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Guide on How to Pick the Best CRM for Insurance Agents

CRM for Insurance Agents

The outbreak of COVID-19 in 2020 shattered the insurance industry. For example, global premium growth slowed to nearly 1.2% (compared to more than 4% from 2010 to 2020). Also, profits dropped by 15% in 2019.

However, the insurance market had issues before the pandemic, though the events of 2020-2021 greatly exacerbated them. In particular, insurance companies struggled with persistently low-interest rates and had to fight for their customers because of the competition.

The solution to these challenges lies in building stronger customer relationships, which is possible with CRM for insurance agents.

In this guide, you will get tips on selecting the best CRM software for insurance agents. In addition, you will learn what makes a good application for managing relationships with your clients. Moreover, you will find reviews of the most suitable CRM software for insurance agents.

Why is CRM Software Important for Insurance Agents and Brokers?

Clients are the most valuable asset of any insurance business. Because of this, insurance agents need to make every effort to drive, nurture, and retain prospects and strengthen relationships with them.

But considering the ferociously competitive market in the insurance sector, this sounds easier than it is. Staying on top of the game can be a tall order unless you have the right tools, like a robust client management system for insurance agents.

You win big in many ways when you decide to invest in CRM for handling your daily tasks. Here are the benefits of using insurance customer management software in your practice.

More Effective Lead Data Management

One of the greatest perks of an insurance agency CRM is its potential to improve the storage and management of lead data. Why is this important?

When your client database is large, it's hard to manage data effectively. Especially if you still use spreadsheets and print records. As clients' expectations of insurance services rise, it’s imperative to keep up and gain a competitive advantage. Hence, there is a need for up-to-date insights about your leads, rapid data access, and their processing.

A CRM for an insurance agency means a centralized approach to managing client data. First, it means that you, your colleagues, or managers have access to the same data from any device. This reduces the risk of data duplication and the spread of outdated client information. Second, you can edit and modify the database easily with several clicks. Finally, this software lets you filter leads based on specific criteria, so you can make more personalized offers or do other actions based on the client's interests, status, or other parameters.

Optimization of Remote Work

Physical distancing as a result of the COVID-19 lockdown had a massive impact on how insurance agents interact with their clients and run their businesses. Agents were challenged to switch to a remote setup because they were locked in their homes without access to printed files or corporate computers containing essential client data. Moreover, the lack of physical interaction pushed them to expand their online customer service channels to stay in touch with every lead.

Insurance CRM systems are designed to help agents work remotely at near-peak efficiency. They provide a centralized data hub accessible from any device with an Internet connection. The great thing about CRM software is that it stores more than just client contact details. It will collect data about your interactions with each lead and insurance-related information.

This way, you will get a 360-degree view of all the client-related processes whenever you need them. You can contact your leads to go over the contract details, remind them of the policy renewal, and more.

Improved Relationships with Clients

In the client-oriented era, customers are always at the core of every business. The CRM software for insurance agents helps you get in touch with your leads via different channels. Many CRMs integrate telephony and email, while others come with chatbots, messengers, social media, and custom platforms for communication.

In this way, you can send updates on policy changes, cross-sell policies, and send newsletters with other information. You will always be within clients' reach if they have questions regarding policies or other services. Using chatbots and email templates will simplify the communication process as your clients will quickly get ready-made responses, sometimes even without your intervention.

With CRM, you can turn cold leads into devoted clients. Once you create an effective pipeline and lead your prospects through it, you will maximize your lead nurturing efforts through flawlessly arranged communication and timely responses.

Easier Lead Generation

Insurance agents have a vast list of responsibilities. Lead generation is one of the things that should be undertaken. But considering the growing competition and the drop in clients' interest in this industry, this process can be tricky. Moreover, lead generation requires constant stats tracking to ensure the marketing effort pays off.

While not all insurance CRM solutions have a lead generation module, a vast selection of tools still supports this process. For example, they may allow you to manage and promote your SEO content, run ads through different platforms, manage email marketing and social media campaigns, create online forms, and build your custom website.

Workflow Automation

Monotonous and repetitive tasks significantly cut into productivity. Worse yet, as you spend more time on these activities, you lose your opportunities to deliver a more positive experience to your clients and use your resources more effectively.

A client management software for insurance undertakes programmed tasks without your intervention. For example, the system can send a planned email to the client with a reminder to prolong the insurance policy. It can also automatically change the lead status depending on their position in the pipeline.

As you add custom flows, you can set up the CRM to work instead of you. In this way, you spend less time on things that are essential for your business but could be automated. In that way, you can concentrate more on value-added activities and minimize the risk of human errors.

