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reThought Flood bets on Vertafore to widen flood reach

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reThought Flood bets on Vertafore to widen flood reach

Vertafore, an insurance distribution technology provider, has secured a new MGA partner, with private flood specialist reThought Flood adopting its PL Rating platform to expand access to flood quotes among independent agencies.

Through the agreement, reThought Flood will plug its private flood products into PL Rating, a comparative rater that G2 ranks as the leading personal lines rating software for insurance. The platform links upwards of 10,000 agents with over 320 carriers and MGAs, allowing them to quote and compare personal lines policies for clients. Agents processed 6.8 million flood transactions on PL Rating during 2025, and reThought Flood cited this scale and wide agency uptake as central to its choice.

The timing reflects a shifting risk landscape. Updates to FEMA’s flood maps have moved thousands of additional homes into the high-risk Special Flood Hazard Area (SFHA). With more homeowners now facing flood exposure, PL Rating lets agents pull private flood quotes during the same session in which they rate other personal lines risks, folding flood into the wider discussion instead of treating it as a separate task.

For reThought Flood, the platform offers a fresh gateway into the Vertafore ecosystem, opening a channel to the thousands of independent agencies that already run Vertafore software. Cutting the friction between a product and its placement supports what Vertafore calls Distribution Velocity, which it defines as speed with intentional outcomes.

Vertafore, based in Denver, Colorado, provides core digital systems, specialised AI and data foundations designed to remove friction across sales, servicing, accounting, underwriting and back-office functions for agencies, MGAs and carriers.


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