No, it’s not just you — and it’s more common than most agents realize. A 2026 survey by Spark Advisors and the Independent Medicare Network found that 60% of agents say their agency isn’t training them in essential skills like digital marketing and automation. Only 24% feel fully taught in digital marketing. If your FMO’s “training” stops at carrier certifications, you’re not getting what you need to grow.
Here’s the thing. You got into this business because you’re good with people. You know Medicare. But somewhere along the way, the business changed around you. Now you’re expected to run Facebook ads, build email sequences, manage a CRM, create content, and nurture leads online. And your FMO? They’re still sending you the same carrier training links and compliance webinars they’ve been sending for a decade.
You’re not imagining the gap. Let’s talk about why it exists — and what to do about it.
What Did the Spark Advisors Survey Actually Find About FMO Training?
The numbers are hard to ignore. Spark Advisors and the Independent Medicare Network surveyed over 500 Medicare agents across the country for their 2026 Medicare Agent Needs Report. The headline finding: 60% of agents say their agency isn’t training them on the skills they need for the future — specifically things like digital marketing and automation.
It gets more specific than that. Only 24% of agents surveyed said their agency fully teaches them digital marketing skills. That means roughly three out of four agents feel partially or completely on their own when it comes to learning how to market themselves online.
And the consequences are showing up in agent behavior. Half of all agents surveyed — 50% — said they’re considering switching FMOs. While compensation always plays a role, agents aren’t just chasing higher contracts. Forty percent said they prioritize leads and back-office support just as much as commissions. Lack of training and real support is a top driver pushing agents to look elsewhere.
When half your agents are thinking about leaving, the problem isn’t the agents. It’s the support model.
Why Do Most FMOs Only Train on Products and Compliance?
You’ve probably seen this pattern. Your FMO invites you to a “training webinar,” and it turns out to be a carrier rep walking through plan updates. Or it’s a compliance session reminding you about CMS call recording rules. Important? Sure. But is that going to help you generate leads in April?
Most FMOs built their training programs around the things they know: carrier products, plan details, AHIP certification, and compliance. That’s what the model has looked like for decades — get agents contracted, help them understand plans, point them toward AEP, and hope for the best.
The problem is that the business-building side of being an independent agent has changed dramatically. Beneficiaries are searching for help online. They’re reading reviews. They’re engaging with agents on social media before they ever pick up the phone. Most FMOs have no infrastructure to teach you how to show up in those places.
It’s not necessarily that your FMO doesn’t care. Many FMOs simply don’t have the people, systems, or expertise to train agents on digital marketing, email automation, content creation, or CRM usage. They’re built for contracting and product knowledge — not for helping you build a sustainable business.
What Skills Are Agents Actually Missing?
When agents say they need more training, they’re not asking for another product overview. They’re talking about practical, business-building skills that directly affect whether they grow or stay stuck.
First, social media marketing — how to build a compliant, consistent presence on Facebook, LinkedIn, or YouTube that attracts local prospects. Additionally, email automation — how to set up follow-up sequences so leads don’t go cold after one conversation. Furthermore, content creation — how to write a simple blog post, record a short video, or create a social post that positions you as a trusted local expert. Moreover, lead nurturing, CRM usage, and online reputation management are all critical skills that most agents are left to figure out on their own.
These aren’t luxury skills anymore. They’re table stakes for an independent agent who wants to build a book that doesn’t depend entirely on buying expensive leads or working community events.
Is It Normal for an FMO to Not Cover Any of This?
Unfortunately, yes — it’s still the norm. Most FMOs in the Medicare space are set up as distribution organizations. Their core function is to aggregate agents under carrier contracts and provide commission structures. Training, when it exists, tends to stay close to that function: here’s the new plan, here’s how to sell it, here’s how to stay compliant.
That doesn’t make them bad organizations. It just means their model wasn’t built to help you learn how to run Facebook ads or set up an automated email campaign. And honestly, a lot of the people running those organizations came up in an era when grassroots marketing and referral networks were enough.
The industry has shifted, though. Agents are expected to be marketers, content creators, and technology operators on top of being licensed advisors. If your FMO hasn’t shifted with you, you’re going to feel it.
What Should Agents Look for in an FMO That Actually Supports Business Growth?
If you’re evaluating your current FMO — or thinking about what a better partnership could look like — here are the things worth paying attention to beyond contracts and commissions.
First, dedicated coaching or success support. Not just a phone number to call when something goes wrong — a real person who checks in, helps you set goals, and walks through your systems with you. At TMS, that’s our Agent Success Manager.
Additionally, training that goes beyond products. Look for an FMO that actively teaches digital marketing, CRM usage, email automation, and content strategy. At TMS, we offer hands-on training on systems like our OmniReach CRM, which gives you landing pages, email automation, text follow-up, pipeline tracking, and a calendar — all in one place.
Furthermore, content that helps you learn on your own schedule. We built the Medicare Agent IQ podcast to deliver real tactical content — not product pitches, but actual strategies you can use that week.
Moreover, financial support for marketing. Through our Brokerage Bucks program, TMS offers producers up to $900 per month in marketing reimbursement. That’s ongoing support so you can actually invest in the strategies you’re learning.
Finally, a culture of long-term partnership. If your FMO only shows up when there are contracts to sign and disappears the rest of the year, that tells you something.
Why Does This Training Gap Matter So Much Right Now?
The Medicare market is getting more competitive every year. More agents are entering the space. Carriers are raising the bar on compliance and quality. And beneficiaries have more information — and more choices — than ever before.
Agents who know how to market themselves, follow up consistently, and build a reputation online are going to pull ahead. Agents still waiting for their FMO to hand them a list of leads and a carrier slide deck are going to struggle — not because they’re not good at their job, but because nobody taught them the other half of the business.
That’s the real cost of the training gap. It’s not just frustration. It’s lost business, missed opportunities, and the slow erosion of confidence that comes when you know you should be doing more but don’t know where to start.
What Can You Do About It Right Now?
If you’re reading this and thinking “this sounds like my situation,” here are some honest options.
First, talk to your current FMO. Ask them directly what training they offer on digital marketing, CRM systems, and automation. If the answer is vague or nonexistent, that’s information worth having.
Second, start learning on your own. There are good free resources out there — including the Medicare Agent IQ podcast — where you can pick up practical strategies without waiting for anyone’s permission.
Third, evaluate whether your FMO relationship is helping you grow. Not just in terms of commissions, but in terms of skills, systems, and support.
Fourth, explore what other FMOs offer. Not to jump ship impulsively, but to understand what’s available. If you want to learn more about how we approach this at TMS — from hands-on training to the OmniReach CRM to Brokerage Bucks marketing reimbursement — we’re happy to walk you through it. No pressure. Just a conversation about what’s possible.
The fact that 60% of agents feel undertrained in the skills they need most isn’t a reflection of lazy agents. It’s a reflection of an industry that’s changing faster than most FMOs are willing to adapt. If your FMO isn’t teaching you digital marketing, automation, or how to use real tools to grow — that’s not normal in the sense that it should be acceptable. It’s just common. And common doesn’t mean you have to settle for it.
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