How to Find the Best FMO/IMO/GA

January 19, 2021

Are you looking to partner with an insurance FMO/IMO/GA?

Whether you knew it or not, it’s time to start making some decisions. Which carriers are you going to contract with? What products will you sell?

Which of the 300+ marketing organizations will you choose? 

It can be pretty overwhelming to decide which FMO/IMO/GA is right for you, so I’ve compiled a list of seven steps to make the process easy. Feel free to jump around using the links below:

What is an FMO/IMO/GA?

Commonly referred to as FMO (Field Marketing Organization), IMO (Independent Marketing Organization), or GA (General Agency), an insurance marketing organization is a third party that works between the independent insurance agent and the insurance carrier.

The insurance carriers lean on the marketing organization to provide recruiting, contracting, training, licensing, and support at no charge to you. 

Brokers and Carriers Working Together

What carriers are you looking for?

In order to be successful, you need to sell the best products available for your area.

Use sources such as medicare.gov and run quotes in the area you will be working to make sure your FMO/IMO/GA has these contracts.

You should also check what product lines they have available. If you sell Medicare plans, does the FMO/IMO/GA offer other products that you can cross-sell, such as Dental, Hospital Indemnity, and Life Insurance?

You need to make sure the FMO/IMO/GA is diverse in the products they offer.

Fully Vested Contracts

Simply put, having a fully vested contract means you own the business you write.

This is extremely important! 

FMOs/IMOs/GAs work by making a percentage of commission on top of the full commission you make. If you ever decide to leave your FMO/IMO/GA, make sure your business will go with you.

You should also speak to the organization about potentially obtaining a higher-level contract in the future. Most insurance carriers have requirements on this (such as a minimum of 5 agents in the agency, or production and oversight requirements) to receive a higher-level contract.

If you want to recruit agents and build an agency, make sure the FMO/IMO/GA is willing to support you.

Training & Support

Does someone answer the phone when you call? Do they respond quickly to your email?

Waiting on hold

When you need a quote or have a question, you want your marketing organization to be there for you. They should be available to visit with you one-on-one to answer any specific questions or train you on a particular area of the market.

You should also make sure the FMO/IMO/GA is regularly hosting seminars & training to help agents throughout the year. 

New Business Processing

While most carriers offer online applications, sometimes you need to use paper due to a malfunction or you’re without internet access.

Make sure the FMO/IMO/GA is able to not only handle you sending in new business, but can also scrub your application for any potential errors, and follow up with the carrier should you need proof of submission.

How long have they been in business?

While a start-up organization may look good on the surface with a nice website and big promises, the FMOs/IMOs/GAs who have been in the business a long time generally have the experience and knowledge to lead you in the right direction.

Trying to be cool

Not to mention the higher contracts, and relationship with the carriers who give them leads to pass on to you!

Release Process

If you do decide to change direction and switch to another FMO/IMO/GA, be sure you know the release process from your potential up-line.

Some FMOs will not allow you to change organizations during the open enrollment, and carriers have release policies as well.


You have many options, but hopefully, this guide helps you narrow it down to just one or two.

Once you’ve narrowed it down, treat the decision like an interview. Make sure the FMO/IMO/GA has the right carriers, contracts, and support to meet your standards.

You should also be cautious of any “too good to be true” promises you’re given, especially when it comes to providing “free” leads, and make sure you know your commission levels upfront. 

In the meantime, you can reach out with any questions and we’d be happy to help!

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