{"id":4461,"date":"2026-05-26T06:13:27","date_gmt":"2026-05-26T06:13:27","guid":{"rendered":"https:\/\/dev.opendesignsin.com\/insillion\/?p=4461"},"modified":"2026-05-27T09:37:10","modified_gmt":"2026-05-27T09:37:10","slug":"why-mga-differentiation-is-important","status":"publish","type":"post","link":"https:\/\/dev.opendesignsin.com\/insillion\/blog\/why-mga-differentiation-is-important","title":{"rendered":"Building a Differentiated MGA: Expert Advice on Crafting a Unique Value Proposition for Carriers &#038; Capacity Providers"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1339.52px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1 fusion-text-no-margin\" style=\"--awb-line-height:1.5;--awb-margin-bottom:16px;\"><p><div class=\"fusion-text fusion-text-1\"><\/div><div class=\"fusion-text fusion-text-2\"><\/div><div class=\"fusion-text fusion-text-3\"><\/div><div class=\"fusion-text fusion-text-4\"><\/div><\/p>\n<h2><span data-ccp-props=\"\"><span class=\"TextRun SCXW43194088 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW43194088 BCX8\">Why is Differentiation Important for MGAs?<\/span><\/span><span class=\"EOP SCXW43194088 BCX8\" data-ccp-props=\"{\">\u00a0<\/span><\/span><\/h2>\n<p><span data-ccp-props=\"{\">\u00a0<\/span><span data-contrast=\"none\">When MGAs are starting out, they might be more focused on building the right team or obtaining their licenses and\u00a0filling out\u00a0paperwork, but according to John Willemsen and Chris Lowell, MGAs should first focus on building a unique differentiation for their insurance\u00a0products.<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">This edition of MGA101 brings together two MGA experts:<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<ul>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/johnjwillemsen\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">John Willemsen,<\/span><\/a><span data-contrast=\"none\">\u00a0CEO,\u00a0<\/span><a href=\"https:\/\/willemsenadvisors.com\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Willemsen Advisors,<\/span><\/a><span data-contrast=\"none\">\u00a0who has worked at Munich Re, Arch Re and\u00a0Accelerant,\u00a0brings a\u00a0wealth o<\/span><span data-contrast=\"auto\">f experience\u00a0working alongside MGAs,\u00a0having reviewed 3000+ MGA business plans over the years.<\/span><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/christopher-lowell\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Chris\u00a0Lowell<\/span><\/a><span data-contrast=\"none\">,\u00a0Managing\u00a0Director,\u00a0<\/span><a href=\"https:\/\/innsure.org\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">InnSure<\/span><\/a><span data-contrast=\"none\">,\u00a0<\/span><span data-contrast=\"auto\">a non-profit at the intersection of climate change and insurance, has been working alongside MGAs for the past five years.<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/li>\n<\/ul>\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/nmfJF0wVpiQ?si=y8fbKPaF1Leh53NM\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2><span data-ccp-props=\"\"><span class=\"TextRun SCXW43194088 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW43194088 BCX8\"><span class=\"TextRun SCXW24278178 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW24278178 BCX8\">What does MGA Differentiation Look Like in Practice?<\/span><\/span> <\/span><\/span><span class=\"EOP SCXW43194088 BCX8\" data-ccp-props=\"{\">\u00a0<\/span><\/span><\/h2>\n<p><span data-contrast=\"none\">When carriers or capacity providers are evaluating MGAs, they are looking for a way to find better risk outcomes. This could be through\u00a0<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"-\" data-font=\"Aptos\" data-listid=\"1\" data-list-defn-props=\"\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">Unique risk insights into a specific class of business\u00a0<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"-\" data-font=\"Aptos\" data-listid=\"1\" data-list-defn-props=\"\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">Access to a distribution network that a carrier could not\u00a0possibly build\u00a0themselves.\u00a0<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">This differentiation does not boil down to years of experience but rather a mindset of\u00a0identifying\u00a0what your MGA can do that is different from anything else in the marketplace. In the past, being responsive to agents or providing great servicing would have been a USP, but in the current insurance market, this is just the bare minimum, according to Willemsen.<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<h2><span data-ccp-props=\"\"><span class=\"TextRun SCXW43194088 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW43194088 BCX8\"><span class=\"TextRun SCXW24278178 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW24278178 BCX8\"><span class=\"NormalTextRun SCXW253678711 BCX8\">How\u00a0<\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW253678711 BCX8\">to<\/span><span class=\"NormalTextRun SCXW253678711 BCX8\"> Find your MGA's Unique Differentiation<\/span><\/span><\/span>\u00a0<\/span><\/span><span class=\"EOP SCXW43194088 BCX8\" data-ccp-props=\"{\">\u00a0<\/span><\/span><\/h2>\n<p><span data-contrast=\"none\">To position your MGA as a unique and differentiated\u00a0on, John Willemsen provides important questions that MGA founders must ask themselves to build their value proposition.