Decisiones estratégicas para la permanencia de los agentes de seguros en México

This Spanish-language study addresses the retention of independent personal-lines insurance agents in Mexico, who placed 51% of sector premiums in 2025 while the number of active agents fell 8.6%. Using a documentary-bibliometric design based on 1,008 Scopus documents analysed with Biblioshiny and VOSviewer, it proposes a conceptual explanatory model in which organizational factors, agency (promotoría) leadership and personal psychological resources shape agents’ professional permanence. The model is presented as a theoretical structure ready for later empirical validation, with implications for selection, onboarding, leadership and retention strategies.