That’s the key to success in the insurance industry. Solid, long-term, meaningful, genuine … relationships.

These relationships are the best way to stand out above the rest. You will earn your client’s trust and ensure they stick around for the long run. Bonus: Happy clients are more likely to refer more people to you, helping you scale your business.

But it’s nearly impossible to strengthen these bonds if you’re struggling to track leads and clients.

This is where strong Customer Relationship Management (CRM) software can be immensely helpful for your insurance agency.

This article will share details about life insurance CRMs and why insurance agencies should invest in them. We’ll also highlight 4 actionable ways to use your CRM to improve your insurance business.

What is an insurance CRM?

Customer relationship management (CRM) software helps companies store, well, customer data. This, in turn, enables teams to manage interactions and build relationships with customers (and prospects).

Here’s what a simple CRM layout could look like (from our software,

A simple CRM layout in

An insurance CRM system is a CRM software solution for insurance professionals and agencies. They help agencies manage their books of business.

In 2020, the insurance sector made up 3.1% of the U.S. GDP. That number has consistently increased over several years, with nearly 6,000 insurance companies in the U.S. all competing against each other.

The key to managing so many clients is to use a robust, reliable insurance CRM solution to help store pertinent data about each client and automate most manual tasks.

An insurance Agency Management System (AMS) often serves a CRM role in the insurance industry. AMS solutions have some CRM features alongside other industry-specific tools and widgets, like insurance-based reports.

However, AMS mainly focus on the tasks involved with running an insurance agency and often do not have all the CRM features needed to manage and grow relationships with clients and prospects adequately.

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Why should insurance agencies use CRM software?

CRM software is one of the best investments an insurance agency can make. A few of the main reasons include:

Time Savings

In a non-CRM software world, insurance agencies often have client data spread throughout numerous spreadsheets. And sifting through spreadsheets to find the right one is the opposite of efficiency. A huge time suck!

Other agencies leverage many tools — each department may manage client data in a different system! This can make it hard for claims adjusters and customer service reps to see the same information.

Plus, you must locate client data within the proper tool and make changes manually if you’re updating client records or adding new ones. Then, you must ensure it updates others who need to see it.

A mess.

CRMs remove much of the manual client record management and save time! All client records exist in a central location for easy navigation. Whenever someone changes a client record, it updates the data for everyone.

Profit maximization

CRM software boosts profits both by increasing revenues and cutting costs.

On the revenue side, CRM software provides deep insights into clients that facilitate identifying upselling and cross-selling opportunities.

For example, your CRM records may show a client who purchased health insurance has a large family — a huge cross-selling (life insurance policy) opportunity exists!

CRMs also provide detailed insights into your ideal client. With this information, you can create marketing campaigns (and follow-up plays) that target your best customers more effectively.

On the cost-cutting side, CRMs help optimize and trim marketing budgets. As a result, earn more revenue from existing clients by building customer loyalty AND decrease the budget allocated toward finding new clients.

Still, you can’t rely on existing clients alone.

CRM software offers features like lead scoring to improve the lead generation process. Such features allow marketing and sales teams to qualify and close each insurance lead better, reducing your “new client” budget to a more manageable number.

The personalization that CRMs make possible can also lead to a better customer experience, which means more potential referrals.

Collaboration enhancement

Since a CRM offers a central platform for client information, anyone in the agency can update records, attach files, leave notes, and so on.

This expands collaborative possibilities within your agency, especially if you’ve transitioned to — or are moving toward — working remotely.

A CRM can break down silos between different functional areas — marketing and sales, sales and product, customer success and finance … and so on.

Customer success can also work with sales and marketing to discover the core problems or questions clients and prospects have. Reps can then tailor their responses in a way that answers or solves those questions while nudging prospects toward the sale.

Decision-making improvements

CRM solutions offer faster and more effective ways to generate reports and dig into analytics.

Many make it easy to set up custom dashboards containing only the analytics relevant stakeholders need.

EXAMPLE: a sales manager may want stats that help them refine sales strategy, such as how many calls sales reps are making, how many deals they’re closing, average deal size, and so on. A marketing manager will care more about marketing metrics like email clickthroughs or social media shares.

In either case, CRM apps let these individuals view data relevant to their role for faster and more effective decision-making.

Here are just some of the reporting and analytics features inside

Reporting and analytics in

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4 ways your insurance business can use CRM software

So far, we’ve talked a bit about theoretical or generic ways to use a CRM. Here are 4 tangible ways to take advantage of an insurance agent CRM.

1. Automate lead management

One of the most valuable functions a CRM offers is lead management automation.

With, you can easily import current lead and customer information from Excel and many other tools to get up and running fast.

Importing data from Excel into

As for new leads, you can create a form for them to fill out.

A form made in

Gather new lead data in your CRM automatically? Yes, please. Little to no work? Yes, please!

Bonus: Create and customize automations to get a notification when new leads sign up (or for many, many other tasks). automatically assigns new leads to the best sales reps based on the lead’s information in the form.

Creating automations in

We call this an automation recipe.

2. Segment your clients

There is not just one type of insurance client. Instead, they come in a variety of “buckets.”

For example, many companies sell several types of insurance policies.

And even within a specific policy, there is much variety which means even more “segmentation.” For instance, one client may want the bare minimum car insurance required by their state. Meanwhile, another client could be looking for the maximum level of coverage, with money being no object.

Segmentation is the answer to addressing your diverse client base, allowing you to personalize your marketing outreach and sell the right policies to the right people at the right times.

Thanks to’s high level of customization, it’s easy to create as many customer segments as you need within your board. For example, use a Tags column to create separate tags for each type of client.

Using tags in to segment customers

Just create your tags to segment customers.

And circling back to automation … it’s simple to automate this segmentation process to save time and decrease human error.

3. Monitor sales with the sales dashboard

CRMs are known for solid reporting and robust analytics -— specifically when it comes to sales data.

Using, you can take advantage of sales dashboards to get all the best information in one glance.A sales dashboard in

With this simple dashboard, sales managers can monitor the sales pipeline, check sales rep capacity and performance, analyze deal status, and much more without bouncing between applications or screens.

4. Meeting management

Whether you’re talking with prospects, clients, or agency employees, there are meetings (and meetings and meetings!).

If your CRM has calendar app functionality (or a calendar widget, like does), it’s easy!

Using a calendar in

Make notes on meetings with a specific client on their respective record in your CRM. Then, get a quick pre-call prospect/client refresh before speaking with them.

Also, use the calendar for agency meetings … a single area to see all appointments.

Keep ahead of the insurance competition.

With a CRM, insurance agencies can manage their client database much more efficiently and personalize their marketing to maximize revenue and customer satisfaction.

The best type of CRM is the best fit for your agency’s needs. With a Work OS like, build an entire digital workspace, including a CRM with the exact features you need.

Start building your CRM on today, or grab our CRM template to jump-start your insurance agency efforts.

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