Automated BMS Marketing

For Insurance Brokers

Pathway and Vertafore Announce New Integration

Thanks to a new partnership between Vertafore and Pathway, Pathway’s robust automated insurance platform will now be available to the Canadian insurance brokers who use SIG, the Keal Broker Management System.

As part of the new system integration, Keal users will now have a seamless two-way data synchronization with Pathway. The sync will allow brokers to perform essential marketing tasks like automating renewal letters, providing e-delivery of insurance documents, and running fully automated email and cross-sell marketing campaigns.

Because the sync goes both ways, Pathway will push important email analytics back into SIG, such as which policyholders open emails as well as which email recipients click through embedded links.

“This exciting collaboration allows us to introduce Pathway to a much broader audience of brokers throughout Canada,” says Alek Mirkovich Pathway CEO and co-founder. “We think Keal users will find that our automated features are a great enhancement to an already best-in-class business management system. Our tools will save them significant time and money while also greatly improving cross sales, renewals and marketing communications.”

“Keal has always been the champion of integration, and in this day, where insurance consumers expect real-time communication from their brokers, this integration will do just that,” says Keal Senior VP Renée Durepos.

Are You a Keal User?
Tell us what you think of the new Pathway integration in the comments below. We’re always looking for ways to improve our platform, so we want to hear from you!

Introducing Dashboard 2.0: A New & Improved Way to View Your Email Marketing Data

When it comes to improving your marketing campaigns over time, capturing accurate data is essential. So, to help you put your finger on the most useful metrics and trends for your marketing campaigns, we rolled out a new and improved dashboard this month that offers robust filters so you can drill down data by date, subscriber, policy, or just about any criteria you like.

Here are the highlights:

See the Big Picture at a Glance
Our new Overview tab puts your most important marketing metrics front and center so you can easily see how many prospects, active clients, and lost clients you have as well as what percentage of working emails you have for each group. It also breaks down all your policies by category and percentage so you can see which categories are thriving as well as where you have opportunities for growth.

Track Your Email Performance with Clear Statistics
Not sure if your email campaigns are connecting with your audience? Find out for sure using the Statistics tab. It details the open rate, click rate, bounce rate, and the number of unsubscribes so you can determine which campaigns are underperforming and may need to be tweaked.

Pinpoint Your Subscriber Locations
The Location tab on the dashboard helps you identify which countries and cities are most popular among your email subscribers.

Check Subscriber Engagement
Find out who your most engaged subscribers are using the Links Clicked tab on your dashboard. The data-rich Activity Stream lets you drill down to specific policyholders so you can search for a particular client and see how many emails they have opened and which links inspired them to click.

Discover Which Devices Clients Use to View Emails
Don’t know if your clients are viewing emails primarily on a desktop or a smartphone? Use the Devices tab on your dashboard to find out for sure. It also lets you know the most popular mobile device and the top email services your subscribers use so you can ensure your emails are optimized to perform well on the most popular devices and don’t get flagged for failure to meet the standards of a particular email service.

Still have questions about how to make the most out of your new and improved dashboard? Schedule a personalized demo with us today!

Pathway Developers Meet in Serbia to Discuss New Platform Enhancements

From time to time, we love to share photos of the Pathway team at work (and play!). This May, our talented group of developers met up with the sales and account management team in Belgrade, the capital city of Serbia, to discuss exciting new improvements to the Pathway platform. Here are some fun visual moments from that meeting.

Teamwork Makes the Dream Work
As new ideas flowed for platform enhancements, the Pathway team was able to get right to work—breaking off into pairs and small groups to collaborate and get things done.8

Checking Out the Local Scene
It wasn’t all work and no play. The team took a little time for sightseeing and some delicious food.

The Spicy Pepper Challenge
Things got a little “heated” when everyone on the team accepted a fun team building dare to eat a piece of this super spicy dish.  

Stay tuned for updates on all the exciting platform changes that will launch later this year thanks to the brainstorming and collaboration that took place at this meeting!

Dos and Don’ts of Email Marketing

Just because you land new policyholders doesn’t mean they’ll stick around for years to come doing business with your brokerage. For that, you have to build loyalty. And, the fact still remains that one of the fastest, most cost-effective ways to improve customer fidelity is with consistent and thoughtful email marketing.  

But, if you’re like many insurance brokers we’ve seen over the years, your email communication with clients starts with a big bang and then fizzles after a few months because of the commitment it takes to consistently send high-quality, engaging emails.

So what’s the secret to staying in touch with clients and building lasting trust that will pay dividends at renewal time? We talked to brokerages with extraordinarily high customer retention rates and found they all adhere to the following list of dos and don’ts when it comes to their email marketing programs.


