The insurance industry's relationship with independent producers (independent agents and brokers) remains pivotal despite ongoing consolidation. While mergers and acquisitions reduced the number of agencies for decades, a recent resurgence in new firms suggests renewed opportunities. However, sustaining long-term, profitable partnerships with producers remains a key challenge. Independent producers play an essential role in complex risk placements and financial planning. Their expertise enhances client confidence and ensures tailored insurance solutions. While digital transformation has shifted some distribution models, professional producers continue to provide value beyond what clients can obtain through direct channels. Insurers that support producers in delivering superior client insights will establish stronger, more profitable relationships. Knowing this, insurers that rely upon independent producers are looking to not only improve the relationships with producers but are trying to tie the producer as tightly as possible to the insurer with exceptional service and products. The goal for most insurers is to be one of the top three markets in their producers’ offices. Higher commissions buys only so much loyalty, if an insurer is difficult to do business with, producers only have so much tolerance. 03 PS ADVISORY: White Paper