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Below is our recent interview with Jeff Brown, Executive VP at Imprezzio:
Q: How did Imprezzio get its start?
A: This global software company was founded in 2004 by Dave Talarico and Kelly Birr in Spokane, Washington. The two entrepreneurs found a niche in the insurance industry by providing a more effective way to manage marketing materials for agents across the U.S. and Canada. Imprezzio from the very first has been driven by a passion to manage data for insurance carriers and agents in a faster, smoother, and more efficient way, resulting in premium growth and distribution optimization.
Q: What services does Imprezzio offer to the insurance industry today and why are they important to insurance carriers and agents?
A: Our primary focus lies in premium growth and distribution optimization. We focus on speed to value for our clients by extending and enhancing existing CRMs with business process optimization, sales engagement, AI, and machine learning to create an organizationally aware system – in other cases we deploy our full stack when systems do not exist or are operationally brittle. Our technology is applicable for either captive or independent agents and it always helps to achieve visibility and alignment within their organizations.
Imprezzio is born out of the insurance industry and we understand the challenges faced by insurance carriers, agents and producers. Our technology is designed to solve industry specific issues.
For one client alone, we have over 160 integration points, different legacy systems, and we move millions of records daily.
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Q: Will insurance agents, both independent and captive, continue to exist? What technology can Imprezzio provide that will help to make their continued existence possible? What does the future look like?
A: The agency model is getting heavy competition from direct sellers. We are proponents of human engagement and realize that all the AI in the world cannot replace the human connections. We also realize and that the agency connection is invaluable and that marketing communications coming from a trusted advisor versus a faceless organization elevates the message.
Our marketing acceleration model induces a repeatable pattern of activity, garnered from AI and machine learning to create workflows for agents that enable them to have personal connections, smarter marketing, more personalized and predictive customer experiences and better sales outcomes.
We help agents achieve one-on-one interactions and make them more confident that what they say and show is relevant and tailored to their client.
We are actively expanding our footprint into Europe and Mexico.
Q: How will insurers cope with GDPR and the growing compliance movement?
A: The new General Data Protection Regulation (GDPR) took effect in the European Union nations in May of 2018. This is the most significant data privacy regulation ever – the EU views this as a human rights issue. I strongly believe that the recent Facebook issues will accelerate GDPR acceptance here in the U.S., and it is up to insurance agents and carriers to be sure they are in compliance with all applicable laws and regulations in the U.S. and in Europe.
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Q: What changes will affect the insurance industry that are coming from tighter enforcement of TCPA (Telephone Consumer Protection Act) legislation? How is Imprezzio helping insurance carriers with this?
A: Imprezzio is gearing up to help insurance marketers deal with the challenges of customer experience and compliance. This includes TCPA compliance. Everyone will need to be internationally compliant or face stiff fines for wrongfully filling out forms and other violations.
The challenging question becomes how does a CMO or Head of Distribution gain competitive advantage for their brand within this new compliance landscape and the consumer’s “right to be forgotten” – I believe we are uniquely positioned with technology, domain expertise and Intellectual Property to help our clients in this critical arena.
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