Efficiency is a Double-Edged Sword

Efficiency has become one-sided. How many times have you screamed "representative" when attempting a simple request with an airline? Do you remember the days of needing a doctor, calling the office, and getting to speak to the doctor instead of being told to send a portal message and receive a response in 3-5 business days? 

In recent years, the relentless pursuit of efficiency has often come at a significant cost — particularly in industries that rely heavily on human interaction. The problem with many efficiency models is that they are designed to strictly serve the company rather than the client. In streamlining processes, companies often remove human representatives from the loop to make things faster and cheaper… for themselves. But there is still a human stuck in the loop—the human who reached out for assistance. Service’s entire premise is to provide solutions to real people with real problems. So, have we nailed efficiency or broken client service?

Bridging the Chasm: a Crossroads 

Artificial intelligence (AI) is at a pivotal moment in its development. It can further exacerbate the existing disconnect, or it can address these gaps by redefining the service model to better integrate human expertise. Rather than deepen the gap between companies and their clients, AI can redefine the efficiency model by empowering human agents to deliver more personalized and effective service.

What We’ve Learned Building Flow 

Our journey in creating the Flow process began with a straightforward goal: build a portal to meaningfully streamline processes. However, as we engaged with our users—retail agents and underwriters—we quickly realized that this wasn't what they wanted or needed. Portal fatigue is real, and it’s wearing agents down. Agents often find themselves frustrated with the sheer number of systems they need to log into just to get a quote, leading to questions like, "Why do I need to log in to another system for this?" or "I lost my password again, and now I’m locked out of everything." This constant juggling of multiple platforms drains time and energy, taking focus away from serving clients.

But it’s not just about the inconvenience—agents also need access to critical information and expertise from wholesalers. When facing complex cases or tight deadlines, agents rely on their wholesale partners to provide the insights and support they need. This collaboration is essential for navigating the intricacies of the market, ensuring agents can deliver the best possible solutions to their clients without bearing the entire burden alone.

The initial model missed the mark because it overlooked the essential elements of the agent/wholesaler dynamic—human relationships and knowledge. These aspects are not just important; they are the bedrock of the insurance industry. Agents rely on their deep understanding of their clients’ needs, and the trust they build with their counterparts in the market is irreplaceable. Recognizing this, we asked ourselves a critical question: how do we empower brokers to become more effective conduits between markets and agents?

Shifting to a Win-Win-Win Model Across the Ecosystem

By recognizing the intricate human dynamics within the insurance ecosystem, Flow built technology that augments, rather than supplants. That creates further synergies, rather than new frustrations. Instead of the airline or doctor's office efficiency-driven win/lose model, Flow acknowledges the indispensable role of human agents and enhances their capabilities with rich insights, deep knowledge, and detailed quote comparisons. 

The Flow AI ecosystem empowers agents with the tools they need to make informed decisions, foster stronger relationships, and ultimately deliver better client outcomes. By understanding the importance of the human role in the equation, we’ve created technology that serves the needs of agents, carriers, and clients. Win-win-win. Flow AI boosts efficiency and volume for our brokers by offering features like quote comparisons and insights, as well as risk and placement insights, enabling them to quickly assess information without sifting through extensive documentation. Although brokers still apply their expertise and make the final decisions, this AI-assisted system, where the human broker collaborates with a digital assistant, significantly reduces the time spent on deals, allowing the broker to focus on deal strategy, relationship building, and personalized service.

As we continue refining our AI systems, we're working to enhance the relevance and accuracy of the insights we can rely on. The AI-assisted system saves people time but requires human oversight to verify policy comparisons and ensure that quote analyses are digestible and actionable. We're training the AI to provide deeper insights, such as coverage details that aren't immediately apparent, and to offer limit and term comparisons that help agents make informed decisions. Additionally, the backend automation streamlines tasks like prefilled applications, surplus lines forms, and invoicing, further enhancing operational efficiency.

There is no doubt that—applied correctly—AI can be incredibly powerful across industries. At Flow, we’ve found that a key to harnessing that power is to not only build incredibly smart technology. But rather, to understand where the technology sits within the ecosystem, who it empowers, and how it can 10x outcomes. A two-dimensional model of efficiency has no longevity. AI has the potential to revolutionize the insurance industry, but only if it is used to supplement—rather than replace—the essential human elements of service. At Flow, we are committed to building tools that empower agents, strengthen relationships, and deliver the best possible outcomes for an inherently interdependent marketplace.