If you're looking into insurance sales, you'll run into the term "IMO." Here's what it means and why it matters to you as an agent.
What IMO stands for
IMO stands for Independent Marketing Organization. An IMO sits between insurance carriers (the companies that actually issue policies) and independent agents (the people who sell them). Carriers focus on underwriting and issuing policies; IMOs focus on recruiting, contracting, training, and supporting the agents who sell.
What an IMO actually does for agents
- Carrier access: Rather than negotiating a contract with each insurance company individually, agents get access to multiple carriers through the IMO.
- Training and support: Many IMOs provide onboarding, sales training, and mentorship — especially valuable for new agents.
- Lead programs: Some IMOs provide or help agents access leads, so agents aren't cold-prospecting from zero.
- Back-office help: Assistance with applications, compliance, and the paperwork side of the business.
How IMOs make money (and why it's not a fee to you)
IMOs are compensated by carriers through the commission structure — typically an override on the business their agents write. That's an important distinction: a legitimate IMO earns when its agents succeed, not by charging agents fees to join. Be cautious of any organization whose main revenue seems to come from charging you rather than from actual policy sales.
Why this matters for a new agent
Working through a good IMO or agency is usually far easier than going fully independent from day one, because you inherit carrier access, training, and often leads instead of building all of that yourself. The tradeoff is the override, which is normal and is what funds the support you receive.
Remote life insurance sales is commission-based. Licensing is required. Training is provided. Results are not guaranteed and depend on effort, skill, consistency, follow-up, and market conditions.
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