420-Client Book - Renewal Automation + Referrals
Platforms involved
An independent insurance broker in Alberta with a 420-client book of business was losing 30% of policies to lapse - not because clients were unhappy, but because the renewal process depended entirely on one support staff member checking a spreadsheet. When she was sick, on vacation, or just busy, renewals didn't happen. The broker was also getting referrals organically but had no system to ask for them consistently. He estimated he was leaving $40,000 - $60,000 per year on the table in lapsed renewals and unrealized referrals.
The one-time setup work - the systems, automations, and infrastructure we put in place before the ongoing management begins.
Imported and cleaned 420 client records into GHL - tagged by policy type, renewal date, premium tier, and referral source
Built a renewal automation sequence - triggered 90, 60, and 30 days before renewal with escalating urgency; final touch assigns a personal call task to the broker
Created a referral request sequence - triggered 30 days after policy issuance, 3-touch sequence asking for referrals with a simple 'forward this email' mechanism
Built a lapsed policy win-back sequence - triggered when a policy lapses, 3-touch sequence over 30 days with a re-enrollment offer
Connected the renewal spreadsheet to GHL via Zapier - renewal dates automatically create pipeline entries and trigger the renewal sequence
Built a Zapier workflow to parse new inquiry form submissions into GHL - new leads enter the pipeline with source tagging and immediate follow-up sequence
Set up Google Workspace for the business - professional email, shared drives for policy documents, and a client folder structure
Created a post-claim follow-up sequence - clients who file a claim get a check-in sequence 30 days after resolution to ensure satisfaction and ask for a review
Built a birthday and policy anniversary sequence - automated personal touches that keep the broker top of mind without any manual effort
The ongoing work included in the monthly membership - monitoring, maintaining, updating, and improving the systems we've built.
Monitor the renewal pipeline daily - review upcoming renewals, verify sequences are firing, and escalate any client who hasn't responded to a personal call task
Deploy the monthly email newsletter to the full client book - market update, coverage tip, or seasonal reminder - managed and sent on schedule
Review the referral sequence performance - track referral volume, adjust messaging and timing based on response rates
Monitor the lapsed policy win-back campaign - review recovery rate and adjust the re-enrollment offer
Manage Google Workspace - update client folders, maintain the policy document library, manage shared drive permissions
Monthly reporting - pull renewal rate, referral volume, and lapse rate for the broker's review
Quarterly: rebuild the referral sequence with a new incentive; audit the full client database for outdated contact information
The Result
Policy lapse rate reduced from 30% to 8% in 90 days. Referral sequence generated 34 new client introductions in year one. Manual renewal call time reduced from 12 hrs/week to 2 hrs.
Book a free audit and we'll show you exactly what we'd build for you - no generic proposals, no fluff.
Book a Free Audit