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CRM for insurance: key features, integrations,
best platforms & a selection guide
August 14, 2025
Insurance CRM software helps companies unify prospect and policyholder data, streamline marketing and sales processes, and automate administrative tasks like policy and claims management to ensure high customer satisfaction and optimized operations.
With 10+ years of experience in implementing CRM solutions, Itransition helps companies in the insurance sector implement robust customer relationship management systems designed to meet their unique business needs as well as address industry-specific challenges.
Top CRM features for the insurance industry
Marketing management
Insurance CRM systems typically include marketing functionality to help companies segment audiences based on their demographic data and behavior and launch targeted marketing campaigns. Marketers can also leverage the AI capabilities of CRM platforms to quickly generate promotional content, automate and adjust social media scheduling for maximum reach, and fine-tune budgeting.
Payoffs
Optimize ad spend and boost lead generation
Lead management
Insurers can use CRM solutions to automatically capture lead information from web forms and other channels and rank leads with AI engines to focus their sales efforts on higher-value ones. Furthermore, insurers can create more personalized communications and offers for new leads, including insurance products with coverage options matching their preferences.
Payoffs
Foster lead acquisition, nurturing, and conversion to accelerate sales pipeline
Contact management
A CRM solution enables agents to centralize customer information, such as personal data (name, address, telephone number, email, etc.), communication history, contact information, and respective policies and claims. Insurance agents can also easily search for this information in the CRM system to get more context when working on a deal or assisting customers.
Payoffs
Facilitate customer engagement and provide more relevant support
Sales management
CRM software helps insurance companies create, assign, and track daily sales activities. It can also automate clerical tasks like scheduling appointments, sending follow-up emails, and generating personalized proposals, quotes, and invoices. Additionally, CRM enables sales teams to track multichannel communications with prospects and customers through a unified solution and monitor their sales pipeline progress via visual dashboards.
Payoffs
Improve sales team coordination and productivity to consistently drive sales
Policy administration
Insurance-oriented CRM solutions feature automation capabilities to streamline policy management, including policy issuance, billing, premium scheduling and collection, renewal, endorsement, and commission calculation. Furthermore, agents can use CRM software to create catalogs of insurance products and establish their respective coverage terms and eligibility rules, or leverage CRM’s collaboration tools to share and discuss policy details.
Payoffs
Reduce administrative workloads and minimize the risk of сostly manual errors
Claims management
With the help of CRM, insurance agencies can automatically distribute incoming claims to available agents. In addition, CRM solutions can extract data from FNOL and other documents, verify coverage based on predefined rules, calculate the due claim payment amount according to available information, and proceed with claims settlement through full or recurring payments. Some CRM platforms also enable insurers to create self-service portals that clients can use to submit claims and track their status.
Payoffs
Speed up claims processing to improve customer satisfaction and retention
Analytics & reporting
Modern CRM platforms for insurers generally provide advanced data analytics and reporting capabilities powered by artificial intelligence to monitor customer behavior, forecast sales and revenues, and track relevant KPIs, such as sales per policy type and distribution channel or monthly policy renewals.
Payoffs
Optimize your CRM strategies and make more informed business decisions
Turn to Itransition’s team for seamless CRM adoption
Common insurance CRM integrations
Companies can integrate their insurance CRM software with other corporate applications or third-party services to facilitate data exchange and consolidation and harmonize their business processes:
ERP
to coordinate CRM operations with other key corporate functions, such as finance and accounting and human resources management
Policy management software
to personalize policies based on policyholders’ demographic data, risk profiles, or other details stored in the CRM system and automatically populate policy issuance and renewal documents with CRM data
Claims management system
to initiate claims intake with CRM software and transfer customer and policy information to the claims management system for further processing or send real-time claims status updates to service agents and clients through the CRM platform
Underwriting software
to help agents create accurate risk profiles and determine eligibility, coverage terms, and premiums based on client information from the CRM system, such as age, occupation, income, and credit score
Insurance portals
to provide clients, agents, and brokers with self-service access to policy details, application statuses, payment history, claims updates, and other relevant information from the CRM
Marketing automation software
to target leads and customers with marketing messages based on CRM data and record leads captured with the marketing tool into the CRM system for faster sales follow-up
Document management software
to populate insurance contracts, claim forms, and other documentation with customer data from the CRM and add these documents to respective customer records in the CRM for faster retrieval
Quote & proposal generators
to create personalized quotes and proposals for insurance products, calculating prices and applying discounts based on CRM data like customers’ demographics, financial information, and behavior
Accounting software
to fill in quotes, invoices, and other financial documents with client data from CRM software and streamline credit and collections management by directly accessing customer payment history
Telephony & call center solutions
to communicate with clients and partners directly from your CRM software and record all interactions for a more comprehensive view of each contact
Third-party data providers
to enrich customer records with information gathered from credit reporting agencies, motor vehicle records, or other sources, and thus facilitate KYC and underwriting processes
Best CRM software for insurance on the market
While the modern CRM solutions market is rather mature, only a few platforms can boast insurance-specific functionality and a strong market presence together with high user satisfaction. Here's a brief selection of popular CRM solutions featuring out-of-the-box insurance-oriented capabilities.
