The purpose of the research is to build an effective model of interaction between existing sales channels and new actors in the form of insurance startups in terms of a qualitative approach and a paradigm-based information theory strategy.

The methodology of the research - data collection was continued until theoretical saturation was achieved using semi-structured interviews with 15 participants, including insurance sales representatives and agents, specialists and senior managers in the insurance industry. Data were analyzed through a systematic research process including open, axial, and selective coding.

The practical importance of the research - suggestions and recommendations put forward by the author can be used as auxiliary material in the insurance industry, distribution of insurance products and services in Iran.

The results of the research. The results of the study established an effective interaction model of the existing agency network with insurance start-ups with the main strategy to correctly place and redefine the roles of all actors in the value chain of insurance products and services with active and complementary participation.

The originality and scientific novelty of the research - the new scientific approaches put forward by the author differ in their originality and are aimed at increasing the efficiency of the insurance companies.

Keywords: digital transformation, distribution channels, effective interaction, startups, shortcuts, insurance industry.