Launching a scratch agency — a brand-new independent with no book, no carrier appointments, and no safety net — may sound crazy in an era of consolidation and rising costs. Yet every year, hundreds of producers do exactly that. They’re betting that independence, agility, and culture can deliver something corporate systems can’t.
What separates those who thrive from those who burn out isn’t luck — it’s discipline, planning, and clarity of purpose. Starting from scratch demands a long view: a business plan, a niche, and the willingness to wear every hat until systems and people catch up. Here are five core principles scratch agency founders shared.
1. Start with a plan and a purpose
Michael Cruz, founder of Foresight Insurance in Maryland, spent nearly a year waiting for his first appointment after leaving his job with a carrier. “It was extremely stressful,” he admits. “I had no income, no backup plan. I kept thinking, ‘What did I just do?’ But patience turned out to be the best lesson. Long-term thinking is everything — you can’t fix short-term problems with short-term decisions.”
The most successful scratch founders start with why before they tackle how. And then they plan not only how to sell, but the ways they will build, including defining their mission, ideal client, and what kind of business they want to run ten years down the line.
“You need a vision that goes beyond just writing policies,” Ryan Evans, founder of Wayfinder Insurance in Arkansas, says. “For me, it was purpose — building something rooted in faith and family, not ego.”
Carrier appointments are often the biggest hurdle for new agencies, and they rarely come quickly. Cruz calls them “the gatekeepers of opportunity.” His first appointment required persistence, networking, and patience. “If you’re thinking about going independent, start those conversations before you ever quit your job,” he advises. “Build relationships with your future carriers, aggregators, and mentors early.”
The early journey for Evans was similar, involving a lot of perseverance. “I didn’t have ad money, so I showed up everywhere,” he recalls. “Community events, social media, referrals — I invested sweat equity. People do business with people they trust.”
2. Know your strengths
Many new agencies start out as generalists, taking any business that walks in the door. Defining your niche — whether that’s a market or a mindset — builds identity, focus, and scalability. It also helps attract carriers and clients that fit your long-term vision.
For Evans, discipline showed up in the people he hired and the culture of the office. “At first, it was all about survival — sell enough to stay open,” he recalls. “But when I stopped chasing volume and started investing in people, everything changed. Culture became the priority. When your team feels connected and cared for, everything else follows.”
“In the beginning, I wrote everything for everyone,” Cruz explains. “Now, we’re focusing on small business owners. They have multiple policies, real needs, and value an advisory relationship. The temptation to take anything and everything is real — resist it. It pays off later.”
3. Setting the stage for scale
Running an agency requires far more than product knowledge. Cruz learned that quickly. “You think because you’re good at selling insurance, you can run an agency,” he says. “Then you realize it’s an entirely different skill set that includes leadership, finances, systems. It’s like going back to school.”
For him, that lesson became a true operational foundation. Foresight Insurance now runs on a four-day workweek and a shared service model: one inbox, one phone number, a unified team approach. “We sell and service as a team,” Cruz says. “It removes bottlenecks and gives everyone flexibility. It’s not traditional, but it works.”
His commitment to structure came from mentorship and coaching. “I worked with a trainer who taught me that if you want to build a true business, you have to document everything,” he says. “You can’t scale chaos. Systems create freedom.”
PIA’s Blueprint for Agency Success reinforces that concept: operational consistency leads to agency value. Agencies that document processes, build repeatable workflows, and develop leadership depth are more resilient and more profitable.
4. Culture and vision matter
For Evans, purpose and culture are inseparable; he drives forward with a values-based model. “This business gives me the ability to lead with faith and family first,” he says. “Our team shows up at each other’s kids’ games and big events. I lead a Bible study in our conference room weekly. We had two interns this year—both family members of our employees. When people feel seen, and work is more than just a job, they perform at their best.”
That intentional culture has become a big factor in retention. “Every challenge you overcome becomes part of your foundation,” Evans says. “You build something that can’t be taken away.”
Cruz agrees. “I measure success by impact — how many people I can help grow, whether that’s employees, clients, or other agents,” he says. “The numbers follow that.”
Leadership is no longer about survival — it’s about stewardship. Scratch agencies know they’ve crossed an important mark when they evolve from selling policies to building people.
5. Stay grounded with your eye on the prize
Starting from scratch isn’t for the faint of heart. It means long hours, lean margins, and a steep learning curve. But the long-term payoff — control, equity, flexibility — is worth it. For today’s scratch agents, independence isn’t just a business model, it’s a mindset. The tools may change, but trust still matters most.
“It’s harder than ever to start,” Cruz admits. “Carrier access, competition, costs — everything’s up. But if you’re disciplined and think long term, there’s still massive opportunity.”
“The industry needs new voices and new models. The ones who make it will be the ones who lead with authenticity and build real cultures” Evans adds.
As the next generation of start-ups emerge, they’ll be leaner, work smarter, be more connected to their communities and markets, with strong use of technology to do some of the heavy lifting. It’s clear that in an industry built on risk awareness, there’s still room for boldness. Scratch agencies demonstrate that from nothing, you can build something that’s not just profitable, but lasting.
5 Questions with Michael Cruz, Foresight Insurance
1. What was the hardest part of starting from scratch?
Waiting. I left my carrier role thinking my first appointment would come in months — it took a year. That limbo almost broke me, but patience turned out to be the best teacher.
2. What’s your biggest motivator now?
Freedom — creative freedom, time freedom, and the ability to build without permission. I wanted to own something that reflected my values.
3. What do you wish you’d known earlier?
That being a good producer doesn’t mean you know how to run a business. You need systems, financial discipline, and leadership skills just as much as sales ability.
4. How do you define success today?
By impact — how many people I can help grow, whether employees, clients, or other agents. The numbers follow that.
5. What’s your advice for future agency founders?
Be disciplined early. Say no to things that don’t fit your vision. The temptation to take everything is real — resist it. It pays off later.
5 Questions with Ryan Evans, Wayfinder Insurance
1. Why did you start Wayfinder?
I wanted to build something rooted in purpose, not ego. I’d gone through personal loss, and the agency became a way to live out faith, family, and work in alignment.
2. How did you get your first carrier appointments?
Persistence and preparation. I didn’t just ask for contracts — I showed carriers a business plan, a market focus, and proof I could execute. That—and my relentless persistence—gave them confidence to take a chance on me.
3. How did you find your first clients?
By showing up. Referrals, community events, social media — I didn’t have ad money, so I invested sweat equity. People do business with people they trust.
4. What’s your team culture like today?
We’re a family. We pray together, celebrate wins together, and show up for each other. When people feel valued, they give their best.
5. What’s one mantra that keeps you going?
You can’t shortcut growth. Everything good — trust, success, freedom — takes time. That’s true in business and in life.
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