Earn more than you do now — while building real contract value of your own.
Five years, same production, same base commissions. The only difference is the bonus structure — Farmers' New Agent & ASCP programs versus a captive-carrier bonus that runs around $100K a year.
Same producer. Same base commissions. Very different upside.
Both agents write the same new business every year and earn the same base commission. At Farmers, the first three years run on the New Agent Bonus program (up to 340%), then transition to the Agency Sales Compensation Program. At a captive carrier, the bonus runs around $100K a year — and nothing else.
Rebuild with Farmers
Stay With Your Carrier
The gap opens early and never closes.
The New Agent Bonus front-loads the first three years; the ASCP carries the lead through years four and five.
Where the money lands, each year.
| Year | Base commission | Farmers bonus | Farmers total | Captive bonus | Captive total | Annual advantage |
|---|
The part the spreadsheet doesn't show: contract value
A captive agent's book carries no contract value to them — they can't transfer it, and they walk away with nothing when they leave. A Farmers agency owner builds a book with real contract value that can be transferred under the agreement. The $4M an agent "has" at a captive carrier has no cash-out value to them; the book they build at Farmers does. The income gap above is before you even count what that contract value is worth on the day they decide to transfer it.
Adjust the assumptions ▾
Commission rates & average premiums
Production — policies per quarter (both agents)
| Year | Auto | Home | Umbrella | Life | Commercial |
|---|
Bonus settings
The captive-agent objection (optional)
How to read this: By default, base commissions are held identical for both agents, so the comparison isolates the bonus structure — your core pitch. Figures are gross commission & bonus income before operating expenses. Years 1–3 use the Retail New Agent Bonus (Tier A assumed; production far exceeds targets). Years 4–5 use the 2026 ASCP for Tier 2 states (CA, MI): the Personal Lines New Business Accelerator pays up to 100% of qualifying PL new-business commission once monthly production clears the minimum target by $20K, plus the Prime Annual Growth Bonus (up to 1.5% of PL renewal premium on $500K+ growth). VRC is assumed to keep a strong producer's renewal rates near current levels (reflected in the base commission rates). The "credit the book" toggle adds the captive agent's existing $4M book renewals on top — flip it on and the captive side leads in a 5-year window, which is exactly why this pitch rests on the bonus structure and on contract value: that $4M book carries no transferable contract value to the agent.
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