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How to Start an Insurance Agency

Written by:

Carolyn Young is a business writer who focuses on entrepreneurial concepts and the business formation. She has over 25 years of experience in business roles, and has authored several entrepreneurship textbooks.

Edited by:

David has been writing and learning about business, finance and globalization for a quarter-century, starting with a small New York consulting firm in the 1990s.

How to Start an Insurance Agency

Fast Facts

Investment range

$2,850 - $6,500

Revenue potential

$60,000 - $300,000 p.a.

Time to build

3-6 months

Profit potential

$54,000 - $90,000 p.a.

Industry trend




Insurance protects the things we own and the people we love, which means it’s a massive industry — worth more than a trillion dollars in the US alone. If you’re an insurance agent, you’re already profiting from it and giving your clients peace of mind, but if you start your own insurance agency you’d have a broader impact, more control and higher income. 

But before you start writing policies, you’ll need to understand the business launch process. Luckily, this step-by-step guide has you covered with all the information you need to launch a lucrative insurance agency. 

Step 1: Decide if the Business Is Right for You

Pros and cons

Starting an insurance agency has pros and cons to consider before deciding if it’s right for you. 


  • Good Money – Get healthy commissions on insurance premiums
  • Flexibility – Run your business from home
  • Provide Peace of Mind – Help people protect their possessions and family


  • Crowded Market – The market is saturated with insurance agencies
  • Continuing Education – To meet strict education and licensing requirements

Insurance industry trends

Industry size and growth

insurance industry size and growth

Trends and challenges

insurance industry Trends and Challenges

Trends in the insurance industry include:

  • Tech-enabled data, including data about driving, is making insurance premiums more personalized.
  • AI and automation technologies are enabling faster insurance claims processing.

Challenges in the insurance industry include:

  • Insurance agencies are facing pressure to digitalize their business processes, creating the need for additional investment.
  • The trend toward purchasing insurance online is decreasing revenues for independent agencies, which often lack the resources for e-commerce. 

Demand hotspots

insurance industry demand hotspots

What kind of people work in insurance?

insurance industry demographics
  • Gender  48.4% of insurance agents are female, while 51.6% are male.((https://www.zippia.com/insurance-agent-jobs/demographics/))
  • Average level of education The average insurance agent has a bachelor’s degree.
  • Average age – The average insurance agent in the US is 45.9 years old.

How much does it cost to start an insurance agency business?

Startup costs for an insurance agency range from $2,800 to $6,500. Costs include a computer, a website, and a marketing budget. These numbers assume that you will start your agency from home.

You’ll need to be licensed in all types of insurance. Every state has its own education and licensing requirements, so check with your state’s licensing board.

Start-up CostsBallpark RangeAverage
Setting up a business name and corporation$150 - $200$175
Business licenses and permits$100 - $300$200
Business cards and brochures$200 - $300$250
Website setup$1,000 - $3,000$2,000
Computer$800 - $1,400$1,100
Marketing budget$500 - $1,000$750
Total$2,850 - $6,500$4,675

How much can you earn from an insurance agency business?

insurance agency earnings forecast

Your income will depend on the type of insurance sold. You’ll earn a commission of about 15% of the annual premium. These calculations assume that your average customer will pay $2,000 per year on various types of insurance. Your profit margin will be high when you’re working by yourself, about 90%. 

In your first year or two, you could work from home and sell 200 policies per year, bringing in $60,000 in annual revenue. This would mean $54,000 in profit, assuming that 90% margin. As you start to get referrals, sales could climb to 1000 policies a year. At this stage, you’d rent a commercial space and hire staff, reducing your profit margin to around 30%. With annual revenue of $300,000, you’d make a healthy profit of $90,000.

What barriers to entry are there?

There are a few barriers to entry for an insurance agency. Your biggest challenges will be:

  • Meeting the education and licensing requirements
  • The massive competition in the insurance industry

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Step 2: Hone Your Idea

develop a business idea

Now that you know what’s involved in starting an insurance agency, it’s a good idea to hone your concept in preparation to enter a competitive market. 

Market research will give you the upper hand, even if you’re already positive that you have a perfect product or service. Conducting market research is important, because it can help you understand your customers better, who your competitors are, and your business landscape.

