Built for insurance agencies

The CRM for insurance agencies that outgrew the spreadsheet.

Insurance is a renewal business, a household business, and a cross-sell business. A generic CRM makes you fight the data model from the first policy forward. Strkr ships the insurance primitives on every paid tier, with no admin certification and no per-policy fee stack.

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What this audience is actually dealing with

The pains that bring buyers here.

Four dynamics make insurance CRM evaluation different from most buyer categories. The customer record is a household, not a contact. The revenue is a renewal clock, not a one-time close. Cross-sell is the growth lever, not new logos. And the agency management system handles the policy of record while the CRM has to live beside it, not fight it. The CRMs most growing agencies start on were not designed for any of these.

Renewal tracking in sheets

The renewal clock lives in a spreadsheet.

A growing agency with 300 to 2,000 households tracks renewal dates in a spreadsheet copied from the AMS every month. The producer sees the renewal only when the premium invoice fires or the carrier emails a non-renewal notice. The 60 to 90 day review window closes before anyone opens the account. Retention leaks on exactly the policies that should have been easiest to keep.

Multi-line households

The customer is a household, not a contact.

A single personal lines customer carries auto, home, umbrella, and sometimes a boat or motorcycle policy. Commercial lines customers carry a BOP, workers comp, cyber, EPLI, and a producer-named relationship with the agency. Treating each policy as a separate contact or deal in a generic CRM shreds the account view. The producer loses the one thing that makes the renewal conversation work: a complete picture of the household.

AMS integration gap

The AMS has the policy, the CRM has the sales motion.

Applied Epic, AMS360, HawkSoft, and EZLynx are policy systems of record. They were not built as sales CRMs. Vertafore marketing tools exist but the pipeline motion is thin. Growing agencies end up with two systems: an AMS that holds the policy and a spreadsheet pretending to be a CRM. The sales pipeline, the referral tracking, the cross-sell triggers, the producer coaching all live outside the AMS. Strkr fills exactly that gap without claiming to replace the AMS.

Cross-sell is the growth lever

Cross-sell beats new logos three to one.

An existing household is three to five times more likely to buy an additional line than a cold prospect is to buy the first line. Agency industry data has shown this for 30 years. Yet most growing agencies have no systematic cross-sell motion: no trigger when a monoline auto household qualifies for umbrella, no prompt when a commercial lines renewal reveals an open workers comp gap, no reminder when a life insurance review is due. The revenue is already in the book.

Commission tracking is manual

The commission report is a monthly reconciliation project.

Carriers pay commission on their own cadence, with their own files, in their own formats. A growing agency with 20 to 40 carrier appointments spends a producer-week every month reconciling commission statements, chasing missing payments, allocating overrides, and figuring out which policies drove which checks. Any CRM that does not model commission on the policy record misses the metric that actually matters to producers: what did I earn.

Compliance paperwork

Producer licensing and E and O cannot slip.

Every producer carries state licenses that renew on a two-year cycle, continuing education hours that expire, appointments by carrier and state that have their own clocks. E and O insurance renews annually and binds the agency. One missed renewal exposes the agency to carrier chargebacks and uninsured liability. Growing agencies track all of this in a shared drive. The compliance surface is where unregulated growth creates real risk.

How Strkr fits an agency motion

The primitives insurance agencies actually need.

Strkr was designed for the shape of agency that outgrows the spreadsheet but is not yet ready for Applied Epic or AMS360. The feature set below ships on every paid tier, not just Enterprise, and reads the way a producer and agency principal think. The AMS still holds the policy of record. Strkr handles the sales motion, the renewal cadence, the cross-sell trigger, the commission view.

Policy custom objects

Policies modeled as first-class records.

A Policy custom object with fields for line of business, carrier, premium, effective date, renewal date, limits, deductibles, producer of record, and binder status. Linked to a household account, a policyholder contact, and the AMS policy ID. Formula fields compute days-to-renewal, annualized premium, and total household premium. The producer sees the real policy, not a note on a contact.

Household grouping

The account record is the household.

A household account groups all policyholders and all policies under one record. Married couple with four autos, a home, and an umbrella is one account with two contacts and six policies, not six separate deals. Commercial households group a business entity, its officers, and all lines of coverage. The producer opens one record and sees the whole relationship, which is what the renewal conversation needs.

Renewal flow automation

The renewal clock drives the schedule.

