AMS vs CRM: Is there something that does it all?

How are you currently managing your agency’s book of business, marketing and operations?

As you grow your business, it is crucial to have one, centralized location to help manage all aspects of your insurance sales agency. Two systems insurance professionals utilize for their business tasks and processes are an agency management system (AMS) and a customer relationship management (CRM) system. 

Each system provides a variety of different features that help assist you to streamline business operations. The right system can save your agency tons of time and money, but with dozens of products on the market, it is important to determine your needs and find the best fit system for your agency. 

The article below will cover what each system is, the pros and cons of their features and how to determine which is the best fit for your business.


What is an Agency Management System?

An agency management system is a software as a service (SaaS) technology that assists insurance agencies in organizing their book of business. 

An AMS program can assist your business with operations, commissions and sales. These programs also have some marketing capabilities. Approve the efficiency of your insurance agency and identify which processes are helping or hurting your business. 

Below are some pros and cons of an AMS. 

Pros of an AMS:

  • Manage your sales team activities, assign leads and track commissions.
  • Access to carrier information and the ability to track policies. 
  • Speed up your sales process with efficient document and data collection. 
  • Track employer group sales data—some systems allow you to track employer enrollment data and elections. 
  • Manage and optimize your sales funnel. 
  • View and manage deals in progress. 

Cons of an AMS:

  • Limited marketing and personalization opportunities. 
  • Basic analytics on your customer base and their behaviors. 

Some features vary by company.

What is a Customer Relationship Management System?

A customer relationship management system is software that connects all your customer data in one place to nurture clients and leads. 

Just like insurance sales, a CRM is customer-centric. Utilizing a customer relationship management (CRM) system allows you to get organized, track your sales funnel, and keep track of every customer interaction you or your team has with a client. CRM programs tend to have marketing and automation capabilities to assist your business. 

Below are some pros and cons of a CRM.

Pros of a CRM

  • Automate onboarding and renewal tasks and communications. 
  • Assists you in keeping your data as clean as possible, which increases productivity and gives your agency the most accurate insights. 
  • Access to robust reporting and analytics and use that data to optimize sales tactics and agency operations. 
  • Gain a 360° look at your customer and lead behavior. Track activity on your website, social media, advertisements and email. 
  • Expansive marketing capabilities that allow you to automate drip email campaigns to stay top of mind. 
  • Provide a very personal experience for your customers. (personalization = customer retention)  

Cons of a CRM

  • Lack of ability to track carriers, groups and policies. 
  • Limited commissions tracking. 

Some features vary by company. 

What system is best for your insurance agency?

Before choosing a system, it is important to prioritize business goals and needs to determine which would work best for your agency. Work with representatives from all of the departments in your agency to gather a “wish list” of requirements to use when comparing systems. It is important to set up demos to see the product in action before committing to buy. Choosing the wrong system can waste your agency’s time and money.

Is it possible to utilize both an AMS and a CRM?

What if I told you that you didn’t have to choose between an AMS and a CRM? OneLink is the best of both an AMS and a CRM and allows your agency to simplify business operations, and gain back time and money that is being wasted on inefficient systems. 

In addition to keeping track of your agency’s book of business, you can manage your teams, collect customer data, create marketing campaigns and track commissions.

Efficiently manage all aspects of your agency’s teams with the ability to keep track of hiring documentation, managing contact details, salary information, licensing and carrier appointments. Also, manage your sales team’s productivity and be able to assign leads, track and process their commissions.

Manage your sales team’s productivity and set them up for success. Have the ability to control who has access to which leads, and even cross-matches with up-to-date licensure status. This ultimately serves the customer by pairing them with the right agent. Then, automated client contact options keep agents top of mind, nurture stronger relationships and prevent renewals from falling through the cracks. In addition to our automated marketing capabilities, OneLink also has the opportunity for your agency to set up text and call campaigns. 

Collecting and analyzing customer data will help you truly understand your customers and anticipate their needs for higher retention, and customer satisfaction. Use your data to evaluate the processes you currently have in place and identify which ones are helping or hurting your business.

Level up your marketing and move leads through your sales funnel. OneLink allows you to build out robust customer journeys and provide a curated experience for each customer. Make your clients feel valued and special with personalization. By keeping track of customer data and interactions, you’ll be able to create personalized, targeted interactions that build customer retention. 

With one system in place, you can automate your day-to-day operations and focus on the things that matter: revenue and customer care.

Meet all of your agency’s needs with OneLink.

Whether you’re looking to boost your production, manage your sales team, handle call campaigns or maximize lead conversions, OneLink has the tools you need to transform your business operations.

Utilize the latest customer relationship management and agency management technology to provide a seamless interaction with new and existing clientele. Use automated communications, and built-in customer management to help your team stay efficient while outperforming the competition.

Experience the product first hand—access a free demo today at