Agency management system (AMS)
Also called: AMS, agency management software
An agency management system (AMS) is the software an insurance agency uses to store client and policy records, documents and, in many cases, commission data.
The AMS is the system of record for policies, while a CRM handles leads, marketing and sales activity. Many agencies have one, the other or neither, and the data is often split between them and carrier portals.
Book analysis tools work alongside the AMS rather than replacing it: they bring its data together with carrier statements to answer questions the AMS wasn't built for.
Knowing which system holds which data is the first step to reporting on the whole book.
"Policies live in our agency management system; leads and campaigns live in the CRM."
What is the difference between an AMS and a CRM for insurance agencies?
An agency management system stores policy, document and often commission records; a CRM manages leads, sales activity and follow-up. Many agencies use both and connect them for reporting.
Related terms
On Kevlex Digital: Insurance CRM