CRM for insurance agents

Pipedrive’s insurance CRM solution creates lean, digitized workflows for insurance management. Provide a next-level customer experience while making pipeline management a breeze with powerful sales features.

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What’s an insurance CRM system?

CRM stands for customer relationship management. An insurance CRM system helps insurance agencies and brokers manage the entire insurance process, from contact management to conversions. This means they can refine processes, improve user experience and boost customer retention.

With an insurance CRM, you’ll run a smoother sales operation, effectively manage new claims and make your insurance agents more productive – all while keeping a high-level overview of how each team is performing.

Benefits of a CRM insurance platform

With the right insurance CRM software, you can integrate insightful customer data with your insurance processes. This means you’ll be able to automate the renewal process, better manage customer relationships and analyze customer insights to provide policyholders with a better experience. You can also:

Renew customer contracts on time

Send automatic follow-ups when a customer’s insurance policy is due for renewal. Never worry about lost revenue potential again.

Assign cases and resolve claims quickly

Use automation to instantly assign new claims to the right agent. Rapidly resolve new claims and increase customer satisfaction by improving your response rates.

Provide next-level customer communications

Allow your customers to reach out to you via their preferred channel. Manage your email, phone and live chat communications from a single platform.

Streamline your sales processes

Automate tasks, assign policies to the right reps and create rules that ensure everyone meets service-level agreements (SLAs).

Develop skills with personalized training

Monitor performance to identify top- and low-performing reps and offer them tailored training programs.

Make data-backed decisions

Gain a complete aerial view of your insurance operations with granular reporting and insights. Collect the right data to make informed decisions about your processes and business growth.

Why is a CRM important for insurance brokers?

Insurance brokers rely on financial services CRM solutions like Pipedrive to build efficient workflows and case resolution processes. Without them, managing customer relationships and policies can get tricky.

With the right platform, insurance agents can better manage the insurance sales process, provide a seamless and fulfilling service and boost customer loyalty.

Stay on top of every deal and renewal

It’s difficult to track every insurance case or deal – especially when information is siloed. Remove operational blockers and provide customers with a top-quality experience by using an insurance CRM.

Keep on top of every lead, claim and touchpoint across your organization. Monitor each stage of the sales process, the number of unresolved deals and renewal due dates in one single dashboard.

Find out how you can manage leads and deals with Pipedrive

Prioritize your customer needs

Providing a customer experience that solidifies loyalty is crucial for insurance firms. The longer it takes to respond to leads and process claims, the more likely another firm is to swoop in and impress your customers.

Use insurance CRM software to respond to customers in record time. Store communications in one place so that reps know which customers they’re assigned to and when they need to respond. This will help you meet SLAs and outperform the insurance industry average.

Learn how Pipedrive keeps you connected

Streamline communications and boost productivity

Juggling several tools can be a pain. Not only does it create more steps when you’re looking for information, but menial tasks like data input can take hours of precious time from you and your reps.

Boost productivity and make your CRM do the heavy lifting with our powerful integrations. Automate document sending, SMS updates and Slack notifications to make sure every agent stays in the loop.

Discover how Pipedrive keeps you on track

Build a custom sales pipeline

Take your lead management and sales automation to the next level with a custom sales pipeline. Streamline case resolution, visualize customer touchpoints and empower insurance reps to close more deals.

Create custom fields to record vital policyholder information. Track policy type, premium amounts, deductibles, policy exclusions and more. Use this information to inform your sales activity and offer customers a better experience.

Find out how to craft a custom sales pipeline with Pipedrive

How does a CRM for insurance brokers work?

Unlike large corporations, insurance brokers have the advantage of being able to build relationships with customers as part of the sales process.

With a CRM, brokers can track insurance sales as a key metric while building customer relationships. Provide excellent communication, resolve claims quickly and boost customer retention by offering a better user experience.

Advantages of a CRM for insurance

Choosing the best insurance CRM helps your reps provide reliable customer communications, increase productivity and follow up with customers at the right time.

A good insurance CRM will help you and your brokers:

  • Build a pipeline to fit your sales process and streamline case resolution

  • Record information, such as policy type and amount, for every contact

  • Manage customer claims, complaints and referrals

  • Get an overview of your contact management, including every contact and their communication history

  • Integrate with tools used across your insurance business and build workflow automations with Zapier

  • Automate document sending, SMS updates and Slack notifications to keep every agent in the loop

  • Track email activity, including opens and clicks, to see how your leads and customers engage with your business

  • Provide customer support to manage queries and complaints

  • Find a pricing model that suits your budget

Key features of Pipedrive’s CRM insurance software

Take a look at some of the key features that make Pipedrive an ideal CRM for your insurance company.

Use omnichannel communication

Communicate with policyholders across various platforms. Integrate apps like Quickdialog to manage conversations from social media, email and messaging apps through one shared inbox.

