Why it matters
The two questions you can't answer on a website
Somebody buying a car on Saturday afternoon wants cover before they drive it home. Somebody refinancing wants to know what rate they'd get. Both message at the weekend, when nobody is at a desk.
Neither question can be answered by a website. Cover starts when an insurer says so, in writing. A rate depends on an application nobody has made yet, and naming one in a sentence turns that sentence into a credit advertisement with disclosures attached.
What can happen at the weekend is everything else: what you arrange, which states you're licensed in, what the process looks like, and a call booked for Monday morning with a name and a number attached.
- 160,547insurance agencies and brokerages had paid staff in the US in 2024, employing 995,254 people between them.US Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 (NAICS 524210)
- 17,364mortgage and non-mortgage loan broker businesses had paid staff in the same year, employing 83,395 people.US Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 (NAICS 522310)
- Every adhas to carry it: an originator's NMLS unique identifier must be clearly shown on solicitations and advertisements, including websites. The assistant repeats yours only as your site publishes it, and never supplies one.NMLS, Required Use of the NMLS Unique Identifier
Example conversation
A rate question on a Saturday
- What rate could I get on a 30-year fixed with good credit?
The question every broker's site gets
- I'm not able to give out rates or terms, and honestly a real number depends on an application rather than a chat. What I can do is get you a call with someone who can actually look at it. What's your name and the best number?
No rate, no payment, no term. It offers the call instead
- Sure. I need cover on a new car before I drive it home tonight too, am I covered if I sign up now?
- Cover starts when the insurer confirms it in writing, so I can't tell you you're covered and I don't want you driving on the strength of a chat message. Someone needs to speak to you today for that one.
Never says covered, never says when cover starts
- Okay. Ben Achterberg, 555-0155. My SSN is 078-05-1120 and I make about $90,000.
- Thanks Ben, I've got your name and number, which is all I need. Please don't send anything like a Social Security number or income details through here. Someone will call you shortly.
Asks for none of it, repeats none of it, stores none of it
- New enquiry · Ben Achterberg · 555-0155 · Auto insurance, urgent, and a 30-year fixed · Wants a call today
Texted and emailed to you, with nothing sensitive in it
What customers ask
What enquirers ask before they call
- What rate could I get on a 30-year fixed?
- Do you arrange mortgages for first-time buyers?
- Are you licensed in my state?
- What do you need from me to get started?
- Do you charge a fee?
- Which lenders do you work with?
- Can I speak to someone this week?
- How quickly can cover start?
It answers these from your own website, and hands over any it can't.
What it does
What it does for you
Refuses the rate question without losing the enquiry
It explains that a real number comes from an application rather than a chat, and asks for a name and a number in the same message so the call gets booked.
Never says somebody is covered
Cover starts when the insurer confirms it in writing. It says exactly that, which is also the answer that protects the person asking.
Takes nothing sensitive
No Social Security number, date of birth, income, credit score, bank or card details, policy number or claim number. Where someone volunteers one, it isn't repeated back or written into the enquiry you receive.
Books the call
Through your booking page, or real free times from Google Calendar, with the enquiry texted to you either way.
Rules it follows
Licensing and advertising rules it follows
No rate, premium, payment or fee figure
It never gives a rate, premium, payment, deposit, term, fee or finance charge, and never says what someone is likely to be offered or whether they'll be approved. Regulation Z requires advertised credit terms to be ones actually available, and naming a payment, a downpayment, a number of payments or a finance charge requires the annual percentage rate and full repayment terms alongside it.
Nobody is covered until the insurer says so
It never says someone is covered, insured, bound or on risk, and never says when cover starts. It says cover starts when the insurer confirms it in writing.
No policy interpretation
It never says whether a policy would pay a claim, what a policy means, or what someone's existing cover does.
No recommendation, because a recommendation is advice
It never recommends a product, an insurer, a lender, an amount of cover or a term, and never says one is best, cheapest or right for someone. That's what your licensed adviser is for.
No borrowed authority
It never says the business is affiliated with, endorsed by or acting for a government programme, a lender or an insurer unless your site says so.
Licence numbers repeated, never supplied
It states licence numbers, including an NMLS unique identifier, only as your website publishes them. An originator's identifier must appear on their own advertisements and website, so it's a fact to repeat and never one to produce.
No deadlines or rate locks
It never states a deadline, a rate lock, an expiry or a deal that ends, unless your business has published it.
Nothing sensitive asked, nothing repeated
It never asks for a Social Security number, a date of birth, income, a credit score, bank or card details, a policy number or a claim number. It asks what they'd like to talk about and how to reach them. Where someone volunteers more, it tells them not to send it, doesn't repeat it back and doesn't put it in your enquiry.
Claims and complaints go to you
It never helps with a claim, a complaint or a cancellation. It takes the details and lets your team call.
What reaches you
What reaches your phone
Each enquiry arrives by text and email with enough to make the call, and nothing you'd rather not be holding.
- Name
- Ben Achterberg
- Phone
- 555-0155
- Interest
- Auto insurance, and a 30-year fixed
- Urgency
- Wants a call today
- New or existing
- New enquiry
Your tools
Works alongside your agency software
- Applied Epic
- EZLynx
- HubSpot
- Encompass
Questions
Common questions
Our site advertises rates from a figure. Will it repeat that?
No. Under Regulation Z, stating a payment, a downpayment, a number of payments or a finance charge means the APR and the full repayment terms have to appear alongside it. Your website carries its own disclosures around that figure; a chat message lifting it out doesn't, so it hands the question to a licensed person.
Won't refusing to quote lose the enquiry?
It doesn't just refuse. It says a real number comes from an application rather than a chat, and asks for a name and a number in the same message. The enquiry converts to a call, which is where it was always going to be answered.
Someone needs cover today. What does it do?
Tells them plainly that cover starts when the insurer confirms it in writing, so it can't tell them they're covered, and flags it to you as urgent. That answer protects them as much as it protects you.
What happens if someone types their Social Security number in?
It tells them not to send that kind of detail through the chat, doesn't repeat it back, and doesn't put it in the enquiry you receive. It never asks for one, an income, a credit score, bank details, a policy number or a claim number in the first place.
Will it recommend a product or a lender?
Never. A recommendation is advice, and advice is what your licence is for. It describes what you arrange, from your own pages, and books the conversation.
Can it handle a claim or a complaint?
No, by design. It takes the details and passes them to you rather than trying to help, because a half-answer on a claim is worse than no answer.
Does it show our NMLS number?
Only as your website publishes it. An originator's unique identifier has to be clearly shown on advertisements and websites, so it's a fact the assistant repeats, never one it produces.
More business types
Built for other businesses too
- HVAC, plumbing and electrical
- Dentists
- Salons and spas
- Real estate agents
- Law firms
- Accountants and CPA firms
- Gyms and fitness studios
- Driving schools
- Tutors and tutoring centers
- Veterinary clinics
- Auto repair shops
- Medical clinics
- Roofing contractors
- Pest control
- Solar installers
- Cleaning services
- Moving companies
- Home improvement fitters
- Physiotherapy and chiropractic
- Med spas and aesthetics
- Nurseries and childcare
- Online stores
- B2B SaaS companies
- Fintech companies