Built for Insurance Sales Teams

Insurance sales software for producers who actually need to hit a number.

A producer at an insurance agency writes new business through a chain nobody built the CRM for: the lead arrives, the carrier shopping runs across six portals and three days, the proposal gets built from memory, the bind depends on signature chase, and the cross-sell conversation at month six never happens. Strkr is the insurance sales software shaped for the actual producer motion, with the submission pipeline, the carrier-quote tracker, the cross-sell dashboard, and the real production metrics on one surface.

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What this audience is actually dealing with

The pains that bring buyers here.

Producers hit a number or they do not, and the CRM is either the system that helps them hit the number or the system they fight on the way to it. Most insurance sales software falls into the second category. Horizontal sales CRMs do not know what a carrier shopping cycle looks like. Legacy AMS platforms treat sales as an afterthought behind the policy module. Agency management systems were built for the service side, not the acquisition side. The sales director asks for a producer pipeline report, the CRM produces a count of opportunities, and the two numbers do not reconcile because the system was never shaped around the question. The pains below are the ones that come up on every insurance-sales-leader call, from the four-producer personal-lines shop to the twenty-producer multi-line brokerage. If any of them look like the Monday-morning conversation in your office, the rest of this page shows what an insurance sales software shaped around producer production looks like end to end.

Carrier shopping takes three days

The quote cycle lives across six portals, three days, and a Word doc.

A producer quoting a commercial package pulls indications from six carriers. The emails live in Outlook, the raters live in each carrier portal, the proposal lives in a Word doc, and the back-and-forth with the prospect lives in a text thread. The producer is coordinating five systems to produce one quote. The quote cycle takes three days when it could take four hours, and the agency loses the deal to the competitor who got back to the prospect faster.

No cross-sell visibility

The producer has no idea which clients are missing which lines.

The agency has 2,400 personal auto accounts. Nobody knows which ones have home insurance elsewhere, which ones should have umbrella, which ones have asset profiles that call for a watercraft policy. The producer runs the renewal and never mentions the cross-sell because the system did not surface the gap. The year goes by and the agency leaves tens of thousands of dollars of commission on the table that a competitor collects when the full-household broker calls the client.

Lead handoff lost

Website leads sit in the office email for three days.

The agency website has a quote form. The form sends an email to the office inbox. The office manager forwards the email to whichever producer is on rotation. The producer sees it two days later and the lead is cold. The agency spent money on digital advertising to generate leads it drops on the floor because the lead-to-producer handoff is a human relay system with no SLA attached.

Production unmeasured

Nobody knows which producer is pacing to hit the number.

The sales director runs a monthly production report by pulling commission statements, cross-referencing them with the policy module, and building a spreadsheet. The number is a month late and arrives after the quarter has already closed. The producer who was quietly off-pace in week four of the quarter does not get coached until week eight when it is too late to recover.

Carrier appetite guesswork

Nobody knows which carrier will quote which risk anymore.

The carrier appetite notes live in producer memory, hallway conversations, and three different Word documents the office manager started and nobody kept current. A producer sends a submission to a carrier that quietly stopped writing that class in that state six months ago, waits five days for the no-quote, and loses a week on the submission cycle. The agency has no system of record for appetite, so every producer rediscovers the carrier posture on their own time.

SDR-to-producer handoff broken

Qualified leads sit in the SDR queue and never reach the producer.

The agency hired an SDR to run outbound against the small-commercial segment. The SDR qualifies 40 opportunities a month and tries to hand them off to the production team. The handoff is an email thread, a calendar invite, and a producer who was not expecting it. Half the qualified opportunities go cold between the SDR hand-off and the producer first-touch. The agency pays for SDR capacity it cannot convert because the handoff mechanics are not instrumented.

The producer sales surface

Pipeline, carrier quotes, proposals, and bind on one surface.

A producer should spend the sales day in one place and one place only. Strkr collapses the carrier shopping, the proposal, the client follow-up, the bind, and the cross-sell signal into a single workspace where the producer never context-switches between the CRM, the rater, the carrier portal, and the proposal template. The primitives below ship on every paid tier and are the ones producers spend the overwhelming majority of their sales day inside. Each primitive is shaped around the actual producer motion, not around a generic sales pipeline with insurance paint.

