Catalyit Guide

Marketing & Sales

Marketing and sales tools help insurance agencies attract and engage their customers, streamline marketing campaigns, and provide data-driven insights to drive business growth.
Section I: Marketing & Sales in 2025
  
Section I

Marketing & Sales in 2025

“Growing an insurance agency isn’t just about working harder—it’s about working smarter. The right marketing and sales technology helps you attract the right prospects, nurture relationships, and close deals efficiently. From automated campaigns and lead tracking to CRM integration and analytics, these tools ensure you’re not just staying busy, but actually growing your business”
Casey-Nelson_circle-300x300
Casey Nelson

Director of Consulting

This guide can help...

  • Workflows, Processes & Automations
  • Customer Behavior Insights
  • Sales Pipeline Management
  • Customer Experience & Engagement
  • Client Communication
  • Client Retention
         
Section II

What solutions are available?

Take a closer look at all your available options by visiting their profiles.

Technology Category

  • Agency License Management
  • Agribusiness Management
  • AMS
  • Benefits Quoting & Management
  • Benefits Enhancement
  • Carrier Submission Management
  • Chatbots
  • CRM
  • CRM Enhancement
  • Cybersecurity
  • Cybersecurity Enhancement
  • Data Analytics
  • Digital Payments
  • Electronic Signature
  • Generative AI
  • IT/MSP
  • Lead Generation
  • Marketing & Sales
  • Marketing Automation & Email
  • Mobile Apps
  • Online Applications & Forms
  • Outsourcing
  • Password Manager
  • Personalized Video
  • Phone Systems
  • Premium Finance
  • Premium Finance Enhancement
  • Quoting Platforms - Commercial Lines
  • CL Quoting Enhancement
  • Quoting Platforms - Personal Lines
  • PL Quoting Enhancement
  • Reputation Management
  • RPA
  • Sales Management
  • Social Media Management
  • Specialty Solutions
  • Training
  • Website ADA Widget
  • Website Development
  • Website Development Enhancement
  • 101 Weston Labs
Lola
Lola

Lola
by Lola Systems

Customer relationships need time and attention to flourish. Lola makes it e...

Marketing Automation & Email

ReferMe IQ
ReferMe IQ

ReferMe IQ
by ReferMe IQ

ReferMe IQ™ does the work for you – nurturing your warm market while drivin...

Lead Generation

AgenciesOnline
AgenciesOnline

AgenciesOnline
by AgenciesOnline

AgenciesOnline has provided outsourced marketing support to the independent...

Lead Generation Marketing Automation & Email Website Development

Birdeye
Birdeye

Birdeye
by Birdeye

Today’s digital world revolves around the customer, not the business. Birde...

Reputation Management

Startwave
Startwave

Startwave
by Startwave Technology Inc.

Startwave is outbound marketing for startups looking to get their first cus...

Lead Generation Marketing Automation & Email

ZoomInfo
ZoomInfo

ZoomInfo
by ZoomInfo

Get the B2B data and software you need to connect with and close your most ...

Lead Generation

QuoteWizard
QuoteWizard

QuoteWizard
by QuoteWizard

QuoteWizard connects insurance agents, brokers, and carriers to active insu...

Lead Generation

Pathway
Pathway

Pathway
by Pathway

Our core business at Pathway is centered around providing insurance agents ...

RPA Marketing Automation & Email Outsourcing

Insurance Websites & Marketing Tools
Insurance Websites & Marketing Tools

Insurance Websites & Marketing Tools
by Advisor Evolved

Say goodbye to that brochure website and say hello to your Advisor Evolved ...

Website Development

Fulcrum
Fulcrum

Fulcrum
by Fulcrum

Help make AMs' lives easier and improve margins by streamlining mundane wor...

RPA Outsourcing Sales Management

LeO
LeO

LeO
by LeO

LeO is a Personal AI Sales Assistant for insurance agents & brokers, ma...

Lead Generation

Lift Local
Lift Local

Lift Local
by Lift Local

Lift Local helps businesses extract more value from their former, current a...

Social Media Management Website Development Reputation Management

Podium
Podium

Podium
by Podium

Podium’s AI-powered lead conversion platform that sells, schedules, communi...

