Case Study · Insurance · CRM Development

A Household Is Never Just One Lead. This CRM Finally Treated It That Way.

iMerge Insurance needed more than a standard CRM to run a health, life, and disability agency. Vertekx customized SugarCRM around how insurance actually gets sold: leads that turn into households, households with multiple members, and members who each may need their own policy and their own record.

SugarCRMVelocifyLead ConversionHousehold & Policy Modeling

Many SourcesVelocify, other lead systems, and the agency's own website in one process

Anticipated → BoundA full policy business process, tied to specific carriers and products

No LimitsUnlimited phone numbers and addresses per record

The Challenge

Leads don't arrive from one place, or as one person

An insurance agency's leads don't arrive from one place, or as one person. A single quote request might represent an applicant, a spouse, and several children, each of whom could eventually need their own policy and their own contact record.

Out of the box, SugarCRM had no concept of a household, no way to track a policy from anticipated through to bound, and no easy way to handle the many carriers and products behind every quote.

Leads from everywhere at onceProspects arrived simultaneously from multiple lead-generating systems and the agency's own site, with no unified way to convert them.

A household is more than one contactA spouse and children needed to be tracked individually, then promoted to full records only when necessary.

No model for a policy's lifecycleThe system had no concept of an anticipated policy becoming a bound one, or the carriers and products behind it.

Real households broke the schemaRecords capped the number of phone numbers and addresses, which real applicants routinely exceeded.

The Solution

A CRM modeled on households, not just individuals

SugarCRM's lead conversion was rebuilt around how the agency actually works, so households, members, and policies each have a place that fits them.

Leads become householdsLead conversion was rebuilt so a lead becomes a household, with each member tracked individually and promotable to a full Contact on demand.

Anticipated-to-bound pipelineA complete Anticipated Policy-to-Policy process, customized to handle the specific carriers and products behind every quote.

Structure that nests three deepCustom subpanels nest up to three levels, so a household and every policy tied to it stay visible without ever leaving the record.

Room for real dataStructural customizations removed the old limits on phone numbers and addresses, and legacy data came across in an extensive migration.

The Results

One pipeline that finally fits the business

One household-aware pipelineEvery lead, whatever system it came from, runs through the same conversion process built around households, not individuals.

Members promoted on demandAny spouse or child becomes a full contact the moment they need their own record, with no restructuring required.

Anticipated-to-bound, in one viewThe full policy pipeline, and the carriers and products behind it, lives on the dashboard agents already use.

The business, modeled the way it runs. Every lead, whatever system it came from, now runs through one conversion process that understands households, not just individuals, and can promote any member to a full contact the moment they need one, with the full anticipated-to-bound pipeline visible on the dashboard agents already use.

Also Delivered

From households to commissions

Alongside the core build, these capabilities shipped as part of the system too.

Commission calculation and processing

Automated commission verification against carrier-provided statements

Deeper data migration for remaining legacy records

Customized reporting

Unlimited addresses on Lead, Contact, and Account records

Selling to households, not just individuals?

If your CRM forces real relationships into a structure built for single contacts, let's talk about modeling your business the way it actually runs.

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