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Most insurance agents aren’t short on tasks to do. They’re short on time to do them. The problem isn’t effort — it’s that a lot of effort goes toward work that follows predictable, repeatable patterns. New lead comes in → send an intro text → follow up in 24 hours → schedule a call. Policy renews in 60 days → send a review email → add to call list. Client submits a claim → send a check-in message → log in CRM.
These workflows don’t require human judgment. They require consistency. That’s exactly what automation handles well.
Make.com (formerly Integromat) is one of the most capable automation platforms available, and it’s particularly well-suited to insurance agency workflows because of how many different apps and platforms it connects: your CRM, email, SMS tools, calendar, quoting platforms, forms, spreadsheets, and more. This guide walks through what Make.com is, how it works, and which specific automations are most valuable for insurance agencies.
What Is Make.com?
Make.com is a visual automation platform that lets you build workflows — called “scenarios” — that move data between apps and trigger actions based on conditions you define. It works similarly to Zapier, but with a more visual interface, more complex logic capabilities, and generally more flexibility for building multi-step workflows.
The basic concept: you connect a trigger (something that starts the workflow) to a series of actions (things that happen as a result). Triggers can be things like “a new contact is added to my CRM,” “a form is submitted on my website,” or “a spreadsheet row is updated.” Actions are the things that follow — send an email, create a task, update a record, send a Slack notification, add a calendar event.
Where Make.com gets powerful is in the ability to add conditional logic (if this, do that, otherwise do the other thing), loops (do this for every item in a list), filters (only proceed if this condition is met), and data transformation (reformat or combine data before passing it to the next step).
Pricing: Make.com has a free tier that includes 1,000 operations per month — enough to test automations and run low-volume workflows. Paid plans start at $9/month (Core) for 10,000 operations and scale up. For most independent agents, the free or Core tier is sufficient to start.
The Core Insurance Agency Automations Worth Building
1. New Lead → Immediate Follow-Up Sequence
What it does: When a new lead is added to your CRM (or a form is submitted on your website), automatically send an immediate SMS acknowledgment, create a follow-up task, and add the lead to a drip email sequence.
Why it matters: Speed to contact on new leads is one of the most significant predictors of conversion. Studies consistently show that responding within the first five minutes of a lead submitting a form dramatically increases the chance of a conversation. Manual follow-up is fast only when you’re not doing anything else.
How to build it in Make.com:
1. Trigger: New contact added in your CRM (GoHighLevel, HubSpot, or similar) — or form submission in Typeform, JotForm, or your website form tool
2. Action 1: Send SMS via Twilio or your CRM’s SMS API — “Hi [First Name], thanks for reaching out about insurance. I’ll be in touch in the next 15 minutes.”
3. Action 2: Create a task in your CRM — “Call [First Name] within 15 minutes”
4. Action 3: Add to email drip sequence — enroll in your new lead nurture campaign
If you’re using GoHighLevel as your CRM, many of these steps can be handled inside GHL’s own workflow builder. Make.com becomes particularly useful when you’re connecting GHL to external tools — a quoting platform, a separate email marketing tool, or a spreadsheet where you track lead sources.
→ GoHighLevel includes a built-in workflow builder for this type of automation — plans start at $97/month
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2. Renewal Reminder Campaign
What it does: 90 days before a policy renewal date, automatically trigger a sequence of touchpoints — email, then phone task, then final email — to review coverage and retain the client.
Why it matters: Retention is where agency revenue is protected. A client who gets a proactive renewal review call is significantly less likely to shop around than one who gets a renewal notice in the mail and starts Googling.
How to build it in Make.com:
1. Trigger: Schedule-based — Make.com runs a daily check of your CRM or spreadsheet for policies with renewal dates 90 days out
2. Action 1: Send an email — “Your [policy type] renews on [date]. I’d like to do a quick review to make sure your coverage still fits.”
3. Action 2: Create a follow-up task in CRM — “Call [Client Name] about upcoming renewal”
4. Action 3 (at 60 days if no call logged): Second email touchpoint — “Just a reminder — your policy renews in 60 days…”
5. Action 4 (at 30 days): Final email with scheduling link
Key Make.com feature used here: The date-based scheduling and conditional logic that checks whether a call has been logged before deciding whether to send the next email. This keeps you from sending automated emails to clients you’ve already talked to.
