More than Just a Buzzword

Christen Kelley: Connectivity has been a pillar for Ivans for decades now, but as technology evolves, the definition of connectivity has changed. From your perspective, why does connectivity truly matter for carriers, MGAs, and agents?

Bob Bardwell: Connectivity is the foundation for smarter operations and stronger relationships. Features like real-time quoting, integrated claims handling, and seamless workflows are no longer optional. It’s a must-have to stay competitive. When carriers prioritize these advancements, they become indispensable partners for agencies. It’s about reducing complexity to open the door to more revenue and growth opportunities.

And the data from our 2025 Connectivity Survey underscores this need. Insurance agencies and carriers aren’t just looking for ease. They’re choosing industry partners based on how connected they feel.

What 2025 Insurtech Trends Teach Us

Christen Kelley: Let’s jump into the report itself. What stood out most to you in the survey findings?

Bob Bardwell: Several things caught my eye, but one theme kept rising to the top: carriers that prioritize agency experience outperform expectations and strengthen relationships.

Our survey gathered insights from insurance agents, carriers, MGAs/wholesalers, and technology providers. It was fascinating to see how widely the industry values innovations such as automated workflows, tools for improving appetite and eligibility, and real-time communication. These aren’t just “bonus” features anymore. They’re pillars to succeed in the marketplace.

The research across the industry is clear: ease of doing business is a game-changer. survey results align with the J.D. Power 2025 US Independent Agent Satisfaction Study, which shows that satisfaction soars when agents find carriers "very easy" to work with; yet, over 60% of agents feel that their carrier partners fall short.

The Power of Frictionless Workflows

Christen Kelley: Friction is a top challenge for the industry – whether it is manual processes, slow response times, or inefficient data sharing. Can you share more about how agencies and carriers overcome these hurdles?

Bob Bardwell: First and foremost, we need to embrace technology to simplify our processes and provide more transparency. With instant appetite updates and eligibility tools, for example, agents don’t waste time submitting to carriers who don’t want the risk.

Automation plays a huge role – streamlined workflows that automatically deliver policy and claims information to agency systems enable everyone to focus on driving growth instead of managing cumbersome backend systems.

Relationships drive the insurance industry, and they thrive when friction is removed. Carriers that prioritize accessibility and clarity build a reputation of trust and dependability.

In short, frictionless workflows are the fuel for stronger partnerships and better revenue results. Agencies want tools that empower them to work smarter, and carriers need to deliver.

APIs and Agency-Carrier Connectivity 

Christen Kelley: APIs have been a cornerstone of innovation in tech-driven industries for years. Do you think they are just as critical for the insurance sector?

Bob Bardwell: Without a doubt! APIs, or Application Programming Interfaces, are the glue that holds connectivity together in insurtech. They make it possible for systems to communicate, share data, and integrate .

For carriers, leveraging APIs means providing an easier way for you to connect to the technology your agents are leveraging for partnershether it’s real-time quoting, claims management, or commission updates. Being where your agents are is key to winning business. Agencies have let us know this year and in past years that they want their agency management systems to connect with their preferred carriers.

What “Preferred Partner” Status Means 

Christen Kelley: One topic this report dives into is how carriers can become “preferred partners” for agencies. What does it take to reach that status?

Bob Bardwell: To me, being a preferred partner goes beyond offering low premiums or competitive commission structures, which our survey responses confirmed. It’s about delivering consistent value that makes an agency’s life easier.

In the J.D. Power 2025 US Independent Agent Satisfaction Study, Erie Insurance (an Ivans client) claimed the top spot in satisfaction as a preferred carrier partner for both personal and commercial lines, with Auto-Owners Insurance and Cincinnati Insurance following closely behind. Their commitment to agent-friendly practices and exceptional service is setting them apart – and positioning them to thrive in a highly competitive market.

Start with the fundamentals: accuracy, responsiveness, and transparency. If your technology consistently produces reliable quotes, real-time updates, and frictionless workflows, you’re already ahead of the game.

But it doesn’t stop there. Agencies want carriers to prioritize innovation, adapt to market shifts, and anticipate their needs. It’s a trust that says, “we’re invested in your success as much as ours.”

What Can Agencies Expect in 2026?

Christen Kelley: Ivans is at the forefront of connectivity for the insurance industry. What innovations are you most excited about delivering to agencies and carriers in the coming years?

Bob Bardwell: At Ivans, we are committed to taking connectivity to the next level. We’ve already seen tremendous success with tools like appetite and eligibility optimization, as well as automated updates that help insurance professionals work smarter, not harder.

Looking ahead to 2026, with our teammates at Cytora, we’re focused on layering even more intelligence (including AI-powered tech) into our ecosystem. The key is to remain agile. Technology evolves fast, and so do expectations. We’re here to ensure carriers, MGAs, and agencies don’t just keep pace – they lead the pack.

The Future of Insurance Connectivity

Christen Kelley: Any final advice for agencies and carriers navigating this tech-driven transformation?

Bob Bardwell: Embrace change. The insurance industry has come a long way, but the challenges ahead are ripe with opportunities. Agencies should proactively adopt tools that simplify workflows, while carriers need to deliver solutions that empower productivity and growth.

At Ivans, we are proud to be a trusted partner in this transformation. Whether it's through APIs, real-time quoting, AI-powered tech, or automated policy handling, we exist to make connectivity simpler, smarter, and more impactful.

The 2025 Agency-Carrier Connectivity Report reminds us that the insurance landscape is undergoing rapid transformation. The agencies and carriers who adapt today will not only survive but thrive tomorrow.

Get More Insights!

Ready to explore the insurance sector trends shaping tomorrow? Download the full report now and see what possibilities 2026 holds for your business.