Promising Partnership: What Agents Should Look For When Partnering With MGAs on New Insurance Programs

• June 1, 2026

By JoAnne Artesani

If you’re a new agent, you may have heard the term managing general agent (MGA) and wondered how it fits into the broader insurance landscape. If you are a seasoned agent, you may already work with several but may wonder if you’re getting the most out of those partnerships.

Broadly described, an MGA is a licensed insurance entity that operates within underwriting authority granted by a carrier to design, underwrite, price, bind and administer coverage within a specific niche or segments of business. Unlike a traditional carrier, which manages a broad portfolio across many lines and classifications, an MGA is typically focused on offering tailor-made coverage to meet the risk needs of a market vertical.

Unlike a wholesaler, which operates transactionally to place individual accounts with carrier underwriters, an MGA has the carrier’s authority to transact business on their behalf, often with the speed and flexibility that comes from operating as an agency.

For independent agents, that distinction matters. And understanding it can create unique opportunities.

MGAs exist to solve problems that traditional carriers often can’t address with the same depth or agility. They provide greater distribution and reach to consumers, particularly in niche, specialized or challenging classes of business; they bring deep domain expertise to underserved exposures; and they deliver carrier-level coverage and service with less complexity.

For agents, the right MGA partnership means access to markets and products that may not be found elsewhere. Here’s how to get the most out of partnering with an MGA.

1) Find the right fit. Partner with MGAs that lead with coverage quality, not just the lowest price. An MGA that offers differentiated, robust coverage has earned the confidence of its carrier partners. That level of protection also safeguards your errors & omissions exposure as an agent.

Work with an MGA with genuine domain expertise. The best MGAs don’t just offer a product; they can answer the hard questions, arm you with the knowledge you need to be credible with your clients and improve your sales opportunities. Many have deep connections with industry influencers, policymakers and trade organizations, which ultimately benefit the policyholder through greater awareness, education and advocacy.

Also, as every broker and agency understands, look for an MGA that treats the relationship as a two-way street. The best partnerships are collaborative.

2) Unlock the power of co-creation. One of the most underutilized advantages of working with an MGA is the ability to influence the products you sell. This isn’t just about submitting a risk and waiting for a quote. It’s about co-creating solutions.

“We went to groups of agents and said, ‘here’s the concept—is this a real problem?’” says Patrick Girouard, founder and CEO of District Cover. That type of early feedback shapes every stage of product development—from initial concept validation to policy form design to post-launch iteration.

Early distribution partners don’t just offer feedback in a survey; they participate in workshops, review policy forms, send sample submissions and fine-tune the product in real time.

That level of collaboration is something a traditional carrier rarely offers because carriers aren’t typically inventing new products with this frequency. An MGA, by contrast, is structurally designed to sit down, listen and build alongside its distribution partners.

3) Using a smaller size to benefit. You don’t need to be a large agency to benefit from MGA partnerships—smaller and newer commercial agencies may have the most to gain. If you have access to a niche product, such as a unique professional liability program or a specialized commercial property offering, you can build a marketing plan around that vertical in your community and become the local expert.

“The MGA can set up the agent to differentiate themselves and become deeper and more well-known in their own community,” Girouard says.

If you don’t have direct access to an MGA, you’re likely only one step removed. Ask your wholesaler what else is out there, push them to explore markets that address your coverage gaps, and don’t be afraid to bring your unique problems to the table. If you’re seeing repeat gaps in coverage, that’s a signal that a solution may already exist or that an MGA would welcome the conversation to craft a solution that addresses the emerging issue.

MGAs also bring education and support that can elevate your understanding of niche risks, giving you the confidence and credibility to pursue business you might otherwise refer elsewhere. And because many operate on an excess & surplus basis without demanding premium commitments that feel unsustainable to a smaller shop, the barrier to entry is low.

Niche business is sticky and has low attrition, meaning a larger margin for your agency portfolio. By its nature, specialized risks have fewer coverage options, so when the right coverage can be satisfied, these businesses don’t typically shop their renewals because there is a limited number of coverage providers. Building a book of specialized business in partnership with an MGA can be a lucrative and defensible agency growth plan.

4) View it as a different type of partnership to others you have. Be wary of MGAs that can’t clearly articulate their expertise or their carrier relationships. If you’re getting a polished marketing deck but vague answers about claims handling, coverage nuances or underwriting philosophy, that’s a red flag. A real program has depth behind the presentation.

Overall, avoid treating an MGA like a carrier. The relationship and operating model is fundamentally different. Because of the independent, entrepreneurial nature of MGAs, they can often be more collaborative, iterative and responsive. If you approach it with a purely transactional mindset, you’ll miss the real value.

JoAnne Artesani is founder & CEO at Sproutr.