\u00a0The most important being\u00a0<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">\"Who am I solving a problem for and why?\"<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Willemsen states that MGA-founders should narrow down on a specific problem in a class of business.\u00a0By displaying expertise in a niche risk, MGAs are able to achieve ground-level depth that carriers operating at an enterprise level cannot.<\/span><span data-ccp-props=\"\">\u00a0<\/span><span data-contrast=\"none\">MGA-founders must\u00a0discover\u00a0what is a sticking point in the day-to-day of a particular class of business. This could be a risk that has\u00a0remained\u00a0uncovered by the traditional insurance market or a lack of access to these customers. MGAs must present to carriers how they can approach this class of business, be it contractors, dry cleaners, or\u00a0roofers;\u00a0in a way that adds value to the insured.\u00a0<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">According to Willemsen, there are three factors that MGAs must take into consideration to ensure that their insurance\u00a0product\u00a0is unique<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<h3><span data-contrast=\"none\">#1 \u2014 Can your MGA survive if another MGA launches the same product or program?<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"none\">Through structural or economic ways, your MGA's idea must be non-replicable.\u00a0<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<h3><span data-contrast=\"none\">#2 \u2013 Can your MGA survive beyond the founding members?<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"none\">If there is a perception that your MGA might fall apart once the core team or founding members leave, that can become a challenge, especially when trying to get acquired by Private Equity firms. In fact, many VCs include a three-year earn-out to avoid this.\u00a0<\/span><span data-contrast=\"none\">Although this\u00a0contrasts with\u00a0the founders'\u00a0desire for\u00a0job security, leaning into this can ensure that\u00a0your\u00a0MGA's product is\u00a0genuinely\u00a0nonreplicable and differentiated.\u00a0<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<h3><span data-contrast=\"none\">#3 \u2013 Is this the right\u00a0timing\u00a0for my MGA?<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"none\">Are you entering a marketplace that is already softening? In the property market, for example, where premiums are declining, it is unlikely that a carrier or capacity provider will support a new MGA trying to enter that space right now.<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">MGAs need to be able to survive the usual market cycles, but if you are just starting out, scaling becomes significantly harder when timing is not in your favor.\u00a0<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<h2><span data-ccp-props=\"\"><span class=\"TextRun SCXW43194088 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW43194088 BCX8\"><span class=\"TextRun SCXW24278178 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW24278178 BCX8\"><span class=\"NormalTextRun SCXW253678711 BCX8\"><span class=\"TextRun SCXW205698056 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW205698056 BCX8\">Novel vs Traditional Insurance Products<\/span><\/span><\/span><\/span><\/span><\/span><\/span><span class=\"EOP SCXW43194088 BCX8\" data-ccp-props=\"{\">\u00a0<\/span><\/span><\/h2>\n<p><span data-contrast=\"none\">MGA-founders need to tailor their approach towards carriers and capacity providers based on whether they are launching a brand-new product or a standard product that already exists in the market.\u00a0<\/span><span data-ccp-props=\"\">\u00a0<\/span><span data-contrast=\"none\">Willemsen notes that if an MGA's founding team presents depth and specialization in a new risk, carriers may be more inclined to back a novel insurance product even without precedent for underwriting or distribution.\u00a0A strong team\u00a0with concrete evidence of market potential can be more persuasive than a startup MGA launching a conventional product with little to no data.<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">On the other hand, when it comes to building a better mouse trap for standard insurance products, Willemsen states that the focus should remain on highlighting how your MGA's product is different from those already in the market.<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<h2><span data-ccp-props=\"\"><span class=\"TextRun SCXW43194088 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW43194088 BCX8\"><span class=\"TextRun SCXW24278178 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW24278178 BCX8\"><span class=\"NormalTextRun SCXW253678711 BCX8\"><span class=\"TextRun SCXW136039975 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW136039975 BCX8\">How Can MGAs Illustrate their Value to Carriers<\/span><\/span><\/span><\/span><\/span>\u00a0<\/span><\/span><span class=\"EOP SCXW43194088 BCX8\" data-ccp-props=\"{\">\u00a0<\/span><\/span><\/h2>\n<p><span data-contrast=\"none\">From the carriers' perspective, they can perform most functions that an MGA can\u00a0underwriting\u00a0and distribution included. What they cannot easily replicate is deep, specialized knowledge of a specific risk.