Submission pipeline

A producer-aware pipeline for new business submissions.

Column-per-stage pipeline for new submissions (Discovery, Submitting to Carriers, Quoted, In Review with Client, Binding, Bound) grouped by producer, line of business, segment, or expected effective date. Drag a submission between stages and the Flow enforces the stage criteria (coverage summary attached, carrier quote on file, client acknowledgement captured) so the producer never has to think about whether the record is ready for the next step.

Carrier quote tracker

Every carrier quote threaded on the submission.

A submission carries unlimited carrier quotes as child records, each with premium, coverage limits, deductibles, binder date, underwriter contact, and the raw quote PDF. Compare side by side on the submission detail, flag the winning quote at bind, and the losing quotes stay on the record for the renewal cycle twelve months later. The producer does not rebuild the carrier comparison from memory on renewal.

Proposal generation

Proposals that draft from the winning quote in under a minute.

The proposal draft generates from the winning carrier quote with coverage summary, premium breakdown, declination waivers where applicable, and the agency-branded cover page. The producer edits the narrative sections, sends the proposal through the preferred channel (email, text, client portal), and the proposal arrives at the prospect in minutes rather than hours.

Cross-sell dashboard

Policy gaps per client surfaced for every producer.

The cross-sell dashboard surfaces the clients in each producer book with policy gaps against the account profile. Personal auto accounts missing umbrella in high-asset households, employer groups missing ancillary benefits at group sizes where they typically carry, commercial packages missing cyber in industries where it is standard. The producer works through the gap list on the planned call cadence.

Carrier appetite board

Appetite notes per carrier, line of business, and state.

The carrier appetite board tracks which carrier is writing which class in which state at what premium band, with appetite notes updated by producers and the recent submission outcomes rolled up. Before sending a submission the producer checks the appetite board and routes to the carriers most likely to quote competitively. Submission cycle time drops and win rate rises.

Producer dashboard

Pipeline, pacing, cross-sell, and renewals on one screen.

The producer dashboard shows open submissions by stage, premium in pipeline, bind rate pacing, cross-sell gap count, upcoming renewals, and open service requests requiring producer touch. The producer plans the week from one screen instead of pulling data from four systems and a spreadsheet.

Mobile for the producer in the field

Edit the submission from the client parking lot.

Strkr mobile is first-class with offline queue, voice-note capture, submission edit, task completion, and SMS. The producer walking out of a client meeting opens the account on the phone, logs the discovery notes as a voice note, bumps the submission stage, and the whole thing syncs when they reconnect at the office.

The carrier shopping flow

Six-carrier submissions that run in hours, not days.

The carrier shopping cycle is where producer sales velocity lives or dies. Strkr collapses the submission flow from six carrier portals, three days of email tag, and a hand-built proposal into a repeatable motion that runs in the time it takes to pull the raters. The sections below describe the actual sequence a Strkr producer runs for a six-carrier commercial package submission, with every step tracked on the submission record and the full carrier-shopping history captured for renewal cycle re-use twelve months later.

Discovery to submission

Discovery notes feed directly into the carrier submission.

The producer captures discovery notes on the account record (operations, exposures, loss history, current coverage, buying motivation) and the submission auto-populates the carrier application fields from the discovery. The producer confirms the detail rather than retyping it from a legal pad, and the submission packet is ready to go in minutes.

Rater ingestion

Comparative rater results land as child quotes.

The producer runs the comparative rater once and Strkr captures every carrier result as a child quote record with premium, coverage, deductibles, and the raw quote PDF. No copy-paste from the rater to the CRM. The submission detail shows the full six-carrier comparison in one view and the producer picks the winning quote in one click.

Direct carrier submission

Submissions to markets outside the rater send with the full packet.

For specialty markets and classes outside the comparative rater, the producer sends the submission packet (ACORD application, loss runs, supporting documents) through the carrier submission portal or email with the submission record tracking the send, the carrier response, and the eventual quote or decline. The record carries the full submission trail for E&O audit purposes.

Side-by-side comparison

Six carrier quotes compared on one screen.

The submission detail renders every carrier quote side by side with premium, coverage, deductibles, retention, exclusions, and the carrier binder date requirement. The producer identifies the winning quote on coverage and premium together, not just the lowest number, and the proposal generation flows from the winning quote with the comparison attached as backup.

