The insurance industry has a dirty secret: 90% of new agents fail within their first year. For decades, this statistic has been accepted as “normal” – just the cost of doing business. But David Price, founder and CEO of The Price Group (TPG), refuses to accept this reality. Through innovative systems, cutting-edge technology, and a fundamentally different approach to agent support, Price and his team are rewriting the rules of insurance success.
Who is David Price?
David Price’s journey to becoming one of the insurance industry’s most recognizable leaders wasn’t traditional. In 2018, he entered the insurance world as a complete newcomer, making just $2,000 in his first month. He was, by his own admission, “terrible” – awkward on phone calls, working with poor-quality leads, and figuring everything out the hard way.
But Price possessed something that would prove more valuable than natural sales ability: an unrelenting commitment to improvement and an analytical mind that thrived on data. Within 36 months of getting his insurance license, he had deposited over one million dollars in his bank account, becoming what many consider the fastest millionaire in the industry.
By his fourth full year, Price was earning over $1 million annually. But his success story was just beginning. What started as personal achievement would evolve into something much larger: a mission to transform how the insurance industry treats and develops its agents.
The Birth of The Price Group
The Price Group didn’t emerge in a vacuum. Price’s decision to launch an independent Insurance Marketing Organization (IMO) came after years of experience within the traditional captive agency model. While working with Senior Life Insurance Company, he built one of the fastest-growing teams in the industry, but he also witnessed firsthand the limitations and frustrations that plague most insurance agents.
“The company I worked for started treating me like an enemy instead of an ally,” Price explains. “My own team started competing with me. People I thought were family tried to muzzle me because they didn’t want me to grow too big.”
The breaking point came when Price realized that the single-carrier system he had believed in and promoted was fundamentally flawed. Agents were forced to offer the same product to every client, regardless of whether it was truly the best solution. This created an ethical dilemma that “hurt their soul” and robbed them of energy, knowing better options existed elsewhere.
In November 2024, Price made one of the biggest risks of his career: he walked away from a $2 million annual income stream to build The Price Group from scratch as a fully independent IMO.
How The Price Group Differs from Traditional Insurance Agencies
Multiple Carrier Access
The most fundamental difference between TPG and traditional captive agencies is carrier diversity. While captive agents are limited to selling products from a single insurance company, TPG agents have access to multiple A-rated carriers that have been in business for decades.
This approach provides several critical advantages:
Better Client Service: Agents can truly find the best solution for each client’s unique situation, rather than forcing every prospect into the same product mold.
Competitive Pricing: Access to multiple carriers means agents can shop for the most competitive rates, increasing their close rates and client satisfaction.
Product Variety: From Final Expense to Term Life, Whole Life, Indexed Universal Life (IULs), and Mortgage Protection, TPG agents can serve a broader market with diverse needs.
Day-One Coverage: Many TPG carrier relationships offer immediate coverage, eliminating the two or three-year waiting periods common with some single-carrier products.
Technology-First Approach
Unlike traditional agencies that often rely on outdated systems, The Price Group was built with technology as its foundation. This tech-forward approach includes:
AI-Powered Lead Generation: TPG operates its own lead generation system, spending over $10,000 daily on Facebook advertising to create high-quality, exclusive leads for agents.
Performance Tracking: Every metric is measured and analyzed, from lead distribution to close rates to agent ROI. Agents receive real-time feedback on their performance and areas for improvement.
Automated Systems: AI integration streamlines administrative tasks, allowing agents to focus on what matters most: selling and serving clients.
Data-Driven Results
The proof of TPG’s innovative approach lies in the numbers. Since launching as an independent IMO, The Price Group has achieved remarkable results:
- Average Agent Earnings: $8,500 per month vs. the industry standard of $3,000
- Lead Quality: 17.55% close rate in May 2025, compared to industry averages of 8-12%
- Agent ROI: Consistently above 400%, with some months reaching over 1,200%
- Growth: From 80 writing agents in January to 123 in May 2025
- Production: Over $3.5 million in total production in just five months
The Independent IMO Model Explained
Understanding The Price Group requires understanding the Independent Marketing Organization (IMO) model and how it differs from traditional agency structures.
