Independent agencies were priced out of their own software.
Applied EPIC, Vertafore, HawkSoft. The incumbents charge $350 to $600 per seat per month, sell features that small agencies never use, and gate basic email-to-policy workflows behind enterprise tiers. A two-person agency pays the same per-seat rate as a ten-person agency and gets none of the volume leverage.
We watched agencies work
for sixty days before writing any code.
We embedded with three independent P and C agencies across Texas, Ohio, and Missouri. Shadowed daily workflows. Logged every action. Asked why three times for every habit.
What we found made the entire AMS market look like it was designed for a different business.
Renewals, COIs, endorsements, claim updates. The inbox is the system of record and the AMS is the place data gets re-typed.
Two workflows produce most of the revenue and most of the busywork. Everything else is exceptions.
The $600/month tier ships modules small agencies will never touch. They are paying for someone else's feature roadmap.
Small agencies do not need a smaller AMS. They need a different one.
Build for what they actually do.
Charge for what they actually use.
Four structural decisions, made before any UI was sketched. Each one inverts a default assumption of the incumbent AMS market.
$79 a month, unlimited users. Agencies stop optimizing for license cost and start optimizing for the work. Producers, CSRs, and the owner all log in without the math.
Email sync runs through an LLM for classification. Renewal, claim, COI request, endorsement, billing question. Each gets routed and pre-drafted before a human opens it.
The two highest-volume workflows get dedicated interfaces, not tucked into a generic policy module. Bulk renewal calendars, one-click COI generation with carrier templates.
Every agency gets agencyname.tryrivl.com out of the box. No domain configuration, no DNS questions, no extra cost. Insureds bookmark it and use it.
Live at tryrivl.com.
- Per-seat pricing punishes growth
- AI features locked to enterprise tier
- Generic workflows force re-typing
- Flat monthly, unlimited producers and CSRs
- AI inbox classification ships day one
- Renewal and COI workflows are first class
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