Report:
The Forrester Wave™: Insurance Agency Management Systems, Q4 2025
How does Forrester define the Insurance Agency Management Systems market in 2025?
Insurance agencies and brokerages face mounting pressure to evolve their traditional operating models due to the hard market conditions (climate risk, social inflation, increased reinsurance costs) leading to escalating premiums and stricter underwriting. This drives customer churn and demand for personalized, omnichannel digital experiences. Leading insurance agency management system (AMS) providers are emphasizing capabilities that support client retention and agent productivity, including end-to-end customer management and AI capabilities on unified cloud-based systems supported by APIs. This evaluation assessed 10 AMS providers across current offering and strategy dimensions, identifying Leaders (Zywave, Applied Systems, EZLynx), Strong Performers (Acturis, Vertafore, Equisoft, Novidea), and Contenders (RGI, Dyad, Newgen Software).
Key Facts for The Forrester Wave™: Insurance Agency Management Systems, Q4 2025 in 2025
- Publication Date: 18-Dec-2025
- Document ID: a05d1ce1
- Summary: In our evaluation of insurance agency management system providers, we identified the most significant ones and researched, analyzed, and scored them. This report shows how each provider measures up and helps you select the right one for your needs.
- Authors: Rohit Makhijani
How did the Insurance Agency Management Systems market evolve in 2025?
- The prevailing hard market has led to escalating insurance premiums and stricter underwriting guidelines
- Insurance agencies face mounting pressure to address customer churn and meet demand for personalized, omnichannel digital experiences
- Leading AMS providers emphasize end-to-end customer management and AI capabilities on unified cloud-based systems supported by APIs
- AMS remains mission-critical software and the backbone of agencies looking for operational efficiency and scalability
- 10 vendors were evaluated across Leaders, Strong Performers, and Contenders categories
- Key market factors include climate risk, social inflation, and increased reinsurance costs
- Real-time integrations are critical for agencies to operate as central data hubs and provide superior customer service
What product features are required to be included in this year's evaluation?
- Mindshare among Forrester's enterprise clients - Forrester clients frequently mention the insurance AMS product as one they are considering prior to a purchase
- Industry mindshare - The vendors are recognized as thought leaders in the industry, known for their innovations and expertise
- Production use - The vendor must have insurance agent/broker customers in production using the AMS offering
- Product revenue - The vendor has at least $10 million in annual revenue attributable to insurance agency management systems
What are the common features of top products in the Insurance Agency Management Systems space?
No common features specified.
Scope Exclusions
- Vendors with less than $10 million in annual revenue from insurance agency management systems
- Vendors without production customers using their AMS offering
- Vendors lacking mindshare among Forrester enterprise clients
- Vendors not recognized as industry thought leaders
- Policy administration systems for carriers (not agency-focused)
- CRM-only solutions without comprehensive AMS capabilities
- Point solutions for single functions rather than comprehensive platforms
Inclusion Criteria
Vendors must, among other requirements:
- Mindshare among Forrester's enterprise clients - frequently mentioned as a consideration prior to purchase
- Industry mindshare - recognized as thought leaders known for innovations and expertise
- Production use - must have insurance agent/broker customers in production using the AMS offering
- Product revenue - at least $10 million in annual revenue attributable to insurance agency management systems
Offering Strengths — Relative Weighting
- End-to-end customer management — 10%
- Sales and marketing automation — 8%
- Policy rate, quote, bind — 10%
- Quote generation — 7%
- Product analysis and comparison — 5%
- Support for multiple lines of business — 4%
- Billing, invoicing, and payments — 5%
- Accounting and commission management — 5%
- Claims management — 5%
- Client self-service — 5%
- Collaboration — 5%
- Reporting and analytics — 5%
- Agent onboarding and compliance — 5%
- Knowledge management and training — 2%
- Workflow automation and task management — 5%
- User-friendly interface (UI/UX) — 2%
- Carrier and third-party integration — 5%
- Platform architecture — 5%
- AI capabilities — 2%
Strategy Strength — Relative Weighting
- Vision — 20%
- Innovation — 20%
- Roadmap — 20%
- Partner ecosystem — 10%
- Pricing flexibility and transparency — 10%
- Community — 10%
- Supporting services and offerings — 10%
FAQs
Q: What does this research cover?