3. Policy Issued → Onboarding Sequence
What it does: When a policy is issued (or a contact’s status changes to “Active Client” in your CRM), automatically trigger a new client welcome sequence.
Why it matters: The period immediately after a policy is written is high-value for setting expectations, cross-selling, and starting a referral relationship. Most agents do this manually — inconsistently. Automating it means every new client gets the same quality onboarding experience.
Typical sequence:
– Day 0: Welcome email with policy summary and what to do if they need to file a claim
– Day 7: Check-in email — “Any questions about your new coverage?”
– Day 30: Educational email about bundling options or related coverage types
– Day 60: Referral ask — “If you know anyone who could use a coverage review, I’d love an introduction.”
How to build it: Trigger off a CRM status change or tag addition. Each email is a scheduled action with a delay. Conditional logic skips the referral step if the client has already referred someone.
4. Quote Request → CRM Entry and Notification
What it does: When a quote request comes in from your website, a landing page, or a lead vendor, automatically create a CRM contact, notify you (or the right producer), and trigger the follow-up sequence.
Why it matters: Quote requests that sit in an email inbox without getting into your CRM are leads that fall through the cracks. Automating the data entry step removes the delay and the human error.
How to build it:
1. Trigger: Form submission from your website, a Facebook Lead Ad, or a lead vendor feed
2. Action 1: Search your CRM for the contact — if they exist, update the record; if not, create a new one
3. Action 2: Set contact status to “New Quote Request” and add relevant tags
4. Action 3: Send Slack or email notification to the right producer — “New quote request: [Name], [Coverage Type], [Phone]”
5. Action 4: Enroll in the lead follow-up sequence
Make.com feature used here: The “search then create or update” pattern — checking whether a contact already exists before creating a duplicate.
5. Google Review Request After Policy Issue
What it does: Seven days after a policy is issued, automatically send a review request to the new client.
Why it matters: Google reviews significantly impact local search visibility and credibility. Asking consistently — at the right moment, when a client is happy with a completed transaction — generates more reviews than asking manually and irregularly.
How to build it:
1. Trigger: CRM status change to “Policy Issued”
2. Action 1: Wait 7 days (Make.com handles scheduled delays)
3. Action 2: Send email — “It was great working with you to get your [coverage type] in place. If you have a moment, a Google review means a lot to a small agency: [Google review link]”
4. Optional Action 3: Send SMS version if no email click after 3 days
If you’re using GoHighLevel, the Reputation Management feature handles this flow within GHL without requiring Make.com. For agents using other CRM setups, Make.com is a clean way to build this without a separate review platform.
6. Claims Filed → Client Communication and Task Creation
What it does: When a client notifies you that they’ve filed a claim (via email, form, or CRM update), automatically log it, create a follow-up task, and send a check-in message.
Why it matters: Clients who’ve filed a claim are at risk. How you communicate with them during the claims process is one of the most significant factors in whether they renew and whether they refer others.
How to build it:
1. Trigger: Email containing “claim” keyword forwarded to a Make.com webhook address — or a form submission from your website’s claims notification page
2. Action 1: Create or update CRM contact with “Claim In Progress” status
3. Action 2: Create task for yourself or assigned producer — “Check in on claim status within 48 hours”
4. Action 3: Send client email — “I’ve noted your claim and will check in on the status within 48 hours. Call me directly at [number] if you need anything in the meantime.”
7. Cross-Sell Trigger Based on Policy Type
What it does: Automatically identify clients who have one policy type but not another, and add them to a targeted cross-sell campaign.
Why it matters: Cross-selling to existing clients is significantly more efficient than acquiring new ones. Most agents know this but don’t have a systematic way to identify cross-sell opportunities at scale.
How to build it:
1. Trigger: Monthly scheduled run
2. Action 1: Pull list of all clients tagged “Auto Insurance” from CRM
3. Action 2: Filter to those without “Homeowners” tag
4. Action 3: Enroll filtered list in homeowners cross-sell email sequence
This works for any combination of policy types: auto without umbrella, homeowners without auto, commercial without key person life, etc.
