The world is rapidly moving from the internet era into a new stage of technology: the era of artificial intelligence.
The impact of AI technology is becoming apparent in our lives and businesses as new AI tools emerge and existing technology tools add AI capabilities.
There’s little doubt that AI will impact insurance agencies. Many insurance technology vendors are building AI into the services agencies commonly use today, including agency management systems and marketing automation tools.
While some insurance agents are skeptical of AI, many agency staff members are curious about how it can help drive efficiencies in their work. Research from Liberty Mutual found that more than half of insurance agency employees are interested in using AI for work, and 54% of agency principals want more tools and services at their agency to have built-in AI capabilities.
The landscape of tech vendors bringing AI-driven solutions to agents is constantly expanding. To help agency leaders navigate this rapidly evolving space, the Agent for the Future Advisors team assembled this list of AI-backed tools and services frequently used by insurance agencies.
The list is split out by category and use cases. It will be regularly updated as we learn about new vendors.
Last updated: 8/22/25. Have a question or a vendor for us to consider adding to this resource? Contact us. Or if you’re a representative from an AI-powered vendor, fill out this form to request inclusion on this list.
Being listed here should not be considered an endorsement by Liberty Mutual. Liberty Mutual does not have a business relationship with any of the vendors listed below.
Generative AI platforms
AI for content generation
Content generation is one of the more well-known uses of AI with the rise of generative AI tools such as ChatGPT. Generative AI can generate text, images and in some cases even audio and video.
Note: AI-generated images are a gray area due to questions about intellectual property, trademark and copyright. Before using AI-generated images, make sure to check whether the tool allows for commercial use.
Other ways agencies commonly use generative AI include:
- Writing, proofreading or changing the tone of an email or other content.
- Generating ideas or plans to help navigate tough conversations with clients or colleagues.
- Thought partnering and strategic advice.
- Creating logos, images, jingles and video.
Best practices for using AI to generate content:
- Do not put private customer information into public AI tools. Utilizing a private AI model generally provides greater security, but use caution regarding customer data.
- Always check the output – view what AI creates as a rough draft rather than a final product.
- Include a notice or disclaimer on AI-generated content.
- Carefully craft prompts for what you need and save the prompts that get you the best output.
Commonly used AI content generation tools for insurance agencies
- ChatGPT
- Claude
- Dall-E
- Gemini
- Midjourney
- NotebookLM
- Perplexity
- Suno: Songs and jingles
- Vivid: Photo enhancer
Agency operations
Agency management systems
An agency management system (AMS) is specialized software that helps independent insurance agencies streamline operations, manage client data, policy renewals and documents efficiently. It automates workflows like quoting, commission tracking and reporting to enhance productivity and customer service.
Some AMS providers, including the ones listed here, are embedding AI into their offerings, while other AMS vendors are making it easier for third-party AI vendors to connect to their systems. Check with your AMS vendors for details on AI implementations.
Commonly used AMS providers with embedded AI
AI meeting note-takers
There are a growing number of AI meeting note-taking tools that automatically record, transcribe, summarize and organize online meeting notes.
According to agents, AI meeting assistants help them:
- Stay in the moment on calls instead of having to split their attention to take notes.
- Save time summarizing meeting notes and next steps.
- Easily catch details and action items from meetings to share with staff members who weren’t present.
Best practices for using AI note-takers:
- Get permission from attendees to record meetings.
- Review notes to ensure accuracy.
- Create clear policies for which meetings to record, who has access to recordings and how long to save recordings and notes.
Commonly used AI meeting note-takers for insurance agencies
Customer experience
AI chatbots
Some agencies use AI-powered text chatbots on their agency website to direct customers to the most relevant information and answer common questions.
On the voice chatbot side, agencies are adding after-hours and/or initial call handling that’s a step up from automated call trees, handling the routine questions and handing off callers to real humans when necessary.
Benefits of AI chatbots for insurance agencies:
- 24/7 customer service: chatbots can ensure that clients who visit your agency’s digital channels or call outside of work hours get the help they need – and that you don’t miss out on leads when you are out of the office.
- Instant customer service at scale: chatbots can chat with multiple people at once. There’s no lag time or busy signal.
- Augmented staff capacity: you can train an AI chatbot to answer common questions and help customers with simple service tasks. This frees up your staff’s time so they can focus on sales and other interactions that help build deeper client relationships.
Best practices for using AI chatbots
- Develop a robust knowledge base and scripts to train the chatbot so it can answer common questions in a way that is accurate and consistent with your agency’s processes.
- Clearly define your chatbot’s scope and when it will hand off a user to a human.
- Monitor chatbot conversations regularly to ensure accuracy, assess customer sentiment and address any issues that may arise.
Commonly used AI text chatbots for insurance agencies
Marketing
AI-backed marketing automation
There are a lot of marketing automation vendors out there, and many are rolling out AI enhancements to their services. AI-backed marketing automation can handle routine or repetitive marketing tasks and enable more frequent and consistent communication with your agency’s customers.
