This page is for independent agencies, captive agents and brokers who sell personal or commercial lines through their own website. The bot handles three things: plain-language coverage explainers, quote request intake, and routing service and claims requests to the right person. Everything that requires a license stays with your licensed producers.
What do insurance website visitors ask?
| Visitor question | What the bot does | Knowledge source |
|---|---|---|
| “What does renters insurance cover?” | Explains personal property, liability and loss of use in general terms | Renters coverage page |
| “Do I need umbrella insurance?” | Explains what umbrella covers and who usually considers it; offers an agent call, no recommendation | Umbrella page, handoff |
| “Can you quote my auto and home together?” | Collects quote details, notes bundling interest | Quote intake instructions |
| “Which carriers do you work with?” | Lists carriers you publish | About / carriers page |
| “Does homeowners cover flood?” | Explains that standard homeowners policies typically exclude flood and points to flood insurance info | Home coverage page, FEMA link |
| “I was in an accident, what do I do?” | Gives safety steps, the carrier claims number and link, creates a ticket for follow-up | Claims page, tickets |
| “How do I add my teenager to my policy?” | Collects the request, tells them an agent will confirm. No changes in chat | Policy service page, tickets |
| “Can I get proof of insurance / a certificate?” | Routes the request; for commercial clients, collects certificate holder details | COI request page |
| “Am I covered if my tree falls on my neighbor’s car?” | Declines to interpret their policy, routes to an agent | Custom instructions |
| “When is my payment due?” | Points to the carrier’s portal or app, since the agency site doesn’t hold billing data | Business profile |
| “Do you write workers’ comp for restaurants?” | Answers from your commercial lines page, captures business details | Commercial page |
Quote request intake and qualification
Write the intake questions into Bot → Behavior → custom instructions per line of business, and keep each list short. The bot asks them after answering the visitor’s question.
| Line | Fields to collect |
|---|---|
| Auto | ZIP code, number of vehicles and drivers, current carrier, renewal date |
| Home / renters | ZIP code, own or rent, home type, current carrier, renewal date |
| Life | Coverage goal (income replacement, mortgage), desired timeline. No health questions in chat |
| Small business | Industry, number of employees, state(s), policies needed, renewal date |
| All | Name, phone or email, best time to call |
Don’t collect Social Security numbers, driver’s license numbers, VINs or dates of birth in chat. Your producer gathers those through your normal secure process.
Conversations with a lead score of 50 or higher and a contact appear in Leads. The renewal date is the most useful field for prioritization, so ask the bot to include it in its summary. Export leads as CSV or send them to your agency management system or CRM through the lead.created webhook on Pro.
Hand off to a licensed person when the visitor asks “should I”, “am I covered”, wants a price, wants to change or cancel a policy, or reports a claim. With human handoff, the agent gets a Telegram card and can reply while the visitor is still on the site.
What to put in the knowledge base
- Coverage explainer pages for each line you write, in plain language, with “coverage depends on your policy” stated on each.
- Carriers and lines you write, by state, and lines you don’t write, so the bot can say “we don’t offer that” instead of guessing.
- Claims page with each carrier’s claims phone number and online claim link.
- Business profile: office hours, licensed states, agent names, after-hours claims guidance, quote request process.
- Glossary: deductible, premium, declarations page, endorsement, exclusion.
See Knowledge base for plan limits.
Licensing and compliance limits
Insurance is regulated state by state. State producer licensing laws, most modeled on the NAIC Producer Licensing Model Act, require a license to sell, solicit or negotiate insurance. A chatbot is not a licensee, so configure it to stay on the general-information side:
- Never bind coverage. The bot must not say a client is covered, that a policy is in force, or that a change is effective. Add: “Never confirm coverage or bind a policy. Say a licensed agent will confirm.”
- No premium quotes or price estimates, even rough ones. Rates depend on underwriting.
- No recommendations of a specific policy, limit or carrier for the visitor’s situation.
- No policy interpretation. “Am I covered for X?” depends on the policy wording and is for an agent or the carrier.
- Claims: give carrier contact details and create a ticket. Don’t promise a claim will be paid.
- Records: some states require agencies to keep records of communications with clients. Feedbot keeps transcripts in your inbox and you can export via the API on Pro, but check your state’s retention rules.
Regulators are also watching AI. The NAIC adopted a model bulletin on insurers’ use of AI systems in December 2023, and roughly half the states have issued it. It targets insurers’ decisions (underwriting, claims, pricing) rather than an agency’s FAQ bot, but it’s a good reason to keep the bot away from anything that looks like a coverage decision. For your state’s rules, start from your state insurance department, listed on the NAIC state map.
If a visitor asks about flood, link FEMA’s National Flood Insurance Program page rather than letting the bot explain eligibility.
Sample conversation
Visitor: Hi, my home policy renews next month and the price went up a lot. Can you shop it?
Bot: Yes, our agents compare quotes from the carriers we work with in Ohio, including Erie, Progressive and Travelers. To get started: what’s the property ZIP code, and is it a single-family home, condo or townhouse?
Visitor: 43215, single-family. Can you also tell me if I should raise my deductible to save money?
Bot: That’s a good question for a licensed agent, since the right deductible depends on your savings and the policy. They can show you quotes with different deductibles side by side. What’s your renewal date, and what’s the best phone number for Mike to call you?
Metrics to watch
| Metric | Where | What it tells you |
|---|---|---|
| Quote requests with contact | Leads page | Website pipeline |
| Renewal dates in lead summaries | Lead summaries, CSV | Timing for producer follow-up |
| Service and claims tickets | Tickets page | Load the bot routes to staff |
| Handoffs for “am I covered” | humanNeeded in stats |
Whether the bot stays inside its limits |
| Unanswered coverage questions | Content gaps | Explainer pages to write |
Set it up in 3 steps
- Create a bot from your agency site and add coverage pages, carrier list and claims contacts in Bot → Knowledge.
- Write the limits first: no binding, no quotes, no recommendations, plus per-line intake questions. Then install the snippet on your site.
- Connect Telegram, Slack or email in Settings → Notifications and turn on handoff so a licensed agent picks up quote and claims conversations.
See pricing, or compare general options in chatbot for small business.