Getting Started with Make.com
Step 1: Create Your Account
Start with the free tier at make.com. You don’t need a credit card, and the free plan gives you enough operations to build and test your first few scenarios.
Step 2: Connect Your Apps
Before building scenarios, connect the apps you use: your CRM (GoHighLevel, HubSpot, or other), email tool, SMS platform, Google Workspace or Outlook, and any other platforms in your workflow. Make.com connects to most major tools natively, and anything that doesn’t have a native connector can usually be reached via webhook or API.
Step 3: Start With One Automation
Pick the single most time-consuming repetitive task in your workflow and build that first. The new lead follow-up sequence is a good starting point because the ROI is immediate and measurable.
Step 4: Test Before Activating
Make.com has a “Run once” testing mode that lets you trigger a scenario manually and inspect each step’s output before activating it. Use this to verify that data is flowing correctly and actions are triggering as expected.
Step 5: Monitor and Refine
Once a scenario is active, check the execution log periodically to catch any errors. Common issues: API rate limits on external services, contact data with missing fields that cause a step to fail, changes to a third-party app’s API structure.
Make.com vs. Zapier for Insurance Agencies
The most common comparison to Make.com is Zapier. Both platforms connect apps and automate workflows. Here’s how they differ for insurance agency use:
Make.com advantages:
– More complex logic (conditional branching, loops, data transformation)
– Lower cost for higher operation volumes
– Better for multi-step scenarios with conditional paths
– Visual scenario builder makes complex workflows easier to understand and debug
Zapier advantages:
– Larger app library (6,000+ vs. Make.com’s 1,600+)
– Simpler interface for basic automations
– Slightly easier to get started for non-technical users
For insurance agents doing straightforward automations (new lead → email), either platform works. For agents building more complex workflows with conditional logic — the renewal reminder that checks whether a call was logged, the cross-sell trigger that filters by policy type — Make.com handles it more cleanly.
FAQ
What is Make.com used for in insurance agencies?
Make.com is used to automate repetitive workflows that connect multiple platforms — CRM, email, SMS, forms, calendar, and reporting tools. Common insurance applications include lead follow-up sequences, renewal reminder campaigns, new client onboarding, claims communication workflows, and Google review requests.
Do I need coding skills to use Make.com?
No. Make.com is a visual, no-code platform. You connect apps and build workflows using a drag-and-drop interface. Some scenarios benefit from understanding basic data mapping concepts, but you don’t need to write code to build functional automation.
How much does Make.com cost?
Make.com has a free tier with 1,000 operations per month. Paid plans start at $9/month (Core, 10,000 operations) and scale up. For most independent agents, the free or Core plan is sufficient.
What’s the difference between Make.com and GoHighLevel automation?
GoHighLevel has a built-in workflow builder that handles most insurance agency automation needs — especially for email, SMS, and pipeline management within GHL. Make.com becomes valuable when you need to connect GHL to external platforms that GHL doesn’t integrate with natively, or when you’re using a different CRM and need a separate automation layer.
Can Make.com connect to my insurance quoting platform?
It depends on the platform. Make.com has native connectors for many major platforms, and most modern quoting tools offer API access or webhook support. Check Make.com’s app library for your specific quoting tool — or use the webhook connector as a fallback if there’s no native integration.
Is automation compliant with insurance regulations?
Automated client communications — emails, texts, follow-up sequences — must comply with the same regulations as manual communications, including CAN-SPAM, TCPA for SMS, and any state-specific insurance regulations. Review your automated message content with the same scrutiny you’d apply to manual communications. Automated renewal reminders, for example, need to be accurate and not constitute unlicensed advice.
Where to Go From Here
Make.com is a platform that rewards incremental adoption. Start with one workflow, get it working, and build from there. The compounding effect of having multiple automations running simultaneously — lead follow-up, renewal management, client onboarding, cross-sell — is where the real time savings accumulate.
If your CRM is GoHighLevel, the combination of GHL’s internal workflow builder and Make.com for external integrations covers most automation needs without adding many additional tools.
→ Explore GoHighLevel’s built-in automation features — plans start at $97/month
This is an affiliate link, and I get commissions for purchases made through this link.
Affiliate disclosure: This post contains affiliate links. When you make a purchase through these links, I may earn a commission at no extra cost to you. All opinions expressed are my own.
