Overview
reThought Flood has selected Vertafore’s PL Rating platform to expand private flood insurance distribution among independent insurance agencies. The agreement gives the managing general agent (MGA) access to an established network of insurance professionals already using Vertafore’s comparative rating technology.
PL Rating connects more than 10,000 insurance agents with over 320 carriers and MGAs. During 2025, agents processed 6.8 mn flood insurance transactions through the platform. Vertafore also reports PL Rating holds the top position among personal lines rating software products on G2.
The platform’s agency network and existing transaction volumes influenced reThought Flood’s selection. Its flood insurance products will become accessible through quoting systems agents already use for other personal insurance policies.
Expanding MGA distribution through existing agency networks
MGAs have several routes to business expansion, including developing insurance programs, increasing underwriting capacity and securing additional distribution partners. Access to independent agencies remains an important commercial consideration, especially for specialized products requiring efficient quotation and placement.
Vertafore provides technology covering underwriting, policy administration, distribution management and insurance data. Its broader software portfolio also includes AI-supported workflows designed for insurance operations.
For reThought Flood, PL Rating creates an additional distribution channel within this existing technology network. Independent agents gain access to specialized flood coverage without moving between separate rating platforms.
Vertafore describes its distribution approach as Distribution Velocity, focusing on faster access to insurance products and measurable business results.
Emily McGinn, general manager of MGA and Wholesale at Vertafore, said the agreement demonstrates the commercial value of connecting MGAs with established retail agency networks.
Our scale, connectivity and deep insurance expertise give MGAs a proven foundation to reach their growth goals and get their products in front of the agencies that need them
Emily McGinn, general manager of MGA and Wholesale at Vertafore
According to McGinn, Vertafore’s distribution reach and experience in insurance software provide MGAs with the infrastructure needed to extend their market presence. The arrangement also brings specialized insurance products directly into agency quoting processes.
FEMA flood map changes increase demand for coverage options
Recent updates to flood maps maintained by the Federal Emergency Management Agency (FEMA) have placed thousands of additional residential properties within designated Special Flood Hazard Areas (SFHAs).
These classifications identify locations exposed to higher flood risk. Changes in flood zone designations increase the relevance of flood insurance discussions for affected property owners and their insurance agents.
Private flood insurance providers have an opportunity to reach customers assessing their property coverage following such changes.
Through PL Rating, independent agents will have access to private flood insurance quotations while comparing other personal lines products. Flood coverage becomes part of their existing quotation process rather than requiring a separate workflow. This arrangement reduces operational friction for retail agencies and gives reThought Flood access to a larger group of producers.
The distribution model is especially relevant for MGAs offering specialized insurance products. Agency adoption often depends on how easily coverage fits into established software systems and daily servicing activities.
reThought Flood targets independent insurance agencies
Kevin Thoms, director at reThought Flood, said the company assessed multiple comparative rating platforms before selecting Vertafore.
Agency connectivity was the deciding factor. Vertafore’s existing relationships with independent agents offered a direct route to producers already quoting personal lines insurance every day.
Thoms described PL Rating as an established insurance rating solution with substantial distribution reach. The partnership supports reThought Flood’s plans to increase product availability and extend private flood insurance access to more customers.
Rather than building a separate agency distribution process, reThought Flood will use Vertafore’s current infrastructure to connect its specialized coverage with participating independent agencies.
The agreement also gives Vertafore another MGA partner within its personal lines rating network, adding private flood insurance options to a platform handling millions of flood-related transactions annually.
