What we heard was an industry in transformation: FMOs, carriers, and agents are recalibrating to adapt to market shifts that are affecting them all. As the industry shifts from a transactional enrollment-member experience and carrier retention, everyone in the distribution chain needs to evolve their approach.

Here’s what we took away from our many discussions on the ground:

The Great Reset

The industry is in the middle of a great reset. CMS reimbursement growth has not kept pace with rising utilization costs, exacerbating the pressure of reimbursement cuts. Carriers end up absorbing real margin pressure as a result. This reset was the backdrop for many other conversations across the event; discussions around growth, retention, and agent strategy will all continue to be affected by the changes in CMS reimbursement.

Relationships Are Still The Foundation For Growth‍

With the pressure on margins, growth still remained a central focal point of the AGA conference. Most people in the industry see growth from a relationship lens rather than a pure volume play. Everyone understood and highlighted the importance of provider relationships to drive business. Inevitably, many conversations segued into technology tools and strategies to help agents build, nurture, and retain relationships as a fundamental cornerstone of building their book of business. Everyone agreed that relationships remain the biggest competitive advantage in the Medicare space. 

The Market Is Shifting From Enrollment to Retention ‍

One clear signal from the event was the industry’s move from enrollment-member experience towards a mindset built on carrier retention. Member enrollment is no longer the end-goal, but insurance agents are now encouraged to expand their year-round engagement and cross-sell ancillary products to identify new opportunities and stabilize the book of business. Agents who stay engaged with members throughout the year, and not just during AEP (Medicare Annual Enrollment Period), increase their opportunities to build better relationships with their clients. 

‍Carriers Are Shifting The Incentive Structure‍

Carriers are now shifting incentives beyond the point of enrollment, meaning that an agent’s compensation is shifting to put more weight on HRA completion and enrollments with high-quality providers. This means carriers will invest more where profitability and outcomes align. 

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With AEP around the corner, many conversations naturally centered around the preparations required during the pre-AEP period; getting all certifications ready, understanding carrier offerings, sharpening sales strategies, organizing your pipeline, and making sure the right systems are in place before AEP, can put agencies ahead of the competition. 

The agents and agencies that manage to adapt to this approach and build the operational prowess to act on these changes will be best positioned going into 2027.

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