Lead Generation Marketing Automation & Email Chatbots Reputation Management

Agency Relevance
Agency Relevance

Agency Relevance
by Agency Relevance

We sell the most popular insurance sites in the USA, with the most insuranc...

Website Development

InsuredMine
InsuredMine

InsuredMine
by InsuredMine

The all-in-one technology solution to grow your insurance agency through sa...

CRM Marketing Automation & Email Sales Management Mobile Apps Reputation Management

Constant Contact
Constant Contact

Constant Contact
by Constant Contact

Capture leads. Share updates. Drive traffic. We deliver everything you need...

Marketing Automation & Email

Experience.com
Experience.com

Experience.com
by Experience.com

The Experience.com online reputation platform is designed to help businesse...

Reputation Management

Better Agency
Better Agency

Better Agency
by Better Agency

Better Agency is an all-in-one platform that gives insurance agents a high-...

AMS CRM Marketing Automation & Email Sales Management Reputation Management

Agentero
Agentero

Agentero
by Agentero

Agentero integrates with your current technology to modernize your operatio...

Sales Management

Atlante Sales Tool
Atlante Sales Tool

Atlante Sales Tool
by Atlante Sales

Atlante Sales is the home of atlantesalestool.com, a leader and producer-fo...

Sales Management

Levitate
Levitate

Levitate
by Levitate

Levitate’s Client Happiness Platform is your one-stop shop for driving enga...

Social Media Management Marketing Automation & Email Website Development

ValChoice
ValChoice

ValChoice
by ValChoice

It’s a hard market. Time for a different approact. ValChoice Automated Mark...

Lead Generation Marketing Automation & Email Sales Management

DART Direct Mail
DART Direct Mail

DART Direct Mail
by DART Direct Mail

DART Mailings is best way to generate new homeowner insurance leads in your...

Lead Generation

Best Websites
Best Websites

Best Websites
by Best Websites

Best Websites is here to help you achieve the best web presence for your ag...

Reputation Management Website Development

Highwing Broker and Carrier Suites
Highwing Broker and Carrier Suites

Highwing Broker and Carrier Suites
by Highwing

Highwing exists to lead the insurance industry into an open data r...

Sales Management

Marketing and communications
Marketing and communications

Marketing and communications
by Market Retrievers

Market Retrievers provides a full marketing team for your business without ...

Lead Generation Social Media Management Marketing Automation & Email Website Development

HootSuite
HootSuite

HootSuite
by HootSuite

Hootsuite is a social media management tool that brings scheduling, content...

Social Media Management

Bridge
Bridge

Bridge
by The Redcliffe Group, LLC

Insurance agency marketing and communications just got a whole lot easier. ...

Marketing Automation & Email Phone Systems Chatbots Electronic Signature Sales Management

Bignition
Bignition

Bignition
by Wedge Group

Bignition is both a CRM + Sales Training platform to grow middle-market com...

CRM Sales Management

relayto
relayto

relayto
by Relayto

Relayto empowers businesses to convert static PDFs and presentations into c...

Generative AI Website Development Enhancement

AgencyZoom
AgencyZoom

AgencyZoom
by Vertafore

You sell the policy. We automate the rest! AgencyZoom can help you aut...

Lead Generation CRM Marketing Automation & Email Reputation Management

Alicor Solutions
Alicor Solutions

Alicor Solutions
by Alicor Solutions

Alicor Solutions is a website development and hosting company that speciali...

Website Development

LeadPops
LeadPops

LeadPops
by LeadPops

With leadPops, you can create a powerful, automated lead-generating system ...

Lead Generation Marketing Automation & Email Website Development Reputation Management

Thomas H Wetzel & Associates
Thomas H Wetzel & Associates

Thomas H Wetzel & Associates
by Thomas H Wetzel & Associates

Digital marketing consulting firm for independent insurance agencies.

Website Development

GatherUp
GatherUp

GatherUp
by GatherUp

Seamlessly scale your review and reputation management efforts and drive lo...

Reputation Management

AVYST
AVYST

AVYST
by AVYST

Insurance can be complicated. At AVYST, we believe there is beauty in simpl...

Online Applications & Forms Sales Management

Fuse + Forge
Fuse + Forge

Fuse + Forge
by Agency Revolution

Agency Revolution is proud to deliver the insurance industry’s leading prov...

