Many life insurance agencies eventually ask the same question, is working with an IMO actually worth it. The answer is rarely black and white. For early stage producers, the value may be limited. For established agencies and BGAs, the IMO relationship often becomes a core part of how the business operates.
When an IMO May Not Be Worth It
For agencies operating with low volume or minimal operational complexity, an IMO may provide limited value. When case flow is manageable and carrier communication is simple, internal handling may be sufficient.
In these scenarios, agencies often prioritize flexibility and simplicity over infrastructure.
When an IMO Becomes a Strategic Asset
As agencies grow, operational demands increase quickly. Underwriting coordination, carrier communication, compliance requirements, and reporting all scale with volume.
At this stage, an IMO becomes less about access and more about leverage. Agencies use IMOs to absorb complexity and standardize workflows.
The value of an IMO increases as operational complexity increases.
Breaking Down the Real Costs
The perceived cost of an IMO is often framed around compensation. However, agencies should also account for the cost of internal staff, delayed placements, producer frustration, and leadership time.
When these factors are considered, the economics of an IMO partnership often look very different.
What Agencies Actually Gain
Agencies that leverage IMOs effectively gain centralized case management, underwriting coordination, carrier escalation, and visibility across the organization.
These benefits allow agencies to grow more predictably while protecting margins.
How The Marketing Alliance Delivers Value at Scale
The Marketing Alliance is built for agencies that view the IMO relationship as infrastructure rather than a transactional layer. TMA provides centralized fulfillment, underwriting coordination, and carrier relationships designed to support scale.
Agencies working with TMA use the IMO relationship to reduce operational burden while maintaining control over distribution and strategy.
Deciding What Is Right for Your Agency
Whether an IMO is worth it depends on where an agency is in its growth cycle and how it plans to scale. For agencies focused on long term growth, operational leverage often outweighs short term considerations.
The most successful agencies evaluate IMOs not as vendors, but as strategic partners.
Is an IMO Worth It for Your Agency?
If you are evaluating whether an IMO partnership makes sense for your current stage of growth, we should talk.
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