An omni-channel AI-enabled renewal system that replaces manual outreach with coordinated email, webchat, voice, and text agents — standardizing collection of five key renewal data points, reducing human touches by 35-40%, and delivering full CRM visibility from first outreach to renewal confirmation.
The Renewal Tax
Every commercial lines agency has a version of the same math problem. The small commercial book — the C accounts, the general liability direct bill, the policies that renew on sixty-day cycles — represents the majority of customers by count but a fraction of the premium. And every one of those renewals requires the same ritual: six outreach attempts across forty-five days, each requiring a human to select the right template, navigate to the right carrier portal, and manually compose a message that might not be read. Twenty-one to twenty-eight human touches per standard direct bill renewal. The math doesn't work.
The problem is structural, not procedural. Five data points define every renewal — address, contact information, business operations, underlying exposure, and GL-specific requirements. They are collected through unstructured phone calls and freeform email exchanges with no standardized capture, no field-level validation, and no completion tracking. An account manager cannot see which of the five have been confirmed, which are missing, and which triggered an escalation. They re-ask questions that were already answered on a different channel. They miss changes that were mentioned in a reply to the second email but never entered into the system.
The template library is the symptom that makes the disease visible. Dozens of templates organized by carrier and scenario — Hartford first notice, Hartford follow-up, Hartford final warning, then the same for Travelers, for CNA, for every carrier in the book. Each template must be manually selected, manually personalized, and manually sent. Carrier routing logic — which portal, which phone number, which email address — is held in human memory. When the account manager is out sick, the renewal stalls because the knowledge of how to talk to Hartford lives in a person, not a system.
Four Agents. One Completion Map.
The Renewals Associate eliminates the tax. Four coordinated AI agents — email, webchat, voice, and text — orchestrated by MARA, a single intelligence layer that maintains unified state across every channel. The email agent replaces the template library: it consumes carrier configuration as structured data, composes personalized outreach with pre-filled renewal information, and embeds a webchat call-to-action in every message. The webchat agent transforms the model from push-only to push-to-pull: the policyholder clicks a unique link, sees their current data in confirmation cards, taps to confirm or edit, and walks through guided forms with real-time validation. The voice agent handles what email and webchat cannot — the contractor in his truck who calls back and says 'everything's the same,' or the complex case that needs a warm transfer to a human who already knows the situation.
The completion map is the quiet revolution. Every interaction — an email opened, a webchat field confirmed, a voice readback accepted — updates a single structured record of which data points have been collected, which are missing, and which triggered escalation. The orchestrator reads this map and determines the next action: send the third email, schedule the voice call, or advance the renewal to carrier submission. No more re-asking. No more lost replies. No more twenty-one touches when three would do.
Structural Escalation, Not Discretionary
When a policyholder says they've added HVAC services, the associate doesn't ask for more details — it escalates. Classification changes, exposure deltas above 50%, GL reclassifications, and legal mentions are structural gates. They fire deterministically, not by ML scoring. The human receives: account summary, all confirmed data points with channel and timestamp, the policyholder's exact words preserved verbatim, the escalation reason and trigger codes, and a recommended next action. They never re-authenticate. They never re-ask what was already confirmed.
What This Replaces
- 62-page template library navigated by human memory → carrier config consumed as structured data
- 21-28 manual touches per renewal → 3-8 coordinated touches across four channels
- No completion tracking → 5 data points tracked with field-level status per channel
- Re-asking on different channels → unified completion map carries across every interaction
- Carrier routing from memory → structured carrier configuration records
- Lost replies and missed changes → every interaction writes to CRM in real time
Five Steps. Every Email.
From unread to organized in seconds.
Classify
Read the email, determine type, extract insured name, LOB, and references
Link
Match to existing submission by reference, name match, or create new
Stage
Determine lifecycle position based on most recent email type
Extract
Read PDF attachments — ACORD forms, quotes, loss runs — pull structured data
Draft
Generate professional replies — info requests, quote forwards, follow-ups
No rules. No templates. The system reads and figures it out.