Every policy has a renewal date. A nightly flow looks 60, 90, and 120 days out, creates a renewal task, assigns the producer of record, drafts the renewal review email, generates the AMS-pull checklist. Teams that automate this stop losing renewals to the calendar. The 90-day review becomes the default motion, not the exception.

Cross-sell triggers

Monoline households get a cross-sell prompt.

A household with auto and no home policy triggers a home insurance review task 30 days after bind. A household with home and auto and no umbrella fires an umbrella conversation when liability exposure crosses a threshold. A commercial client with a BOP and no workers comp triggers a workers comp review when payroll data suggests the gap. The producer gets prompted on the real opportunity, not on an alphabetical list.

Commission tracking

Earned, pending, and chargeback on the policy.

Every policy carries commission fields: carrier payout percentage, agency split, producer split, bonus overrides, chargeback risk, policy term. Reports roll commission up by producer, by carrier, by line, by month. The producer sees earned-year-to-date in real time. The agency principal sees the top-line commission trend without a Friday-afternoon spreadsheet reconciliation.

AMS integration

The AMS stays the system of record.

Strkr integrates with Applied Epic, AMS360, HawkSoft, EZLynx, and QQCatalyst via webhook and nightly sync. The AMS holds the binding policy document. Strkr holds the sales motion, the renewal cadence, the household view, the cross-sell triggers. A policy ID bridges both systems so the producer never duplicates data entry. Strkr is explicitly a complement to the AMS, not a replacement.

Producer licensing

Licensing and E and O stay current.

Every producer record carries state licenses, carrier appointments, continuing education hours, and E and O renewal date. Flows fire renewal reminders 60 and 30 days out. Reports surface producers approaching expiry. The compliance surface stops being a shared-drive spreadsheet that nobody updates until an audit reveals the gap.

Strkr AI

Renewal review in minutes, not an hour.

Every Monday morning, Strkr AI drafts a renewal review summary for each producer: which policies renew this week, which households show cross-sell opportunity, which accounts show lapse risk, which carriers raised rates on the current book. The producer reviews, edits, calls. The 90-minute weekly review becomes 15 minutes.

Transparent pricing

Per seat, no per-policy meter.

Strkr pricing is per seat with the full product on every paid tier. CRM, Marketing, Projects, Messaging, Docs all included. No per-policy fee. No per-contact tier. No carrier-count meter. The invoice is one line that scales with your team, which is the only cost basis that correlates with the agency revenue.

The post-bind half of insurance

What a CRM should do between binds.

A policy that binds today is only the start of the relationship. The next 365 days decide whether the household stays, cross-sells, refers, or shops at renewal. Most agency CRMs treat the bind as the finish line. Strkr is built for the full year, because that is where the retention and growth happens.

Welcome sequence

The bind kicks off a 30-day welcome motion.

Bind fires a flow that creates a welcome packet task, drafts the policy summary email, schedules a 10-day phone check-in, triggers the online portal onboarding link. The household feels onboarded. The producer stops losing new business to buyers remorse. The retention clock gets its best possible start.

Mid-term review

The six-month check-in is a scheduled motion.

At the six-month mark, Strkr auto-creates a mid-term review task. Life changes, driver changes, home improvements, business growth, all trigger coverage gaps. The producer gets a prep packet: policy summary, claims history, coverage flags Strkr AI pulled from account notes. The call turns into a cross-sell conversation and a retention conversation at the same time.

Claim support flag

A claim is the retention moment.

When a claim lands on the household, Strkr flags the account for the producer. A claim is where retention is won or lost. The producer gets a task to call within 24 hours, a Strkr AI drafted empathy email, a claim-tracker board for status. Households whose producer called inside 24 hours of a claim retain at measurably higher rates than those left to the carrier adjuster.

Cross-sell playbook

Monoline households get a 90-day cross-sell cadence.

A monoline auto household enters a 90-day cadence: home insurance intro at day 30, umbrella conversation at day 60, life insurance review at day 90. Each touch is a producer task, a drafted email, a conversion flag. The cross-sell motion stops being an occasional idea and becomes a tracked line in the agency pipeline.

Lapse-risk composite

A composite score catches at-risk policies 60 days out.

Combine premium increase, carrier rate action, claim history, payment history, portal-login activity, cross-sell saturation. Any one signal is noise. The combination catches real retention risk 60 to 90 days before the non-renewal conversation. The producer gets a task when the composite crosses a threshold, which is where retention is actually made.