Why? Identify an opportunity

Research insurance agencies in your area to examine their products, price points, and customer reviews. You’re looking for a market gap to fill. For instance, maybe the local market is missing an independent insurance agency that sells errors and omissions (EO) insurance, or an agency that works with a certain insurance carrier. 

You might consider targeting a niche market by specializing in a certain aspect of your industry, such as life insurance or homeowner’s insurance.

This could jumpstart your word-of-mouth marketing and attract clients right away. 

What? Determine your services

Your best bet is to become licensed in all types of insurance so that you have more revenue potential. You can offer both personal and business insurance. 

How much should you charge for insurance?

Your prices will be dependent on the premiums that the insurance carriers quote for each client. Your commission will depend on the type of insurance, but will typically be about 15%. 

Once you know your costs, you can use this Step By Step profit margin calculator to determine your mark-up and final price points. Remember, the prices you use at launch should be subject to change if warranted by the market.

Who? Identify your target market

Your target market will be consumers and businesses. You should spread out your marketing to include TikTok, Instagram, Facebook, and LinkedIn. 

Where? Choose your business premises

In the early stages, you may want to run your business from home to keep costs low. But as your business grows, you’ll likely need to hire workers for various roles and may need to rent out an office. You can find commercial space to rent in your area on sites such as Craigslist, Crexi, and Instant Offices.

When choosing a commercial space, you may want to follow these rules of thumb:

  • Central location accessible via public transport
  • Ventilated and spacious, with good natural light
  • Flexible lease that can be extended as your business grows
  • Ready-to-use space with no major renovations or repairs needed
insurance agency idea rating

Step 3: Brainstorm an Insurance Company Name

Here are some ideas for brainstorming your business name:

  • Short, unique, and catchy names tend to stand out
  • Names that are easy to say and spell tend to do better 
  • Name should be relevant to your product or service offerings
  • Ask around — family, friends, colleagues, social media — for suggestions
  • Including keywords, such as “insurance” or “insurance agency”, boosts SEO
  • Name should allow for expansion, for ex: “Apex Insurance Solutions” over “AutoShield Insurance Agency” or “Sportsman’s Insurance Group”
  • A location-based name can help establish a strong connection with your local community and help with the SEO but might hinder future expansion

Once you’ve got a list of potential names, visit the website of the US Patent and Trademark Office to make sure they are available for registration and check the availability of related domain names using our Domain Name Search tool. Using “.com” or “.org” sharply increases credibility, so it’s best to focus on these. 

Finally, make your choice among the names that pass this screening and go ahead with domain registration and social media account creation. Your business name is one of the key differentiators that sets your business apart. Once you pick your company name, and start with the branding, it is hard to change the business name. Therefore, it’s important to carefully consider your choice before you start a business entity.

Step 4: Create an Insurance Agency Business Plan

Here are the key components of a business plan:

what to include in a business plan
  • Executive Summary: Provide a brief summary of your insurance agency’s mission to offer comprehensive insurance solutions and excellent customer service.
  • Business Overview: Describe your insurance agency’s focus, whether it’s personal, commercial, or a mix, and emphasize the types of insurance you specialize in, like auto, home, life, or business insurance.
  • Product and Services: Detail the insurance products you offer, including coverage options, policies, and any unique features or add-ons that set your agency apart.
  • Market Analysis: Analyze the insurance market in your target area, including demographics, competitors, and the demand for insurance services.
  • Competitive Analysis: Assess your competition in the insurance industry, highlighting their strengths and weaknesses, pricing strategies, and customer acquisition methods.
  • Sales and Marketing: Explain your marketing strategies, which may involve partnerships with local businesses, digital marketing, or networking within the community.
  • Management Team: Showcase the expertise and qualifications of your team, particularly in insurance sales, underwriting, claims processing, and customer relations.
  • Operations Plan: Describe your agency’s daily operations, from client onboarding to policy administration and claims handling, ensuring efficiency and excellent service.
  • Financial Plan: Provide financial projections, including startup costs, revenue forecasts, and profit margins, outlining your agency’s path to profitability.
  • Appendix: Include additional documents such as insurance industry certifications, testimonials from satisfied clients, or case studies demonstrating successful insurance coverage.

If you’ve never created a business plan, it can be an intimidating task. You might consider hiring a business plan specialist to create a top-notch business plan for you.

