Commercial, personal or mixed — independent P&C agencies are the core of agency M&A. Here's what buyers look at, and how we help you get paid for it.
Updated September 28, 2026
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Commercial, personal or bothEvery mix, every size
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Direct to buyersMatched to fit, not auctioned
Ready now or a year out — tell us where you are. Someone from our team calls you. No fee and no obligation.
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15+ years of dealsAgencies, books and MGAs
Direct to buyersMatched to fit, not auctioned
A realistic rangeWhat buyers look at, explained
Short answer: A P&C agency's value is driven mainly by retention, commercial vs. personal lines mix, carrier spread and transferability, how much depends on one producer, and how much income is contingency. Smaller agencies are often priced on revenue, larger ones on EBITDA.
Commercial books usually command higher valuations: accounts carry larger premiums and deeper service relationships, while personal auto and home are more exposed to rate shopping and churn (source). A personal-lines book still sells — it's priced for its retention.
Because a buyer's return comes from renewals, retention is the biggest single driver of value (source). Be ready to show it by line and by carrier.
Buyers want to see that revenue will actually follow the sale: carrier appointments that aren't concentrated in one company, producer non-solicitation agreements, and clean agency-management-system data (source).
Profit-sharing and contingent commissions are real money, but buyers discount them because carriers reset the terms every year (source). We help you present them so they're weighed fairly, not ignored.
If accounts effectively belong to one producer — including you — the multiple drops, because a buyer can't buy relationships that aren't tied to the business (source).
Small owner-operated P&C agencies are usually priced on revenue, and larger platform brokers on EBITDA (source). Structure, retention and fit move the real number a long way — which is why a range for your agency starts with a conversation.
Regional agencies adding a territory or a specialty, strategic acquirers building a line, and platforms that buy steadily across the country. Which one fits you depends on your size, your mix and what you want for your team — that's the conversation we start with.
Often, yes. Part-of-agency sales — a line, a book or an office — happen regularly. Whether it's the better move depends on how the two books share staff, carriers and clients.
Not usually, but it has to be handled in order. Carrier approval and appointment transfers are part of the diligence plan, and we'll flag the ones that need early attention.
Yes. It's priced mainly on retention and how the book is serviced. Clean data and a stable service team help most.
Either way, start with one conversation about your insurance agency. Five quick fields — no fee, no obligation.
Selling an insurance agency, a book of business or an MGA — directly to buyers who are actively acquiring, with no fee to the seller.
Sell Your Insurance Agency Direct connects agency owners with buyers. No fee to you — not up front, not at closing. There's no retainer and no listing agreement to sign before you know what your insurance agency is worth.
Nothing on this site is an offer to buy, a valuation of your agency, or legal, tax or accounting advice — talk to your own advisers before you sign anything. Market figures are from the sources linked beside them, read 2026-09-28; they describe the market, not your agency.
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