04/09/2026
"We'll just use a general CRM."
Every brokerage that's tried this knows how the story goes. Months of configuration. Workarounds on workarounds. And eventually a system the team quietly stops using.
It's not because generalist CRMs are bad software. They're excellent, at the job they were built for.
That job is a sales pipeline: Leads move through stages, the deal closes, done.
A brokerage doesn't work like that. Your "deal" never closes. It renews. It amends. It claims. It endorses. Year after year.
The objects at the heart of your business are policies, claims, renewals, and compliance records, and a generalist CRM has no native concept of any of them. No FAIS record-keeping. No claims structures. No insurer integrations. You end up forcing an insurance practice into a sales-funnel shape, and the mismatch shows up everywhere.
Not all CRMs are equal. For a brokerage, "CRM" should mean a system that understands insurance, not a marketing tool wearing a suit.
Full breakdown in our article, link in comments.