Better Deals and Policy Management

As you incorporate CRM into your routine, you will close more deals with less work. CRM for insurance companies will help you organize, manage, and track deals more effectively. You will gain complete visibility of deals throughout different stages, perform bulk actions, add custom fields for more detailed information, and more.

What’s more, you can manage policies from a CRM app as well. Thanks to the CRM solution, you will capture data related to insurance policies in one hub, consolidate all claims submissions, and make them accessible to all team members.

Access to Advanced Analytics

Thanks to insurance CRM, agents can gain access to more detailed customer metrics, allowing them to better understand evolving customer needs. This way, agents can make more personalized offers, increase retention, and boost deal closure rates. Advanced statistics can also define the most successful sales and marketing strategies that bring the desired results.

Some CRMs enable you to project future sales levels. The software will make sales forecasting based on your recent performance, buyer behavior profile, and other factors that may be crucial for customers' decision-making.

So, Why Do Insurance Agents Need CRM Software?

The impressive benefits of CRM in the insurance sector listed above leave no doubt that this tool allows companies to get better results with less effort. Here is how insurance agents win when using a CRM:

  • Scale your business faster and easier
  • Automate workflows and processes
  • Track and manage deals more efficiently
  • Deliver better customer service
  • Target the right people during lead generation campaigns
  • Monitor insurance policies and claims
  • Segment clients for more personalized offers
  • Manage clients and deal with data centralized in a secure cloud environment
  • Analyze the engagement, RIO, and other parameters
  • Streamline communication with prospects and clients

Implementing CRM software has a positive impact on any insurance business's performance. As agents get a significant boost, they can deliver better customer service, retain and engage leads, and boost sales.

What Should You Look for in CRM for Your Insurance Business?

Off-the-rack CRM solutions are frequently packed with standard features that help salespeople engage with prospects more effectively. These features include sales force automation, lead management, email and telephony, marketing campaign management, and more.

But as you wonder what is the best CRM for insurance agents, the answer may require providing you with a more extended list of app functionality. In general, this tool should be capable of satisfying the specific needs of insurance agents. Therefore, it should have tailored features that may be unavailable in common ready-made CRMs. The additional insurance functionality will make a huge difference in how you build relationships with your leads, manage your deals, and track policies and commissions.

Thought-Out CRM Features for the Insurance Industry

When you are looking for insurance-specific features in CRM software to enhance your productivity, make sure you settle on an app that offers:

  • Claims management - to enable you to arrange reimbursements and the entire claim lifecycle
  • Policy tracking - to keep track of the agreement conditions with every client
  • Agent activity tracking - to allow managers to check the performance of every agent
  • Agile digital quote management - to simplify the process of collecting premiums and deliver dynamic end-to-end engagements to customers
  • Integrations - to sync with other apps you use, reducing the complexity of the workflow
  • Integrated guided contact center - to let reps of the contact center tame the most challenging transactions by carrying knowledge articles, instructions, data integration, call-out-to-back systems, and more
  • Automated claims - to personalize the experience for every policyholder and manage the claim lifecycle more effectively
  • Digital direct insurance - to give your customers an option to buy insurance policies online

You will find these features in most insurance CRM software. However, if your agents are in need of advanced functionality, you may be forced to hire a custom app development company that will provide you with a tool packed with the essential modules and features. You will be several steps ahead of your rivals by unlocking tools competitors don’t have access to.

Note that custom app development takes 3 to 6 months (sometimes, even more, depending on the complexity), so it's better to initiate this process early. At Ergonized, we specialize in building custom CRMs and integrating ready-made CRM software into your business.  Let's discuss the details of your project, so we can help you make your ideas a reality.

How to Choose the Right CRM Software for You

While there is a myriad of CRM for insurance brokers, you may be paralyzed by the variety. Out of all the app solutions on the market, you want to make sure that you narrow down your choice to the one that meets your needs to the fullest.

But, let's be honest, picking a CRM solution for your insurance business is not a cakewalk. We are here to help you make that choice easier. Here is a checklist of questions you have got to pay close attention to when selecting an insurance lead management system.