Salesforce is an undisputed CRM market leader that offers an impressive range of generic products for sales and marketing and Financial Services Cloud, a comprehensive CRM solution geared towards the unique needs of insurers and other BFSI companies. Furthermore, insurance companies can choose from the four bundles tailored to specific insurance sectors (Agencies & Brokerages, Life & Annuity, Group Benefits, and Property & Casualty) that combine Financial Services Cloud with other Salesforce products.
Key strengths & capabilities
- Insurance Policy Administration features to facilitate or fully automate policy quoting, issuance, billing, premium scheduling, renewal, and commission calculation
- Insurance Product Administration capabilities to set up and categorize products in your catalog, defining eligibility rules and coverage terms
- Insurance Claims Management covering intake via configurable forms, auto-adjudication based on predefined rules, and payment linked to policy terms
- Record Rollups feature aggregating policyholders’ personal data across all their records and accounts (insurance policy, bank account, investment account, etc.)
- Customizable Agent Console to monitor a variety of metrics, including sales performance by policy type or monthly sales and renewals
- Account Record Page’s Event Component to track key events in policyholders’ lives and define contextual actions like offering auto insurance upon a car purchase
- Policy and Policy 360 Components to show an account’s policies and claims and enable agents to search for policies by insured item, policy number, or policyholder
- Interest Tags to categorize prospects and customers based on their preferences and interests for specific insurance products
- Branch Management functionality to track activities and performance of multiple branches of an insurance business and assign customer records to specific branches
Recommended for
Insurance firms of any size that require an advanced CRM solution with off-the-shelf, industry-specific capabilities for faster implementation
Limitations
Steep learning curve and expensive modular licensing
Pricing
- Multiple plans for each module of Financial Services Cloud and other Salesforce products
- Full pricing datasheet available on the Salesforce website
- 30-day free trial
Key strengths & capabilities
- Unified customer profiles including open insurance policies, past interactions, open cases, and other details
- Customer journey personalization (including tailored content and recommendations) based on metrics like average spend, number of policies, and total amount insured
- AI-powered scoring models to rank leads and opportunities and prioritize the most promising ones
- Sales pipeline management to monitor open sales tasks and new assignments and receive pipeline updates in natural language from Copilot, Microsoft's AI assistant
- Copilot-powered recommendations on the best next sales actions to close deals
- Automated generation of opportunity summaries, email drafts, meeting preparation notes, and other sales content
- Contact Center featuring AI self-service capabilities like context-aware chatbots and virtual assistants to facilitate claim submission and resolution
- Insurance-specific data model to capture relevant information on customers' policies, coverages, and claims
Recommended for
SMBs and enterprises that already rely on the Microsoft ecosystem or need a highly customizable CRM solution
Limitations
Complex administration and limited off-the-shelf integrations with third-party services
Pricing
- Multiple plans for each product (Sales, Service, etc.)
- Licensing guide available on the Microsoft website
- 30-day free trial
Zoho is a highly flexible software solution with a fully customizable user interface and over 500 out-of-the-box integrations. The platform provides insurers with general-use CRM capabilities and specialized tools for policy administration and claim resolution.