Proposal to client

Proposal routes through the preferred channel with follow-up.

The proposal routes to the client through the preferred channel (email, SMS, portal) with a scheduled follow-up task if no response in 10 days. The client interaction (opens, replies, questions) lands on the submission timeline and the producer knows exactly where the proposal sits in the client decision cycle.

Bind workflow

Bind generates the policy, triggers the renewal flow, logs the audit trail.

Moving the submission to Bound auto-generates the policy record from the winning quote with commission splits intact, triggers the X-date renewal flow, logs the audit trail (coverage summary, declined-coverage waivers, client acknowledgement), and routes the service team to onboard the new account. The producer never re-keys the policy from the carrier confirmation.

Record for renewal

The full submission history preserved for next year.

Twelve months later the renewal cycle starts with the full submission record on hand: the original carrier comparison, the discovery notes, the client preferences, the declined-coverage conversations, and the winning rationale. The renewal producer walks into the conversation with context instead of rebuilding the picture from memory and a policy declarations page.

Lead routing and SDR hand-off

Leads that reach the right producer in 15 minutes.

The lead-to-producer handoff is where agencies lose the money they spent to acquire the lead. A website quote form, a referral partner call, a Facebook ad response, an SDR qualified opportunity all have to reach the right producer with the right context in the shortest possible window. Strkr handles the handoff with routing rules shaped around the real agency structure: producer specialty, carrier appointment coverage, segment focus, geography, and current pipeline capacity. The flow is deterministic and audited, so the sales director can see exactly where leads went, how long they took to reach the producer, and which routing rules misfired.

Routing rules

Leads route by line, segment, premium band, or household relationship.

The routing rules read the line of business, segment, premium band, geography, and existing household relationship and route to the producer who covers the lane. The principal defines the rules once in the admin surface and the routing is deterministic, not a Monday email thread. New producers slot into the rotation as they ramp.

15-minute SLA

First-touch SLA fires the moment the lead lands.

A 15-minute first-touch SLA fires the moment the lead reaches the producer, with escalation to the sales director if the SLA runs out. The producer knows exactly which lead is on the SLA clock and prioritises accordingly. Historical SLA attainment per producer rolls up on the sales dashboard.

Website form capture

Website quote forms land as structured submissions.

The website quote form captures line of business, segment, contact details, and the quote request as a structured submission (not an email). The submission routes through the rules the moment it lands, the producer sees it on the pipeline board, and the first-touch SLA ticks against the producer calendar.

Referral partner lead

Referral partner leads tagged with the source for commission share.

Leads from referral partners (CPAs, banks, financial advisors) tag with the referral source on the submission record. If the agency has a commission share arrangement with the partner, the share is captured on the policy at bind for the commission reconcile cycle. Partner attribution is clean, not reconstructed at the end of the quarter.

SDR qualification

SDR qualifies, hands off with full context on the record.

The SDR runs discovery on the lead and captures the detail (operations, exposures, buying motivation, timeline, incumbent carrier) on the account record. The handoff to the producer is a stage transition with the full discovery intact. The producer picks up the conversation knowing exactly what the SDR learned, so no re-discovery call wastes the prospect time.

Round-robin with capacity

Round-robin that respects producer capacity and specialty.

Where lead volume outpaces specialty coverage, the round-robin routing respects producer capacity (open pipeline count, upcoming renewals, out-of-office status) and specialty (which lines of business and segments the producer wins). The sales director tunes the capacity rules from the admin surface instead of policing the queue manually.

Cross-sell and account expansion

The hidden revenue in the existing book.

The hardest insurance revenue to leave on the table is the cross-sell revenue the agency already has access to. A personal auto client who should carry umbrella. A homeowner who should bundle. An employer group buying medical that could buy ancillary benefits. A commercial package that is missing cyber. These are not cold leads, they are warm clients the agency already serves. Strkr makes the cross-sell revenue visible so producers work it on the planned cadence instead of waiting for the moment the client asks. The patterns below ship as default dashboards for the producer and sales-manager roles and surface the gap list in time to act on it.

Policy gap signal

Missing-line signals ranked by close probability.

