FirstChoice review for insurance agencies: fees, carrier access and book ownership
FirstChoice is an agency network owned by MarshBerry that helps members hold carrier appointments in their own agency's name. It started as a way for Nationwide captive agents to reach commercial markets.
Partner associations list the fee at $500 a month, and members keep 100% of commission on their own appointments.
A carrier appointment is the contract that lets you sell a carrier's policies.
The commission split is the part of each commission the network holds back. Profit sharing is the bonus carriers pay once a year for low claims and growth. Your book is your clients plus their expirations, meaning the renewal records you need to keep or sell the business.
- Best for
- Independent agencies and captive agents going independent who want their own appointments for a flat fee
- Monthly fee
- $500
- Commission share
- None on your own appointments
- Carrier access
- Appointments in your own name
- Startups
- Experienced producers, through LaunchPad
Our take
FirstChoice suits an agency that wants its own codes and a clear exit. FirstChoice says there is no noncompete, no limit on carriers after you leave and no right of first refusal. The agreement is not public, so ask for it.
Newer owners get LaunchPad rather than an open door. Its agreement isn't public, and the split on Risk Placement Team business isn't posted.
Pros
- Flat $500 monthly fee, per PIA associations
- Appointments in your own name
- No share of commission on direct business
- Says no noncompete or right of first refusal
- Profit sharing on pooled premium
Cons
- Fee is posted by partner associations, not on its own site
- Risk Placement split is not published
- Not an open door for brand-new agencies
- Owned by a large advisory firm
Who they take
- Startups
- Experienced producers becoming owners, through the two-year LaunchPad program
- Captive agents
- Yes. It began as a way for captive agents to reach more commercial markets
- Lines
- Personal and commercial P&C, excess and surplus lines and high net worth personal lines
What it costs
FirstChoice charges a flat monthly fee and takes no share of commission on your own appointments. The fee also covers consulting and benchmarking from MarshBerry, its parent.
Business placed through its Risk Placement Team is split, at a rate it doesn't publish.
| Fee | Amount | How often |
|---|---|---|
| Monthly fee | $500 | Monthly |
| Commission kept, your own appointments | 0% | Not charged |
| Commission kept, Risk Placement Team | Split with the placement team | Every commission payment |
As of October 2026. The $500 fee is published by the PIA state associations that offer FirstChoice, not on its own site.
How you get carrier access
Your own appointments
Members hold direct appointments in their own agency's name, and the carrier pays them 100% of commission.
The network's code
For commercial and high net worth risks you can't write yet, the Risk Placement Team places them for a split. FirstChoice describes this as a way to grow toward your own appointment.
- Who holds the appointment
- Your agency
- Carriers
- Travelers, Progressive, Nationwide, The Hartford, Chubb, Liberty Mutual, Auto-Owners, CNA and others. Not every carrier is open in every market
How you get paid
- Who the carrier pays
- Your agency directly
- Commission schedule
- 100% to you on direct appointments
- Profit sharing
- Profit sharing, growth bonuses and overrides (extra commission carriers pay on volume) on pooled premium
Your book and leaving
FirstChoice says the agency owns all of its book. It also says there are no noncompetes, no carrier noncompete when you leave and no right of first refusal, meaning it has no first claim to buy your agency.
- Who owns the expirations
- You, according to FirstChoice
- Carrier code after you leave
- Your direct appointments are yours
- Selling your agency
- To anyone. MarshBerry, its parent, sells valuation and sale advice separately
- Restrictions
- No member noncompete and no carrier noncompete on exit. You don't have to bring your whole book
Technology, E&O and support
Technology
- No required agency management system
- Partner access to Applied Epic, EZLynx, HawkSoft, AMS360 and QQCatalyst
Help you get
- Risk Placement Team with dedicated account executives
- Strategic planning and benchmarking from MarshBerry
- Producer development and talent sourcing
- Marketing partners for websites and social media
- Perpetuation and sale planning education
Who owns the network
- Owner
- MarshBerry, which Lincoln International bought in October 2025
- Buys member agencies
- No
FirstChoice alternatives
- SIAAHelps you win direct appointments through a regional Master Agency
- Smart ChoiceNo monthly feeNo entry or monthly fee, keeps 30% until a set commission level, then nothing
- IronpeakNo duesNo entry fee or dues, profit sharing from $100,000 in premium
- RenaissanceMonthly fee with a first-year earnings guarantee, 23 states
- FireflyNo monthly duesWrites on Firefly's code and keeps 10%. Moving its carrier business costs 30% of a year's commission
See every option in insurance agency clusters and networks.
Frequently asked questions
How much does FirstChoice cost?
$500 a month, according to the PIA associations that offer it. It takes no share of commission on your own appointments.
Do I own my book with FirstChoice?
FirstChoice says yes, with no noncompete and no right of first refusal.
Does FirstChoice help captive agents?
Yes. It began by helping Nationwide captive agents reach commercial markets.
Does FirstChoice buy member agencies?
No. Its parent sells valuation and sale advice as a separate service.
How we researched this review. We based this review on the terms and product pages published by FirstChoice, reviewed in October 2026, together with our team's experience working with insurance agents and agency owners since 2008.
Corrections
Vendors change their pricing all the time and they don't email us when they do. So if you see a price on here that's gone up, a plan FirstChoice quit selling or a contract term that reads different now, let us know and send the link to the page where FirstChoice has it. Somebody here pulls up that page and checks it before we change anything on ours.