There's no single number. Here's how buyers price insurance agencies and books — with sources — and what moves yours.
Updated September 28, 2026
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What moves valueAnd what you can change
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A realistic rangeWhat buyers look at, explained
Short answer: There's no single number. Larger insurance agencies are usually valued on profit (EBITDA), smaller agencies and books on revenue, and life & health books on vested renewals. Where yours lands depends on retention, growth, line mix, how much depends on you, carrier spread and how clean your books are.
Six questions, no numbers entered, nothing sent anywhere. It shows whether you'd likely land higher, in the middle or lower in the range, and what's holding you back.
A guide, not a valuation — it can't see your numbers. It shows whether you'd likely sit higher, in the middle or lower in the range buyers would offer.
Larger insurance agencies and brokerages are usually priced on their profit — EBITDA (source). Smaller agencies and books of business are more often priced on revenue (source). Life and health books are usually priced on their vested renewal commissions (source).
| Factor | Why a buyer cares |
|---|---|
| Retention | The buyer's return is renewals (source) |
| Size, growth, steady profit | Larger, faster-growing, consistently profitable firms earn higher multiples (source) |
| Margin | Top independent firms run EBITDA margins of 25–30%+, against an industry average around 15–20% (source) |
| Owner dependence | Relationships that live only with the owner can't be bought (source) |
| Line mix | Commercial usually values higher than personal lines (source) |
| Revenue quality | Contingency income is discounted; carrier spread and clean data prove revenue transfers (source) |
| Vesting (L&H) | Unvested renewals can be cut off, so they're worth far less (source) |
A multiple is only the headline. How much is paid at closing, how much depends on an earnout, whether part is a seller note or equity rollover, and how much sits in escrow can matter as much as the number itself (source). How deals are structured →
Online calculators can't see your retention, your carrier mix or how much of the book depends on you. A conversation can. Send the form and we'll give you a realistic range and explain what drives it — no fee, no obligation.
Ranges on this page describe the market, as reported by the linked sources and the deals we see. They aren't a valuation of your agency.
It depends on retention, growth, line mix, owner dependence, carrier spread and how clean your financials are. Smaller agencies are usually priced on revenue, larger ones on EBITDA. A conversation gets you a realistic range for yours.
All of the strong signals at once: retention you can prove, real growth, a commercial-heavy mix, transferable carriers, clean books, and a book that doesn't depend on the owner.
No. A higher headline with a large earnout or seller note can pay less, and later, than a lower multiple that's mostly cash at closing. Compare offers on what you actually receive and when.
Prove retention with a policy history that includes cancellations, clean up your P&L so commission is separated, reduce how much depends on you, and confirm your carrier appointments transfer. A year is usually enough to make a real difference.
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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