B-File | Digital Marketing Agency Michigan | Hunch Free

Custom SaaS Platform Built for Insurance Agency

The Challenge

We were brought in by one of the highest producing insurance agents at Allstate, to build a custom Software as a Service (SaaS) platform since there was no existing automated system that enabled an agent to convert a regular insurance customer (think auto or homeowners) into a financial services customer.
The issue was this was all done with pen and paper and spreadsheets, making it all but impossible to scale up. To roll this out to other agents across the country, the system needed to be completely scoped out for all use cases, and available online as a subscription service accessible by any licensed agent worldwide.

The Solution

Custom SaaS/CMS

We started off mapping out the process as it was being used by the lead agent who developed the system. However, in order to transform this system into something that could be used by others, we needed to completely map out all of the possible use case scenarios for all agents. There were also different user permissions needed based on agent type, so the entire system was built in a way that provided multiple levels of access and a different experience depending on user type.

This ended up being a rather complex process, since insurance is a highly regulated industry and every agent has their own sales approach that they use. We needed to ensure that the system architecture was optimized so that it could handle peak usage times. It also required a custom billing process to be developed to ensure subscribed agents weren't disconnected from all of their data should billing issues occur. Finally, we built in a real-time support system so that agents could resolve potential issues on the fly.

The system acts as an entire Customer Relationship Management (CRM) system, with all of the client data and a complete history of all points of contact. It also features all of the call scripting that really makes up the heart of the B File sales process. This includes every possible answer that an agent might get from a customer, and then the appropriate response and/or follow-up process. With a built-in calendar and notification system this ensures that agents know exactly who they need to follow-up with and when, as well the best approach to take with the call.

Onboarding & Training

Once the system was built we needed to ensure agents knew how to use it. We developed an intuitive wizard that guides the various user types along when they first signed in to the system, to make the onboarding process painless. We also spent a lot of time on User Experience (UX) and set up a feedback system for new features to be voted on by the agents for future implementation. This had the added effect of making the users of the system feel like they had ownership in the platform and drastically increased user engagement.

Using Video to Tell the Story

We produced a ton of video for this project. This included everything from sales focused videos that are designed to explain to potential customers what the system does, to onboarding and training videos accessible from within the system that documented not just how to use the system but highlighted sales strategies for agents to follow.

Quality video production for this project was extremely important. Insurance is a complex thing, and agents have varying levels of technical knowledge and sales experience. We needed to script and produce sales videos that were effective in their messaging to potential customers of all levels, and the training videos needed to be done in a way that were clear and understandable for agents of all backgrounds. Finally, we needed to combine that with clear copywriting to ensure there wasn't a disconnect between the messaging in the videos and the contents of the website and system itself.

Email Drip Marketing

We developed an automated drip marketing email campaign with triggers for every action within the system. The entire sales process and onboarding logic was followed through into email to provide a secondary level of interaction with the users. All of the system notifications for customer follow-up were carried through in the form of email notifications. It ensured that agents never missed a client communication again. And with the in-depth reporting modules that we built in to the system, it enabled larger agents who had sub-producers working under them to monitor performance of their people.

Hunch Free built us a website as well as helped us with SEO, targeted marketing and customer tracking. Excellent company to work with overall. They have a great team of people - each with their own specialty to bring to the table. Looking forward to an ongoing relationship.

Christopher Reimann, Marketing Director

S&M Machinery Sales


The system has been a hit since it rolled out to agents across the nation. We didn't just build the platform, we developed the brand behind it. Post-launch, we used customer feedback and platform analytics to implement continual conversion optimization to increase revenue. The bottom line is the users love it and the results show that agents who use the system outproduce agents who don't. This system has revolutionized the industry and we expect it to continue to gain traction for our clients.

If you have a business process that you want automated, Get in touch with us and let's see if we can help.

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