Who Owns the Customer in Commercial Insurance?
A Post-ITC Reflection
A little over a week ago at ITC 2025, I joined a panel titled “Who Owns the Customer? The Battle for Insurance Distribution in a Digital-First World.” It was a dynamic conversation that raised an important question: as digital channels expand and new entrants emerge, is control of the customer relationship shifting—and if so, to whom?
The thesis put forward is that carriers, embedded platforms, MGAs, and brokers are all converging on the same battleground: customer ownership—or who ultimately controls the premium. But in commercial insurance—where complexity, advisory guidance, and renewal economics drive long-term loyalty—the answer is not binary. Ownership isn’t just about who initiates the transaction, but who delivers ongoing value and guidance throughout the insurance lifecycle.
What We’re Seeing at Semsee
At Semsee, we have a real-time view into this shift. Our platform powers billions in quoted premium across nearly 10,000 agencies and 50+ carriers. The data shows a clear trend:
- Brokers and carriers who embrace intelligent digital enablement are not losing control—they are strengthening it.
- Brokers using our platform see up to 30% faster quote-to-bind cycles and significantly higher match rates with carriers that fit their client segments.
It’s proof that ownership is not about exclusivity—it’s about capability, intelligence, and execution.
Carriers May Build Direct Channels—But Brokers Still Own the Relationship
There’s a perception that carriers will reclaim customer ownership through digital-direct strategies. That may happen in personal lines or micro-commercial markets. But in broader commercial insurance:
- Agents and brokers remain the trusted advisors who understand each client’s unique risk landscape—and control not only the relationship but also the flow of premium.
- Buyers may start their research online, but they ultimately purchase based on expertise, claims support, and strategic renewal guidance.
- Rather than bypass brokers, carriers are increasingly investing in tools, APIs, and digital platforms to meet brokers where they are, empowering them to better serve clients and manage premium placement effectively.
- Even new MGAs, many of whom use Semsee to reach agents, see customer ownership as agent-led—recognizing that digital distribution to agents is the most effective path to getting to the right risks to build their books.
It’s not a zero-sum game. Empowering brokers is increasingly the most effective way for carriers and MGAs to scale distribution, retain premium, and influence outcomes.
Broker-Led Digital Distribution Is Rising
One of the most powerful trends we’re seeing across Semsee is broker-led direct-to-consumer initiatives:
- Brokers are partnering with banks, member organizations, franchisors, SaaS providers, and lead-generation platforms.
- They are creating digital-first experiences that educate business owners while generating qualified leads.
- Semsee enables brokers to instantly match these leads with carriers that fit their clients’ risk profile, while layering in advisory guidance.
This is the modern form of “owning the customer”—intelligent proximity combined with expert guidance.
Embedded Insurance Isn’t Replacing Agents
Embedded insurance works well for commoditized segments, but for most commercial insurance:
- Digital touchpoints often generate a quote or a lead but cannot replace advisory guidance and renewal strategy.
- Embedded experiences create more opportunities for digitally-enabled brokers and agents to capture, advise, and retain clients.
Technology as the New Advisory Advantage
The future won’t be won by simply digitizing paperwork—it will be won by delivering contextual intelligence at the point of sale.
That’s why Semsee is investing heavily in AI-driven Agent Intelligence™, designed specifically for commercial insurance. Our platform:
- Shows real-time carrier appetite and matches the right markets to clients
- Provides contextual guidance as customers answer underwriting questions
- Suggests tailored coverages based on historical claims and segment data
Early results are promising: brokers leveraging Agent Intelligence™ see can higher client engagement, faster quote-to-bind times, and measurable incremental premium growth with better conversion. And we’re just getting started—there’s much more to come as we continue to expand the platform’s intelligence capabilities.
So, Who Will Own the Customer?
At Semsee, we are still betting on the agent—and by extension, the carriers and MGAs that empower them.
- Agents who combine expertise with intelligent digital tools will deepen client relationships.
- Carriers who enable these agents with APIs, appetite transparency, and technology will secure loyalty.
- Platforms like Semsee power this new era of distribution, connecting all parties in real time.
In the next 3–5 years, the commercial insurance customer will be owned by those brokers who understand one truth:
Customer ownership doesn’t come from capturing a transaction—it comes from earning a relationship early.
And with Semsee’s Agent Intelligence™ evolving, we’re just beginning to unlock what that future looks like.
