Guide • Insurance CRM
CRM for insurance brokers: what it is and how it works
A CRM for insurance brokers is more than a contact list — it is the commercial engine of brokerage activity. It centralises each client's history, active policies, claims files and the renewals list, so no client is ever lost sight of.
What a specialised CRM for insurance brokers does
- Client record: contact data, active policies and claims history.
- Policy view per client: what policies are active, when they expire and what premiums they pay.
- Renewals list: which client policies expire in 30, 60 or 90 days.
- Contact data and notes about each client, linked to their policies and files.
- Claims files appear in the client record, alongside their policies.
The difference between a generic CRM and an insurance CRM
A generic CRM (Salesforce, HubSpot) does not understand insurance-specific concepts: policies, premiums, claims files, renewals. A specialised broker CRM keeps these concepts in the same application as the policies and claims files.
How to increase retention with an insurance CRM
- Prepare renewals 60, 30 and 14 days before expiry, using the renewals list.
- Segment clients by portfolio value and product type for personalised offers.
- Track renewal rate per agent and identify non-renewal patterns.
- Log a follow-up contact once a claims file is resolved: a client satisfied with the resolution is easier to retain.