Share relevant, interesting topics: According to Mailigen, emails that are relevant to recipients drive 18 times more revenue than general broadcast emails. And, your clients will appreciate receiving information that helps them make the most of their insurance coverage.

Reward customer loyalty: Explore creative ways to let customers know you appreciate their business and word-of-mouth referrals. E-gift card programs that deliver gift cards right to your clients’ email inbox for popular places like Tim Horton’s are a great way to thank clients for referring friends and family to your brokerage.

Let technology work for you: Writing, designing, and sending regular emails and newsletters is a time-consuming undertaking, especially for small and mid-sized brokerages that don’t have marketing staff. However, by leveraging an automated marketing tool like Pathway’s Staying ‘N Touch plan, it’s easy to create professional emails and newsletters in minutes with professionally written content from an extensive articles library.

Measure your success: Remember, engagement is the key to your email marketing success, so it’s not enough to just send out emails on a regular basis. You also need to check your email analytics to see who is opening your emails, what content they’re most attracted to reading, and whether you’re getting a lot of unsubscribes.



Forget to optimize for mobile: According to the U.S. Consumer Device Preference Report, 65 percent of emails get read first on a mobile device. That means it’s essential to create emails that look great and are easy to read on a computer, tablet, or smartphone.

Inundate your clients’ inboxes: Too many emails will prompt your clients to hit the unsubscribe link. In fact, 69 percent of people say they unsubscribe because of “too many emails” according to a recent survey. For a low-touch industry like insurance, one to two emails per month is a good rule of thumb to maximize engagement.

Send everyone the same emails: Your commercial insurance clients will obviously have different content interests than your life insurance clients, so your emails to these unique audiences should reflect that. It’s nice to cross-sell from time to time, but when the goal is building loyalty, it’s worth the extra time and attention it takes to tailor your content to the audience.

In addition to following these dos and don’ts, keep in mind your experience with email marketing from the brands you trust. By paying attention to the emails that draw you in, as well as those that don’t, you can improve your email connection with clients.

Also, remember that Pathway is here to make email marketing simple for you. So, if you’re not already using Staying ‘N Touch, schedule a demo with us to see how this affordable tool can transform your email communications.

InsureVault: Digital Access to Insurance Docs is Here

Your policyholders want it, and now Pathway is helping you give it to them. That’s right, we’re talking about secure digital access to liability cards and policies. Thanks to InsureVault, our newest plan offering, your clients can have on-the-go access to insurance docs from their desktop at work or on their mobile phone at the scene of an auto accident.

There’s no need to hassle with downloading an app. InsureVault conveniently stores everything online.

Here’s what you get with the InsureVault plan:

• Secure, encrypted online portal with authentication process for first-time users

• Branded interface that includes your brokerage logo and contact information

• View, download, and print functions for both policies and liability cards

• Responsive customer support when you need it

Try it for Free!
You can try InsureVault, absolutely free for the rest of 2017.  Beginning in 2018, InsureVault plan prices will start at $97 per month for 1,000 contacts. Contact Us to sign up now.

Good News! Plan Prices Are Going Down This Fall

We’re pleased to announce that Pathway is adjusting our plan prices beginning this fall—and it’s all in your favor! Not only will you receive more value from the tools we offer, you will get them all at a lower price.

Here are the two biggest highlights of our price adjustment:

1. ClientBuilder Now Includes CSRMate

No need to pay two separate fees for both plans. When you enroll in ClientBuilder, you’ll get all the workflows that come with CSRMate, at no additional cost. Depending on the number of contacts your brokerage has, you could save hundreds of dollars a month.

For example, if you have 2,500 contacts, you would normally pay $297 a month for CSRMate and $297 a month for ClientBuilder. That’s a total of $594 a month for both plans. Under the new pricing structure, ClientBuilder is $447 for 2,500 contacts, and it includes CSRMate. That’s a savings of $147 per month!

2. InsureVault is Free for 2017

You can try our newest plan offering, InsureVault, absolutely free for the rest of 2017. InsureVault complies with regulation anticipated this fall that would require brokers to give policyholders access to their insurance information electronically. The secure, encrypted online portal is 100% branded to your brokerage and lets clients view their policies and liability cards via desktop and mobile. Best of all, there’s no app to install.

Beginning in 2018, InsureVault plan prices will start at $97 per month for 1,000 contacts.

As always, we want to setup you up for growth and success with the Pathway platform. If you have any questions about how these changes will impact your plan, please contact us.

