First, check the record
Before outreach, verify the policy expiration date and the best contact details in your agency's authoritative records. Assign an owner to each account. If the data is incomplete, fix it before scheduling messages; an automated note sent to the wrong person creates more work than it saves.
About 90 days out: review the account
Look for outstanding service issues, open claims, and changes the agency already knows about. Decide whether a routine check-in is appropriate or whether the account needs an agent's attention now. For commercial clients, consider whether operations, payroll, vehicles, or locations have changed; for personal lines, consider drivers, property, and household changes.
About 60 days out: begin the conversation
Reach out with a clear question rather than a generic “your renewal is coming” message. Ask whether anything has changed that the agency should review. Give the client a direct way to reply, and decide who monitors that reply. An automation can prompt the outreach, but it should not make coverage recommendations on its own.
About 30 days out: resolve open items
Check who replied, who still needs a call, and which requests are waiting on the carrier or the client. Give unresolved items a named owner and due date. If a premium or coverage issue needs discussion, make space for a real conversation instead of sending another generic reminder.
At renewal: close the loop
Confirm the status in the appropriate policy systems. Do not assume that a sent email means the renewal is complete. Record the outcome, stop any messages that are no longer relevant, and note follow-up work that remains. Your AMS is the policy record; the CRM helps your team manage the relationship around it. Read more about the difference between an AMS and a CRM.
Adapt the dates to your book. This is a sample operating schedule, not a rule imposed by a carrier or regulator. Lines of business, carrier timelines, and your agency's obligations may call for a different cadence.
Make the workflow repeatable
Use a short checklist: accurate expiration date, assigned owner, first contact, reply reviewed, open items resolved, outcome recorded. Review exceptions each week. Better Agency's CRM workflows can help keep those steps visible, while its campaigns can take on routine reminders. The agent remains responsible for the advice and the final decision.
