Best IMO for New Insurance Agents

Choosing the best IMO (Insurance Marketing Organization) is one of the most important decisions you'll make as a new insurance agent. The right IMO accelerates your success with training, leads, and support. The wrong one leaves you struggling with no direction and low commissions.

This guide explains exactly how to evaluate IMOs and choose the best partner for your specific situation. Once you have a shortlist, learn what to look for in an IMO contract before you sign anything. See also our comparison of TPG vs captive agencies.

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Key Takeaways

• IMO choice dramatically impacts your first-year success
• Training quality is THE most important factor for new agents
• Commission levels matter, but aren't everything
• Lead programs separate top IMOs from mediocre ones
• Culture and support determine whether you stick with it
• Red flags to avoid: upfront fees, recruiting focus, vague commission structures

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What to Look For in an IMO

1. Training Quality (Most Important for New Agents)

Training determines whether you'll succeed or fail. Look for:

Daily Training Calls

• Not just weekly webinars -DAILY live calls
• Opportunity to ask questions in real-time
• Ongoing skill development, not just onboarding

Structured Onboarding Program

• Clear 30-90 day roadmap
• Step-by-step progression from licensed to producing
• Specific milestones and expectations

Sales Scripts and Frameworks

• Proven talk tracks, not "figure it out yourself"
• Objection handling scripts
• Presentation frameworks

Access to Top Producers

• Can you learn from agents earning $200K+?
• Are they accessible or hidden?
• Do they share actual strategies?

Questions to ask:

• "What does your onboarding look like for brand new agents?"
• "How often are live training calls?"
• "Can I speak to a new agent who joined in the last 6 months?"

2. Lead Programs

New agents need prospects. IMOs offering lead programs have a massive advantage.

What to evaluate:

Lead Quality

• Exclusive vs shared leads
• Data enrichment (is contact info verified?)
• Demographic targeting (right age, location, intent)

Lead Pricing

• Competitive rates ($15-$40 per lead is typical)
• Pay-as-you-go or required minimums?
• Discounts for higher volume?

Lead Technology

• AI-powered lead scoring?
• Real-time delivery?
• CRM integration?

Questions to ask:

• "What lead programs do you offer?"
• "What's the average contact rate on your leads?"
• "Can I start with a small lead budget to test quality?"

3. Commission Structure

Commission levels vary significantly between IMOs. Higher isn't always better, but it matters.

What "commission level" means:

Insurance companies pay commissions on policies sold. IMOs take an "override" and pass the rest to agents.

Example:

• Carrier pays 110% commission
• IMO takes 10% override
• Agent receives 100% commission

Competitive commission levels for new agents:

• Final expense: 100-110%
• Term life: 70-90%
• Medicare Advantage: $400-$600 per enrollment
• Medicare Supplement: 15-20%

Higher-producing agents can negotiate higher commission levels as they prove themselves.

Questions to ask:

• "What commission levels do you offer on [specific product]?"
• "Do commission levels increase with production?"
• "Are there any fees or chargebacks I should know about?"

4. Carrier Access

The best IMOs provide appointments with 10-20+ carriers across multiple product lines.

Why multiple carriers matter:

Different clients have different needs. If you only have one carrier, you'll lose sales when their products don't fit or their underwriting declines the client.

Minimum carrier count: 5-8 carriers for your main product focus Ideal carrier count: 15-20+ carriers across life, health, Medicare, annuities

Questions to ask:

• "How many carriers do you have appointments with?"
• "How long does contracting take?"
• "Can I add more carriers as I grow?"

5. Technology and Tools

Modern IMOs provide technology that streamlines your workflow.

Essential tools:

• CRM system for lead management
• Quoting software for multiple carriers
• E-application platforms
• Training portal and resources

Advanced tools (differentiators):

• AI lead scoring and prioritization
• Automated follow-up systems
• Video presentation tools
• Mobile apps for on-the-go work

Questions to ask:

• "What technology platform do you provide?"
• "Is there a cost for your CRM and tools?"
• "What training do you provide on using the technology?"

6. Support and Mentorship

You'll have questions and problems. How accessible is support?

What to look for:

Response time

• Can you reach someone when you need help?
• Same-day response or multi-day wait?

Support channels

• Phone, email, text, chat?
• Agent support team or just automated FAQs?

Mentorship programs

• Are you assigned a mentor?
• Do experienced agents help new agents?