  • Does the app cover the whole range of workflows with its modules and features? - It surely should.
  • What pricing models does the app vendor offer? - There should be a reasonable compromise between the price and functionality.
  • Will you be able to integrate your legacy apps or other software? - Integrations allow you to make full use of CRM and other tools.
  • Is the CRM  friendly to your scaling needs? - The app should allow you to be agile.
  • Will you get tools for managing multiple agents? - This is especially important for companies with large teams.
  • Is the app responsive to different screens (like computers, mobile phones, and tablets)? - Responsive apps allow you to access necessary data from any device.
  • Can you move data from the legacy CRM or digital files to a new CRM? - You will want to quickly migrate to a new app without much hassle.
  • Does the CRM provider offer demos or onboarding training? - Your agents may require instructions to get the most e from the app.
  • Is the support team knowledgeable and helpful enough? - Issues may happen from time to time, so you will want to ensure that CRM representatives can effectively solve them.
  • Can you customize the app? - You may want to add or remove certain features to your CRM over time as your needs evolve. Also, customizable CRMs let you configure the design according to your brand style.

Some of these questions lie on the surface. You can get answers simply by going to the company's website. However, sometimes you will have to go the extra mile and browse reviews of users who already have some experience with an app.

The next section will provide you with a list of the best CRM for insurance brokers. We will also spare you the need to navigate between the review resources to study the feedback on them.

The Best Insurance CRM on the Market

Unfortunately, one can hardly find a one-size-fits-all insurance agent CRM system. Various business objectives and workflows are the main reasons for that. In addition, as CRMs may differ in functionality and included modules, you may find that one app responds to your needs better than another.

Also, the choice of CRM for insurance agents is defined by the company's resources. The number of app users and the price can be crucial factors in decision-making.

So, we've gathered and reviewed 12 of the best CRM for insurance agents to provide you with a diverse selection of apps that may suit your business objectives in the best possible way.


As a part of a financial services package, a Salesforce insurance CRM solution helps you keep up with growing customer expectations in terms of service and communication quality.

The greatest advantage of Salesforce is that it delivers unparalleled customization. You can add practically any feature you can think of for your team to work more efficiently.

Along with standard CRM features like lead management, lead generation, and marketing automation, Salesforce also offers plenty of industry-specific features. For instance, with an integrated quote-to-bind process, you will deliver a dynamic digital experience to your customers. On top of that, this CRM makes group benefits insurance easier by digitalizing the entire process from quote to claim. As a HIPAA-compliant CRM for insurance agents, Salesforce also allows you to model insurance data and manage health plans.

Salesforce is a solution that includes all you need to effectively manage interactions with your leads, their insurance policies, and more in one spot. Because of the various features and advanced customization, you may need to work with Salesforce implementation experts like Ergonized.

Monthly access to the Salesforce insurance CRM services costs $225 (the minimal fee per user). The unlimited edition with advanced customization will cost you $450 per user/month.

salesforce for insurance pricing

Zendesk Sell

Insurance agents looking for powerful sales capabilities should consider Zendesk Sell as their go-to CRM. This tool lets you get a better view of your leads and pipeline, grow your revenue, boost your productivity, and deliver a better customer experience.

This CRM has call, text, and email functions that will allow you to seamlessly communicate with your leads. An email integration lets you sync your email to sell insurance policies more efficiently. Users can leverage templates, alerts, and automatic tracking to stay focused on the results. With bulk outreach, you can send emails to filtered leads to save time. As you set up email or task sequences, you automatically engage leads when they trigger a specific action when a particular condition is met. Zendesk Sell also allows you to log, reference, and record all calls, so you always know the communication history of every prospect or customer.

If you plan to use other apps than this CRM, you can connect them to the Zendesk Marketplace. Moreover, Zendesk gives access to an open library of APIs, so you can sync your tech stack with it. In case you can't find an API for a particular app, you can build a custom solution using the Zendesk framework.

Despite rich functionality, Zendesk Sell doesn't have a direct CRM insurance designation. It can greatly empower sales teams, but, as an insurance agent, you may feel the lack of niche-specific features like deal tracking or policy monitoring.

Zendesk offers a free trial to let you see the CRM in action. There are three plans for you to choose from, each comes with a specific set of features available for its users.

NetSuite CRM

NetSuite CRM is a part of the Oracle suite. This CRM solution is known for its versatility and flexibility, allowing you to automate the sales force, forecast upcoming sales, manage revenue, and more.

As a CRM software for insurance agencies, this app provides you with details throughout the customer lifecycle. From managing interactions with prospects to handling orders,, renewals, upselling, cross-selling, and providing support, you get all you need to ensure a flawless customer experience.

On top of that, you get standard CRM capabilities such as sales force automation, marketing automation, and customer service. Also, you unlock access to quotes, commissions, sales forecasting, and partner relationship management.

Being an extended platform with numerous capabilities, NetSuite CRM can be hard to master. This particular software may be a better choice for enterprise-level insurance companies due to hefty fees (small businesses may find that prices are too high). To figure out how much it costs to use the NetSuite CRM, you've got to contact the company representatives through their website.