Traditional Captive Model
- Agents work exclusively for one insurance carrier
- Limited product offerings
- Company-controlled leads and pricing
- Restricted growth opportunities
- High failure rates due to limited tools and support
Independent IMO Model (TPG’s Approach)
- Agents have access to multiple insurance carriers
- Diverse product portfolio
- Agency-controlled lead generation and quality
- Unlimited growth potential
- Comprehensive support systems designed for agent success
The independent model allows The Price Group to act as a true partner to its agents rather than just an employer. Agents maintain more control over their business while benefiting from TPG’s systems, technology, and support infrastructure.
Success Stories from TPG Agents
The real measure of any organization’s impact lies in the success of its people. The Price Group agents consistently report not just improved earnings, but a fundamental shift in how they feel about their work.
Financial Transformation
Many TPG agents are experiencing their best financial months ever, and remarkably, this is happening with advance commissions alone – before they even start receiving pay-through commissions and renewals. This means their earning potential will continue to increase as their books of business mature.
Professional Satisfaction
The feedback from agents consistently highlights improved job satisfaction:
- “HOW GOOD I FEEL!” – Common sentiment from agents who joined TPG
- “I’m SO glad I joined your team”
- “David, thanks for nudging me to do this – this is my BEST MONTH EVER!”
Lead Quality Revolution
Perhaps most significantly, The Price Group has eliminated one of the insurance industry’s biggest headaches: lead complaints. In the previous system, David Price dealt with daily complaints about lead quality, phone numbers, and age. Since launching TPG, there have been zero lead complaints – a testament to the quality and exclusivity of their lead generation system.
Why Multiple Carrier Access Changes Everything
The shift from single-carrier to multiple-carrier access represents more than just a business model change; it’s a philosophical transformation that affects every aspect of an agent’s work.
Ethical Alignment
When agents have access to multiple carriers, they can align their recommendations with their clients’ best interests rather than being forced to fit every prospect into the same product. This ethical alignment reduces internal conflict and increases agent confidence and energy.
Increased Close Rates
With multiple options available, agents can find solutions that better match prospect needs and budgets, naturally leading to higher close rates and more satisfied clients.
Professional Growth
Agents working with multiple carriers develop broader knowledge and expertise, making them more valuable professionals and opening doors to additional opportunities within the industry.
Income Diversification
Multiple carrier relationships create multiple income streams, reducing dependency on any single company’s performance or policy changes.
The Future of Insurance with The Price Group
David Price and The Price Group represent more than just another insurance agency – they embody a vision for what the insurance industry could become when agents are truly supported and empowered.
Technology Integration
As AI and automation continue to evolve, TPG is positioning itself at the forefront of these changes. The organization is developing proprietary AI systems that will help agents track performance, optimize their approach, and identify the next steps for supporting new team members.
Scalable Success
The systems and processes being built at TPG are designed for exponential growth. As Price often says, “The people joining us this year will have an opportunity unlike anything this industry has ever seen.”
Industry Impact
If successful, The Price Group’s model could influence how the entire insurance industry approaches agent development, lead generation, and client service. By proving that higher agent success rates are possible, TPG may force traditional carriers to reconsider their approaches.
Getting Started with The Price Group
For agents considering a change or newcomers looking to enter the insurance industry, The Price Group offers a proven pathway to success. However, Price is clear that this isn’t a “get rich quick” opportunity.
Success with TPG still requires:
- Making phone calls
- Following up with leads
- Showing up consistently
- Commitment to continuous improvement
What TPG provides is the platform, tools, and support system that can help dedicated agents reach levels they never believed possible.
Conclusion
David Price and The Price Group represent a fundamental shift in how insurance organizations can operate. By prioritizing agent success, leveraging technology, and maintaining unwavering focus on results, TPG is proving that the industry’s 90% failure rate isn’t inevitable – it’s a choice.
For agents tired of being treated as expendable resources, for newcomers seeking a genuine opportunity to build wealth, and for anyone who believes the insurance industry can do better, The Price Group offers a compelling alternative.
As Price himself says, “We’re not just building an insurance IMO. We’re building the future of how this business gets done.”
The question isn’t whether the insurance industry needs to change – it’s whether you’ll be part of that change.
Ready to learn more about The Price Group opportunity? Connect with David Price and his team to explore how TPG’s innovative approach could transform your insurance career.
