Build an Integrated Tech Stack to Streamline Your Agency

Bob Whitis, COO, Brightfire

Running an agency means juggling countless workflows—from handling client requests and processing forms to issuing certificates or updating policies. While many of these tasks seem straightforward at first glance, they often reveal unexpected complexity once you break them down step by step. That’s where building an integrated technology stack can be a game-changer.

Start with Your Workflows

Begin by considering the variety of ways tasks enter your agency: phone calls, online forms, live chat, or office visits. Each interaction sparks a workflow that requires data collection, documentation, and often collaboration across multiple staff members. For example, capturing sensitive information like credit card numbers should happen securely within designated systems—not on sticky notes or scraps of paper.

Document the Process End to End

Once you’ve identified workflows, document them in detail from a manual perspective. Ask yourself:

• What communication channels are preferred—or restricted—for each process?
• Which steps require handoffs between staff members?
• Where do compliance or security considerations come into play?

By documenting the process, you gain visibility into inefficiencies and risks. For instance, you may want to require clients to submit certain requests (like a Certificate of Insurance) through your website. This not only improves accuracy and creates a digital paper trail but also opens the door to feeding data directly into your agency management system (AMS) or certificate software.

Integrate and Automate

With processes clearly mapped, you can explore opportunities to integrate your technology systems. Automating data flow between platforms minimizes errors, saves time, and reduces repetitive work. Policy changes, quote requests, and other routine tasks can often be simplified through smart integrations—improving both staff morale and customer experience.

Engage Your Technology Partners

If you’re unsure how to connect systems or automate a step, don’t be afraid to reach out to technology providers. Explain the outcome you want, such as “I need data submitted on my website to be sent to HubSpot,” rather than focusing on specific tools or plugins. Vendors may already have solutions in place—or be developing new ones that meet your needs. The more clearly you communicate your goals, the easier it is for them to recommend the best approach.

The Payoff

When you map your processes, document them, and collaborate with technology partners, you create a fully integrated tech stack. The result? Reduced errors, improved efficiency, a better client experience, and a more satisfied team. Ultimately, integration and automation allow your agency to focus on what matters most—serving clients effectively.