100%
Image title: An example of Zoho’s analytical dashboard
Image source: zoho.com —
Best CRM Software for Insurance Agents
Key strengths & capabilities
- Workflow automation rules to trigger predefined actions under certain conditions, such as sending policy renewal reminders before the expiration date
- Multi-page layouts to organize policyholder data and manage multiple policies each customer has signed up for
- Claim assignment rules to distribute claims to a suitable employee for more responsive customer support and faster resolution
- Deal Management system to track multiple sales pipelines for different insurance services and identify promising deals to prioritize
- Account Management tool offering full visibility into your contacts and associated activity and pending deals
- Blueprints to orchestrate, visualize, and standardize operations like claim processing across your organization
- Omnichannel communication capabilities to engage with clients across multiple channels (email, live chat, phone calls, etc.) and track past customer interactions
- Built-in analytics engine to track the policy sales pipeline, monitor key customer metrics, and forecast sales or other trends
- Mobile app enabling field agents to access policyholder data and other key information from anywhere
Recommended for
Medium-sized insurance companies or small businesses looking for affordable and user-friendly CRM software
Limitations
Integration complexities and poor support according to some users
Pricing
- Four plans, with pricing available on the website
- Monthly or annual billing, with a discount for the latter option
- 15-day free trial
LeadSquared is an intuitive software solution that combines generic CRM features for marketing automation and sales execution with a rich set of insurance-oriented capabilities to boost policy sales and renewals.
Key strengths & capabilities
- Multi-channel policy inquiry and application capture from insurance aggregator websites, social media, and phone calls
- Inquiry and application distribution to suitable field agents based on the applicant’s location and insurance type, the agent’s availability, and other criteria
- Customer portals with mobile-friendly interfaces to enable self-service policy application
- Lead scoring and prioritization based on their profiles and activity and automated follow-up actions targeting high-value ones
- Electronic and video KYC verification features to minimize the risk of fraud and speed up customer onboarding
- Prospect activity tracking on your website and other touchpoints to trigger automated communications via email and WhatsApp or proactive calls from your agents
- Agent productivity features encompassing meeting, call, and route planning, next task recommendations, real-time reports, and field team geo-tracking
- Automated policy renewal reminders and offer communications to foster customer retention
- Sales reports covering insurance types, distribution channels, individual agent performance, and other metrics
Recommended for
Midsize organizations searching for a CRM solution with robust lead management capabilities
Limitations
Sporadic lags, downtimes, bugs, and glitches
Pricing
- Four plans for Marketing Automation, starting at $400 per month (up to 10,000 contacts)
- Four plans for Sales Execution, starting at $25 per user per month
- Billed annually
Pipedrive is a user-friendly sales CRM that focuses primarily on lead management and sales automation but complements these industry-agnostic capabilities with specialized functionality for insurance policy and claims management.
Image title: Pipedrive’s automated Slack notifications
Image source: pipedrive.com — Workflow automation
Key strengths & capabilities
- Customizable fields to record key information like policy type and premium amounts
- Automated follow-ups triggered when insurance policies are due for renewal
- Claims assignment system to distribute each case to the right agent and boost response rates
- Marketing automation capabilities to launch targeted email campaigns that automatically deliver personalized messages to each lead
- Contact management system to unify your contacts’ information and communications and monitor how contacts progress through each stage of the sales pipeline
- Sales task management tool to build customizable insurance sales workflows defining deal stages and tasks in line with your organizational needs
- Productivity features like automated SMS updates and Slack notifications to keep your agents informed about deals and opportunities
- Lead generation functionality, including out-of-the-box contact forms and templates, as well as chatbots that can be embedded into your website to answer customer questions
- Reporting capabilities to monitor insurance operations and track reps’ performance via customizable dashboards
Recommended for
Sales-oriented insurance agencies that prioritize usability over advanced functionality
Limitations
Lack of advanced marketing and analytics features
Pricing
- Five plans, starting at $14 per seat per month
- Billed monthly or annually, with a discount for the latter option
- 14-day free trial
Insurance CRM platform selection tips
Learn about product capabilities
Shortlist CRM platforms with out-of-the-box features, including insurance-oriented ones, that are close to your ideal functional scope, as well as built-in integrations with other systems or services you currently use. Top platforms also provide low-code/no-code customization and integration tools to further align their built-in capabilities with your needs. Ease of use on mobile devices and possibly the availability of a dedicated app is another aspect worth considering.
Review pricing & conditions
Request detailed quotes from CRM vendors and compare their pricing models (per-user, tiered by features, etc.) and managed services included in the license (such as support and updates) to identify the most convenient option. You need to pay attention to contract clauses that can impose vendor lock-ins which can prevent you from switching to another CRM, or entail unexpected costs for premium services.
