How Agents Can Place
Tough-To-Write Accounts Moving
complex accounts from “unplaceable”
to placed using the right strategy
By Kayte Haney
When a standard carrier declines an account, it doesn’t have to be the end of the conversation. In a market where habitational real estate is weighed down by loss trends, liquor-heavy hospitality risks face increased scrutiny, and emerging industries like cannabis or cryptocurrency defy traditional underwriting, agents who know how to reframe these “nontraditional” accounts can turn declines into deals.
These risks tend to share common traits: high hazard exposures, poor loss history, or operational complexity that makes underwriting more challenging. High-frequency or severe claims can quickly move an account out of the admitted market, and financial or operational red flags only compound the issue.
Turning submissions into stories
Successfully placing these accounts often comes down to how they’re presented. Underwriters want more than loss data; they need a clear picture of what has changed to make the risk viable. A strong submission reframes the narrative: It doesn’t just document past problems; it explains how those problems have been addressed and why the risk deserves another look.
This means connecting the dots for the underwriter. Safety improvements updated operational procedures, management changes, or technology investments should be clearly outlined and supported by documentation that demonstrates impact. The goal is to turn the submission into a story of progress, one that shifts the conversation from “here’s what went wrong” to “here’s why it’s different now.”
XPT’s brokers see this every day. The difference between a fast decline and a competitive quote often comes down to how thoroughly an agent explains these changes and supports them with evidence.
Effective submissions typically include:
- Loss runs with context that explains what happened and what’s been done to prevent it from recurring
- Evidence of mitigation, such as safety plans or operational changes that reduce risk
- Complete documentation, including supplementals and relevant history, to fill any underwriting gaps
By packaging an account this way, agents improve the likelihood of getting a quote and make it easier for carriers to advocate for the risk internally.
Preparing clients for the E&S market
Even the best-packaged submission can falter if clients don’t understand what comes next. Moving a risk from an admitted to a non-admitted market isn’t simply a matter of changing carriers; it often means different pricing, limited coverage options, and more stringent underwriting requirements.
Moving a risk from an admitted to a non-admitted market
isn’t simply a matter of changing carriers; it often means different pricing,
limited coverage options, and more stringent underwriting requirements.
Agents who address these differences early on position themselves as trusted advisors rather than messengers of bad news. The most effective approach is to explain how the E&S market works, why it may be the only viable path for a risk, and what the client can do to strengthen their position. This might include:
- Outlining cost drivers, so clients understand why rates are higher or deductibles steeper
- Explaining coverage trade-offs, such as exclusions or sub-limits that are common in non-admitted policies
- Highlighting the value of mitigation, reinforcing that investments in safety or operational changes can improve terms over time
XPT’s team often advises agents to have these conversations before a quote is even in hand. Setting expectations upfront prevents sticker shock and builds trust, allowing agents to keep clients engaged in the placement process rather than being blindsided at binding.
The role of wholesale brokers and MGAs
Wholesale brokers and MGAs are more than intermediaries; they’re problem-solvers who know how to navigate the complexities of placing hard-to-write accounts. With access to specialized carriers and niche programs, they help agents match challenging risks with markets that are willing to write them, even when standard carriers won’t.
The value they bring isn’t just in market access. Wholesale brokers know how to shape a submission so it resonates with an underwriter. They understand which mitigation efforts matter most, how to frame operational changes, and how to present supporting data in a way that clears potential roadblocks. This expertise can be the difference between a quick decline and a competitive quote.
With this in mind, brokers need to track shifting appetites and connect agents with specialty programs for everything from habitational property to liquor liability. For agents, this translates into faster answers, stronger market options, and a clear path to turning “hard to place” into “placed.”
The bottom line
Placing tough accounts isn’t about pushing harder; it’s about working smarter. With airtight submissions, transparent client communication, and wholesale partners who know which markets will respond and why, agents can turn declines into wins and build a playbook for tackling even the toughest risks in the market.
With the right strategy, even the most complex accounts can move from unplaceable to placed and positioned for long-term success.
The author
Kayte Haney is the assistant vice president and underwriting manager for the Mid-Atlantic region at XPT Specialty. She joined the company in 2023 and brings more than 15 years of insurance industry experience, specializing in commercial property and casualty underwriting.
Based in Pennsylvania, Kayte previously held leadership roles at RT Specialty, where she helped establish their small binding division. At XPT, she leads the Mid-Atlantic underwriting team, with a focus on building strong retail agency partnerships and expanding market solutions tailored to complex risks.
Kayte earned a Bachelor of Arts in Communication Studies from Temple University.
