AI agents for insurance brokers and agencies

An insurance agency's website gets two kinds of traffic: people who want a quote, and clients who need something now, such as a certificate of insurance, a new driver on the policy or a claim reported. Both arrive with questions your staff answers by phone all day. An AI agent can take the first pass at all of them from your own pages. It cannot quote, bind or tell anyone whether a loss is covered, and it should say so plainly.

Who visits an insurance agency's website

• Personal lines shoppers. Auto, home, renters and umbrella, often comparing agencies and often against a deadline: a renewal, a new car, a house closing.
• Business owners. Business owner's policies, general liability, workers' compensation, commercial auto, professional liability. Many arrive because a client contract or a landlord requires coverage.
• Existing clients. Certificates of insurance, ID cards, policy changes, billing.
• People with a claim. After an accident or a storm, they want to know whom to call, right now.
• Employers looking at benefits, if your agency places group coverage.

Which ASDK agents fit an insurance agency

ASDK is in early access. All agents answer from one knowledge base built from your website.

Chat: lines, states and process (early access)

Example flow: "Do you write commercial auto for a landscaping company with three trucks?" Chat answers from your commercial lines page: you write commercial auto in the states you list, with a link, and explains that a licensed agent will need details about the vehicles and drivers to quote. Asked "am I covered if a tree falls on my car?", it says it cannot interpret a policy, shows how to reach the client's account manager and links your claim reporting page.

Sales: quote requests that arrive complete (early access)

Example flow: a café owner asks about a business owner's policy. Sales asks what a producer needs for a first call (state, type of business, rough annual revenue and headcount, current carrier and renewal date, any coverage a contract requires) and books a call with the producer who handles small commercial accounts through Cal.com, Calendly or Google Calendar. The lead and a summary, including the renewal date so the producer can time the follow-up, go to your team by email or Slack, and to your CRM through webhooks and Zapier or Make. Sales is included from the Pro plan.

Forms: structured intake (coming soon)

When Forms ships, it will replace long quote forms with short structured conversations for each line, so a homeowners request arrives with the property details your carriers ask for.

Agent-Ready: readable for AI assistants (early access)

Agent-Ready hosts an llms.txt file that tells AI systems which lines you write, in which states, for which kinds of clients, and how to request a quote.

Guardrails for insurance agencies

Licensed work stays with licensed people. The NAIC Producer Licensing Model Act says a person shall not sell, solicit or negotiate insurance unless licensed for that line of authority. Instruct the agent to give general information from your pages only: which lines you write, how quoting works, what to have ready. It does not recommend coverage types, limits or carriers to a specific visitor, and it does not compare policies for them.

Never "you're covered". No binding, no coverage confirmations, no "that should be fine". Put one sentence in the agent's instructions and on your quote page: coverage is not bound until a licensed agent confirms it in writing. A business answers for what its chatbot tells customers: in 2024 a British Columbia tribunal held Air Canada responsible for wrong information its website chatbot gave a customer (Moffatt v. Air Canada).

Claims and urgent changes go to a person fast. Publish your carriers' claim lines and your after-hours contact; the agent shows them first when a message sounds like a loss. Certificate requests and policy changes go to your service team with the details they need (certificate holder, deadline, policy), and the agent says when the team will respond.

Collect less, and vet the vendor. In states that have adopted the NAIC Insurance Data Security Model Law, licensees need a written information security program and must exercise due diligence in selecting third-party service providers that handle nonpublic information. Keep Social Security numbers, driver's license numbers and payment details out of the chat, and ask any vendor, ASDK included, where transcripts are stored and who can access them. The guide on what to tell visitors about AI chat and privacy covers the notice.

Say it is AI. ASDK always tells visitors they are talking to an AI, and a handoff to your staff is one step away.

How AI assistants research insurance agencies

A business owner can ask an assistant for "an independent agent in Ohio who writes general liability for contractors". It can only recommend you for what your site states plainly. Make these explicit, as text:

• Lines of business, by state, and the industries or niches you specialize in.
• The carriers you represent, if your agreements allow you to list them.
• States where your producers are licensed, and whether you serve clients remotely.
• What a quote needs, how long it takes and whether there is any fee.
• Service hours, claims contacts and how to request certificates.

InsuranceAgency structured data can describe the agency and its offices. The free Agent Readiness Checker shows what AI agents read on your site today, and Agent-Ready keeps llms.txt current. For the qualification side, see how to qualify inbound leads without annoying visitors.

Where to start

Write the agent's limits first, with your principal and your E&O guidance: no quotes, no binding, no coverage opinions, urgent claims to a phone number. Then start Chat on your lines-of-business pages and read a week of conversations before adding Sales. Pricing shows which plan includes each agent.