Referral motion

Happy policyholders become a referral engine.

After a positive claim close, after an anniversary, after a positive NPS response, the household enters a referral cadence. A drafted referral email, a referral tracking record, a producer prompt. Insurance agencies that run this motion see referral volume climb 20 to 40 percent in the first year. Referrals close faster, cost less, and retain better than any other acquisition channel.

What agency buyers compare on

The checklist that actually matters.

Most "best CRM for insurance" articles compare feature matrices that are 90 percent identical across the top ten CRMs, with Applied Epic and AMS360 sitting in a different category entirely. The real evaluation criteria sit somewhere else. Here is the honest version for an agency that has an AMS and needs a sales front-end.

Time to first useful day

Days from signup to a producer updating a renewal on mobile.

Strkr: typically 3 to 10 days with no implementation partner, including AMS integration setup. Applied Epic: a multi-month implementation project with a certified consultant. AMS360: similar. Vertafore marketing tools: weeks of setup to get the sales motion working beside the AMS. The time cost compounds for growing agencies that need the motion working this quarter.

Admin headcount required

Who runs this day to day?

Strkr: an agency principal, an office manager, or a producer spending 10 to 20 percent of their week, through 100 seats. Applied Epic: usually a dedicated AMS administrator by 20 producers. AMS360: similar. The admin cost is often larger than the license cost once an agency passes 15 producers.

Three-year TCO

What this actually costs by year three.

Strkr: license plus seats, nearly flat, plus the existing AMS. Applied Epic: license plus implementation plus admin plus module stacking (Epic Online, Marketing Automation, Benefits Designer), usually 3 to 5x year one. AMS360: license plus implementation plus admin, similar escalator. HawkSoft and EZLynx are flatter but still carry an implementation and admin profile.

Exit cost

What it costs to leave in year five.

Every agency system promises data portability. In practice, moving automations, custom objects, and reporting is a two to six month project. Strkr exports to CSV and JSON cleanly, logs every automation as structured data, keeps formula logic in readable expressions. The exit is a day, not a quarter. The AMS carries its own exit path, which is a separate conversation and a separate vendor.

Mobile UX

What the producer sees in the parking lot before the renewal call.

An agency producer between calls has 90 seconds to log the last meeting, update the renewal, open the next household. Strkr mobile is a first-class surface with offline queue, pipeline edit, voice-note capture. Many AMS mobile apps are a thin wrapper over the web app, which does not work in the parking lot or on a flaky signal in a client parking garage.

Reporting flexibility

When the principal wants a book-of-business cohort view.

Strkr: cross-object reports on every tier, custom report builder, SQL for the ops analyst who wants it. Applied Epic: deep reporting but gated behind the Epic Reporting module and often a dedicated analyst. AMS360: strong but similarly module-stacked. The agency principal who wants to see retention by carrier by producer by line by year without a Friday-afternoon export project is the primary beneficiary of flexible reporting.

Head-to-head

Strkr vs the typical agency pick.

Applied Epic, AMS360, Vertafore, EZLynx, and HawkSoft are agency management systems. They hold the policy of record. Strkr is the sales and pipeline front-end that sits beside the AMS. Here is the honest side-by-side for an agency with 1 to 100 producers.

Feature Strkr Typical AMS or agency CRM
Pricing basis Flat per seat, every paid tier gets the full product Per module, per seat, often per policy count or carrier count
Policy custom objects Policy as a first-class custom object, every paid tier Policy records live inside the AMS, often locked to its data model
Household grouping Native household account grouping with multi-contact, multi-policy roll-up AMS household views vary, generic CRM has none
Renewal automation Renewal flows with 60, 90, 120 day triggers on every tier AMS renewal reports, limited automation outside Enterprise modules
Cross-sell triggers Monoline, line-gap, and life-event triggers wired to flows Marketing module purchase, often not wired to the sales motion
Commission tracking Commission fields on policy, producer rollup reports included Dedicated commission module, often a separate SKU in the AMS
Project delivery (onboarding) Projects module on same household records Not native, usually a shared spreadsheet or Asana on the side
AI (ships on paid tier) Included on every paid tier, no credit meter AI features often not available or metered add-on
Native messaging (SMS and MMS) Included as a module Usually a third-party integration, sometimes compliance-gated
Mobile offline queue First-class mobile with offline queue AMS mobile apps are typically a web wrapper with limited offline
AMS integration Native webhook plus nightly sync, bridges policy ID both ways AMS is the system of record, generic CRM integration is middleware
Field-level permissions Pro and up, for commission and household-sensitive fields AMS has deep roles, generic CRM often Enterprise-only
How teams use Strkr

Playbooks insurance agencies run on Strkr today.