Zoho CRM

Zoho CRM for insurance agents is meant to provide teams with effective tools for building stronger relationships with customers and gaining more agility while managing insurance projects.

This app has a user-friendly interface to enable its quick adoption within the team. As Zoho CRM is a customizable solution, you can be sure that you will be able to mold it based on your needs. However, there are certain limitations in integrations, though the app provides you with basic APIs to let you use your tech stack with a new CRM.

With Zoho, you can ensure omnichannel communication for your leads. Whether you get in touch with your prospects or customers via email, phone, text, or social media, you can be confident that they will get prompt responses from you in a convenient way. Along with powerful communication tools, Zoho for insurance agents also features an AI-based sales assistant that helps you stay on top of your tasks.

This CRM solution has four plans granting you different levels of access to its features. The cheapest plan, at €14 per user, provides you with basic features, which you may find insufficient for your growing needs.


As a CRM geared especially for life and health insurance agents, AgencyBloc helps you grow your business through optimization of workflows and better communication with your customers.

Along with offering a standard package of features like contact management,  and integrated communication tools, this insurance agent CRM software also has some industry-specific functionality. You can manage files and policies to stay on top of insurance conditions for every lead. Additionally, this app will allow you to track carriers to create a comprehensive profile of every policy. Along with this, you will monitor the policy status, enrollment and election information, commission data, and all policy-related communications with every customer.

The rich functionality of this app seems to be an advantage, but, in fact, you may find that the software is too complicated to use. It will take some time until you or your team get used to it.

AgencyBloc is on the pricey side of CRMs as its plans start at $70 per month.


An AgentCubed CRM provides a unified solution for insurance agents to communicate with leads, manage policies, and issue quotes.

As a CRM in the insurance industry, the AgentCubed allows you to manage the customer pipelines and drive engagement with your organization. With this tool, you can capture leads through marketing campaigns and guide them through an automated pipeline. In addition, this app provides detailed insights on the efficiency of your lead generation and nurturing effort, so you will always know what strategies work best. You can also access real-time sales metrics and productivity dashboards to check how every agent performs.

The AgentCubed CRM lets you submit applications directly to the carrier, quote, and compare products, calculate premiums, review drug and provider coverage, and much more.

However, the interface of this software is somewhat clunky. The option of editing and finding records is slightly cumbersome and complicated. Also, there are no free trials for its users. As the plans and fees are not publicly available on the company's website, you've got to reach their representatives to figure out how much you will have to pay for access to this software.


As a versatile CRM solution for sales agents across different industries, including insurance, Lucrativ serves a single purpose - to help sales reps sell more by optimizing workflows and streamlining communication with leads.

Even though the service is still in the process of finalizing its functionality, Lucrativ delivers a great package of features to deal with the day-to-day tasks of insurance agents. The app provides a multi-channel customer engagement hub with a dialer, SMS, and calendar to let you arrange seamless communication with customers, both through desktop and mobile apps. The mobile app, however, requires a slight improvement to let you make and receive calls directly.

Despite the minor drawback, this CRM enables you to create and manage pipelines, automate daily tasks, and get insights through real-time reports. It is powered by AI that allows you to make voice commands like setting a meeting, closing the deal, and making a call

If you want to know the Lucrativ plans and prices, you should visit their website and request this information from the company's representatives.


Insureio offers a sophisticated way to automate, optimize, and standardize your insurance business. This CRM significantly simplifies the work of insurance agents by offering powerful tools for tracking and managing leads and tasks.

This CRM for insurance lets you nurture and manage leads easily. As an omnichannel consumer relationship management platform, Insureio enables you to stay in touch with your customers at any stage of the sales journey. In addition, you can automate your marketing campaigns using email templates and blasts. Insureio also empowers you with the ability to build a personalized website to generate new leads.

You can track agent performance or policy changes through this app. The task management feature makes staying focused on critical activities easier, while the quotes/estimates tools help you manage the financial side of your business.

Use Insureio as a free CRM for insurance agents for 30 days. Then, pick any of the offered plans.


If you are looking for a CRM solution with plenty of customization, Radius can be a good match. It enables you to choose between different coverage types, set corporate logos, add custom fields to the lead form, integrate it with third-party apps, and set lead temperature.

With Radius, you will be able to automate your sales, allowing  you to dedicate more time to value-added activities rather than performing low-value tasks. As you set up lead distribution rules and workflows, there will be no need to move leads between categories or perform specific actions - the app will do it automatically.