The policy gap signal reads the account profile and surfaces the lines the client is likely to carry but currently does not. Personal auto households missing umbrella at the asset tier where umbrella attach rate is high. Employer groups missing ancillary benefits at group sizes where ancillary attach is standard. Commercial package without cyber in industries where cyber is now expected. The gap list sorts by close probability.

Household rollup

Family and household policies visible on the account.

The household rollup gathers every policy a family carries (parent auto, parent home, parent umbrella, young driver auto, young driver renters) on the parent account record. The producer sees the full-household picture and spots the cross-sell at the household level instead of the individual-policy level. The twenty-year broker-of-record relationship is visible as one picture.

Employer group lineup

Benefits lineup across medical, ancillary, voluntary.

The employer group account shows the benefit lineup across medical, dental, vision, life, disability, and voluntary products the group carries. The gaps surface on the record (group with medical but no dental, group with medical and dental but no voluntary) and the producer or benefits consultant works the gap during the open enrollment cycle planning.

Commercial coverage gap

Package policies missing specialty lines.

The commercial package coverage gap signal flags accounts missing cyber in cyber-sensitive industries, missing employment practices liability in employment-heavy industries, missing D&O in industries where D&O is standard. The producer works the specialty cross-sell during the renewal review conversation when the client is already thinking about coverage.

Call cadence

A planned call cadence against the gap list.

The producer plans the week by working through the top cross-sell targets on the gap list, with the conversation prompts and the coverage recommendation ready on the record. Cross-sell stops being a happy-accident conversation and becomes a planned motion with measurable attach-rate pacing.

Attach-rate reporting

Cross-sell attach rate per producer, segment, and line.

The attach-rate dashboard surfaces the cross-sell win rate per producer, segment, and line pair (personal auto to umbrella, personal auto to home, employer medical to ancillary, commercial package to cyber). The sales director coaches the producers lagging on the attach pair rather than coaching cross-sell generically.

What the sales leader sees

Views that make the Monday sales review fast.

A sales director coaches producers on specific numbers, not on a scroll through a report. Strkr surfaces the production, pipeline, pacing, cross-sell, and lead-handoff data on default views scoped to the sales-leader role, with drill-down to the submission and account records behind every cell. The Monday producer standup runs in 15 minutes with the data the sales director needs to coach each producer on their specific gap. The dashboards below ship as defaults on every Strkr tenant and the sales director duplicates and personalises them without an admin ticket.

Producer production

New business bound, pipeline, bind rate per producer.

The production dashboard puts every producer on one row with new business bound this month, premium in pipeline, bind rate pacing, open submissions by stage, and quarter-to-date versus plan. The sales director sees the full roll in one scroll and drills into the submissions behind any cell.

Pipeline velocity

Cycle time from inquiry to bound by line of business.

The pipeline velocity view surfaces average cycle time from inquiry to bound by line of business, segment, and producer, with the stage-level breakdown (how long the submission sits in Submitting to Carriers, in Quoted, in Binding). The sales director sees the bottleneck and coaches on the stage.

Lead handoff attainment

First-touch SLA attainment per producer and lead source.

The lead handoff view surfaces the first-touch SLA attainment per producer and per lead source (website, referral partner, SDR qualified, carrier appointment lead). The sales director spots the producer missing first-touch and the lead source where SLA attainment is weak before the pattern becomes a quarter of lost pipeline.

Cross-sell attach

Attach-rate per producer and line pair.

The attach-rate view shows cross-sell win rate per producer across specific line pairs (auto to umbrella, auto to home, medical to ancillary, package to cyber). The sales director identifies the producer who writes auto strongly but underperforms on umbrella attach and coaches on the gap.

Win-loss analysis

Loss reasons tagged on every lost submission.

Every lost submission captures a loss reason (rate, coverage, service, carrier appetite, incumbent held, timing) and a narrative. The win-loss view surfaces loss patterns (one carrier losing to a competitor on rate, one segment churning, one geography shifting markets) and the sales director adjusts carrier mix and submission strategy before the next quarter.

Pacing against plan

Monthly and quarterly pacing per producer against plan.

The pacing dashboard shows each producer against their monthly and quarterly plan with trailing eight-week trend and a projection for the quarter-end result. The sales director spots the producer slipping off pace in week four of the quarter instead of week ten, when there is still time to coach the recovery.

