Insurance Agents Prioritize Submission Automation Over Price and Product — Applied Systems, Inc.

Event summary

90% of agents have reduced business with carriers due to submissions friction, with re-keying data being the top pain point (74% of respondents).
Commercial submission automation is the #1 capability agents want from carriers (79%), followed by real-time AMS data upload (61%) and automated claims loss-run delivery (44%).
76% of agents say digital submissions and policy servicing experiences matter more than commission, with easy quoting and submission (86%) and speed to bind and issue (75%) being top priorities.
Commercial lines-heavy agencies re-key data at a rate of 70%, compared to 62% for personal lines-focused agencies.
The 2026 Connectivity Survey included 702 independent agents and incorporates nine-year trend data, Ivans Exchange platform data, and executive advisory council interviews.

The big picture

The findings highlight a significant shift in the insurance industry, where digital connectivity and operational efficiency are now more critical than traditional factors like price and product. This trend is driven by the increasing complexity of commercial lines and the need for faster, more accurate data exchange. Carriers that fail to adapt risk losing business to those that prioritize seamless digital experiences.

What we're watching

Technology Adoption: How quickly carriers will adopt submission automation tools to retain and attract agents.
Competitive Dynamics: Whether carriers that lag in digital connectivity will lose market share to more tech-savvy competitors.
Operational Efficiency: The pace at which agencies will fully transition from manual to automated submission processes.