If your insurance agency is recruiting new producers or evaluating the day-to-day responsibilities of your existing team, you should have a clear answer to the question: What does an insurance sales agent do? Understanding this role is essential because agents aren’t just policy sellers, they’re consultative advisors, relationship builders, and revenue drivers for your organization. The more your agency understands the role, the better you can train, support, and position your team for long-term success.
This guide breaks down the real responsibilities of an insurance sales agent, what agencies should expect from their producers, and how EMG Insurance Brokerage helps agencies develop high-performing teams.
Key Takeaways
- Insurance sales agents play a critical role in client acquisition, education, and retention, directly impacting an agency’s revenue and growth.
- Agencies must understand how captive and independent agent models influence recruiting, product access, and training needs.
- Daily agent tasks, from prospecting to policy servicing, require strong support systems, which EMG helps agencies provide.
What Is an Insurance Sales Agent? (Agency Perspective)
An insurance sales agent helps consumers and businesses evaluate risks, understand coverage options, and secure the appropriate insurance solutions. From the agency perspective, this role includes three core responsibilities:
- Generating new business
- Educating clients on coverage
- Maintaining long-term relationships
But the way an agent operates varies depending on whether they are captive or independent, two models agencies must understand before recruiting.
Captive Agents
Captive agents sell insurance exclusively for a single carrier. For agencies aligned with one primary carrier, captive producers offer:
- Streamlined training focused solely on one product suite
- Predictable workflows with consistent underwriting and submission processes
- Higher brand alignment, since producers represent only one carrier’s messaging and benefits
However, captive agents face limitations when a client needs products the carrier doesn’t offer, meaning agencies must rely on strong carrier support and niche marketing to stay competitive.
Independent Agents
Independent agents work with multiple carriers, giving agencies greater flexibility and broader market reach. Agencies benefit from:
- Multi-carrier access, allowing producers to offer tailored solutions
- More competitive pricing options for clients
- Stronger appeal to diverse markets, especially Medicare, life, and specialty lines
Independent agents typically need more training, and agencies must provide guidance on products, carriers, and compliance. This is where EMG’s carrier access, case support, and e-complete platform significantly simplify operations.
A Day in the Life: What Does an Insurance Sales Agent Do (and What It Means for Agencies)
A successful agent’s day includes a variety of responsibilities. For agencies, understanding these tasks helps you design better onboarding, training, and performance systems.
1. Prospecting & Building Client Relationships
Agents spend a significant portion of their day sourcing leads—through referrals, networking, social media, or purchased leads.
Agency Implication:
Agencies should support prospecting through CRM tools, marketing resources, warm-market strategies, and lead programs. EMG’s resources can supplement these efforts with product-specific marketing assets.
2. Helping Clients Understand Coverage Options
Agents must break down complex insurance concepts and guide clients toward appropriate solutions.
Agency Implication:
Ongoing product training, compliance support, and sample case studies help producers grow confident in presenting solutions accurately. EMG offers ongoing product education to help agencies train agents faster.
3. Completing Applications & Submitting Business
Paperwork and applications are a major part of an agent’s workflow, especially when working across multiple carriers.
Agency Implication:
Agencies must provide streamlined submission processes. EMG’s e-complete portal reduces errors, accelerates approvals, and keeps agents selling instead of struggling with paperwork.
4. Servicing Policies & Managing Renewals
Agents follow up with clients to handle policy changes, renewals, and additional coverage needs.
Agency Implication:
This is key for retention and cross-selling.
Career Development Paths Agencies Can Offer Their Agents
To attract and retain top producers, agencies should outline clear career paths. Here are three strategic progression tracks your organization can promote:
1. Multi-Line Producer
Agents expand into multiple lines, such as life, health, Medicare, or annuities, allowing your agency to diversify revenue.
2. Specialist Roles
Agents can focus on niche markets such as:
- Medicare
- Small business/commercial
- High-net-worth life insurance
- Disability or long-term care
Specialists deepen your agency’s expertise and strengthen your competitive positioning.
3. Leadership Opportunities
Experienced agents can develop into:
- Sales managers
- Training coordinators
- Team leads
- Agency partners
Offering leadership pathways improves retention and scales your team.
Types of Insurance Agents (and How Agencies Should Use Them Strategically)
When recruiting new agents for your agency, you can strategically position them to meet business goals. Here’s how:
Independent Agents
Fit best for agencies wanting to offer multiple products and compete on flexibility. EMG’s multi-carrier access amplifies their effectiveness.
Captive Agents
Ideal for agencies aligned with a single carrier or working under a structured career model. Captive roles provide consistency and strong brand alignment.
Specialized Agents
Agents who focus on niches—Medicare, commercial, or life—can drive high-value business segments for your agency.
Insurance Brokers
Brokers act in a more consultative role and can represent clients across an even broader set of carriers. Some agencies employ brokers for advanced or complex cases.
How Insurance Agents Stay Ahead: Education, Licensing & Certifications
Continuous education is essential for agent growth. Agencies should encourage:
- State-required CE courses
- Carrier or product certification programs
- Advanced credentials such as CLU, ChFC, CIC, or FIC
These help ensure compliance, improve closing ratios, and elevate client confidence.
Why Agencies Partner with EMG Insurance Brokerage to Support Agents
At EMG, we help agencies recruit, onboard, and grow top-performing producers. Here are three ways your agency can benefit from partnering with us:
1. Tools & Technology
Our e-complete portal streamlines:
- Submissions
- Carrier appointments
- Case tracking
- Compliance management
2. Training & Agent Development
We offer:
- Product training
- Licensing support
- Sales coaching
- Market-specific education (ACA, Medicare, life, and more)
3. Carrier Access & Market Reach
EMG gives agencies access to top carriers across multiple lines, expanding your market without additional overhead.
Conclusion: Build a High-Performing Agent Team with EMG Insurance Brokerage
Understanding what an insurance sales agent does helps your agency recruit more effectively, train with purpose, and support agents throughout their careers. When you partner with EMG Insurance Brokerage, your producers gain the training, tools, carrier access, and onboarding systems needed to thrive, allowing your agency to grow faster and more efficiently.
Ready to strengthen your agency’s agent development strategy?
Contact EMG Insurance Brokerage today to get started.
Frequently Asked Questions
What qualifications should agencies look for when recruiting an insurance sales agent?
Agencies should look for candidates with strong communication skills, a client-focused attitude, and the ability to learn complex products. Pre-licensing education and state licensing are required, and EMG can support new recruits through this process.
How long does it take for new agents to get licensed?
Most agents get licensed in 3–8 weeks, depending on the state and their study pace. Agencies with structured onboarding, especially those leveraging EMG’s support, can shorten this timeline.
Which types of insurance should agencies train new agents to sell first?
Most agencies start with life, health, Medicare, or personal lines depending on their market strategy. EMG provides carrier access and training for all major lines to help agencies scale efficiently.
What kind of ongoing support do agents need from their agencies?
Agents need product training, marketing support, lead resources, CRM tools, and submission guidance. EMG supports all of these areas so agencies can grow without overextending internal staff.
How does EMG help agencies recruit and retain top-performing agents?
EMG provides licensing support, product training, multi-carrier access, onboarding tools, marketing assets, and a strong case support team, helping agencies create an environment where agents can succeed and stay long-term.