Questions to ask:

• "How do I get support when I have questions?"
• "What's your typical response time?"
• "Do you have a mentorship program?"

7. Culture and Community

You'll spend significant time with your IMO's community. Culture matters.

Positive culture indicators:

• Agents genuinely help each other
• Leadership is accessible and engaged
• Focus on long-term success, not short-term recruiting
• Transparent communication
• Recognition for achievements

Negative culture indicators:

• High turnover (agents constantly leaving)
• Leadership is distant or unresponsive
• Emphasis on recruiting over selling
• Vague or inconsistent communication
• No sense of community or belonging

Questions to ask:

• "Can I join a Facebook group or community to see how agents interact?"
• "What does your agent community look like?"
• "How many agents joined in the last year, and how many are still active?"

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Red Flags to Avoid

🚩 Upfront Fees

Legitimate IMOs do not charge agents to join or get contracted. If an organization requires significant upfront fees ($500+), walk away.

Acceptable costs:

• Your own licensing and exam fees
• Optional lead purchases
• Optional advanced training programs

Unacceptable costs:

• "Membership fees" to join
• "Onboarding fees"
• "Platform access fees"

🚩 Recruiting Focus Over Sales Focus

If the IMO spends more time talking about building a team and earning overrides than selling insurance, it's a red flag.

Legitimate IMOs focus on:

• How to sell policies
• Training on products and presentations
• Lead generation and prospecting

MLM-style organizations focus on:

• Building your downline
• Recruiting other agents
• Earning overrides on recruits

Insurance sales is the core business. Recruiting is secondary and optional.

🚩 Vague Commission Answers

If you can't get straight answers on commission levels, run.

Legitimate IMOs will tell you exactly what you'll earn:

• "Final expense is 100% commission, which is $900-$1,200 per sale"
• "Medicare Advantage pays $500 per enrollment"
• "Term life pays 80% of target premium"

If you hear "it varies" or "we'll discuss that later," keep looking.

🚩 No Training Program

If there's no structured training, you're on your own. New agents without training typically fail within 90 days.

Red flags:

• "We'll get you licensed and you can start calling"
• "Just follow the script, it's easy"
• "We have some recorded videos you can watch"

What you need:

• Daily live training calls
• Structured onboarding program
• Access to top producers
• Ongoing skill development

🚩 Pressure Tactics

Legitimate IMOs don't use high-pressure sales tactics to recruit agents.

Watch for:

• "This opportunity won't be available tomorrow"
• "We only accept X new agents per month" (false scarcity)
• "You need to decide now"
• Reluctance to let you think it over or talk to other agents

Take your time. Research. Ask questions. Talk to current agents.

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How to Evaluate Specific IMOs

Step 1: Research Online

• Google the IMO name + "reviews"
• Check Better Business Bureau ratings
• Search Facebook groups for agent feedback
• Look for complaints or lawsuits

Step 2: Request Information

Contact 3-5 IMOs and request information:

• Commission structure
• Training programs
• Lead options
• Technology provided
• Carrier list

Step 3: Interview Current Agents

Ask to speak with 2-3 agents who've been with the IMO for 6-12 months.

Questions for agents:

• "How was your experience as a new agent?"
• "Does the training actually help?"
• "How responsive is support?"
• "Would you join this IMO again knowing what you know now?"

Step 4: Attend a Training Call (If Possible)

Some IMOs let prospective agents join a training call before committing. This gives you a feel for:

• Training quality and structure
• Leadership style
• Agent engagement and culture

Step 5: Trust Your Gut

If something feels off, it probably is. You'll be working with this organization daily. Choose a partner you trust and respect.

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Comparing IMO Types

Large National IMOs

Pros:

• Extensive carrier access
• Established reputation
• Robust technology platforms
• Financial stability

Cons:

• Can feel impersonal
• Less individual attention
• Standardized programs (less flexibility)

Best for: Agents who want stability and don't need hand-holding

Smaller Boutique IMOs

Pros:

• Personal relationships with leadership
• More flexible support
• Tight-knit community
• Direct access to top producers

Cons:

• Fewer carriers
• Less robust technology
• Smaller agent community

Best for: Agents who value personal mentorship and community

Specialist IMOs (Final Expense, Medicare, etc.)