We’re Growing–Fast! 4 Reasons That’s Great News for You

Growth is the hallmark of every successful business. So, we couldn’t be more pleased that Pathway is going through an exciting growth spurt at the moment. Our ambition has always been huge. Now, we have a larger team to bring new ideas and technology to life. Here are just a few of the ways our growing team spells good news for insurance brokers:

1. We’re Adding New Features
We love it when you share your wish list with us of new Pathway features that could make your day-to-day marketing and outreach flow more smoothly. We promise, we don’t just throw your ideas into a comment box that never sees the light of day. Nope. We roll up our sleeves and get busy mapping out plans to give you the features you crave. Thanks to our growing team, in the coming weeks, you can expect to see us launch a new mobile app, ePinkSlip, that offers your policyholders on-the-go access to their digital liability cards. You can also expect to hear about several other improvements we have in the works in the next few months.

2. We’re Making Workflows More Flexible
We’ve heard your request for more flexibility within our existing workflows. Our new developers are coding like crazy to make that happen. Some of the changes they are making will allow you to go more granular and customize workflows to meet your brokerage’s unique needs. Here’s a look at some of our team in action.

3. We’re Introducing a New Dashboard
We know how important good analytics are to understanding the success of your marketing outreach efforts and overall policyholder engagement. That’s why we’re adding a new dashboard to give you easy-to-navigate data that shows at-a-glance how your emails, newsletters, free download offers, and more are being received by your customers.

4. We’re Offering More Support
We haven’t just added developers to our team. We’ve added account managers too! That means more ongoing support and product training for you. Got workflows you haven’t fully implemented yet? Your account manager can help you get them activated. Need training for others on your team? Your account manager can schedule group training to get everyone up and running successfully. As you can see from the improvements we have scheduled, growth is good! We’re committed to making Pathway more robust and user-friendly for you. We think you’ll like the changes we’re cooking up. Stay tuned!

Get to Know Our Growing Crew!
Follow us on Facebook, Twitter and LinkedIn for fun team updates, Pathway user tips, industry news and more.

Digital Pink Slips Are Finally Here for Ontario Drivers

Today’s on-the-go policyholders want digital access to their pink slips, and finally the Ontario government agrees they should have it. In the 2017 Ontario Budget, the provincial government recently gave drivers the option to use electronic proof of insurance in lieu of keeping printed pink slips tucked away in their glove compartment.

Brokerages that have yet to go digital are scrambling fast to keep their tech-savvy policyholders from switching to mobile-friendly brokers. Fortunately, digital platforms like Pathway make it easy for brokers to implement mobile technology quickly and affordably.

“We’ve been waiting with great anticipation to get the provincial green light to push forward with electronic proof of insurance,” says Alek Mirkovich, Pathway CEO and founder. “Our platform is already configured so brokers have the e-tools they need to give policyholders immediate access to digital pink slips.”

Pathway’s new ePinkSlip app is one convenient way policyholders can get their hands on electronic pink slips. By downloading the app, Ontario drivers will have the ability to:

  • Show proof of insurance right from their smartphone
  • View the pink slips for all their covered vehicles in one place
  • Contact their broker for help within the app
  • Download on either Android or iOS

“The app is simple and intuitive,” says Mirkovich. “Plus, we designed it to take up minimal storage space so users don’t have to compromise when downloading it.”

Need to Get Your Policyholders on the Digital Path?

Schedule a demo to see the ePinkSlip app in action.

Why You Should Ask Policyholders for Online Reviews

If you’re an insurance broker, let’s face it, growing your brokerage is always on your mind. No doubt, you’ve put some energy into building your online presence with a polished website and social media footprint. But, if you’re not asking existing customers to help you toot your horn online, you’re missing out on a big opportunity to gain the trust of prospects who already have a ton of options when it comes to insurance brokers.

Like them or not, online reviews help you stand out from the competition. Prospects are more likely to choose your brokerage, if they see a string of positive reviews about your service and responsiveness. In fact, online search experts BrightLocal say that 84% of people trust an online review just as much as they do a personal recommendation.

Even more encouraging is the fact that 54% of people actually take the next step and visit a business’ website after reading a positive review. Now that’s the type of traffic you want to attract.

So, why aren’t you asking for the review?

Afraid to Open Pandora’s Box?

Many brokers admit that they’re afraid to ask for online reviews because they fear getting negative feedback. In their minds, the possibility of a negative review is far too risky.

But, let’s say a customer does leave a less than favorable review. They’ve just opened the door for you to offer to solve their problem in a public way that demonstrates how important it is for you to keep your customers happy.

Your response to negative feedback goes a long way in leaving a good impression on potential policyholders.

Just Ask

It might surprise you, but you don’t have to jump through any hoops to get your policyholders to leave a review about your brokerage. The BrightLocal survey found that 7 out of 10 people you ask for a review, will post one.  

