Independent agencies face unprecedented competition in today's market, including the threat that well-funded challengers will lure clients away with the latest tech solutions. Few brokers have the resources to build in-house capabilities to level up to the competition. What they do have is a deep understanding of their clients' needs and a commitment to service that can't be matched. The good news is that the right general agency (GA) can help you build a complete package that's practically bulletproof against the competition.

Choosing the right GA is one of the most important decisions you can make for your agency. Most GAs offer access to insurance products and carriers, online quoting and enrollment, and sales support. But that alone isn't enough. Consider these questions when evaluating a GA:

• Can you rely on them to consistently provide exceptional service to you and your clients?
• Do they offer access to products and markets that open doors for you?
• Do they help you find ways to enhance your clients' benefits and reduce their costs?
• Do they provide the latest tech solutions when it comes to payroll, enrollment and quoting?
• Do they offer exceptional HR and compliance support?
• Do they provide the kind of marketing support you need to attract new clients?

Here are some other things to look for in a general agency: