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Insurance agents and advisers · CRM

Keep every policy, renewal date and family member in one record you can search.

A CRM for an insurance agent is a single record of each client, the policies held, the insurer, the renewal date and the last conversation. GullySales works on the fields, the reminders and the habit of updating them, in a tool you will actually open.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of insurance agents and advisers at work in India

What CRM means

A CRM is the record where every enquiry, call and quote is kept against a customer, replacing separate notebooks, spreadsheets and memory. GullySales sets up or cleans an existing CRM and reports from it by enquiry outcome rather than by activity logged.

Also for insurance agents and advisers

Sales and marketing for insurance agents and advisers, the overview.

Last updated 6 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For insurance agents and advisers

Where it usually goes wrong, and what we would do.

  • “Policies are scattered across diaries, folders and portals”

    A renewal date in a notebook, a premium receipt in a chat and a certificate in a drawer give no single answer to which policies fall due. The agent finds out when a client calls upset.

  • “The record should follow the household”

    A family holds a term plan, two health policies and a car. Filing each under a different name hides that this is one household and one conversation. A household view shows which cover is missing.

  • “Personal data needs careful handling”

    Policy numbers, health details and nominee names are sensitive. Where they are stored, who can open them and how consent was noted all matter. Check your obligations under data protection law with your own adviser.

  • “A tool nobody opens is worse than a sheet”

    An elaborate system abandoned halfway leaves the book in two places. A shared sheet kept up to date beats a package nobody touches. The tool should match the size of the practice.

What we do

What we deliver for insurance agents and advisers.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Field design for your practice

    Fields for client, household, policy, insurer, sum insured, renewal date and last contact, kept to what you will fill in.

    Result: Everything needed for a renewal call sits in one row.

  2. Import of the existing book

    Your current lists, diaries and portal exports cleaned and brought into one record.

    Result: You stop searching four places for one client.

  3. Renewal views and reminders

    Filtered views of policies falling due and reminders for the person who owns each client.

    Result: No renewal depends on someone remembering.

  4. Consent and access note

    A written note of who may open the record, where it is stored and how permission to contact was noted.

    Result: You can explain how client data is handled if asked.

  5. Enquiry stage tracking

    Stages from first enquiry to quote to policy, with a next-step date on each open enquiry.

    Result: You can see which enquiries are waiting on you.

How the result is measured

  • Enquiries logged in the CRM
  • Data completeness
  • Reports generated from CRM data

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full CRM implementation and customisation page

Fields worth keeping

Fields an insurance agent needs to keep policies and renewals searchable.

One record per household, filled by the agent after each conversation. A tool nobody opens is worse than a sheet.

Household members and relationships
Names and ties of those covered or to be covered, filled at the first meeting. It shows who else in the family has no cover.
Policy, insurer and renewal date
Entered from the schedule for each policy. It drives the renewal list so a policy is not found lapsed after the grace period.
Line of cover and gaps noticed
Life, health, motor or fire, with a note on what the family does not hold. It shows where to start a cover review.
Nominee and last update
Recorded from the policy with the date it was last checked. After a marriage or a death, the agent can see who needs a change.
Consent and preferred language
Whether the family agreed to calls and messages, and in which language. It governs every reminder you send.
Enquiry stage for new prospects
Asked, quoted, waiting for papers or closed, entered by the agent. It separates prospects from clients.

Who it is for

This is written for these insurance agents and advisers.

  • Individual life insurance agents tied to insurers
  • Health insurance agents and advisers
  • General insurance agents for motor, home and travel cover
  • Point of sales persons (POSP) working through a broker
  • Corporate agents and small insurance agencies
  • Insurance consultants advising on claims and portfolio reviews
  • Agents focused on SME and commercial cover
  • Family-run agencies handling second-generation clients

Not for

It is not the right fit if.

  • Your policy papers are in the insurer's portal and you cannot export them, so you would be typing each one again
  • You will not set aside time to update the record, so it would show last season's renewals

How it works

How the CRM work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Map the sales process

    We sit with the people who sell and write down how a deal moves from enquiry to payment, including where it stalls.

  2. 2

    Agree stages, fields and owners

    Each stage gets a name your team already uses and a proof that the deal has left it. We agree which fields are required at which stage, and who may change what.

  3. 3

    Build on a copy

    Pipeline, fields and views are built on a trial copy where the CRM offers one, or in a separate pipeline where the plan allows. Live work stays untouched.

  4. 4

    Connect channels, then switch on automations

    Channels are connected first. Each automation is then switched on separately, so a misfiring rule is easy to find.

  5. 5

    Test with real deals

    The people who will use the CRM run open deals through it. Gaps are fixed before the whole team switches over.

  6. 6

    Switch over and trim

    Once real use shows which fields stay empty and which stages nobody uses, those are cut and the handover record is updated.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales management. A target, a review routine and someone who owns the number.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3 · you are here

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Which CRM should an agent buy?
Start with what you will open each day. A shared sheet suits a small book and a simple CRM suits a growing one. Some insurers provide agent portals, which we link to rather than replace.
Can we upload client data to any tool?
Think about where the data is stored and who can see it before uploading. Check with your insurer and your own adviser on consent and the handling of client information.
Who keeps the record updated?
The person who speaks to the client, at the end of the conversation. We keep the fields few so that updating feels like a note and not a chore.
Can we upload client data to any online tool?
No. Choose a tool whose terms you have read and that keeps data where you can export and delete it. A client's policy and family details are personal data, and the family gave them to you for one purpose. Ask your insurer whether it restricts where records are held.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for insurance agents and advisers.

All articles

More for insurance agents and advisers

Everything else we would do for you.

Closest to this: leads and follow-up

Also for insurance agents and advisers

Or start from the overview: sales and marketing for insurance agents and advisers.

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