Remarketing

Why agencies remarket

The usual triggers are a big rate increase, a nonrenewal, or a carrier whose appetite has moved away from the risk. Remarketing is a retention play: keeping a client you already have is almost always cheaper than replacing them with new business.

It is also expensive to do. A full commercial remarket means refreshed applications, loss runs from the incumbent, supplementals for each new market, and re-keying the same risk into several carrier portals. That is real staff time per account, which is why most agencies cannot remarket everything.

What the work actually looks like

Pull the current dec pages, request loss runs, update the ACORD applications, pick markets whose appetite fits, submit, and chase underwriters for quotes. Then build a proposal that puts the new options next to the incumbent's renewal offer.

The gating step is usually loss runs. The incumbent carrier produces them on its own timeline, and no new underwriter will quote a commercial account without them.

When not to remarket

A modest increase on an account with a good carrier fit is often better left alone. Remarketing every account every year burns staff hours and burns markets: underwriters notice agencies that shop them for quotes that never bind.