A: This research evaluates the 10 most significant insurance agency management system providers across three categories: current offering, strategy, and customer feedback. The evaluation covers capabilities including end-to-end customer management, sales and marketing automation, policy management, quoting, billing, claims management, AI capabilities, and platform architecture. It assesses vendors serving different agency sizes, lines of business (P&C, life, employee benefits, specialty), and geographic markets (North America, Europe, Asia).
Q: Who should use this research?
A: Insurance agency management system customers should use this research to inform purchase decisions based on their agency's size and growth trajectory, line-of-business support requirements, and need for real-time integrations. Decision makers can compare vendor capabilities, strategies, and customer feedback to select the right platform that accommodates current operations and anticipated scale over 5-10 years. The report helps agencies match vendor strengths to their specific business mix, geographic presence, and technology requirements.
Q: What are the mandatory features of vendors included in this market?
A: To be included in this Forrester Wave evaluation, vendors must have: (1) mindshare among Forrester's enterprise clients, being frequently mentioned as a consideration prior to purchase through client inquiries, advisories, and consulting engagements; (2) industry mindshare as recognized thought leaders known for innovations and expertise; (3) production use with insurance agent/broker customers actively using the AMS offering; and (4) at least $10 million in annual revenue attributable to insurance agency management systems.
Q: What are some reasons for not being included in this report?
A:
- Insufficient revenue - less than $10 million annually from AMS products
- No production customers actively using the AMS solution
- Lack of mindshare among Forrester enterprise clients
- Not recognized as industry thought leader in the AMS space
- Declined to participate in the full evaluation process
- Only partial participation in evaluation without providing complete information
- Primary focus on carrier systems rather than agency/broker management
- Point solution provider rather than comprehensive AMS platform
Q: What should buyers consider when evaluating products in this market?
A:
- Size and growth trajectory - Assess whether pricing structure and capabilities can handle projected increases in users, policy counts, and data complexity over 5-10 years
- Line-of-business support - Ensure native support for specific lines (P&C, life, employee benefits) with purpose-built data models and forms
- Need for real-time integrations - Prioritize platforms offering open APIs that enable the AMS to operate as a central data hub with real-time data exchanges
- Migration costs and operational disruption - Consider that switching to a new AMS is costly and disruptive
- Scalability - Ensure platform can scale from current size to anticipated future size
- Geographic and regulatory requirements - Verify support for required markets and compliance needs
- Customization vs. out-of-the-box capabilities - Determine level of customization needed vs. available
- Cloud architecture and deployment options - Evaluate cloud-native vs. hybrid vs. on-premises options
Q: How has the Insurance Agency Management Systems market evolved in 2025?
A:
- Hard market conditions driven by climate risk, social inflation, and increased reinsurance costs leading to escalating premiums
- Stricter underwriting guidelines creating operational challenges
- High customer churn resulting from premium increases
- Growing demand for personalized, omnichannel digital experiences
- Shift toward unified cloud-based systems with API support
- Emphasis on AI capabilities for automation and productivity
- Focus on end-to-end customer management for client retention
- Need for real-time integrations to eliminate data silos
- Agencies evolving from traditional operating models to modern platforms
- Increasing importance of AMS as central data hub for agency operations
Q: What differentiates Strength of Offering vs. Strength of Strategy?
A: Strength of Offering evaluates the current capabilities and features of the AMS platform, including functional areas like customer management, policy administration, billing, claims, integrations, platform architecture, and AI capabilities. It focuses on what the vendor delivers today. Strength of Strategy evaluates the vendor's future direction and market approach, including their vision for the market, innovation capabilities, product roadmap, partner ecosystem, pricing approach, community engagement, and supporting services. It focuses on where the vendor is heading and how well-positioned they are for future success.
Reference
- Forrester, The Forrester Wave™: Insurance Agency Management Systems, Q4 2025, 18-Dec-2025, ID a05d1ce1
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