IMO, or independent marketing organization, is a distribution firm that recruits and supports independent insurance agents and financial professionals, providing access to multiple carriers, products, training, and back-office services. IMOs act as intermediaries between carriers and field producers, negotiating compensation schedules, managing contracting and appointments, and offering sales resources and case design support. They play a central role in the independent life and annuity marketplace.

Advisors affiliated with an IMO rely on it for carrier access, product updates, advanced-sales support, and technology platforms. IMOs help match cases with appropriate carriers, assist with impaired-risk underwriting, and coordinate marketing campaigns. Carriers view IMOs as key partners in reaching fragmented independent channels. Understanding IMOs helps advisors evaluate which organizations offer the right blend of product shelf, support services, culture, and compliance oversight for their practice model.