Lead Generation Sales Management Website Development

Applied Marketing Automation
Applied Marketing Automation

Applied Marketing Automation
by Applied Systems

By providing a robust content library, agents/brokers are able to research ...

Marketing Automation & Email

Salesforce
Salesforce

Salesforce
by Salesforce

Salesforce is cloud-based CRM software. It makes it easier for companies to...

CRM Sales Management

ClientCircle
ClientCircle

ClientCircle
by ClientCircle

We help insurance agents grow their business. With ClientCircle, you’ll hav...

Lead Generation CRM Marketing Automation & Email Website Development Reputation Management

Digital Marketing Automation Services
Digital Marketing Automation Services

Digital Marketing Automation Services
by LZC Marketing

Navigate the path to remarkable B2B growth with LZC’s tailored digital mark...

Marketing Automation & Email Website Development

Social Jazz
Social Jazz

Social Jazz
by Social Jazz Inc

Social Jazz offers effortless social media for your insurance agency: Insur...

Social Media Management

Mailchimp
Mailchimp

Mailchimp
by Mailchimp

Win new customers with Mailchimp – the #1 email marketing and automations p...

Marketing Automation & Email

InsurGrid
InsurGrid

InsurGrid
by InsurGrid

InsurGrid is a marketing tool for P&C insurance agents to gather dec pa...

CRM Sales Management

BrightFire Digital Marketing Solutions
BrightFire Digital Marketing Solutions

BrightFire Digital Marketing Solutions
by BrightFire

BrightFire delivers complete digital marketing solutions tailored for indep...

Lead Generation Social Media Management Marketing Automation & Email Website Development Reputation Management

TrustedChoice.com
TrustedChoice.com

TrustedChoice.com
by TrustedChoice.com

Founded over a decade ago exclusively for Big “I” members, TrustedChoice.co...

Lead Generation

Automate My Social
Automate My Social

Automate My Social
by Anthem Software

Anthem Software provides robust solutions designed to streamline and optimi...

Lead Generation CRM Social Media Management Website Development

HubSpot
HubSpot

HubSpot
by HubSpot

HubSpot is an AI-powered customer platform with all the software, integrati...

CRM Sales Management

EZLynx Agency Websites
EZLynx Agency Websites

EZLynx Agency Websites
by Applied Systems

Our team of insurance web designers create beautiful websites that work on ...

Website Development

Keap
Keap

Keap
by Keap

Keap is the leading small business CRM and automation platform built exclus...

CRM Sales Management

Converge Retention
Converge Retention

Converge Retention
by ReFocus AI

ReFocus AI is the best software for insurance companies because identifying...

Sales Management 101 Weston Labs

Commercial P&C Insurance Prospects
Commercial P&C Insurance Prospects

Commercial P&C Insurance Prospects
by Tivly

Tivly is a commercial insurance marketplace that connects small business...

Lead Generation Sales Management

Agent Autodialer
Agent Autodialer

Agent Autodialer
by JasperVOCAL Inc.

Agent Autodialer enables insurance agents to receive live transfers just...

Generative AI Lead Generation Benefits Enhancement

Fluid+, Trio, Surge
Fluid+, Trio, Surge

Fluid+, Trio, Surge
by Fluid

Fluid is workflow software that helps you service current customers and ...

Marketing Automation & Email Marketing & Sales

Banyan Theory
Banyan Theory

Banyan Theory
by Banyan Theory

Banyan Theory builds websites for independent insurance agencies as well...

Website Development

SalesPro Leads
SalesPro Leads

SalesPro Leads
by SalesPro Leads

SalesPro Leads is a top rated B2B lead generation & appointment sett...

Lead Generation

Section III

How do I get started?

Are you looking for a marketing or sales solution that meets your agency’s unique needs? With so many options available, it can be overwhelming to make a decision. Here's what we think you should consider for each of these tools.

Lead Generation

  • Is the platform company-centric or contact-centric?
  • How much information about a prospect can you track?
  • Is campaign management included?
  • What reporting capabilities are available?
  • How easy is the platform for producers to use?