The common thread across agency customers: automate the moments where retention and cross-sell actually happen. The 90-day renewal review, the monoline cross-sell cadence, the claim-touch retention flag, the referral motion after a happy close. Every one of these moments is where agency revenue leaks on a generic CRM or an AMS alone.

Independent agent

90-day renewal protocol with Strkr AI prep.

A 3-producer independent agency with 1,200 households runs a 90-day renewal motion. At 90 days out, Strkr creates a renewal task on the policy, assigns the producer of record, drafts the renewal review email, pulls the carrier rate change from the AMS sync. At 60 days, Strkr AI drafts a renewal narrative from the household history. At 30 days, the review call is scheduled. Retention climbs 3 to 6 points over the first two renewal cycles.

Growing agency

Monoline cross-sell cadence across the book.

A 15-producer agency has 4,500 households, 2,100 of them monoline auto. A nightly flow identifies monoline households by line gap, creates a cross-sell task on the producer of record, kicks off a 90-day cadence: home intro at day 30, umbrella at day 60, life at day 90. Cross-sell line count per household climbs from 1.4 to 1.9 inside 12 months.

Multi-location agency

Commercial lines renewal with gap flagging.

A 25-producer commercial-lines agency with 800 commercial households runs a 120-day commercial renewal motion. At 120 days, Strkr auto-creates the renewal opportunity, pulls carrier claims experience from the AMS, flags coverage gaps Strkr AI finds in the account notes (open workers comp, missing cyber, inadequate umbrella). The producer walks into the review with a drafted gap conversation. Written premium per renewal climbs on the gap-flagged accounts.

Scale-up agency

Claim-touch retention flag inside 24 hours.

A 50-producer agency with 12,000 households runs a claim-touch motion. When a claim lands on a household, Strkr flags the account for the producer within 15 minutes of the AMS sync. A Strkr AI drafted empathy email is ready to review. A follow-up task is scheduled at the 72-hour mark. The 30-day retention check-in is auto-scheduled. Households with a claim touch inside 24 hours retain at a measurably higher rate than those left to the carrier.

Multi-office agency

Producer onboarding and licensing compliance.

A 100-producer multi-office agency with 15 locations runs a producer compliance motion. Every producer record carries state licenses, carrier appointments, continuing education hours, E and O renewal date. Flows fire renewal reminders 60 and 30 days out. A quarterly report surfaces producers approaching expiry, carrier appointments at risk, and E and O coverage status. The compliance surface stops being a quarterly fire drill.

The insurance agency CRM shape, beside your AMS.

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Common questions

What buyers in this bucket ask most.

Is Strkr an AMS replacement?

No, and we are explicit about that. Applied Epic, AMS360, HawkSoft, EZLynx, and QQCatalyst are agency management systems that hold the policy of record, handle carrier downloads, manage binder documents, and sit at the center of agency operations. Strkr is a sales and pipeline front-end that sits beside the AMS. We integrate via webhook and nightly sync so the AMS stays the system of record and Strkr handles the household view, the renewal cadence, the cross-sell triggers, the commission reporting, and the producer motion. For a growing agency that has outgrown the spreadsheet but is not ready for Applied Epic as the one and only system, this is the shape that works. Agencies that have an AMS already keep it. Agencies that are between an entry-level AMS and a mid-size platform often find Strkr fills the gap during that transition. Agencies evaluating a first AMS can run Strkr for the sales motion while the AMS decision is made separately on policy management grounds.

What size agency is Strkr a good fit for?