Head-to-head

Strkr insurance sales software vs spreadsheet quoting plus legacy CRM.

Most insurance sales teams run on a spreadsheet quoting process plus a legacy CRM, where the carrier shopping lives in rater printouts and emails, the proposal lives in a Word template, the client follow-up lives in Outlook, and the pipeline lives on an Excel file the sales manager updates weekly. The approach works for a few producers at low volume but breaks down the moment the agency tries to scale. Strkr collapses the surface into one workspace with the carrier quotes, the proposal, the client interaction, the pipeline, and the production reporting on one record of truth, so producers spend time selling instead of reconciling four systems.

Feature Strkr Spreadsheet quoting + legacy CRM
Carrier shopping cycle Rater integration + child-quote records on submission Six carrier portals, rater printouts, email tag
Proposal generation Auto-draft from winning quote in under a minute Word template with manual copy-paste from rater
Cross-sell visibility Native gap signal per producer and household Memory and happy-accident conversations
Lead-to-producer SLA 15-minute SLA with escalation and tracking Office inbox forward, two-day lag
Producer production reporting Real-time pipeline, pacing, bind rate Monthly spreadsheet, a month late
Carrier appetite tracking Native appetite board with producer updates Producer memory and stale Word docs
Win-loss analysis Loss reasons tagged on every lost submission Anecdote at the Monday standup
SDR-to-producer handoff Native stage transition with full discovery context Email thread and a calendar invite
Mobile for the field producer First-class with offline queue and voice notes Thin wrapper over web, limited edit
Audit trail for E&O Append-only log per submission with timestamp Policy folder plus email archive
How teams use Strkr

How insurance sales teams run Strkr.

The playbooks below span the sales motions insurance agencies run today: new-business personal lines production, commercial package sales across six-carrier markets, SDR-powered small-commercial outbound, benefits consultancy new-business, and specialty cyber new-business. Each playbook is a real motion a Strkr tenant runs today, with producer pipeline, carrier quotes, cross-sell, and lead routing on one surface.

Personal lines new business

Four-producer personal lines shop doubles bind rate.

A four-producer personal lines agency moved off a spreadsheet pipeline and legacy CRM onto Strkr. Website leads route through the rules to the producer with the right carrier appointment. The 15-minute first-touch SLA fires on every lead with escalation to the principal. Carrier quotes land through the rater integration as child records. The producer bind rate doubled over the first two quarters as cycle time dropped from three days to half a day.

Commercial package sales

Eight-producer commercial agency wins against the regional giant.

An eight-producer commercial agency competing with regional giant brokerages on package business runs Strkr submissions across six carrier markets per submission. Side-by-side carrier comparison on the submission detail, proposal auto-generation from the winning quote, and 15-minute first-touch SLA on every inbound lead. The agency wins commercial accounts the regional broker would have taken on brand alone because the agency responds faster with a cleaner proposal.

SDR-powered outbound

Benefits agency scales small-commercial outbound with instrumented handoff.

A benefits agency expanding into small-commercial P&C hired two SDRs to run outbound. The SDR qualification captures full discovery on the account record and the handoff to the producer is a stage transition with the full context intact. The producer picks up warm with no re-discovery call wasting prospect time. Handoff attainment moved from 50 percent to 90 percent and the SDR-sourced pipeline became the primary new-business engine.

Benefits consultancy new business

Benefits consultancy wins mid-market groups on process.

A benefits consultancy competing with national brokerages on mid-market employer groups runs Strkr submissions across medical, dental, vision, life, disability, and voluntary. The side-by-side carrier plan design comparison, the ERISA document attachment, and the stewardship-grade proposal win accounts on process quality even when the national brokerage brings scale. The 90-day new-business cycle runs on one record of truth with every stakeholder visible.

Specialty cyber new business

Cyber specialty brokerage closes faster than the big three.

A cyber specialty brokerage competing with the big three cyber specialists runs Strkr submissions with cyber-specific Layouts carrying coverage limits, retention, security control questionnaires, and incident history. The underwriter communication logs on the submission, the proposal generates with the security control summary intact, and the bind cycle runs on tight SLAs. The specialty brokerage closes faster than the big three on sub-10M revenue accounts and wins on process speed.