Marketing Automation

  • Does your agency management system have automated marketing capabilities?
  • What customer and prospect touch points do you want to add?
  • Does the third-party solution provider integrate with your existing system?
  • Who will be responsible for implementing these marketing campaigns?
  • Make sure to track your results to determine your return on investment.

Reputation Management

  • What is the scope of services offered?
  • Will they help you generate online reviews?
  • Do they monitor your online reputation and alert you when negative information appears?
  • Do they understand insurance agencies?
  • Do they offer online reputation repair services?

Sales Management

  • Does your existing agency management system have capabilities for tracking sales opportunities as well as a producer sales pipeline?
  • How involved will your producers be in capturing required information?
  • Does your agency have a culture of sales accountability?
  • Ease-of-use is essential, especially if producers capture and update information.
  • How flexible is the platform to fit your particular needs? For example, are you able to add additional custom fields?

Social Media Management

  • Which social platforms do they support?
  • How many different social profiles are available to you?
  • Can you create content that posts to multiple platforms simultaneously?
  • What other tools are included?
  • Does the tool allow you to repurpose existing content?

Website Development

  • Does the vendor have insurance agency experience?
  • Will the agency be able to update and maintain the website in the future?
  • Will your website be custom-designed, or created from a predefined template?
  • What content management system (CMS) does the vendor use?
  • Are images and other digital assets fully licensed?
      
Section IV

What are independent insurance agents using, and how do they rate?

Catalyit partnered with Big “I” state associations to survey independent insurance agencies across the US and gather information about their tech stack and satisfaction.

Lead Generation

13%

Agencies using a lead generation platform/service

Catalyit Goes Deeper

Zywave and TrustedChoice.com are the top choices for lead generation. Surprisingly, only 10% of agencies still use cold calling services. New players like SALT help automate online leads for personal lines. By leveraging marketing automation platforms with features like lead generation, independent agents can save time, reduce costs, and ultimately grow their business by reaching the right audience with the right message at the right time.

Most Used
% Use
Avg. Rating
Zywave
26%
3.6
TrustedChoice.com
10%
2.8
Cold Calling Service
10%
4.0
ClientCircle
8%
3.3
ZoomInfo
8%
4.3
LeO
4%
3.0
Startwave
2%
3.0
SALT
2%
-
EZLynx (Applied)
2%
-
Bold Penguin
2%
3.0
Other
26%
3.9

Marketing Automation

32%

Agencies using a marketing automation & email platform

Catalyit Goes Deeper

Marketing automation platforms streamline marketing efforts by offering features such as email marketing, social media management, lead tracking, and analytics. These platforms automate repetitive tasks, nurture leads, and measure performance. They enable personalized messaging, audience segmentation, and targeted campaigns. The top platforms in this category include Applied Marketing Automation, Levitate, Agency Revolution, and AgencyZoom (Vertafore). Setting up these platforms will ultimately save time and money, streamlining your marketing efforts and boosting efficiency.

Most Used
% Use
Avg. Rating
Applied Marketing Automation
18%
4.0
Levitate
15%
4.0
Agency Revolution
13%
4.3
AgencyZoom (Vertafore)
11%
4.3
ClientCircle
9%
3.9
Zywave
8%
3.8
Constant Contact
7%
3.0
Rocket Referrals
4%
4.4
Mailchimp
3%
3.7
QQCatalyst (Vertafore)
1%
3.0
Other
12%
4.3

Reputation Management

15%

Agencies using a reputation management
platform/service (e.g., for managing customer reviews)

Catalyit Goes Deeper

Reputation management, often overlooked, is crucial for driving website traffic and maximizing search engine optimization (SEO). These solutions help agents monitor and manage their online reputation and brand image by tracking business mentions across social media channels, review sites (Google Reviews), and search engine results. They ensure a timely response to feedback and offer tools to generate positive reviews from satisfied customers. By leveraging these systems, agents can protect their online reputation, create a strong brand image, and significantly boost business success, providing a reassuring sense of effectiveness.