Strkr fits best for insurance agencies and brokerages with 1 to 100 producers that already have or will have an AMS. The sweet spot is 3 to 30 producers where the spreadsheet-based motion is breaking but a full Applied Epic implementation is overkill. Independent agents running a single-shop business, growing agencies at 5 to 15 producers, and multi-location shops up through 100 producers all run Strkr beside their AMS. Enterprise agencies over 300 producers with deep AMS customization and dedicated admin teams usually stay fully inside Applied Epic or AMS360 for the policy motion. Strkr is still a reasonable sales front-end at that scale, but we are honest that the deeper AMS tools fit the operation at that size. The producer count is a better fit heuristic than the premium volume, because the sales motion and the renewal cadence scale with the number of relationships a human producer manages, not with the dollar amount on the policy. A 10-producer commercial agency with 400 commercial households and 15 million in written premium is in the same operational shape as a 10-producer personal lines agency with 2,000 households and 6 million in written premium, and both run Strkr beside their AMS the same way.

How does Strkr handle commission tracking?

Every policy record carries commission fields: carrier payout percentage, agency split, producer split, bonus overrides, chargeback risk, policy term, and commission status (pending, earned, chargeback). Reports roll commission up by producer, by carrier, by line, by month, by renewal versus new business. The producer sees earned year-to-date in real time on their home dashboard. The agency principal sees the top-line commission trend without a Friday-afternoon spreadsheet reconciliation. Strkr pulls commission statements from the AMS where the integration supports it and lets the agency import carrier commission files monthly where it does not. The chargeback risk field is where most growing agencies see immediate value: policies with payment-history flags, early-cancel risk, or carrier non-renewal signals are tagged so the producer knows which commission dollars are not fully earned yet. Reconciling the carrier commission statement against the Strkr commission expectation becomes a 15-minute spot check instead of a day-long project, because the expected payout for every policy in the month is already computed on the record.

What is the AMS integration story?

Strkr integrates with Applied Epic, AMS360, HawkSoft, EZLynx, and QQCatalyst via native webhook and nightly sync. Policy records sync to Strkr with the AMS policy ID as the bridge. New policies in the AMS appear in Strkr within minutes. Commission statements import nightly where the AMS exposes them. Household and contact mappings run both ways with conflict resolution rules the agency principal controls. The AMS stays the system of record for the binding policy document, carrier downloads, and compliance archive. Strkr owns the sales motion, the renewal cadence, the household view, and the pipeline. For agencies on an AMS Strkr does not natively integrate with, native webhook ingestion handles the common upload flows and nightly file imports close the loop. The agency principal picks the direction of truth for each field at setup: policy premium and effective date stay AMS-authoritative, while sales-stage, cross-sell notes, and producer activity stay Strkr-authoritative. This split keeps the compliance archive clean inside the AMS while the day-to-day motion runs where the producer can actually work.

How does the renewal flow actually work?

Every policy record has a renewal date. A nightly scheduled flow checks every policy against the renewal clock. At 120 days out, a renewal review task is created on the producer of record, the household is tagged in the renewal cohort, and a prep email is drafted. At 90 days, Strkr AI drafts a renewal narrative from the household history, the claims record, the carrier rate changes, the open cross-sell opportunities. At 60 days, the review call is scheduled on the producer calendar. At 30 days, if the review has not happened, an escalation task fires to the agency principal. The whole motion is a single flow the agency principal can edit, and the output is a 90-day review that becomes the default, not the exception. Commercial lines agencies that want a longer runway can push the first touch to 180 days or 150 days out, which is where larger accounts with carrier-marketing cycles actually require the lead time. Personal lines agencies can tighten the touches to 60, 45, and 30 days where the household decision window is shorter. The point is that the renewal clock drives the schedule for every policy, no producer has to remember the date, and nothing falls off the calendar.

What does Strkr do that a generic CRM like HubSpot does not for insurance specifically?

The honest short list: policy records as first-class custom objects (not shoehorned into deals), household account grouping with multi-contact and multi-policy roll-up, native renewal flow automation on the policy renewal date (not a generic task scheduler), commission tracking fields on the policy with producer rollup reports, cross-sell triggers that read line-of-business gaps and life events, native integration with Applied Epic, AMS360, HawkSoft, EZLynx, and QQCatalyst, producer licensing and E and O compliance tracking as structured data not shared-drive sheets, and AI features included on every paid tier for renewal narrative drafting and risk flagging. A generic CRM will model a policy as a deal and a household as a company, and both approximations break the moment the agency grows past the first few hundred policies. The deal-as-policy model loses the renewal clock, which is the whole point. The company-as-household model loses the multi-contact structure of the actual household. Insurance has specific primitives, and the agencies that get the most leverage out of a CRM are the ones running on primitives shaped for insurance, not primitives shaped for generic B2B sales.

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