How to Find the Best IMO for Your Insurance Agency
Author: Drew Gurley
Running a successful insurance agency requires more than selling policies—it takes strategic partnerships, smart operations, and staying ahead in a competitive insurance industry. One of the most important decisions agency owners and independent insurance agents must make is choosing the best IMO or FMO.
A great insurance marketing organization doesn’t just offer contracts, it becomes a true partner in helping you expand your book of business, grow your team, and streamline your insurance sales process.
Best Practices to Find the Best IMO
1. Understand Your Agency’s Needs
Before selecting an insurance IMO, clarify what your agency actually needs.
- Are you looking for better sales support, stronger marketing materials, or more robust back-office assistance?
- Do you want to expand into Medicare, health insurance, life insurance, or annuities?
The right insurance marketing organization will align with your goals and help you better meet your clients’ needs.
2. Research IMOs and FMOs
Start by evaluating different independent marketing organizations and field marketing organizations. Not all IMOs offer the same services. Some specialize in life insurance products and final expense, while others focus heavily on Medicare Advantage or health insurance.
Look at their track record, their marketing strategies, and how they support new agents vs. experienced teams.
3. Evaluate Commission Structures
One of the top reasons agents work with an IMO or insurance FMO is to access higher commission rates. But higher comp isn’t everything as some IMOs offer generous rates but little to no support. Others may provide robust marketing support, lead generation, and hands-on training in exchange for a modest override.
Choose the structure that fits your growth strategy. There isn’t a right or wrong answer if you’re making your decision based on what you actually need to be successful.
4. Assess Training and Support
The best IMO will equip your agency with more than just a contract.
Look for training, compliance guidance, carrier updates, marketing materials, and help navigating the insurance companies’ processes. Whether you’re building a team of life insurance agents or Medicare-focused producers, education is critical.
5. Check References and Online Reputation
Ask around.
Talk to other independent insurance agents and insurance professionals. Get insight into the IMOs or BGAs they’ve worked with. Look at reviews online and find out what agents say about support, technology, and payment reliability.
6. Evaluate Technology and Tools
A solid insurance marketing organization should help simplify your workflow. Whether it’s a CRM, quoting system, enrollment platform, or commission portal—tech matters.
If you’re selling life insurance, Medicare, or annuities, streamlined platforms make a big difference.
7. Review the Contract Carefully
Your contract with an IMO, FMO, MGA, or general agency outlines your compensation, rights to block business, release terms, and obligations.
Don’t overlook this—have a legal professional review it to protect your agency’s future.
8. Investigate Conference Involvement
Want to know if an IMO is serious about industry growth? Ask which insurance conferences they attend or sponsor. A marketing organization that invests in continuing education and industry evolution is more likely to invest in you.
Want to Discuss Your IMO options?
Recommended IMOs for Insurance Agencies
Below is an evolving list of insurance IMOs that we know and have interacted with over the years. Each has their specific advantages and we recommend reaching out if you have questions.
| FMO | Health / Medicare | Life & Annuities | Ancillary |
|---|---|---|---|
| Senior Market Advisors | |||
| The Legacy Group | |||
| Parker Marketing | |||
| Buffalo Health Advisors | |||
| Clutch City | |||
| Summit Broker Resource | |||
| The Bedrock Group | |||
| Tri Star Senior Advisors | |||
| Precision Senior Marketing | |||
| Amerilife Marketing Group | |||
| MCC Brokerage | |||
| Network Insurance |
Frequently Asked Questions About IMOs
What distinguishes an IMO from an FMO?
While both provide similar services, IMOs often lean toward life insurance and annuities, while FMOs are broader and may include Medicare and health insurance products. These terms are often used interchangeably, but the best way to understand the difference is by looking at the insurance products offered.
How does an IMO make money?
An IMO aggregates production from many independent insurance agents, negotiates higher commission tiers with insurance carriers, and keeps a portion of the override. This model benefits both the IMO and the agent by offering better rates and access.
