This article investigates the motivational factors that promote goal congruence in commercial structures of the insurance sector, presenting an analysis based on the theory of agency and self-determination. Based on interviews conducted with commercial managers of seven of the fifteen largest insurance companies operating in Portugal in 2020, the results reveal that 1) information asymmetry and difficulty in aligning interests represent the main agency problems found in commercial insurance structures; 2) the financial reward system, supported by Governance, Risk and Compliance mechanisms, proves to be the main way to promote the extrinsic motivation of the commercial and mitigate agency problems; 3) both the financial reward system and the quality of the relationship are forms of incentive, material and immaterial, that increase motivation and contribute to the congruence of goals; and 4) the balanced combination of extrinsic and intrinsic motivational factors seems to be the most effective approach to align goals and interests in this type of commercial structures. The results also suggest a potential synergy between agency theory and self-determination theory. By proposing an integrated approach that combines economic and motivational fundamentals, this research contributes to deepening the knowledge about the factors that promote the congruence of commercial goals, offering a relevant perspective for a sector little explored so far – the Insurer.