Farmers targets 1,700 new agents with elite push

Farmers is aiming to appoint 1,700 new agency owners in 2026 as part of a broader effort to reignite organic growth and expand its distribution footprint. The initiative includes the launch of an Elite Owner Program designed to attract well-capitalized entrepreneurs capable of building large-scale agencies from day one.

The Elite program targets candidates with at least $500,000 in available capital and offers tiered benefits, including enhanced support, priority service, and additional marketing incentives. The move reflects a push toward an “entrepreneurial agency model,” where owners operate independently while leveraging Farmers’ brand and infrastructure.

Early momentum appears strong, with new agent appointments up 34% year over year through February and the recruiting pipeline nearly doubling. The expansion builds on Farmers’ 2024 rollout of a unified district manager model nationwide, signaling a renewed focus on distribution scale and market share growth.

“We’re doubling down on the entrepreneur model to drive our next chapter of growth. This is about thinking big and moving fast. By onboarding 1,700 new agency owners — including an Elite tier of well-capitalized business leaders seeking to build or expand their portfolio — we’ll be injecting fresh energy into our distribution force. Agency owners enjoy the flexibility of operating their own businesses — including the opportunity to sell select non‑Farmers‑branded products — while benefiting from the unmatched support of Farmers behind them. We believe this combination of entrepreneurial autonomy and big-brand support will propel significant growth, benefiting customers and agency owners.” – Ken Walton, President of Distribution at Farmers.

Bottom Line: The 1,700-agent initiative would represent one of the largest single-year expansions in Farmers’ 95-year history.