Step 5: Register Your Business

Registering your business is an absolutely crucial step — it’s the prerequisite to paying taxes, raising capital, opening a bank account, and other guideposts on the road to getting a business up and running.

Plus, registration is exciting because it makes the entire process official. Once it’s complete, you’ll have your own business! 

Choose where to register your company

Your business location is important because it can affect taxes, legal requirements, and revenue. Most people will register their business in the state where they live, but if you’re planning to expand, you might consider looking elsewhere, as some states could offer real advantages when it comes to insurance agencies. 

If you’re willing to move, you could really maximize your business! Keep in mind, it’s relatively easy to transfer your business to another state. 

Choose your business structure

Business entities come in several varieties, each with its pros and cons. The legal structure you choose for your insurance agency will shape your taxes, personal liability, and business registration requirements, so choose wisely. 

Here are the main options:

types of business structures
  • Sole Proprietorship – The most common structure for small businesses makes no legal distinction between company and owner. All income goes to the owner, who’s also liable for any debts, losses, or liabilities incurred by the business. The owner pays taxes on business income on his or her personal tax return.
  • General Partnership – Similar to a sole proprietorship, but for two or more people. Again, owners keep the profits and are liable for losses. The partners pay taxes on their share of business income on their personal tax returns.
  • Limited Liability Company (LLC) – Combines the characteristics of corporations with those of sole proprietorships or partnerships. Again, the owners are not personally liable for debts.
  • C Corp – Under this structure, the business is a distinct legal entity and the owner or owners are not personally liable for its debts. Owners take profits through shareholder dividends, rather than directly. The corporation pays taxes, and owners pay taxes on their dividends, which is sometimes referred to as double taxation.
  • S Corp – An S-Corporation refers to the tax classification of the business but is not a business entity. An S-Corp can be either a corporation or an LLC, which just need to elect to be an S-Corp for tax status. In an S-Corp, income is passed through directly to shareholders, who pay taxes on their share of business income on their personal tax returns.

We recommend that new business owners choose LLC as it offers liability protection and pass-through taxation while being simpler to form than a corporation. You can form an LLC in as little as five minutes using an online LLC formation service. They will check that your business name is available before filing, submit your articles of organization, and answer any questions you might have. 

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Step 6: Register for Taxes

The final step before you’re able to pay taxes is getting an Employer Identification Number, or EIN. You can file for your EIN online or by mail or fax: visit the IRS website to learn more. Keep in mind, if you’ve chosen to be a sole proprietorship you can simply use your social security number as your EIN. 

Once you have your EIN, you’ll need to choose your tax year. Financially speaking, your business will operate in a calendar year (January–December) or a fiscal year, a 12-month period that can start in any month. This will determine your tax cycle, while your business structure will determine which taxes you’ll pay.

The IRS website also offers a tax-payers checklist, and taxes can be filed online.

It is important to consult an accountant or other professional to help you with your taxes to ensure you’re completing them correctly.

Step 7: Fund your Business

Securing financing is your next step and there are plenty of ways to raise capital:

types of business financing
  • Bank loans: This is the most common method but getting approved requires a rock-solid business plan and strong credit history.
  • SBA-guaranteed loans: The Small Business Administration can act as guarantor, helping gain that elusive bank approval via an SBA-guaranteed loan.
  • Government grants: A handful of financial assistance programs help fund entrepreneurs. Visit Grants.gov to learn which might work for you.
  • Friends and Family: Reach out to friends and family to provide a business loan or investment in your concept. It’s a good idea to have legal advice when doing so because SEC regulations apply.
  • Crowdfunding: Websites like Kickstarter and Indiegogo offer an increasingly popular low-risk option, in which donors fund your vision. Entrepreneurial crowdfunding sites like Fundable and WeFunder enable multiple investors to fund your business.
  • Personal: Self-fund your business via your savings or the sale of property or other assets.

Bank and SBA loans are probably the best option, other than friends and family, for funding an insurance agency business. 

Step 8: Apply for Insurance Business Licenses and Permits

Business Licenses and Permits

Starting an insurance agency business requires obtaining a number of licenses and permits from local, state, and federal governments.

You’ll need an insurance broker’s license and various types of insurance agent licenses. Education and licensing requirements vary by state. You may also need state-level and local county or city-based licenses and permits. The license requirements and how to obtain them vary, so check the websites of your state, city, and county governments or contact the appropriate person to learn more. 