<\/span><span data-ccp-props=\"\">\u00a0<\/span><span data-contrast=\"none\">Carriers want to partner with MGAs who know more than they do about a given class of business. That\u00a0expertise\u00a0saves carriers from time-consuming processes like building a distribution network from scratch and helps them get to market faster.<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<h2><span data-ccp-props=\"\"><span class=\"TextRun SCXW43194088 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW43194088 BCX8\"><span class=\"TextRun SCXW24278178 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW24278178 BCX8\"><span class=\"NormalTextRun SCXW253678711 BCX8\"><span class=\"TextRun SCXW257784672 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW257784672 BCX8\">How do Carriers Evaluate an MGA's Business Plan?<\/span><\/span><\/span><\/span><\/span>\u00a0<\/span><\/span><span class=\"EOP SCXW43194088 BCX8\" data-ccp-props=\"{\">\u00a0<\/span><\/span><\/h2>\n<p><span data-contrast=\"none\">When carriers begin evaluating an MGA's pro forma, they first assess how realistic it is. According to Willemsen, there is a history of MGAs in their\u00a0early stages\u00a0presenting targets that are not achievable within the stated\u00a0timeframe.<\/span><span data-ccp-props=\"\">\u00a0<\/span><span data-contrast=\"none\">Most MGAs are startups that may need\u00a0additional\u00a0guidance, but carriers are willing to take that chance if the pro forma answers all the questions they have.<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<h2><span data-ccp-props=\"\"><span class=\"TextRun SCXW43194088 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW43194088 BCX8\"><span class=\"TextRun SCXW24278178 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW24278178 BCX8\"><span class=\"NormalTextRun SCXW253678711 BCX8\"><span class=\"TextRun SCXW192033148 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW192033148 BCX8\">Takeaway for MGA Founders<\/span><\/span><\/span><\/span><\/span>\u00a0<\/span><\/span><span class=\"EOP SCXW43194088 BCX8\" data-ccp-props=\"{\">\u00a0<\/span><\/span><\/h2>\n<p><span data-contrast=\"none\">The key to developing a differentiated MGA is to be critical and hard on yourself, to find a unique competitive edge that you and your team can bring to the insurance marketplace, whether through a new or existing product.<\/span><span data-ccp-props=\"\">\u00a0<\/span><span data-contrast=\"none\">Willemsen says MGA founders must consistently pressure-test their ideas and invite industry experts to poke holes in them, to surface gaps that can be fixed and build something genuinely differentiated.<\/span><span data-ccp-props=\"\">\u00a0<\/span><\/p>\n<\/div><div class=\"fusion-content-boxes content-boxes columns row fusion-columns-1 fusion-columns-total-1 fusion-content-boxes-1 content-boxes-icon-with-title content-left\" style=\"--awb-border-radius-top-left:12px;--awb-border-radius-top-right:12px;--awb-border-radius-bottom-right:12px;--awb-border-radius-bottom-left:12px;--awb-title-color:var(--awb-color8);--awb-hover-accent-color:var(--awb-color4);--awb-circle-hover-accent-color:var(--awb-color4);--awb-item-margin-bottom:40px;\" data-animationOffset=\"top-into-view\"><div style=\"--awb-backgroundcolor:#f1f6fc;\" class=\"fusion-column content-box-column content-box-column content-box-column-1 col-lg-12 col-md-12 col-sm-12 fusion-content-box-hover content-box-column-last content-box-column-last-in-row\"><div class=\"col content-box-wrapper content-wrapper-background link-area-link-icon link-type-button content-icon-wrapper-yes icon-hover-animation-fade\" data-animationOffset=\"top-into-view\"><div class=\"heading icon-left\"><a class=\"heading-link\" style=\"float:left;\" href=\"https:\/\/youtu.be\/c-zD-XRaFXA?si=G4Jkps5F0n9j6NIi\" target=\"_self\" rel=\"noopener\"><h2 class=\"content-box-heading\" style=\"--h2_typography-font-size:24px;line-height:29px;\">More MGA101<\/h2><\/a><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"content-container\">\n<p><span class=\"TextRun SCXW137922301 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW137922301 BCX8\">Watch John &amp; Chris\u00a0<\/span><span class=\"NormalTextRun SCXW137922301 BCX8\">d<\/span><span class=\"NormalTextRun SCXW137922301 BCX8\">iscuss the common mistakes made by\u00a0<\/span><span class=\"NormalTextRun SCXW137922301 BCX8\">Startup<\/span><span class=\"NormalTextRun SCXW137922301 BCX8\">\u00a0MGAs and how they avoid them:<\/span><\/span><span class=\"EOP SCXW137922301 BCX8\" data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><div class=\"fusion-clearfix\"><\/div><a class=\"fusion-read-more-button fusion-content-box-button fusion-button button-default fusion-button-default-size button- button-flat\" style=\"float:left;\" href=\"https:\/\/youtu.be\/c-zD-XRaFXA?si=G4Jkps5F0n9j6NIi\" target=\"_self\" rel=\"noopener\"><span class=\"fusion-button-text\">Watch Here<\/span><\/a><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Insurance experts share critical questions MGA founders must ask to create a unique value proposition for carriers.<\/p>\n","protected":false},"author":1,"featured_media":776,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[17],"tags":[48],"class_list":["post-4461","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-managing-general-agents"],"acf":{"event_date":null,"author_name":"Insillion 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