The insurance industry is highly regulated, hyper-competitive, and cutthroat. Brokers actively steal business from each other. They initiate price wars, offering low premiums and incentives to win the sale. The competition is so fierce that insurance brokers are eager to spend $54 for a single click on their ads.
In this guide, you’ll find:
- How CRM software helps insurance brokers grow.
- How to build effective workflows using a CRM.
- The top CRM platforms for insurance agencies.
Why Insurance Brokers Are Struggling
The insurance industry isn’t just competitive — it’s ruthless.
Brokers are constantly under pressure to hit aggressive sales quotas, stay compliant with shifting regulations, and retain clients in an industry where loyalty is fleeting. As Mike Skiados, CEO of the National Association of Professional Insurance Agents (PIA), puts it:
“Trying to meet constant quotas is going to contribute to people feeling that burnout… With insurance agents trying to put the best policy out in front of their clients and prices rising for everyone, it is creating a challenge.”
Add churn to the mix, and it becomes even harder. Clients move, pass away, sell their assets, or switch to a competitor offering a better deal. Even agencies with strong retention rates feel the pain. For example, if you have 200 accounts and retain 80% annually, you’ll lose 40 clients a year. That’s manageable—if you’re a solo agent.
But what if you’re managing 4,000 accounts?
Now, you’re looking at 800 accounts that need to be replaced annually just to maintain the status quo. That’s not growth—that’s survival. Scaling that kind of effort without the right tools or systems in place is nearly impossible.
Here’s what today’s insurance brokers are up against:
- Skyrocketing acquisition costs: some brokers pay over $50 for a single click. Competition for attention is fierce.
- Poaching from competitors: rival brokers actively steal clients and staff, triggering a never-ending talent and account churn.
- Margin-killing price wars: competing on price erodes commissions and reduces profitability.
- Constant regulatory changes: compliance is a moving target, and falling behind can lead to audits or fines.
- Rising client expectations: clients expect personalized service and fast responses—while commissions shrink.
- Inflation and overhead costs: as operating costs rise, claim payouts stretch budgets even thinner.
It may sound like doom and gloom, but it’s not all bad news.
There’s a proven path forward—if you focus on the four pillars of a high-growth brokerage: People, Product, Process, and Performance. The challenge is managing all four effectively as your agency scales.
That’s where the right CRM (Customer Relationship Management) system becomes a game-changer. A good CRM helps you automate tasks, centralize your data, and create repeatable workflows that boost retention, drive new sales, and keep your team aligned
TL;DR: Best CRM Software Tools for Insurance Brokers
We’ve done the research for you. Here are the top five CRMs for Insurance Brokers and their best use cases:
- Pipeline CRM: best insurance CRM software for revenue and sales-driven brokers.
- AgencyBloc: best insurance CRM software for health, senior, and benefits agencies.
- EZLynx: best CRM software for all-in-one agency management.
- Insureio: best CRM software for insurance case management.
- Insightly: best CRM for all-in-one marketing software.
We’ll provide a detailed breakdown, including features, pros and cons, reviews, and pricing for each CRM. Let’s get started!
Pipeline CRM: Best Insurance CRM Software for Revenue and Sales-Driven Brokers
Pipeline CRM is all about sales revenue.
Your accounts aren’t created equal. Our Insurance CRM software enables you to score leads based on a range of performance indicators. With lead scoring, you can (1.) identify the prospects, clients, and accounts that need your attention first. (2.) Determine what you’ll need to close each deal.
With Pipeline CRM’s AI tools, you can set daily agendas for your agents; no more guessing about to-dos or action items. Your agency increases revenue and accounts, resulting in a client base built on quality, not just quantity. This leads to a more profitable and sustainable financial services practice.
Pipeline CRM Features at a Glance
Pipeline CRM has all of the standard features you’d expect in a cloud-based CRM, but it also has:
- Custom deal stages to suit the unique steps in your insurance agency.
- Commissions, payouts, and incentive tracking for each of the agents in your firm.
- Track and manage your email campaigns automatically using the email provider you already use.
- Seamless integration with all of the tools you’re already using.
- Automation to automate next steps, activities, reminders, updates, etc.
- A complete and centralized record of the relationship lifecycle.
- Smart agendas that build themselves as your agents work; agents automatically know what needs to be done for each account.
- SuperShare will send data to trusted contacts quickly and securely.
- Open-source APIs that allow you to create custom integrations with the tools you’re already using.
- Native integration with tools like Zapier to customize integrations without developer or IT assistance.
Pipeline CRM: Pros and Cons
- Pipeline CRM is designed to generate sales revenue—it’s built for salespeople, by salespeople.