Agencies use marketing automation to:
- Define customer segments and generate targeted messages to reach those customers.
- Help identify and nurture leads.
- Automate routine client communications such as renewal notifications, birthday messages, cross-selling messages and more.
Results agencies see from marketing automation:
- Less time spent on routine marketing tasks, freeing up time for more in-depth client conversations.
- More engaging, personalized messaging using customer data.
- More touchpoints with leads and clients, enhancing relationships and keeping your agency top of mind.
Commonly used marketing automation vendors for insurance agencies
- Agency Revolution
- Watch our video interview to learn more: Vendor Voices: AI in Action: Agency Revolution
- Applica
- Applied Marketing Automation
- ClientCircle
- EzyTise
- Levitate
- Nextiva
Sales and service
AI sales assistance and coaching
AI sales assistance tools can help streamline quoting and servicing, eliminate repetitive work, track leads and connect agency data for customer insights.
Other AI sales tools and call tracking tools act like seasoned sales coaches, copiloting agency staff’s sales interactions in real time. The tool may prompt them to ask certain follow-up questions, point out when a customer is missing coverage, instruct them to slow down or show more empathy.
These tools tend to be used in larger agencies, but like a lot of other technologies, as the costs come down and the tech improves, the tools are likely to filter down to smaller agencies.
Commonly used AI sales assistance tools for insurance agents
- Cara: manage certificates of insurance, triage inbound calls, collect and process documents
- Certificate Hero: issue and manage certificates of insurance
- Gaya AI: reduce duplicative data entry
- Kay: eliminate repetitive work in submissions, renewals and servicing
- InsuredMine: manage leads and sales pipeline
- Outmarket: insights and automation for commercial insurance sales
Commonly used AI sales coaching tools for insurance agencies
- Alltius: insights for cross-selling, automated sales processes, policy comparison and more
- Balto: AI service that trains and supports call center staff in real time with behavioral coaching and best next steps
- BlueButler: Phone-integrated AI co-pilot
- DialPad: call sentiment analysis and other insights
- Lightspeed: call tracking and documentation
- SalesScreen: gamification to motivate producers
- SecondNature: AI sales, claims training
- TRAQ.ai: AI sales call recording, summarization and CRM integration
- Vymo: producer recruitment, onboarding and management
AI knowledge bots
AI-backed knowledge bots pull from existing documentation and databases to answer questions and summarize information for employees. These bots help agency employees more easily access information on policies, risk management strategies and industry and agency-specific knowledge.
Commonly used knowledge bots for insurance agents
- AlliBot: powered by the Risk & Insurance Education Alliance
- CORA: education support, workflows streamlining, blockchain technology integration
- Linqura: sales co-pilot for small commercial insurance
- ReferenceConnect: centralized information and document hub for commercial quoting
- The Intelligent Agent: an AI insurance expert designed to assist agents
AI policy-checking and proposal building
AI-driven policy-checking tools can compare current policies to the renewal, reviewing policyholder info, coverage, limits and exposures and looking for discrepancies such as new exclusions or changes in coverage limits. They can also validate whether the coverages and limits match what the agency sets as a standard. Many of the vendors have pre-built lists that users can modify to ensure the AI tool looks for the things the agency normally covers in a policy review.
Benefits of AI policy-checking and proposal building:
- Faster renewal processing times – learn how AI policy-checking tools helped one agency reduce renewal processing times from hours to minutes
- Reduced human error and greater compliance
Best practices for using AI policy-checking and proposal building:
- Make sure your agency has consistent data, naming conventions and policy review standards to input into the AI tool.
- Give your agency a long lead time to test the tool, integrate the tool into your systems and make tweaks before you rely on it.
- Keep human oversight in the process. Always double-check the output.
Commonly used AI policy-checking vendors for insurance agencies
AI retention tools and customer predictive behavior
AI-backed tools for retention use data to predict cross-sell and upsell opportunities and identify which customers are at risk for leaving an agency. These tools look at the data in an agency management system and match it with third-party data to spot opportunities to deepen business relationships with clients.
Some agency management system vendors are integrating this functionality into their systems, and more are likely to do so over time.
Commonly used AI-backed tools for customer retention
- Donna AI: AI-enabled customer behavior predictive tool that helps identify risks and opportunities for cross-sell and upsell
- ReFocus AI: retention tool that identifies personal and small commercial accounts that are at risk
- Trufla: AI-powered retention tool that determines accounts most at risk
AI video proposal editing
The most common tools used to create video quote proposals are AI capabilities that transcribe and summarize recordings and spiff up the video appearance. These capabilities also allow users to edit the video by cutting words from the transcript, improving video quality, and eliminating all those awkward ums and ahs.
Commonly used vendors for video proposals for insurance agencies
Being listed here should not be considered an endorsement by Liberty Mutual or Safeco Insurance. All trademarks are the property of their respective owners. Use of any mark herein does not imply any affiliation with or endorsement by any trademark owner.