Automate renewals

Streamline the renewal process with automation. Create automatic reminders, schedule emails and provide policyholders with a seamless renewal experience.

Manage multiple policies

Handle customer data for multiple policies from within Pipedrive’s CRM. Categorize policies based on duration, policy type and renewal date.

Assign claims to the right insurance agents and salespeople

Resolve customer concerns in no time by assigning them to the right insurance handler. Use automation to speed up the process and allocate claims accordingly.

Standardize processes

Keep everyone on the same page on the go by giving insurance agents access to Pipedrive’s powerful mobile app.

Leverage customer data

Use our analytics and reporting features to manage customer data in real time. Make informed decisions about your sales processes, policy management and the overall customer experience.

How Pipedrive helped one health insurance company optimize its sales process

Before Pipedrive, German health insurance brand Leni, Leon & die Luchse relied on Gmail to manage customer communications. The company quickly realized this solution cost it leads, and started looking for something more robust.

Using Pipedrive, Leni, Leon & die Luchse built a pipeline to fit its current sales process and streamline tasks, allowing the company to collect important lead data from the very first touchpoint.

Now, Leni, Leon & die Luchse has a full overview of each deal’s status. The days of digging through Gmail and notes are finally over with a powerful lead management solution.

“Thanks to Pipedrive, our sales process has improved from a 2 out of 10 to a 9.2 out of 10!”

Read the case study

How to set up your insurance CRM software

Follow these simple steps to create your insurance CRM with Pipedrive:

  • 1. Set up your processes for new leads and cases

    When you first log in to Pipedrive, you’ll see a visual representation of your sales pipeline. Here, you can customize deal stages and build new deal flows to manage opportunities across your organization.

    Create different pipeline workflows for inbound inquiries based on their stage in the buying cycle. Understand how likely a lead is to convert at their current stage and uncover inactive deals that need immediate attention.

  • 2. Assign and resolve new claims

    Thanks to Pipedrive’s powerful integrations, every customer touchpoint is collected, managed and stored in your CRM. You’ll have complete visibility on all inquiries from the second you receive a phone call or as soon as a form is submitted.

    Automatically assign tasks and due dates against cases to meet SLAs and keep customer satisfaction at an all-time high. Diagnose and fix retention issues by managing your customer communications in Pipedrive.

  • 3. Connect contact forms to your CRM

    How customers interact with your brand can make or break their experience. The longer it takes you to respond to an inquiry, the lower your chances of converting that lead into a happy customer.

    Pipedrive’s LeadBooster add-on gives leads an easy way to get in touch with you. Tailor web forms and embed them anywhere your customers might need them. Use chatbots to answer lead inquiries without making them wait for a free rep.

  • 4. Build your lead follow-up workflows

    To close leads, you need to follow up with timely and relevant information, but sending manual follow-up emails can drain your reps’ productivity.

    Run tasks on autopilot with automation in your insurance CRM solutions. Create personalized email marketing campaigns to provide leads with the right message at the right time. Streamline your reps’ sales activities and remove mundane work from their day.

  • 5. Set up detailed reporting

    As an insurance and sales leader, having your finger on your company’s pulse is essential. Estimating how reps are performing, how long it takes to resolve cases and which activities need attention is crucial to optimizing your insurance operation.

    Get a complete overview of all your key business areas with detailed reporting. Create customized dashboards to give every stakeholder the information that matters most to them. Collect deeper insights and identify new opportunities with compact, visual reports.

Elevate your sales process with CRM integrations

The right integrations will supercharge your insurance business and streamline productivity. Give your insurance reps the power to focus on the activities that propel your business forward.

Here are some integrations every insurance business can benefit from:


Streamline communication across your organization. Our Slack integration sends important event notifications to your reps so that they can act without delay.

Explore Pipedrive’s Dealbot for Slack integration.


Keep sales teams in the loop about sales performance. Integrate with Asana to keep stakeholders informed at all times.

Boost your post-sales process with Pipedrive’s Asana integration.


Put lead generation on autopilot to save time and give your prospects multiple ways to get in touch.

Step up lead generation with Pipedrive’s LeadBooster add-on.


Send your prospects timely text messages without lifting a finger using our Textline integration.

Stay connected on mobile with the Textline and Pipedrive integration.


Simplify document creation and sharing. Go paperless with automated contracts and renewal notifications with PandaDoc.

Discover Pipedrive’s PandaDoc integration.


Connect to more than 3,000 apps and platforms and make your tools work in unison.

Automate your tasks with Zapier and Pipedrive.

The information provided in this article does not, and is not intended to, constitute legal advice; instead, all information provided in this article is for general informational purposes only. While the information is considered to be true and correct at the date of publication, changes in laws and legislation after the time of publication may impact the accuracy of the information. The information may change without notice and Pipedrive is not in any way liable for the accuracy of any information printed and stored or in any way interpreted and used by a user. You should not act or refrain from acting on the basis of any information included in this article without seeking legal or other professional advice.

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