Ask for feedback
Ask business partners who have already adopted the CRM platform you’re interested in if they’re satisfied with it. You can also consult peer-to-peer review sites like G2 or Capterra to identify the most popular products by user base and score and get an idea of each platform’s pros and cons.
Try out the best options
Several CRM platforms currently offer free trial periods, allowing your organization to test them before adoption. Get the most out of this opportunity by establishing a trial team of members from departments like marketing, sales, or customer service to gather comprehensive feedback.
Benefits of adopting insurance CRM solutions
Superior visibility
CRM systems help businesses centralize sales and customer data, policy details, and other key information from multiple corporate systems or communication channels into a single platform. This allows insurance companies to identify upselling and cross-selling opportunities, optimize their service offering, and harmonize their business processes.
Enhanced efficiency
CRM software can automate time-consuming clerical tasks like policy administration and claims management while enabling insurance agents to focus on strengthening client relationships.
Increased profits
CRM solutions enable insurers to maximize lead generation through segmentation, targeted marketing campaigns (including email marketing), and omnichannel engagement. Insurance companies can also boost conversion rates via lead ranking, sales force automation, and personalized offers.
Improved customer experience
Insurance firms can leverage CRM software to boost customer satisfaction through tailored insurance plans that meet their expectations as well as faster claims processing and settlement. This typically results in long-term loyalty and higher lifetime value.
Our CRM services
Itransition helps insurance companies build and adopt custom CRM software or platform-based solutions in line with their specific needs.
- Elicit your business needs and define your CRM strategy
- Assess your software ecosystem and existing CRM, if any
- Conceptualize the solution and select a tech stack
- Identify a suitable CRM platform and assist with license optimization
- Define the project’s roadmap and budget
- Supervise the custom development or platform customization process
- Create a CRM migration plan and backup strategy
- Provide data governance and management consulting
- Provide user training and onboarding
- Design the CRM architecture
- Perform custom CRM front-end and back-end development or customize and configure the selected CRM platform
- Integrate the solution with your software ecosystem (ERP, accounting software, agency management software, etc.)
- Execute end-to-end QA and testing
- Deploy the CRM to the target environment
- Migrate data from your legacy CRM to the new one
- Provide post-release software maintenance and troubleshooting
Implement your insurance CRM solution with Itransition’s guidance
Fostering customer centricity with insurance CRM
Despite being a general trend across the entire industry spectrum, a more customer-centric approach can be particularly beneficial for the insurance sector. Agents interact daily with clients who are facing or preparing for delicate situations and, for this reason, may be in distress and require special attention.
CRM systems help insurance professionals address such needs, enabling more personalized and responsive service delivery. Consider partnering with Itransition to implement a CRM solution meeting your corporate goals and the expectations of your customer base.
FAQs
Thanks to its data consolidation and process automation capabilities, CRM software can help insurance companies fully meet their audience's service expectations, build long-term customer loyalty, and stand out from the competition. In fact, CRM systems enable insurance companies to gain a 360-degree view of each customer and offer more personalized services, such as tailored coverage options. Furthermore, these tools allow companies to automate time-consuming processes such as data entry for claims processing and thus facilitate faster customer support in times of need, whether it's a car accident or a medical emergency.
While both customer relationship management (CRM) software and agency management systems (AMS) are key components in insurance companies' digital toolkits, they serve distinct primary purposes.
- A CRM
solution focuses on building and strengthening relationships with current and prospective clients, with the ultimate goal of increasing sales. Its key functions include marketing and sales automation, client management, sales pipeline management, and customer service. - AMS
software is a software solution specifically designed to help insurance companies manage day-to-day administrative processes, including policy and claims management.
That said, their operational scope can partially overlap, especially in insurance-specific CRM solutions.
The scope of a general-use CRM platform usually encompasses the three main customer-related functions of most businesses, namely marketing, sales, and customer service. These capabilities can be expanded through customization to best meet an insurance company's needs, but the process may be costly or limited within predefined settings established by the vendor.
A CRM solution for insurance agents and firms, on the other hand, complements this generic functionality with out-of-the-box capabilities typically found in more specialized solutions like agency management systems. For instance, users can set up automated workflows for claims management and policy administration. Some platforms, such as Salesforce, even differentiate their offerings based on specific insurance segments, including life insurance and property insurance.
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