Atlanta Commercial Agency
An illustrative case study. Individual results vary by line mix, carrier appointments, and AMS integration depth.
The starting picture
A 6-producer Atlanta-area commercial agency. ~480 commercial accounts under management. Line mix:
- BOP / package: 38%
- GL standalone: 22%
- Workers comp: 18%
- Professional liability / E&O: 12%
- Other (cyber, EPLI, D&O): 10%
The principal’s pain points before the snapshot:
- COI requests were eating roughly 6 hours per producer per week
- Loss runs at renewal were often received late or not at all (rate of 62% received on time)
- Workers-comp audit-period responses were running ~71% — meaning 29% of audits resulted in carrier-assumed payroll figures (always unfavorable to the insured)
- Producer admin time was eating into actual sales conversations
The agency was on Applied Epic for AMS, GoHighLevel for marketing, and using email + spreadsheets for everything in between.
What we installed
- COI automation — request → AMS data pull → COI generation → delivery → audit log
- Loss-runs collection workflow — fires 90 days before renewal, tracks carrier delivery, routes to producer
- Workers-comp audit-period workflow — 60-day-pre reminder + payroll-summary form + 14-day producer hand-off
- B2B intake funnel — line-of-business triage with commercial qualifying questions (entity type, revenue, claims history)
- Commercial renewal cadence — longer, more producer-led than personal-lines
- Certificate-holder management — every additional insured tracked with originating contract + COI history
- Document collection — 9 commercial-specific templates with self-serve upload links + 4-step reminder cascade
- Producer leaderboard with new-business + retention attribution
The 10 dedicated install hours focused heavily on the Applied Epic integration. The COI generation specifically required tuning to the agency’s specific certificate templates and additional-insured wording requirements.
What happened (12-month results)
COI turnaround
Before: average COI request took 4 hours from receipt to delivery (producer reviewed the email, found the policy in Applied, generated the certificate, emailed it). High variance — same-day for simple requests, 2+ days for anything complex.
After: average 12 minutes from receipt to delivery (snapshot intercepts the request, generates the COI, sends it; producer reviews only the exceptions). Variance compressed dramatically.
The agency handles ~60 COI requests per month. The time savings = roughly 220 producer-hours per year reclaimed.
Loss-runs at renewal
Loss runs received by 30 days pre-renewal:
- Before: 62% of accounts
- After: 96% of accounts
The 34-point lift came from the automated 90-day-pre request workflow that pings the carrier on a cadence and escalates to the producer if delivery doesn’t happen. Producer no longer has to remember to ask.
Renewal conversations with loss runs in hand are dramatically more productive. The agency’s commercial renewal retention lifted from 87% to 92% — partly attributable to the loss-runs availability, partly to the longer producer-led renewal cadence.
Workers-comp audit response
Audit-period payroll-summary response rate:
- Before: 71% of insureds responded before the carrier assumed payroll
- After: 94% of insureds responded
The 23-point lift came from the 60-day-pre reminder + 30-day intermediate reminder + 14-day producer hand-off. Carrier-assumed payroll situations (which always favor the carrier) dropped from 28% of audits to under 6%.
For commercial accounts where the carrier’s assumed payroll typically runs 15–30% higher than actual, the audit-response lift directly translates to lower year-end audit bills for the insureds — and a better producer-insured relationship at renewal.
Producer admin time
Producer dashboard reporting after 12 months showed average admin time per producer dropped 35%. The reclaimed time went into:
- New-business conversations (+22%)
- Annual reviews on existing accounts (+18%)
- Cross-sell conversations (cyber especially — see below)
The cyber cross-sell
A separate but related win: the snapshot fires a cyber cross-sell trigger to every existing commercial account during the annual review. Over 12 months, of 132 commercial accounts that went through annual reviews:
- 28 started a cyber conversation
- 19 received quotes
- 12 bound cyber policies
$57K in new cyber premium generated from a workflow that runs automatically — producer just shows up to the conversation.
The numbers
| Category | Year 1 lift |
|---|---|
| Time reclaimed (6 producers × 35% admin reduction × $75/hour internal value) | ~$94,500 |
| Renewal retention lift (commercial book, 5-point lift on ~$3.2M premium) | ~$160,000 in retained commission |
| Cyber cross-sell premium | $57,000 |
| Workers-comp audit improvement (insured-satisfaction → retention) | not directly measurable but real |
| Year 1 net economic impact | $300,000+ |
Cost: $997 one-time + their existing GHL and Applied Epic subscriptions.
What didn’t change
- The agency’s carrier appointments (same)
- Underwriting decisions (still carriers’)
- Producer commissions (same structure)
- The Applied Epic AMS (kept as system of record)
What changed was the leverage the producer team got from existing inputs.
What this case study isn’t
It isn’t a guarantee that every commercial agency will see identical numbers. Carrier integration depth, AMS data quality, and producer adoption all matter. The directional math — that automation of COI / loss-runs / audit-period work pays back the snapshot inside the first 30 days for any agency at this scale — has held across the commercial-lines deployments we’ve seen.
See the commercial workflow → or book a commercial-specific demo →.
“I was spending half my week on COI requests and audit-period nagging. The snapshot turned both into automated workflows. Now I spend the time on actual new-business conversations.”