What are the benefits of working with an IMO?
- Access to a wide range of insurance products
- Higher life insurance and Medicare commissions
- Better training, compliance tools, and marketing materials
- Simplified onboarding and back-office support
- Networking and exposure through conferences, tech, and media like a podcast
What is an IMO in insurance?
An IMO (Independent Marketing Organization) acts as a middleman between insurance carriers and independent agents. IMOs provide agents with access to insurance products, training, marketing support, back-office services, and technology tools. They help agents grow without being captive to one carrier.
What is a Life Insurance IMO?
A life insurance IMO focuses specifically on life insurance products—such as term, whole, IUL, and final expense—and provides agents with access to multiple carriers, product training, underwriting support, and sales systems to help them scale their business.
What’s the difference between an FMO and IMO?
While IMOs often focus on life insurance and annuities, FMOs (Field Marketing Organizations) typically cover a broader product range, including Medicare, health insurance, and ancillary products. In practice, the terms are often used interchangeably, but structure and focus may differ between organizations.
What is an Independent Marketing Organization?
An Independent Marketing Organization is a non-captive intermediary that connects independent insurance agents with insurance carriers. IMOs negotiate higher commissions, provide operational support, and help agencies stay compliant and competitive.
Should I work with an insurance IMO or go direct to the insurance company?
For most agents, working with an IMO is the better path. IMOs offer higher commission levels, support, and access to multiple carriers—while going direct typically limits product availability and provides minimal agent resources.
How do IMOs support insurance agents in growing their business?
IMOs support agents with:
- Access to a variety of carriers and products
- Sales and product training
- Marketing tools and lead generation
- Compliance and administrative support
- CRM and enrollment platforms
Are you an agent looking to switch insurance IMOs?
If you’re already contracted but feel stuck, many IMOs offer agent release assistance, transition support, and contract level reviews.
It’s smart to evaluate your current comp levels, support structure, and growth opportunities before making a move.
How do I choose the right IMO for my insurance career?
Look at these factors:
- Commission levels and contract transparency
- Product mix and carrier access
- Level of sales, marketing, and back-office support
- Technology stack (CRM, quoting tools, etc.)
- Reputation and agent testimonials
How do I evaluate the best IMO for life insurance agents?
The best IMO for life insurance agents will:
- Provide access to simplified issue and fully underwritten policies
- Include strong underwriting support
- Deliver training tailored to life sales (including IULs, term layering, and final expense)
- Offer top-tier comp levels for life products based on your experience and volume
Which life insurance agency or IMO should I choose?
Choose one that aligns with your goals.
If you’re focused on final expense, you might want an IMO with in-house lead programs. For IUL or advanced markets, look for IMOs with strong case design support and advanced planning expertise.
Can you make 6 figures selling life insurance?
Yes.
With the right IMO, training, and work ethic, many agents earn six figures selling life insurance. Top producers often focus on high-ticket policies, build referral systems, and leverage technology to increase efficiency.
Who is the best IMO?
There’s no one-size-fits-all answer. The best IMO is the one that fits your business goals, product focus, and support needs.
Evaluate based on agent resources, responsiveness, and values—not just contract levels.
Who are the top 3 insurance companies to work with?
Top carriers vary by product and market, but strong names often include:
- Mutual of Omaha – Great for Medicare and final expense
- Ameritas or Protective Life – Known for competitive life products
- Aetna, Cigna and United – Leaders in Medicare Advantage and ancillary products
Final Thoughts
Choosing the best IMO or FMO is a decision that can shape your agency’s future. Whether you’re a life insurance agent growing your client base or an agency owner expanding into Medicare, the right insurance marketing organization can accelerate your path to success.
Use this guide to compare options, ask the right questions, and don’t rush the process. Aligning with the right IMO may be the best investment you make in your insurance business this year.
