How to Track Production by Product (Auto, Fire, Life, Health)
Most agencies look at total premium and call it a day. That number hides the most useful information about your book. The mix — not the total — drives retention, bonus checks, and where to focus coaching.
In this guide:
- Why product mix matters (3 big reasons)
- What products AgencyIQ tracks out of the box
- How to see your mix in AgencyIQ
- What a healthy mix looks like
- How to spot carrier concentration risk
Time to read: 7 minutes Best for: Owners and managers.
Why does product mix matter?
Three reasons the mix drives your agency's health:
- Retention. Auto-only households shop every 6 months. Auto-plus-home households stay 7+ years. A heavier mix of bundled customers means better retention.
- Carrier bonuses. Many carrier bonus programs need a minimum amount of home, life, or commercial mixed in. A lopsided book misses the bonus.
- Coaching focus. A producer weak on life needs a totally different conversation than a producer weak on commercial.
Example. A 12-producer agency writing $4M a year might mix 60% auto, 25% home, 8% life, 5% health, 2% commercial. If that shifts to 75% auto and 15% home over two years, you've created real retention risk — without noticing, because the top-line number grew.
What products does AgencyIQ track?
The 4 main product lines show up everywhere in the app — each with its own color:
| Product | Color | What it covers |
|---|---|---|
| Auto | Blue | Personal auto (private passenger) |
| Fire | Orange | Homeowners, dwelling fire, renters, condo |
| Life | Green | Term, whole, universal |
| Health | Purple | Major medical, supplemental, Medicare |
AgencyIQ also tracks commercial and specialty products (flood, umbrella, cyber, pet, etc.) — they just don't have their own color on the main dashboard.
Custom names in your files? If your software calls auto "PAP" or calls home "Dwelling Fire," the column matcher on the upload page lets you line those up with AgencyIQ's categories once. After that, every future upload sorts itself out.
How do I see my product mix?
On the main dashboard
The 6 KPI tiles at the top of your dashboard break it out already:
- Total Premium (all products)
- Auto — Fire — Life — Health (each one on its own tile)
Filter the whole dashboard by one product
Click any product color in the trend chart legend. The dashboard re-scopes to that product only — the chart, the leaderboard, and the goal progress all update.
Can I set per-product goals for producers?
Yes. In Settings → Goals & Targets, each producer's row has columns for Auto, Fire, Life, and Health.
Set a dollar target for each product. The producer's dashboard then shows separate pace bars for each product.
Example. Producer with a $480K yearly target splits into: $300K auto + $120K home + $40K life + $20K commercial.
Why this changes producer behavior
| Goal type | How producers react |
|---|---|
| One big total | They cherry-pick easy auto sales |
| Per-product split | They write multi-line for the mix target |
What product mix should I aim for?
No single "right" mix. But two patterns predict agency health.
Pattern 1 — Auto ceiling, life floor
| Product | Healthy range | Red flag |
|---|---|---|
| Auto | 45–65% | Above 75% |
| Fire / Home | 20–35% | Below 15% |
| Life | 5–15% | Below 3% |
Pattern 2 — Multi-line rate
The number that matters most isn't any single product percent — it's the percent of households who have 2 or more policies with you.
| Multi-line rate | Retention |
|---|---|
| 55%+ | 92%+ (strong) |
| 35–55% | 80–90% (okay) |
| Below 35% | Below 80% (fragile) |
How do I spot carrier concentration risk?
Cross-reference product mix with carrier mix. AgencyIQ shows both.
Why it matters
If 60% of your auto is with one carrier, and that carrier pulls out of your state or tightens underwriting, you lose 40% of your agency overnight.
Healthy carrier concentration
| Your top carrier's share | Risk level |
|---|---|
| 25–35% | Diversified — good |
| 35–45% | Watch it |
| 45–55% | Concentrated |
| 55%+ | Material risk — start diversifying |
Frequently Asked Questions
What if I write a policy that spans more than one product (like a business package)?
Map it to the primary product (usually "Commercial Property" for a BOP). AgencyIQ puts the whole premium in one bucket — it doesn't split a single policy across multiple buckets.
How do I handle a carrier check that doesn't show product?
Pull the product info from your agency management software instead. Carrier checks and agency records can live in different sources — AgencyIQ matches them by policy number.
Can I track a custom product (like boat or pet)?
Yes. Just name it consistently in your uploads. AgencyIQ tracks whatever you name.
Does AgencyIQ support different commission rates per product?
Yes. Commission plans let you set a different rate per product — for example 15% on auto new, 20% on home, 50% on life. The engine applies the right rate to each sale automatically.
What about producers who only write personal lines?
Leave the commercial and specialty goals blank. Their dashboard won't penalize them for a goal that was never set.
Stop judging your agency on one big number
AgencyIQ is free during beta for Founding Members. See your book by product, catch concentration risk before it hurts, and coach producers on the mix that actually drives retention.
Founding Members get grandfathered pricing when we launch paid tiers later this year.
Last updated: 2026-04-18