How insurance agents are driving sales growth across 10 countries worldwide

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Chuks Udo Okonta

Insurance agents continue to play a decisive role in driving insurance sales across major global markets, reinforcing the importance of human-led distribution even as digital channels expand. From advanced economies to emerging markets, recent industry data shows that agents remain the dominant force behind premium generation, policy retention and insurance penetration.

Across life, health and general

insurance segments, agents account for the bulk of new business, particularly in products that require advisory support and long-term trust.

United States

In the United States, insurance agents and brokers account for about 88 per cent of commercial insurance premiums and nearly 70 per cent of life insurance sales, according to the Insurance Information Institute and LIMRA.

Agent-driven life insurance new business premiums exceeded $15 billion in 2024, with independent agents controlling a significant share of annuity and protection product sales.

United Kingdom

The UK insurance market remains largely intermediary-driven. Data from the Association of British Insurers indicates that around 80 per cent of general insurance premiums and over 65 per cent of life and protection products are sold through agents and brokers.

Insurance broking revenues in the UK surpassed £18 billion in 2023, reflecting strong agent participation in corporate and SME insurance placements.

India

India’s insurance sector is overwhelmingly agent-led. The Insurance Regulatory and Development Authority of India reports that more than 85 per cent of individual life insurance policies are sold through agents.

With over 2.4 million licensed insurance agents, the country generated approximately ₹5.8 trillion in life insurance premiums in 2024, largely through agent-driven distribution.

China

In China, agents remain the backbone of life insurance sales. Data from the China Banking and Insurance Regulatory Commission shows that about 90 per cent of life insurance premiums are sourced through tied agents.

China’s insurance agent workforce, estimated at over five million, contributes more than ¥3.6 trillion in annual life insurance premiums, especially in health and savings-linked products.

Germany

Germany’s insurance market is strongly anchored on professional intermediaries. According to the German Insurance Association, about 75 per cent of insurance sales are driven by agents and brokers.

In the life and pension segment alone, agent-led distribution generates over €90 billion in annual premiums, underscoring the value of advisory-based sales.

Japan

Japan remains one of the most agent-centric insurance markets globally. The Life Insurance Association of Japan reports that over 70 per cent of life insurance policies are sold through agents and sales representatives.

Agent-driven premiums exceed ¥30 trillion annually, reflecting sustained consumer preference for face-to-face engagement in long-term insurance decisions.

Brazil

In Brazil, insurance agents and brokers account for approximately 85 per cent of total insurance distribution, according to SUSEP, the country’s insurance regulator.

Agent-led sales have helped drive insurance penetration to over four per cent of GDP, with total premiums exceeding $80 billion annually, particularly in auto and life insurance.

South Africa

South Africa’s insurance market remains heavily agent-driven, especially in the long-term insurance segment. Data from the Financial Sector Conduct Authority shows that about 70 per cent of life and funeral insurance sales are generated through agents.

Agents contribute more than R400 billion in annual premiums, playing a key role in extending insurance coverage to middle- and low-income households.

Nigeria

In Nigeria, insurance agents are increasingly recognised as critical to market growth. Industry data suggests that over 60 per cent of retail insurance policies are sold through agents.

With insurance penetration still below one per cent of GDP, agents remain central to onboarding first-time policyholders, particularly in motor, microinsurance and retail life products.

Australia

Australia’s insurance market also relies significantly on agent-led distribution. According to the Australian Prudential Regulation Authority, agents and advisers account for about 65 per cent of life insurance sales.

Annual life insurance premiums
distributed through agents exceed A$40 billion, driven mainly by risk, income protection and group life products.

Agents Remain the Industry’s Growth Engine

Despite increasing digital adoption, global insurance data shows that agents continue to outperform direct channels in premium value, customer retention and cross-selling. Markets with strong agent networks consistently record higher insurance penetration and deeper consumer trust.

Industry analysts note that insurers investing in agent training, data-enabled selling tools and hybrid digital-agent models are better positioned to achieve sustainable growth.

As insurance products become more complex and consumer expectations evolve, agents are expected to remain the primary drivers of insurance sales across global markets.