This past AEP, plan disruptions pummeled the industry, forcing millions of beneficiaries to seek new coverage and straining agents. One thing became clear: brokers can no longer manually manage their books and stick with limited upline support if they want to be effective.

Spark and Independent Medicare Network surveyed 517Medicare agents after AEP to understand what workedand what didn't. What we found: nearly half of agents are thinking
about switching uplines, and they have very clear expectations of how agencies should help them succeed.

‍Get our report to see what brokers are looking for, what's driving them to make a change, and what separates agencies that attract and retain top talent from those that don't.

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The recruiting conversation is changing

For agency leaders who want to grow intentionally this year, understanding what agents are actually looking for is the right place to start. Compensation is still a factor when agents evaluate an upline but increasingly, they're also looking for:

• Technology that supports their full business (not just quoting and enrolling)
  65% of respondents ranked technology as a key factor in how they evaluate Medicare agencies. We took a closer look at what tech agents have versus what they need, and the gaps were clear. Whilemost agencies stop at quote and enroll tools, agents told us they want everything: CRM systems,alerts about client policy changes, and automated workflows that help them stay connected to their clients while simplifying their work.

• Training that helps them compete in a changing industry
  60% say agencies aren’t teaching skillsthat brokers need for the future. Agents understand that the broker of the future will have to adapt and operate in new ways asindustry disruptions continue and consumer needs evolve. But while agents are looking ahead, mostagencies are still training for the past.

• Wraparound services like contracting and client support
  1 in 5 agents say they're on their own when it comes to these critical services. These aren’t just minor perks. They’re essential to an agent’s ability to grow. Time spent navigating contracts is time diverted from supporting clients or new business. As books expand, agents withoutadequate upline support are often forced to scale back on client services or slow their own growth.

What does this mean for your 2026 recruiting strategy? The agencies that will win in 2026 and beyond are the ones that listen to what their top-performingagents need and actually deliver on it – with real services and technology. With co-op dollars shrinking, agencies nolonger have to compete solely on marketingspend. The best FMOs highlightcomprehensive support as part of agents’compensation packages.

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What's working in the field

Ryan Peters, Agency President of Phil-Am Agency, grew his agency from 5 to 127 agents in five months, almost entirely through word of mouth. His approach was straightforward: invest in people genuinely, be smart about tools, and let the results speak for themselves.

What that looked like in practice:

• Automated recruiting funnel. From the moment someone registers for a recruiting event, texts, emails, and voicemail drops run in the background. Reminders go out the day before, another voicemail drops the morning of, and after the event, agents receive follow-ups based on whether they attended.
• Availability as a competitive advantage. One of Ryan's best recruits came to him simply because her previous agency principal took weeks to return a call. Responsiveness alone can set you apart.
• Understand who you can actually support. Agents new to Medicare can be trained, but require time. Veteran agents are ready to sell but may have higher expectations. Know what you can deliver before you recruit.
• Sub-agencies featured. Ryan invites his sub-agencies to present alongside him at recruiting events, so prospects can find the right fit based on their experience and needs. It's a win for the recruit and a growth opportunity for every sub-agency in the room.
• Retention through tools. Ryan provides agents and sub-agencies with full CRM and automation access at no cost. Giving agents what they need to run their business is one of the strongest retention levers you have.  

Watch the recording for his full insights:

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