FMO IMO NMO

Choosing an FMO, IMO or NMO. Let's discuss.

Messer Financial Group | April 14, 2025

First, what are they, and why do you need one?

When you embark on this journey of becoming an independent agent or launching an agency, recognize that it’s a remarkable achievement. It’s likely you’ve been on a path of researching and learning your craft.

When you decide to build a business, you’ll look for tools, resources, and, perhaps, support. But first, let’s discuss options and acronyms to decipher. In the insurance world, there are FMOs, IMOs, and NMOs.

Oh, there may be a few more Os but for the purpose of our use, let’s break it down. An FMO is a Field Marketing Organization that serves to connect insurance agents with carriers and their products, as well as other resources to grow an agency. They primarily focus on Medicare and healthcare products.

An Insurance Marketing Organization (IMO) provides many of the same services as an FMO but primarily focuses on sales of life insurance and annuities. Some organizations serve as both an FMO and an IMO.

Then, there’s the middle child, an NMO (National Marketing Organization) is used interchangeably as a broad descriptor of both an FMO and an IMO. It indicates a nationwide footprint and a wide range of services.

Although the terms are used loosely, the most common one is an FMO. For the sake of this post, we will concentrate on helping agents learn to find their best fit for an organization that serves their needs.

In general, we will use the FMO/IMO/NMO to describe these organizations as a whole. These companies work as liaisons connecting agents to insurance carriers. They also give agents access to insurance products, training, and marketing/sales support.

Questions to Ask Before You Jump

Every day, insurance agents are making boss moves to become independent agents. It’s exciting to go solo. Even thrilling. Kind of like skydiving! Except you really don’t want to make that jump without a parachute, or an instructor.

In the insurance world, your FMO/IMO/NMO is your skydiving instructor – when you’re ready to jump. Why do you need one? They possess all of the credentials you need. They are licensed, certified, skilled, and experienced.

This may be the biggest jump of your life. We’ll give you the most important questions to ask, but it’s up to you to decide what fits. You should feel comfortable with your FMO/IMO/NMO because, just like a skydiver, they’ll have your back.

Make this decision all about you and your business. Let’s begin by learning about the guidance you’ll need to make a choice. At its most basic level, an FMO/IMO/NMO provides marketing and sales support to independent insurance agents.

Beyond that, we will examine the scope and variety of other services that help you build a book of business, grow your downlines, and leave the legacy of a business to pass on to your heirs.

No matter what organization you choose, your first priority should be your client relationships. When you reach out to FMOs/IMOs/NMOs, look for a company that values you as a client in the same way you value your own clients.

How would you rate the responsiveness and discussions by phone and email? Ask for names and extensions to speak to people. Will you have a dedicated person or team to assist you? Take notes to understand who you’re working with.

While there’s no magic wand for building an agency, your client and carrier relationships are paramount to success. Ask which major carriers they have and what products they offer. Are there niche products for clients with special or unique needs?

As your business takes root, you will experience growing pains. Although it’s challenging, you’ll be better prepared if you can lean into the expertise of an FMO. They can provide resources, advice, and solutions to overcome the unexpected.

A major asset of partnering with an FMO/IMO/NMO is access to legal compliance. A big “ask” should be how they will help you with compliance. Will you be able to ask compliance questions and do they have someone skilled in compliance who can confidently answer your questions?

Still unsure if you need an FMO/IMO/NMO? Only you know what you need. Here are a few other considerations when you’re polling the various organizations. You may even ask for a company tour to see if it fits your business needs.

Do they have an easy quote-and-enroll platform?
Do they sell the lines you are licensed for or preparing to be licensed for?
How do they track your commissions? How are you paid?
Can you access compliant marketing materials for your business?
Can you get a client-facing website to get quoting opportunities?
Ask them about agent perks such as Errors & Omissions Insurance and Group Plans.