Background
SMA Insurance is a multi-line independent insurance agency with a producer-led culture. Joshua Borders treats his producers as licensed advisors — not intake clerks. Before adopting Coverly, SMA's producer team spent the first hour of every morning digging out of an inbox of overnight submissions, re-keying lead details into spreadsheets, and waiting on carriers to come back with term-life and auto quotes. Quote volume was modest but consistent — roughly 340 leads per month across P&C and life — and the agency had no way to attribute which lead source produced which bound policy.
The Challenge
Time-to-first-quote averaged over two hours, and Joshua estimated that his producers lost their first ten minutes of every prospect call re-establishing context the prospect had already typed in. Without a unified CRM, attribution reporting was a monthly rebuild in a spreadsheet, and the agency could not tell whether paid social, organic SEO, or referral partners were producing the highest-ROI policies. The bottleneck was structural: intake was human-gated, qualification was manual, and producers were paying the cost in opportunity.
What Coverly Did
Coverly's embed widget went onto SMA's agency homepage and three life-product landing pages, configured to inherit SMA's branding and to feed directly into Coverly's qualification agent. Every form submission gets enriched with vehicle or life data, scored hot / warm / cold, and turned into a multi-carrier quote inside 90 seconds. The producer receives a structured handoff in their inbox: AI tier, recommended carrier, monthly premium, and a one-paragraph summary of what the prospect typed. Hot leads land in front of the producer same-shift; warm leads enter a 7-day nurture sequence; cold leads flow into a monthly newsletter track — and every event lands in the contact record for downstream attribution.
Results & Metrics
Inside the first 90 days, SMA Insurance lifted quote conversion by 34%, cut time-to-first-quote from over 2 hours to under 90 seconds, and added 22 additional bound policies per month on the existing producer roster — roughly +$8,800 in new monthly commission at SMA's blended rate. Producers report that they now walk into every call with the carrier premium, the prospect's stated budget, and the AI tier already in hand — so the first ten minutes are spent closing, not re-introducing. Source-level attribution reporting replaced the spreadsheet rebuild with a real-time view of which channels are producing the highest-ROI policies: paid social spend moved, organic SEO earned a larger share of the budget, and the agency is now optimizing spend on the data instead of the gut.
The broker-producers-close model works when producers spend the day talking to qualified prospects. Coverly inherits the intake, qualification, and quoting so they can.