The way this works is as follows:
Take a client’s monthly premium, and multiply it by twelve. That’s the annualized premium. If an agent is on advanced commissions (like I am), you get 3/4 of your percentage upfront, and the other 1/4 after the first nine months. That percentage varies by company, but usually hovers between 17-22%. So, if you bought a policy at $300/month, I’d get about $540 upfront and $180 in nine months (on a 20% commission).
In month 13 and on, you start getting renewal commissions, which are usually 5% and are not advanced. So in month 13 and every month from there on out with this hypothetical, I’d get $15 for your policy.
Now, your question specifically was how the commission percentage plays into offering a specific policy, and I can say that (for me) it doesn’t enter into it at all. The average policy I write has a monthly premium of about $300, which is $720/year on a 20% commission or $612/year on a 17% commission (my lowest level contract). The difference of $108 over the course of a year isn’t enough to push me away from writing a better-fitting policy. When it comes to life insurance (which works the same way, except you’ll get anywhere from 80-125% of the first year annualized premiums and then 3%-ish renewals), however, I will almost always write policies with the highest-commission company. There’s just not enough difference in the products they offer to do any differently. $100k of term life is $100k of term life, and if the only difference is that I can make $400 off of one company and $600 off of another, then hell, give me the $600.
That’s not to say that I don’t have biases sometimes with what companies I use that have nothing to do with the client. I have one company that is notorious for paying me a month late, and when they piss me off I stop sending them business. I have another company that pays me very, very quickly and I will use them a little more when I find myself suddenly tight on cash. This isn’t a matter of slamming folks into bad policies, mind you - the quick company has great maternity benefits, so if I need quick cash I’ll focus my marketing efforts on finding folks that want that benefit in their policy. If I want to slow down my business with Slowpoke, Inc, then I’ll market towards older peopler because their rates are most competitive with the younger crowd.
A common trick new insurance companies use when they first open up in a state is to offer their agents commission levels of 35% or higher to entice those agents to write their business, and it works. Unfortunately, it often works too well, the insurance company can’t pay their agents on time, they get a bad reputation and then fold. I don’t know of a single reputable, established company that would offer a brand new agent anything more than 22% on health commissions, and 20% is closer to the norm.