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Policy Remarketing

Re-shopping an existing client's coverage to alternative carriers at renewal to secure improved pricing, terms, or coverage breadth.

businessPublished 2026/06/10Last verified 2026/06/10

FAQs

Should agencies remarket every policy at renewal?
No. Remarketing every policy regardless of incumbent performance is inefficient and can damage carrier relationships. Remarket selectively: when the incumbent's renewal offer is materially uncompetitive, when the client requests it, when loss history suggests the incumbent may non-renew, or when a better-fit carrier has entered the market for that risk class.
What should an agency tell a client when remarketing a policy?
Be direct: 'Your renewal came in at X. I shopped it with several carriers and here is what I found.' Explain the comparison — coverage terms, carrier financial strength, and price — and make a clear recommendation. Clients trust agents who show their work.

Related Terms

  • Renewal Management

    The structured process of managing expiring policies through outreach, remarketing, and negotiation to maximize retention and protect premium volume.

  • Expiration List

    A report listing policies expiring within a defined future window, sorted to prioritize the renewal outreach and remarketing workload for service staff.

  • Carrier Connectivity

    The technical integration between an agency's AMS and carrier systems enabling policy downloads, real-time quoting, and data synchronization.

  • Account Executive

    A licensed professional who manages the overall client relationship on a commercial account, coordinates coverage, and leads the annual renewal process.

Related Items

  • EZLynx

    Comparative rater + AMS for agencies

  • Applied Epic

    Market-leading AMS with embedded Epic AI

  • AMS360

    Vertafore's agency management system for independent property and casualty agencies

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Policy remarketing is the process of submitting an existing client's risk to one or more alternative insurance carriers at renewal — either because the incumbent carrier has offered uncompetitive pricing, the client's loss history has changed, the risk has grown beyond the incumbent's appetite, or the agency identifies a carrier with superior coverage terms for the account.

How it works / Why it matters

Remarketing is a core tool for renewal-management and client retention. When an incumbent carrier renews with a significant rate increase, the agency faces a binary choice: accept the renewal and risk the client shopping independently, or proactively remarket to demonstrate that the agency is working on the client's behalf. Proactive remarketing almost always produces better client retention outcomes than passive renewal acceptance, even when the incumbent ultimately wins.

The process begins with identifying which renewals on the expiration-list are candidates for remarketing. Triggers include premium increases above a threshold (often 10–15%), loss ratios that signal upcoming non-renewal, policy changes that affect coverage adequacy, or client-initiated price complaints. Accounts meeting any of these criteria are placed in a remarketing queue.

For standard personal lines, remarketing is supported by comparative rating platforms that can produce competing quotes in minutes. For commercial lines, remarketing requires submitting a full account package — ACORD applications, five-year loss runs, supplemental applications, and financial statements — to alternative markets and waiting for competing quotations.

In practice

Personal lines remarketing is most commonly executed through comparative raters like EZLynx or directly through carrier portals. Commercial lines remarketing requires more manual effort and is typically handled by the agency's marketing department or a designated account-executive.

The client communication around remarketing matters as much as the remarketing itself. Clients who are told 'We shopped your account and found you a better option with Carrier X' experience strong service satisfaction, even if the new premium is only modestly lower. Clients who receive a renewal they did not ask about and discover they are now with an unfamiliar carrier experience the opposite — confusion and distrust.

For agencies using carrier-connectivity integrations, policy remarketing can trigger automatic download setup with the new carrier when a policy moves. This reduces the administrative burden of moving a client from one carrier to another while maintaining accurate AMS records.