Federal regulations, licenses, and permits associated with starting your business include doing business as (DBA), health licenses and permits from the Occupational Safety and Health Administration (OSHA), trademarks, copyrights, patents, and other intellectual properties, as well as industry-specific licenses and permits. 

You could also check this SBA guide for your state’s requirements, but we recommend using MyCorporation’s Business License Compliance Package. They will research the exact forms you need for your business and state and provide them to ensure you’re fully compliant.

This is not a step to be taken lightly, as failing to comply with legal requirements can result in hefty penalties.

If you feel overwhelmed by this step or don’t know how to begin, it might be a good idea to hire a professional to help you check all the legal boxes.

Step 9: Open a Business Bank Account

Before you start making money, you’ll need a place to keep it, and that requires opening a bank account.

Keeping your business finances separate from your personal account makes it easy to file taxes and track your company’s income, so it’s worth doing even if you’re running your insurance agency business as a sole proprietorship. Opening a business bank account is quite simple, and similar to opening a personal one. Most major banks offer accounts tailored for businesses — just inquire at your preferred bank to learn about their rates and features.

Banks vary in terms of offerings, so it’s a good idea to examine your options and select the best plan for you. Once you choose your bank, bring in your EIN (or Social Security Number if you decide on a sole proprietorship), articles of incorporation, and other legal documents and open your new account. 

Step 10: Get Business Insurance

Business insurance is an area that often gets overlooked yet it can be vital to your success as an entrepreneur. Insurance protects you from unexpected events that can have a devastating impact on your business.

Here are some types of insurance to consider:

types of business insurance
  • General liability: The most comprehensive type of insurance, acting as a catch-all for many business elements that require coverage. If you get just one kind of insurance, this is it. It even protects against bodily injury and property damage.
  • Business Property: Provides coverage for your equipment and supplies.
  • Equipment Breakdown Insurance: Covers the cost of replacing or repairing equipment that has broken due to mechanical issues.
  • Worker’s compensation: Provides compensation to employees injured on the job.
  • Property: Covers your physical space, whether it is a cart, storefront, or office.
  • Commercial auto: Protection for your company-owned vehicle.
  • Professional liability: Protects against claims from a client who says they suffered a loss due to an error or omission in your work.
  • Business owner’s policy (BOP): This is an insurance plan that acts as an all-in-one insurance policy, a combination of the above insurance types.

Step 11: Prepare to Launch

Launching a Business

As opening day nears, prepare for launch by reviewing and improving some key elements of your business. 

Essential software and tools

Being an entrepreneur often means wearing many hats, from marketing to sales to accounting, which can be overwhelming. Fortunately, many websites and digital tools are available to help simplify many business tasks. 

You may want to use industry-specific software, such as VertaforeEZLynx, or Zywave, to manage your leads, sales, policies, invoicing, and payments. 


  • Popular web-based accounting programs for smaller businesses include Quickbooks, Freshbooks, and Xero
  • If you’re unfamiliar with basic accounting, you may want to hire a professional, especially as you begin. The consequences for filing incorrect tax documents can be harsh, so accuracy is crucial.

Develop your website

Website development is crucial because your site is your online presence and needs to convince prospective clients of your expertise and professionalism.

You can create your own website using services like WordPress, Wix, or Squarespace. This route is very affordable, but figuring out how to build a website can be time-consuming. If you lack tech-savvy, you can hire a web designer or developer to create a custom website for your business.

They are unlikely to find your website, however, unless you follow Search Engine Optimization (SEO) practices. These are steps that help pages rank higher in the results of top search engines like Google.


Here are some powerful marketing strategies for your future business:

