Three ways to creatively use analytics at your brokerage


Many commercially-focused brokers are taking advantage of analytics to help make better decisions about their commercial book. Commercial lines analytics provide sound logic and lets you accurately track activities like:

  • Premium volume and policies-in-force (PIF) by insurer.
  • Marketing activity, volume and response times per insurer.
  • Upcoming renewals.
  • Producer and insurer close rates.


These types of activities have been monitored by brokerages well before analytic insights came along. First in manual reports reconciled by a sales assistant, then in Excel spreadsheets. Because brokers have been looking at these results the same way for years, they may not know that analytic insights can be used for other things and for other departments within the brokerage.

Here are three ways to “get creative” with commercial lines analytics:

1. Share analytics with Human Resources.

Every brokerage has high volume renewal months like December and June. These are also popular months for staff to take vacation. Use analytics to generate a report of upcoming renewals using the following filters:

  • By CSR
  • By Producer
  • By Marketer

This will give you and your HR team a clear picture of who is available and how to plan for expected absences like vacations. By making sure staff have vacation time when they want it reduces stress, makes them more productive and makes you an employer of choice in your community.

2. Use geomapping to see EXACTLY where your clients are.

Once upon a time, in a brokerage not that long ago, producers would have paper maps on their wall dotted with coloured pins to indicate which company was the primary insurer on a street or in a region.

Luckily, we now have analytics that pinpoint Total Insured Value (TIV) by insurer or client by using Forward Sortation Areas (FSA). FSAs are the first set of numbers and letters in a postal code, like T8N or M4B.


The ability to accurately visualize exposures, especially if you’re writing business in an area prone to earthquake or flooding is significant. If you’re an issuing broker, knowing where your risks are mapped is the key to understanding your book of business.

3. Better monitoring of labour-intensive clients.

Businesses like construction contractors, municipalities and engineering firms usually require high volumes of insurance certificates, endorsements or pink cards. Depending on their size, they may pay less in premiums compared to other accounts in your brokerage that aren’t as active.

Do you know which one is which? How do you get more resources on high volume accounts when they really need it?

Use analytics to monitor the number of certificates issued, comparing by clients and premiums. This helps you track your ROI on each account, allowing you to identify which accounts are profitable and which ones are not.

If your brokerage hasn’t been using analytics to help make decisions surrounding your commercial book, all you need is a few pieces of data to get started. Once you see what analytics can do and how they’ll help you manage your commercial book, you’ll be wondering how you managed all those years without out it.

Policy Works has been helping brokerages all over Canada “get creative” with their commercial book for over twenty-five years. If you’d like to learn more about our Analytics module, or wish to see it in action, contact us today for a demo.

Commercial Lines Analytics Overview

Policy Works introduces the first out-of-the-box suite of commercial lines analytics that incorporates policy and workflow data.

Watch the video

Topics: Workflow, Commercial_lines, data, analytics