Once seen as niche intermediaries operating on the edges of the insurance ecosystem, Managing General Agents (MGAs) have undergone a strategic transformation. In 2025 and beyond, the European MGA landscape is being shaped by forces far larger than distribution alone. Digital platformisation, regulatory complexity, AI disruption, and private capital are converging to rewire what it means to be a MGA in Europe today.
At Pro MGA Global Solutions, we work closely with ambitious underwriting teams across Europe – and it’s clear that the MGA model has entered a new era of maturity. But with opportunity comes challenge.
The Rise of MGA-as-a-Platform (MGAaaP)
The next-generation MGAs are not single-product plays. Today’s market leaders are becoming platforms – building modular, API-first infrastructures capable of launching multi-line products, typically embedding insurance within partner ecosystems, and integrating underwriting, compliance, and distribution in one agile stack offering “insurance infrastructure” to third parties. These MGAaaP models turn traditional insurance distribution on its head, enabling new entrants and non-insurance platforms to plug in and offer protection at the point of need.
Consolidation, Capital, and the PE Effect
Private equity continues to shape the market. Roll-ups of MGAs by firms like Acrisure and Howden show that investors are betting big on capital-light, tech-enabled underwriting platforms. The rationale? Scale delivers efficiency in underwriting, compliance, access to data and talent, and deeper negotiating power with carriers.
However, consolidation isn’t just about financial engineering – it’s also about strategic specialisation. MGAs that win will be those who balance underwriting excellence with smart use of data and technology, allowing scalability, yet still staying service orientated, with a strong human touch . In a fragmented and increasingly regulated European market, scale must be matched by clarity of purpose,underpinned by high service standards.
Embedded Insurance: Disruption or Opportunity?
Embedded distribution has been evolving fast – shifting MGAs from intermediaries to infrastructure players. No longer confined to broker relationships, MGAs are powering insurance sales at checkout, inside mobile apps, or embedded into platforms from gig work to e-commerce.
This opens doors – but also competition. Over the last years, we have seen MGAs move into embedded ecosystems, they’re not just competing with brokers – they’re competing with carriers, reinsurers, and software vendors too. The key to success? Owning the user journey, controlling the data layer, and delivering hyper-relevant products at scale. There are still stong and viable opportunities to enter this space, yet barriers are higher with the tech-play coming at a cost and thereby still being dominated by the more pure tech players.
Looking Ahead
Part 2 of this series will explore the technological and regulatory headwinds shaping MGA strategy – from AI underwriting to cross-border complexity and ESG innovation. It’s clear that the MGA model isn’t just evolving – it’s converging with capital markets, tech ecosystems, and consumer demand in entirely new ways.
Experts from the Pro MGA Global Solutions team are attending The Insurer (Reuters) European MGA Summit 2025, 10–11 June, 2025, in Amsterdam. Get in touch to arrange a meeting: getintouch@pro-global.com
Find out more about the event: https://events.theinsurer.com/eumgasummit?utm_source=slipcase&utm_medium=affiliate&utm_campaign=slipcase
Meet our expert
Name: Hans Martin Døhlen
Job title: Managing Director, Pro MGA Solutions Europe Gmbh
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