Pros:

• Deep expertise in one product line
• Specialized training
• Product-specific leads
• Targeted carrier relationships

Cons:

• Limited product diversity
• Can't pivot to other products easily

Best for: Agents committed to a specific niche

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Questions to Ask Before Joining

1. "What does your onboarding process look like for brand new agents?"
2. "What training do you provide, and how often?"
3. "What are your commission levels for [specific product]?"
4. "What lead programs do you offer, and what are the costs?"
5. "How many carriers do you have appointments with?"
6. "Can I speak to 2-3 agents who joined in the last 6-12 months?"
7. "What technology and tools do you provide?"
8. "What support is available when I have questions?"
9. "Are there any upfront costs or ongoing fees?"
10. "What makes your IMO different from others?"

Write down their answers. Compare across multiple IMOs.

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The Decision Framework

After researching IMOs, use this framework:

Rank each IMO (1-10) on:

1. Training quality
2. Lead programs
3. Commission levels
4. Technology/tools
5. Support accessibility
6. Culture/community
7. Carrier access

Weight the rankings:

• Training = 3x weight (most important)
• Leads = 2x weight
• Everything else = 1x weight

The IMO with the highest weighted score is your best choice.

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What The Price Group Offers

At The Price Group, we built our IMO specifically to solve the problems new agents face:

Training: Agent Launch System (ALS-30)

• 30-day structured program from licensed to producing
• Daily live training calls
• Scripts, frameworks, and objection handling
• Access to million-dollar producers

Leads: AI-Powered System

• Real-time intent signals identify actively researching prospects
• Data-enriched contact information
• Exclusive access (not shared with other agents)
• 3x higher contact rates than traditional leads

Commissions:

• Competitive rates: 100-110% on final expense
• Higher levels available as you produce
• Full transparency -no hidden fees

Technology:

• CRM system included
• Multi-carrier quoting tools
• E-application platforms
• Mobile app for remote work

Support:

• Same-day response times
• Direct access to leadership
• Assigned mentorship for new agents
• Active agent community (5,000+ members)

Carriers:

• 20+ carrier appointments
• Life, health, Medicare, annuities
• Fast contracting (3-7 days)

We focus on agent success, not recruitment. Our model succeeds when you succeed.

Ready to join a quality IMO? Apply to The Price Group

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Frequently Asked Questions

What is the best IMO for brand new insurance agents?

The best IMO for new agents prioritizes training and support over commission levels. Look for daily live training calls, structured onboarding (30-90 days), access to proven scripts and frameworks, and responsive support. Lead programs are also critical -new agents need prospects to practice with. The Price Group's Agent Launch System (ALS-30) was specifically designed for new agents, taking you from licensed to writing policies in 30 days.

How much commission should a new insurance agent expect?

New agents typically receive 100-110% commission on final expense policies, 70-90% on term life, $400-$600 per Medicare Advantage enrollment, and 15-20% on Medicare Supplements. Commission levels often increase as you produce more. Be wary of IMOs offering dramatically higher commissions -they may lack training and support, leaving you with high commissions but no sales.

Can I switch IMOs if I'm not happy?

Yes, you can switch IMOs, but there are considerations. You'll need to get re-contracted with carriers under your new IMO, which takes 1-2 weeks. Any active clients typically stay with your current IMO (though some IMOs let you transfer business). Renewal commissions may be affected. Choose carefully upfront to avoid the hassle of switching.

Do IMOs charge fees to new agents?

Legitimate IMOs do not charge agents to join or get contracted with carriers. You'll pay your own licensing costs ($300-$600) and may choose to purchase leads or optional training programs, but there should be no "membership fees" or "platform fees" just to join. If an IMO requires significant upfront fees, it's a red flag.

Should I join a large national IMO or a smaller one?

It depends on your personality and needs. Large national IMOs offer more carriers, established reputations, and robust technology, but can feel impersonal. Smaller IMOs provide closer relationships, personal mentorship, and tight-knit communities, but may have fewer resources. For new agents, training quality and support responsiveness matter more than size -focus on those factors regardless of IMO size.

How important are lead programs when choosing an IMO?

Lead programs are critical, especially for new agents without an established referral network. IMOs with quality lead programs dramatically accelerate your ramp-up period. Without leads, you're relying on personal network or cold prospecting, which can take months to produce consistent income. Evaluate lead quality (exclusive vs shared), pricing, and technology when comparing IMOs.

Learn more about The Price Group | Compare IMOs