3 Great Places to Be Reviewed

  1. Yelp is one of the first places customers go to check out online reviews, so naturally, you want to have positive reviews there to greet prospects.
  2. Facebook is the next best place to lobby for reviews. That is, if your brokerage has an active Facebook page. Your policyholders that are on Facebook can easily leave you a review and give you a star rating that appears right on your page.
  3. Google search results on your brokerage will automatically bring up your Google reviews. That’s why it’s a good idea to ask customers to also leave a review for you on Google. Those reviews help build immediate credibility since they are the first thing people see when they search for your brokerage.

When & How to Ask for a Review

Timing is everything when it comes to asking for reviews. If you ask customers who haven’t heard from you in 8 months, you’re probably not going to get optimal results. The best time to ask for a review is right after a policy renewal. Your client has a recent interaction with you coupled with enough experience with your brokerage to give a solid review.

There are 2 easy ways to ask your policyholders for a review:

In person: Every time you meet with a client in your office, and the meeting ends on a high note, ask them to go online and give you a review. Have some review cards printed to make it easy for your clients to know exactly where to go to leave the review.

Email: For clients who don’t make it into your office, email is the best way to ask for a review. You can automate the process of sending review emails using an insurance marketing platform like Pathway, which has a built-in workflow that sends an email requesting an online review shortly after a policy renewal.

Responding to Reviews

Remember, online reviews are a great way to interact with your policyholders. Whether good or bad, let clients know you appreciate their feedback. If the feedback is good, say thank you. If the review is negative, find out how you can make things right.

Now that you know how important online reviews are when it comes to influencing new and repeat business, don’t put off asking your clients to generate more positive buzz about your brokerage.

Need Help Getting Started?

Schedule a Pathway demo to learn how ClientBuilder can help you launch an effective online review email campaign.

4 Ways CSRMate is Helping Insurance Brokers Streamline the Renewal Process

At Pathway, we’re obviously big believers in insurance brokers using technology to retain and renew more customers. But, without offering an integrated tool to make the renewal process quick and painless for brokers, we secretly felt like something was missing from our family of products.

That’s why we’re pleased to officially announce the launch of CSRMate–the first digital renewal system for Canadian insurance brokerages.

Like all Pathway products, CSRMate fully integrates with our clients’ existing business management systems (BMS). But, unlike any other product on the market in Canada for insurance brokers, it automatically generates and sends renewal letters via email and maintains a complete audit trail that allows brokers to see who opened and clicked on the emails–mitigating errors and omissions.

Our new broker-friendly tool offers 4 key benefits that make it a must-have for Canadian brokerages:

  1. Saves Money on CSR Time & Improves Accuracy
    One of the common complaints we hear from CSRs is how many hours they spend manually preparing renewal letters. In fact, at some brokerages, CSRs estimate they spend up to 25 percent of their time on this essential yet repetitive task. CSRMate uses the power of robotics process automation to pull client data directly from the BMS into a customized client renewal letter. This automated processing goes a long way in eliminating the errors and lack of consistency that can come with manual preparation of renewal letters, and it does it in a fraction of the time it would take a CSR to create the same letter. We’re talking what took hours can now literally take seconds. Imagine how much time and money a tool like that could save your brokerage? Actually, you don’t have to imagine it, you can use our helpful calculator to see exactly how much CSRMate can save your brokerage in labor hours.
  2. Eliminates Printing & Postage
    If you currently send email newsletters to your clients in lieu of printed ones, you already know what a cost savings email offers over paying for printing and postage. Now imagine, you can transfer those same savings to your client renewal letters. You probably don’t need our Go Paperless and Save Calculator to know that the money you would save your brokerage is reason enough to take your renewal process digital.  
  3. Creates a Reliable Audit Trail
    One of the limitations of printed renewal letters, is you can’t always verify whether your client received, opened, and read the renewal letter you sent. With CSRMate, you have a clear audit trail that lets you know when the email was sent, delivered, and opened. You can also track whether the client downloaded any documents you make available like a policy.
  4. Delivers Encrypted Policies Right to Client Inboxes
    One of the most exciting features about CSRMate is that it offers brokers the option of securely delivering insurance policies to their clients within the renewal letter. Clients simply click on an embedded download button. They are then directed to a secure site with bank-level security protocols that verifies their identity before giving them access to their policy. This secure approach prevents identity thieves from intercepting sensitive client information while giving your clients quick and easy access to their policy.

With CSRMate handling renewal letters for your brokerage, your CSRs will have more time available to spend on adding value in other areas. Think of all the customer service projects that have been on the back burner for some time now. How much more productive would your brokerage be, if your CSRs could now turn their attention to those initiatives?

Now that you know what an asset CSRMate can be for your brokerage, would you like to see it in action? Schedule a demo with us now so you can get started streamlining your renewal process this month.