- A stable sales management automation platform.
- Our award-winning platform comes with best-in-class customer support.
- Key integrations with software you’re already using and thousands more.
- Affordable enough for the small one-person agency, consistent and rock-solid for the enterprise.
- Best for small-to-medium insurance agencies.
Reviews
- 4/5 star rating on G2 (938 reviews total).
- 3/5 star rating on Capterra (624 reviews total).
- 7/10 score via TrustRadius.
- 2/5 star rating via Gartner (42 reviews total).
Pipeline Pricing
- Start plan: $29 per user/mo.
- Develop plan: $39 per user/mo.
- Grow plan: $59 per user/mo.
Learn more about Pipeline CRM’s pricing plan and features.
AgencyBloc: Best Insurance CRM Software for Health, Senior, and Benefits Agencies
According to their website, AgencyBloc is “the #1 Recommended Insurance Industry Growth Platform, helping health, senior, and benefits agencies organize their data, ensure compliance, automate workflows, manage clients and policies.”
AgencyBloc is an agency management system. If you’re in the health, senior, or benefits space, AgencyBloc is a comprehensive solution offering a range of insurance-specific solutions for sales enablement, client and policy management, compliance management, quoting and proposals, commissions management, and more.
AgencyBloc Features at a Glance
- With AgencyBloc, you can track commissions for all agents and clients.
- Keep track of client policies, account status, renewal dates, and commissions distributed so far.
- Agents can set alerts for important to-dos (e.g., policy renewals, commissions, client reminders, etc.).
- 24/7 support via phone, email, or live chat.
- Easily sync with other CRM systems if you don’t want to use AgencyBloc’s CRM.
AgencyBloc: Pros and Cons
- Excellent customer service.
- Highly recommended by current customers.
- AgencyBloc comes with a free trial.
- There’s no freemium plan.
- No premium consulting or add-ons.
- AgencyBloc takes time to set up.
Reviews
- 6/5 star rating on G2 (41 reviews total)
- 8/5 star rating on Capterra (130 reviews total)
- 9/10 score via TrustRadius
- 8/5 star rating via GetApp (130 reviews total)
AgencyBloc Pricing
- $109 per mo.
- Setup fee (Call for quote).
- Contact for a quote.
EZLynx: Best CRM Software for All-in-One Agency Management
EZLynx is an all-in-one Insurance CRM Software for startups and small businesses. They have 37,000 customers in 48 states. One thing that sets EZLynx apart is their Rater Engine, a comparative rater that allows agents “to enter an applicant’s data once and then send out quotes to multiple carriers. Those carriers then submit their quotes back to the agency, and the agency can then share them with their customer and recommend which one provides the best coverage at the right price.”
EZLynx’s all-in-one agency management software enables agents to obtain quotes for personal and commercial lines of insurance. Even better, it’s integrated into their entire platform, which is the platform’s strongest selling point.
EZLynx Features at a Glance
- Quotes/estimates management.
- Customer portal and account dashboard where customers can communicate directly with agents.
- Document signing is built into their platform.
- Commission management.
EZLynx: Pros and Cons
- EZLynx offers premium features at no cost.
- Their comparative rater integrates with most carriers.
- Customers prefer live support over email or support tickets.
- Reporting is not as robust as native.
Reviews
- 2/5 star rating on G2 (319 reviews total).
- 7/5 star rating on Capterra (68 reviews total).
- 8/10 score via TrustRadius.
- 5/5 star rating via Gartner.
EZLynx Pricing
- Contact for a quote.
- Estimates are $200 per mo./seat.
Insureio: Best CRM Software for Life Insurance Case Management
Insureio is an email-heavy CMS that agents can integrate with their email marketing platforms to create targeted campaigns and track engagement. According to customers, one thing that stands out about Insureio is the software’s ease of use. Customers repeatedly mention the ease of use and simplicity of their platform.
Insureio takes things further by providing insurance agents with pre-built marketing templates and campaigns they can customize for their business. They make up for what they lack in features, sophistication, or integrations with simplicity, ease of use, and customer support.
With Insureio, agents can generate quotes for term life, whole life, long-term care (LTC), disability, and annuities coverage from over 40 carriers.
Insureio Features at a Glance
- A client portal where customers can view policy details, upload documents, and communicate directly with agents.
- Policy management tools provide customers with detailed policy information, including coverage details and renewal dates, all in one place.
- The Insureio platform integrates directly with insurance carriers for real-time updates and policy processing.
- Helps agents maintain compliance standards with built-in tracking and documentation features.
Insureio: Pros and Cons
- Built-in compliance tracking means compliance with industry regulations is semi-automated.
