Why your insurance business needs CRM

Many insurance companies have tons of valuable information about individual clients, such as: who they are and what product and services they buy, the history of their claims and the state of their accounts, or what promotions and marketing campaigns they are attracted to. To remain competitive and viable, an insurance company needs to focus on providing the best-personalized customer service. In achieving this goal, a good helper can be a custom CRM development

Customer Relationship Management software can be used for:

  • Ensuring a unified corporate vision of the company’s clients
  • Retention of profitable clients
  • Expenses management with the expanding of business

These three factors work together to increase sales while reducing costs, resulting in boosted revenue and profitability.

Why you can’t manage all the necessary data in an Excel spreadsheet

Insurers need CRM solutions (Customer Relationship Management) not less, and perhaps even more than any other customer-oriented business. The main specificity of their sales is that the “goods” they offer (except for endowment insurance) are purchased by citizens and organizations hoping not to use them in the long run. 

CRM in insurance starts with a single, simple and complete corporate vision of real-time customer information so that call center operators, insurance agents, and managers can understand and support all areas of work with clients. This holistic and personalized service can be a determining factor in retaining customers and reducing churn. Very often, old customer retention is more profitable and economical than acquiring new ones.

CRM vs. Excel features:

  • Data protection: copying and exporting data is protected by access rights.
  • Data management: the rights to delete, modify and view are configured individually for each role within the system.
  • CRM automates all processes of interaction with a client, while in Excel, automation is possible only in the format of calculating data in table cells.
  • Data relevance: information is consolidated in one system, and all changes are made online in the CRM.
  • History of all actions in the context of users is stored (in Excel, only information about the last change is available.)
  • Integration with hundreds of different programs: billing, calls, mailing, website (add), and others – all tasks are carried out from one system, and information about the completion is entered into the client’s card automatically.
  • Scheduling tasks: CRM allows you to schedule tasks for each client (calls, appointments, payments, preparation of documents.) It is possible to track the deadlines and results for each completed task. All tasks are displayed in the calendar and allow to estimate the amount of completed and planned work for each client.
  • Distributing customers to sales funnels and setting up several automatic actions at each stage of the funnel: The manager sees clients in the context of “kanban” and not a list as in Excel. It simplifies the work. The system prompts what the next target action with the client needs to be done, which stimulates employees to work more efficiently.
  • Notification and calendar allow employees to meet deadlines and not miss any of the scheduled tasks. Excel does not have the functionality that is designed to build effective customer relationships.
  • Emails tracking: it combines tasking, reporting, and analyzing features related to your email campaigns.

Choosing The Best CRM For Business

Like bankers, insurers are worried about the migration of personnel, along with which a significant part of the client portfolio sometimes leaves. Previously, when sales managers left the company, they took the client with them, taking away all the information that could not have been obtained in any other way. All this data lies in a CRM database, allowing not to personalize the business with a specific sales manager and thus reduce the client’s risks. In particular, CRM enables insurance agents to have:

  • Accelerated processing of data on the client portfolio
  • Facilitated search for new clients
  • The ability to track your bonuses and commissions in real-time
  • A profound marketing research

And although all these problems are equally relevant for most insurers, the demand for CRM products among them, until recently, remained utterly sluggish.

Top CRMs For Insurance Agents

A satisfied customer in 10 years will bring 100 more customers to the company. It costs seven times more to attract a new customer than to serve an old one, and that’s why for insurance companies, knowing their client is a vital key. An insurance CRM system allows insurance agents to be well-packed with necessary features such as lead capturing, workflow management, and activity tracking to boost policy sales and simplify insurance application processing. But, is it possible to combine all the mentioned fragments into a complete portrait of the most valuable asset – your client? The answer is yes, and we have selected the top three popular CRMs for the insurance business.

Keap Software

Keap (previously Infusionsoft) is a cloud-based CRM. It helps in working effectively with marketing automation and e-commerce functionalities. This software is a cloud-based sales and marketing solution that offers CRM with marketing automation and assists small businesses across various industries in streamlining sales and manage customer experiences.


  • User-oriented interface
  • The creation of campaigns is easy
  • Managing leads is very efficient and quick, and sending them to contact information within seconds
  • Supports: Email/Help Desk/FAQs/Forum/Knowledge Base/
  • 24/7 (Live Rep) Phone Support/Chat


  • The initial setup can be a little tedious
  • In some moments, the user interface can be confusing

 Zendesk Sell

The CRM enables sales teams to capture, organize and properly track leads. Sales personnel can funnel leads from multiple sources, including websites, spreadsheets, or any marketing platform. It is an unparalleled business solution all in one package and integrated with good customer support.


  • User-friendly UI
  • Consistent follow-ups 
  • Checking past interactions as well as see relevant sales data
  • Pushes notifications where needed


  • Compatibility issues
  • Not very intuitive navigation


It is a cloud-based marketing and CRM software solution designed specifically to support small business owners in managing interactions with their clients, running marketing campaigns, and managing activities on various social media platforms.


  • Easy-to-use
  • Great UI
  • It can be updated quickly and easily
  • CRM provides a lot of functions


  • Sometimes the app is slow to load
  • It is a little pricey
  • Uploading client contact information can be not very obvious
  • Issues with customer support
  • Need more help on using and integrating the features


A Customer Relationship Management System can become the fundamental ingredient for your insurance agency to raise competitiveness. For that, you should carefully choose/develop an optimal CRM system. Ensure that the implementation process will run smoothly and bring the maximum ROI for your CRM and reach out to Light IT experts.


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