See the insurance sales software built for producers who hit a number.

Start a 14-day trial with the full sales stack enabled: producer pipeline with stage criteria, submission pipeline with child-record carrier quotes, rater integration for EZLynx and PL Rating and Turborater, auto-draft proposal generation, 15-minute first-touch SLA with routing rules, cross-sell dashboard with policy gaps per producer, carrier appetite board, win-loss analysis with loss reason tagging, and sales-leader dashboards with pacing against plan. HIPAA compliant with BAA available, SOC 2 Type II in progress through 2026-Q4, GDPR and CCPA compliant.

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Common questions

What buyers in this bucket ask most.

Can Strkr handle the full submission cycle across six carriers in one workspace?

Yes. The submission object carries unlimited carrier quotes as child records, each with premium, coverage, deductibles, binder date, underwriter contact, and the raw quote PDF. The comparative rater integrations (EZLynx, PL Rating, Turborater) pull quote results directly as child records so the producer runs the rater once and the submission has the full six-carrier comparison without copy-paste. For specialty markets outside the rater, the producer sends submissions through the carrier portal or direct email with the submission record tracking the send and response. The entire carrier shopping cycle lives on one record and the renewal cycle twelve months later starts with the full carrier history intact.

How does the cross-sell dashboard identify policy gaps?

The cross-sell dashboard reads the account policy mix against similar-profile accounts and surfaces the lines the client is likely to carry but currently does not. Personal auto households missing umbrella at asset tiers where umbrella attach is high, employer groups missing ancillary benefits at group sizes where ancillary attach is standard, commercial packages missing cyber in industries where cyber is now expected. The gap list sorts by close probability so the producer works the highest-probability targets first. Attach-rate reporting tracks the win rate per producer and per line pair, so the sales director coaches on the attach gap rather than on cross-sell generically.

How does Strkr handle the 15-minute first-touch SLA on inbound leads?

A lead arriving through the website, a referral partner, or an SDR qualification lands as a structured submission (not an email) and routes through the rules to the producer with the right carrier appointment and segment specialty. A 15-minute first-touch SLA fires the moment the submission reaches the producer with escalation to the sales director if the SLA runs out. Historical SLA attainment per producer and per lead source rolls up on the sales dashboard, so the sales director spots the producer missing first-touch before the pattern costs the agency a quarter of pipeline. The SLA definition is tenant-configurable so an agency with different SLA policy per lead source sets each independently.

Does Strkr integrate with the comparative raters we use?

Yes. Strkr integrates with the major comparative raters (EZLynx, PL Rating, Turborater) for inbound quote data. The integration pulls carrier quotes directly as child quote records on the submission with carrier premium, coverage limits, deductibles, and the raw quote PDF attached. The producer runs the rater once and the submission detail has the full carrier comparison without a copy-paste step. For raters outside the primary three, enterprise tier includes API-level rater integrations configured during onboarding. The integration is observable in the admin UI with last-run status and error-rate dashboards.

How does the SDR-to-producer handoff work?

An SDR runs discovery on the lead and captures the full detail (operations, exposures, buying motivation, timeline, incumbent carrier) on the account record. The handoff to the producer is a stage transition on the submission that moves the record from SDR Qualified to Producer Working with the discovery intact. The producer picks up the conversation knowing exactly what the SDR learned, so no re-discovery call wastes the prospect time. Handoff attainment (what percentage of qualified leads become working submissions within the handoff SLA) rolls up on the sales dashboard, so the sales director sees where handoff mechanics break down.

How does Strkr compare to Salesforce Sales Cloud for insurance sales?

Salesforce Sales Cloud ships a strong horizontal sales pipeline experience but was not built for insurance. The data model treats policy, submission, carrier, commission split, and E&O audit trail as custom objects or custom fields rather than first-class citizens, so an insurance team on Salesforce typically supplements it with a separate AMS, a separate commission tracker, a separate rater integration tool, and a separate audit log. Strkr collapses the full surface into one platform shaped around the insurance sales motion, with native submission pipeline, carrier quote tracker, cross-sell signals, commission splits, and audit trail. Pricing on Strkr is flat per-seat without premium module gates where Salesforce typically escalates on feature tiers plus industry packages plus add-on modules.

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