Most Used
% Use
Avg. Rating
ClientCircle
25%
4.4
Agency Revolution
18%
3.7
AgencyZoom (Vertafore)
13%
4.3
Podium
5%
4.3
Lift Local
3%
5.0
Klout 9
2%
4.0
Experience.com
2%
5.0
BrightFire
2%
3.0
Birdeye
2%
4.0
InsuredMine
2%
5.0
Other
27%
4.5

Sales Management

14%

Agencies using a sales management platform/service

Catalyit Goes Deeper

Only 14% of respondents use a sales (producer) management platform. Salesforce, AgencyZoom (Vertafore), and Applied Epic are the most popular choices for those that do. These platforms improve sales processes, efficiency, and deal-closing effectiveness by providing features such as lead tracking, contact management, sales pipeline management, and reporting. This enables agency management to monitor and track sales activities and prioritize efforts, ultimately leading to improved sales performance and more closed deals.

Most Used
% Use
Avg. Rating
Salesforce
22%
3.6
AgencyZoom (Vertafore)
21%
4.3
Applied Epic
19%
4.5
EZLynx (Applied)
5%
3.5
InsuredMine
3%
3.5
Monday
2%
5.0
b atomic!
2%
4.0
HubSpot
2%
5.0
Agency Revolution
2%
5.0
Other
22%
4.1

Social Media Management

17%

Agencies using a social media management tool

Catalyit Goes Deeper

These platforms streamline social media marketing and efficiently manage online presence across multiple channels. They often offer content scheduling, post automation, analytics, and engagement tracking, helping agents save time and increase visibility. Social media management platforms also help agents monitor and respond to customer inquiries and build relationships with their audience. Levitate, Hootsuite, ClientCircle, and Agency Revolution are the top four social media management platforms for independent agents.

Most Used
% Use
Avg. Rating
Levitate
12%
4.4
Hootsuite
9%
3.7
Local Firm
7%
3.6
ClientCircle
6%
4.2
Agency Revolution
6%
4.2
Little Dog
2%
2.5
Buffer
2%
4.5
BrightFire
2%
4.0
Rocket Referrals
2%
4.0
Social Jazz
1%
5.0
Lift Local
1%
5.0
Other
47%
4.1

Website Development

36%

Agencies using a website development or
management firm

Catalyit Goes Deeper

Most agents use local firms for website development. Nationally, Agency Revolution and its new subsidiary, Forge3, hold a significant market share. Website development firms offer customized solutions tailored to agents' needs, such as lead generation, brand awareness, or online sales. They also provide ongoing maintenance and support to keep websites updated and secure. Independent agents can establish a strong online presence using website development firms, enhance credibility and reputation, and attract and retain more clients.

Most Used
% Use
Avg. Rating
Local Firm
25%
4.0
Agency Revolution/Forge3
19%
4.3
Zywave
5%
4.2
Banyan Theory
5%
4.8
Advisor Evolved
4%
4.8
BrightFire
3%
4.6
Developed/Managed In-House
3%
4.0
InsuranceSplash
1%
4.5
Alicor Solutions
1%
2.5
EZLynx Agency Websites (Applied)
1%
-
Agency Relevance
1%
5.0
Other
32%
3.7
      
Section V

Additional Resources

TechTips Articles

Navigating the Sales Maze: Why Your Insurance Agency Needs a Sales Pipeline
Sales

Navigating the Sales Maze: Why Your Insurance Agency Needs a Sales Pipeline

February 12, 2025 2 min read
Recording Better Video with a Teleprompter
Marketing

Recording Better Video with a Teleprompter

February 11, 2025 2 min read
How Your Agency Could Use the Nextdoor Platform
Marketing

How Your Agency Could Use the Nextdoor Platform

February 11, 2025 1 min read

Webinars & Demos

Experience.com Demo
Experience.com logo
Experience.com

Experience.com Demo

May 23, 2024
Email Marketing Tips That WORK! with Jay Schwedelson
mail icons
Marketing

Email Marketing Tips That WORK! with Jay Schwedelson

March 5, 2024
BrightFire Demo
BrightFire
BrightFire

BrightFire Demo

July 27, 2023
       
Section VI

Have questions?

The Catalyit Team is here to help! Get in touch with us.

  • Ask the Catalyit Chatbot
  • Submit a Support Ticket
  • Call us
Contact Us
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Contributors:

Steve Anderson

Steve Anderson

Mark Parrish

Mark Parrish

Guide Last Updated: January 2025