One Workflow. Every Channel.
It doesn't matter how the request arrives. The same intelligent automation handles it.
Email Inbox
A request lands in your inbox. Our AI reads it, extracts the details, and starts working — before your team even sees it.
Phone & Voice
A caller needs a document. Our voice associate captures every detail and routes it directly into the fulfillment workflow.
Web Chat
A visitor requests a document through your website. Instant intake, instant processing.
Same automation. Same compliance. Same result.
See It In Action
Three renewal scenarios your team handles every month. Watch how the associate handles each one — from first outreach to renewal confirmation.
Capabilities
Omni-Channel Orchestration
MARA coordinates four modality agents — email, webchat, voice, and text — under a single completion map. Data points confirmed on one channel carry across all others. No re-collection. No lost replies. One unified state.
Carrier-Aware Outreach
The email agent composes personalized renewal outreach from carrier configuration data — not a template library. Hartford, Travelers, CNA, Liberty Mutual — each gets the right format, the right routing, the right portal reference. All 17 data fields pre-filled in the first email.
Structural Escalation Gates
Classification changes, exposure deltas over 50%, GL reclassifications, and legal mentions route to humans automatically with full context. Not discretionary — structural. Complexity goes to people. Routine stays automated.
CRM-Native Visibility
Every outreach, webchat session, and disposition evaluation writes to Salesforce objects in real time. Opportunity stage and disposition fields update automatically. Your team sees exactly the same data the AI sees — on the same records, in the same pipeline views.
Frequently Asked Questions
Does the associate actually replace the template library?
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Yes. Carrier routing logic — which portal, which phone number, which email format — is stored as structured configuration records. The email agent reads the carrier config, selects the appropriate communication pattern, and composes personalized outreach with policy data pre-filled. No human navigates a template document.
What happens when a policyholder responds on a different channel?
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The completion map carries across channels. If the email agent sends outreach and the policyholder clicks the webchat link, the webchat agent loads the same completion map and picks up where the email left off. If they call instead, the voice agent skips already-confirmed data points. No data is re-collected.
How does the associate handle complex changes that need human judgment?
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The associate collects the data and packages the context — it does not make underwriting decisions. When a policyholder says 'we added HVAC services,' the associate captures the exact description, detects the classification change, and routes to a human underwriter with full context: all confirmed data points, the operations change in the policyholder's own words, and the escalation reason.
What if the policyholder never responds to any channel?
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The orchestrator manages a 6-attempt cadence over 45 days: Email (Day 0), Email (Day 7), SMS (Day 15), Email (Day 25), Email (Day 35), Voice (Day 45). If all six attempts are exhausted without engagement, the renewal proceeds per existing business rules — but with a documented audit trail showing exactly what was attempted, when, and on which channel.
How does this integrate with Salesforce?
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The system is CRM-native. Every outreach, webchat session, and disposition evaluation writes to structured objects — AI_Outreach__c, Chat_Session__c, Renewal_Disposition_Event__c. Opportunity stage and disposition fields update in real time. Your team sees exactly the same data the AI sees — on the same records, in the same pipeline views they already use.
Can we deploy this incrementally?
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Yes. The MVP is the orchestrator plus the email agent plus the webchat agent. Voice and text agents are supplemental. Within the MVP: Phase 1 (email outreach automation), Phase 2 (webchat self-service), Phase 3 (voice for cadence exhaustion). Each phase delivers measurable value independently.
How do you measure the 35-40% touch reduction?
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Every interaction across every channel produces a telemetry event. The system establishes a measurable baseline from day one. Touch reduction is: human touches per renewal in the automated pipeline divided by human touches in the manual pipeline. The denominator is the 21-28 touches documented in current-state analysis. The numerator is measured in production.