Big “I” will no longer be affiliated with TrustedChoice.com
TrustedChoice.com, the digital prospecting platform dedicated to supporting independent insurance agents, has been sold to Momentum AMP, a technology company serving the independent agency channel. Momentum—formerly known as NowCerts—has emerged as one of the fastest-growing agency management platforms in the U.S. and now offers what it calls the industry’s first fully integrated solution that spans the entire insurance agent lifecycle.
According to the joint announcement, the newly unified platform will support over 5,000 independent agents with tools for lead generation, referral management, CRM, policy administration, renewals, carrier downloads, and more—all on a single, AI-powered platform. The move marks a significant shift toward streamlining agency operations and scaling digital capabilities for the independent agency channel.
“TrustedChoice.com has always been about empowering the independent agent,” said Chip Bacciocco, CEO of TrustedChoice.com. “By joining the Momentum family, we’re not just continuing that mission—we’re accelerating it. With increased resources and strategic alignment, we’re better equipped than ever to deliver unmatched value to both agents and consumers.”
Elevating Agent-Centric Tools with Strategic Alignment
TrustedChoice.com was originally established through a collaboration between the Independent Insurance Agents & Brokers of America (the Big “I”) and a group of top-tier carriers. The platform has since become known for its strong alignment with the Trusted Choice® brand and for delivering millions of high-intent referrals to agents. While the deal involves the sale of the TrustedChoice.com (CAP, LCC), the new ownership arrangement does not include the broader Trusted Choice® brand of the Big “I” – only the web-based, lead-generation service, TrustedChoice.com.
“We’ve long admired what TrustedChoice.com has built—a category-defining platform that helps agents connect with ready-to-buy consumers,” said Michael Lebor, President of Momentum. “This partnership aligns perfectly with our mission: to modernize and grow the independent agent channel with smart tools, data, and strategy.”
The Big “I” affirmed that it will continue to produce all of its digital marketing resources under the Trusted Choice brand name and will continue to be available to its members agencies.
Leadership Perspectives on the Acquisition
Momentum’s open API-driven platform, now enhanced with TrustedChoice.com’s digital referral engine, enables agents to seamlessly integrate with existing tools and gain advanced automation capabilities. The joint capabilities are expected to increase operational efficiency and boost lead conversion rates across the board.
Momentum’s leadership framed the acquisition as part of a broader strategy to future-proof the independent agency system.
“We’re building something bigger than just a tech stack,” added Peter Germanov, CEO of Momentum. “By bringing TrustedChoice.com into the Momentum ecosystem, we’re uniting shared values, complementary technologies, and a deep belief in the future of the independent agent. Together, we’re creating a smarter, stronger, more connected channel.”
Continued Operations with Enhanced Capabilities
TrustedChoice.com will continue to operate as usual under its brand while gaining access to Momentum’s growing suite of integrated tools, including advanced lead routing, marketing automation, and centralized operations. The partnership aims to reduce friction in agency workflows and help agents respond more effectively to rising consumer expectations in a digital-first marketplace.
For its part, the Big “I” stated that over the coming year, it will build its own “agent locator for consumers.”
