There are three ways to buy insurance in Florida, and they aren't variations on a theme. They're different structures with different incentives.
Knowing which one you're dealing with explains a lot about the advice you get.
Key takeaways
- Captive agents sell one carrier; independents shop several.
- Florida's shifting carrier appetite makes multiple options genuinely valuable.
- Using an agent doesn't typically cost more than buying direct.
- Judge an agent by how they explain limits, not by the first number they quote.
The three models
In short:
- Captive agent — represents one carrier. Can only offer that company's products at that company's rate.
- Direct/online — you buy from one carrier's website with no agent in between.
- Independent agency — appointed with multiple carriers, quotes across them, and places the policy where it fits best.
Why independence matters more in Florida
Florida's property market is unusually volatile. Carriers change appetite by county, by roof age, by construction type, and sometimes mid-year. A company that was the right answer for your house two years ago may not want it today.
A captive agent whose carrier tightened its roof rules has no second option to offer you. An independent agency simply moves to the next carrier that fits.
How independent agents get paid
Agencies are typically paid a commission by the carrier, built into the premium. You generally don't pay more for using an agent than buying direct — the rate is filed with the state either way.
What that means practically: the advice costs you nothing extra, and the agency's incentive is to keep you as a client through renewals, which requires the policy to still make sense next year.
What a good agent actually does
Beyond producing a quote:
- Reviews your existing coverage against your actual exposure and finds gaps
- Explains what each limit and deductible means in dollars, not jargon
- Re-shops the market at renewal instead of letting increases ride
- Helps with claims — documentation, escalation, translating adjuster language
- Adjusts coverage when life changes: a move, a new roof, a teen driver, a home purchase
How to tell if you're getting real advice
A useful test: ask why they recommended a specific limit. An answer that explains your exposure and what changes at each level is advice. An answer that just points at the cheapest option is order-taking.
See what independent shopping looks like
One conversation, multiple carriers, no obligation.
Frequently asked questions
This guide is general information for Florida consumers, not a policy or legal advice. Coverage terms vary by carrier and policy form — your declarations page controls. Last reviewed July 26, 2026.