- Offers pre-built workflows that automate routine tasks such as sending reminders and follow-up emails.
- Lacks the extensive third-party integrations needed for agents to work with tools and providers they’re already using.
- Limited customization options: Insureio’s simplicity means you have fewer customization and flexibility options available to tailor the platform to your specific workflows and processes.
Insureio Pricing
- Basic: $25 per mo.
- Marketing: $50 per mo.
- Agency Management: $50 per mo.
- Marketing + Agency Management: $75 per mo.
Insightly: Best CRM Software for All-In-One Marketing Software
Insightly is a popular option with small-to-medium-sized companies.
Recently acquired by Unbounce, Insightly enables insurance agents to manage all aspects of their sales and marketing campaigns. Agents can manage their sales pipelines via Insightly’s CRM.
They can set up marketing automation campaigns, create list segmentation, manage email marketing, design landing pages, conduct A/B split testing, and optimize your marketing campaigns. Then there’s customer support. With Insightly, your agents and support teams can manage live chats and messaging, support tickets, knowledgebases, and support/customer portals.
If you’re looking for an affordable, all-in-one option that’s not directly tied to the insurance industry, Insightly may be a good fit for your agency.
Insightly Features at a Glance
- Streamlines territory, workflow, and channel partnership management through automation.
- Provides a wide range of third-party tools and services, such as marketing platforms, accounting software, and data services through native integrations.
- Calculated fields reduce manual work and minimize errors by using formulas for complex calculations on any object.
- Their Opportunity Conversion feature helps convert won opportunities into projects.
- Enhance accuracy in data entry and automation execution with custom validation rules.
Insightly: Pros and Cons
- Insightly centralizes all your customer data—giving your agency a comprehensive view of every customer relationship.
- Many customization options and automation allow you to customize Insightly’s platform to work the way you need it to.
- Affordable pricing options that scale with your Insurance agency as you grow.
- Fewer third-party integrations than their competitors.
- A steep learning curve for new users, especially if you’re looking for a simple and easy-to-use solution.
- Role-based permissions aren’t as robust as their competitors.
Reviews
- 2/5 star rating on G2 (920 reviews total).
- 0/5 star rating on Capterra (660 reviews total).
- 9/10 score via TrustRadius (824 reviews total).
- 4/5 star rating via TrustPilot (7 reviews total).
Insightly CRM Pricing
- Plus: $29 per user/mo.
- Professional: $49 per user/mo.
- Enterprise: $99 per user/mo.
Marketing Automation and Customer Support products are priced separately. If you want each of their products and services to share data, you’ll also need to pay for Insightly’s AppConnect.
How Does CRM Software Help Your Insurance Agency?
Your insurance agency must win three key daily battles to grow and make an impact:
1. Attract and Convert a Consistent Stream of Prospects
You’ll need to identify your breakeven cost—the most you can spend to win a new client without incurring a loss. Once you have that, use the data gathered by your CRM to acquire more customers at below-breakeven cost.
2. Maintain a 90% Customer Retention Rate
Use your CRM software to improve your customer support; set up reporting on key metrics and KPIs to track the performance of your sales and service teams. Use this data and your CRM to improve your customer retention rate.
3. Increase Purchase Frequency
Solve more problems for your existing customers, and you increase your purchase frequency. The better you are at increasing purchase frequency, the more dependent your customers will be on your agency.
You can use nontraditional approaches to do this, but each of these depends on the relationships you build with your prospects and customers. Every interaction you have with a prospect or customer should create value. The more value you make, the easier it is to attract, convert, and retain your customers.
The Insurance Business Is Brutal—But You’re Built for It
You already know that the insurance industry is fiercely competitive, tightly regulated, and constantly shifting. Customers move on. Rates change. Markets evolve. And if your agency isn’t growing, it’s shrinking.
But here’s the good news—growth is possible, and it’s within reach.
The most successful agencies focus relentlessly on the Four Ps: People, Product, Process, and Performance. And the easiest way to bring all four under control? A powerful insurance CRM that turns strategy into action.
With the right CRM system, your agency can streamline sales workflows, improve customer experience, and maximize every lead. You’ll boost client retention, speed up your close rates, and empower your producers to win more high-quality business.
Boost Insurance Sales by 15–50% with Pipeline CRM
Pipeline CRM is built for growth-focused agencies. It’s not just another tool—it’s your sales enablement engine.
Join over 18,000 companies using Pipeline to shorten sales cycles, improve team performance, and close more policies with less effort. If you’re ready to improve insurance sales performance and drive real growth, Pipeline is ready to help.