You will also be able to achieve marketing automation as well. By setting Auto Response and email drip campaigns, you will spare yourself the need to control the process manually.

Radius offers two fee plans - with and without VoIP integration. The cheapest plan without VoIP starts at $34 per user (paid monthly). The more agents you want to access the app, the higher the price.


As a pioneer of intelligent customer management, NexJ offers comprehensive tools that help insurance agents achieve peak performance and set up better communication with leads.

NexJ CRM for insurance teams relies on artificial intelligence, machine learning, and advanced analytics to help them gain better results.

Lead and campaign management features of the NextJ app enables you to track lead engagement across multiple campaigns. You can also get insights about your leads based on different parameters. Moreover, this app gives you a deeper understanding of the household by letting you model complex relationships, including referrals, family relationships, related parties, and companies.

You may find the interface of this software slightly outdated, which may complicate the process of its adoption by your team.

The company does not provide pricing information on its website, so you should contact them directly to learn about available plans and fees.


Even though VanillaSoft is a general-use software for sales reps, they offer a solution tailored to the needs of insurance agents. This app allows you to focus on building relationships with your leads and issuing new policies by removing the hurdles of poorly optimized workflows.

VanillaSoft allows the agents to use email, video, text, and phone for customer interactions. You can manage appointments, schedule call-backs, or add details directly in your Outlook or Google calendar.

This CRM works great for nurturing leads. As you add them to the system, an algorithm prioritizes them, so you can immediately reach the most interested prospects. Furthermore, the analytical features let you measure the cost of every lead or referral and their total RIO. However, some reports are hard to customize, so getting a specific type of information may be challenging.

VanillaSoft doesn't make the pricing information publicly available, so you should request it on their website.


Odoo is an open-source CRM and ERP solution packed with everything you may need to bring more value to your customers. Even though it's a general-purpose app, you may also use it in the insurance industry.

This software integrates finance, human resources, marketing, sales, website, services, inventory, and productivity apps that cover various activities. As an insurance agent, you may be particularly interested in finance, sales, and marketing integrations.

As a CRM system, Odoo enables you to capture, nurture, and manage leads, close opportunities, and make forecasting for future performance. With this app, you can schedule calls, meetings, mailings, as well as other means of communication. It can be easily integrated with other Odoo apps that will unlock sales, invoicing, and email marketing tools for you.

As a complex software, it may be too hard to use and configure from the outset. Also, the final fee will depend on the number of Odoo users. For example, a CRM costs around $35 per month. However, if you want to integrate a sales representative, you will have to pay an extra $15 per month.

Custom CRM

A custom CRM app is a go-to solution if you are ready for the major league. Unlike off-the-rack CRMs that serve the needs of the whole market, tailor-made software targets your specific goals. You can add critical modules and features which cannot be found in other solutions. In this way, you get the tools that help you meet your unique objectives, which can become a game-changer in your industry by taking the service standards to a new level.

On top of that, custom CRMs enable you to seamlessly integrate any apps your company uses. While most ready-made CRMs also allow you to integrate them with the most popular tools, it may be challenging to set up integration with software that doesn't belong to that list.

As your business grows, your needs may evolve. Custom CRMs are not cast in stone, so you can easily add new features when you feel they will dramatically improve your business performance and customer experience.

Maintenance of the bespoke CRM is also on you. On the one hand, it may involve additional expenditures. But in the long run, you win by having control over the release of new versions, bug fixes, and security.

Developing a custom CRM for insurance agents is, indeed, a big upfront investment, though one which carries an even bigger pay-off. When your company has enough resources to implement this solution and the projected RIO makes sense, there is nothing better than putting your team in a custom CRM environment.


Choosing the best CRM for independent insurance agents and team members can be a tall hurdle to clear.. Yet, there is no denying that the right CRM solution will streamline insurance-related operations and help you communicate with leads more effectively.

If you have difficulty selecting or adopting a CRM for your insurance business, Ergonized will gladly help you overcome any tech-related bottlenecks stopping you from leveraging this indispensable software. From giving you our expert advice on the most suitable CRM solution to personally integrating it into your tech ecosystem, we will provide you with a full suite of services. You can start by simply discussing your situation with our representatives, so we can help you put the right technology to work to improve the relationships that matter most to your business.

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Written by

Arthur Koryaka

Starting from 2007, Arthur managed to successfully help automotive, insurance and healthcare industries to adopt a CRM system. As an experienced consultant, Artur proved his practical knowledge by passing certifications for the different Salesforce roles. Over the years, Arthur is developing his expertise in the financial industry and helps clients migrate to Finance Sevices Cloud.

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