  1. Localized Sponsorships: Partner with local events, sports teams, or community organizations to sponsor their activities, gaining exposure among your target audience and establishing a trustworthy local presence.
  2. Educational Workshops: Host workshops or webinars on insurance-related topics, providing valuable information to potential clients and positioning your agency as an authority in the field.
  3. Customer Referral Program: Encourage satisfied clients to refer friends and family by implementing a referral program with incentives, such as discounts or small rewards for both the existing and new clients.
  4. Strategic Partnerships: Build relationships with other local businesses, such as real estate agencies or car dealerships, for mutual referrals and cross-promotions.
  5. Social Media Engagement: Leverage social media platforms to engage with your audience by sharing relevant content, answering queries, and participating in community discussions, showcasing your agency’s expertise.
  6. Online Reviews and Testimonials: Actively encourage satisfied clients to leave positive reviews on platforms like Google My Business or Yelp, enhancing your online reputation and credibility.
  7. Targeted Direct Mail Campaigns: Send personalized and targeted direct mail campaigns to specific demographics within your local area, emphasizing the benefits of your insurance services.
  8. Mobile Optimization: Ensure your online presence, including emails and website, is optimized for mobile devices, as many potential clients may access information through smartphones and tablets.
  9. Content Marketing: Develop high-quality, informative content through blog posts, articles, or videos that address common questions and concerns related to insurance, showcasing your agency’s expertise.
  10. Customer Loyalty Programs: Implement loyalty programs that reward clients for long-term relationships with your agency, fostering customer retention and positive word-of-mouth.

Focus on USPs

unique selling proposition

Unique selling propositions, or USPs, are the characteristics of a product or service that sets it apart from the competition. Customers today are inundated with buying options, so you’ll have a real advantage if they are able to quickly grasp how your insurance agency meets their needs or wishes. It’s wise to do all you can to ensure your USPs stand out on your website and in your marketing and promotional materials, stimulating buyer desire. 

Global pizza chain Domino’s is renowned for its USP: “Hot pizza in 30 minutes or less, guaranteed.” Signature USPs for your insurance agency business could be: 

  • Protect your family long-term with life insurance and annuities
  • A family-run agency for all your insurance needs 
  • We’ll shop for the best insurance rates for you


You may not like to network or use personal connections for business gain. But your personal and professional networks likely offer considerable untapped business potential. Maybe that Facebook friend you met in college is now running an insurance agency business, or a LinkedIn contact of yours is connected to dozens of potential clients. Maybe your cousin or neighbor has been working in insurance agencies for years and can offer invaluable insight and industry connections. 

The possibilities are endless, so it’s a good idea to review your personal and professional networks and reach out to those with possible links to or interest in insurance. You’ll probably generate new customers or find companies with which you could establish a partnership. 

Step 12: Build Your Team

Building a Team for a New Business

If you’re starting out small from a home office, you may not need any employees. But as your business grows, you will likely need workers to fill various roles. Potential positions for an insurance agency business include:

  • Licensed Insurance Agents – sell insurance policies
  • Customer Service Representatives – answer calls, make appointments
  • Receptionist – greet customers
  • General Manager – scheduling, accounting
  • Marketing Lead – SEO strategies, social media

At some point, you may need to hire all of these positions or simply a few, depending on the size and needs of your business. You might also hire multiple workers for a single role or a single worker for multiple roles, again depending on need. 

Free-of-charge methods to recruit employees include posting ads on popular platforms such as LinkedIn, Facebook, or Jobs.com. You might also consider a premium recruitment option, such as advertising on Indeed, Glassdoor, or ZipRecruiter. Further, if you have the resources, you could consider hiring a recruitment agency to help you find talent. 

Step 13: Run an Insurance Business – Start Making Money!

Running a Business

In a trillion-dollar industry, a startup insurance agency has enormous potential. Almost everyone has some type of insurance, and most people and businesses have more than one type. If you’re a licensed insurance agent or want to become one, starting a thriving insurance agency is not too difficult if you have a passion for serving customers and addressing their needs. 

You’ve done your business homework now, so it’s time to get to work ensuring your future success!

Insurance Agency Business FAQs

How profitable is an insurance agency?

An insurance agency can be very profitable. You’ll just need to invest in some marketing and serve your customers well by finding them the best products and premiums and you can be successful.

How can I become an insurance agent?

You’ll need to be licensed in the type of insurance you want to sell. Every state has its own education and licensing requirements, so check with your state’s licensing board.

How can I differentiate my insurance agency from competitors in the market?

To differentiate your insurance agency from competitors in the market, you can specialize in a niche, provide personalized service, highlight unique offerings, leverage technology, and build strong relationships with clients.

How can I build a client base for my insurance agency?

To build a client base for your insurance agency, define your target market, develop a strong online presence, network and build relationships, offer incentives for new clients, and leverage existing contacts to spread the word about your agency.


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How to Start an Insurance Agency