Integrity Marketing's AI Tools Push Agents to 79% More Sales
Integrity Marketing Group, a Dallas-based insurance distributor, is rolling out artificial intelligence across its network of thousands of agents and advisors. The company began investing in AI in 2021 and launched Ask Integrity, a voice-activated digital assistant, in 2023. Now it's expanding with a multi-seven-figure partnership with Microsoft to give all employees access to AI through Microsoft 365 Copilot.
Bryan W. Adams, co-founder and CEO of Integrity, said agents using the company's AI platform sold 79% more applications in 2025. The company processed several million policies that year.
Integrity's AI tools help agents manage clients and select insurance plans faster. In Medicare sales, the technology learns which medications seniors take and which specialists they see, then connects clients with better-suited carriers. This approach produces a persistency rate two and a half times better than the industry standard, Adams said.
Freeing Up Time for Strategic Work
The Microsoft integration shifts employees away from routine tasks toward higher-level decision-making and client focus, Adams said. "It's a solution that creates a fundamental shift away from routine processes and toward higher, more strategic levels of work," he said.
The company views the investment as a way to let employees serve more clients by automating repetitive work. Adams said the return comes from "equipping our employees with their own AI-powered digital assistant" that frees them to do more.
Integrity is working with multiple AI providers, including teams from Anthropic, to explore more advanced use cases. Some emerging tools can operate autonomously within a user's computer environment.
Overcoming Adoption Resistance
Many insurance producers have spent decades in the business and hesitate to change their workflows. Adams said employees cannot break the technology and should view AI as a time-saving tool, not a replacement.
He recalled telling an agent that if AI got her to 80% of a finished product, she had already saved significant time. "That 20% is the easy part, because now you can refine it," he said.
Younger advisors-those in their 20s and 30s-are adopting AI tools readily. Older advisors are increasingly embracing the technology as tools become easier to use. Adams said early results have been "astonishing" in both productivity gains and adoption rates.
Security Remains Central
Protecting client data is a critical part of Integrity's AI strategy. Multiple insurance companies have suffered costly data breaches, making security a priority as the company scales its AI use.
"You need the scale, but you also need the security side because that data is really important, and you need to make sure it's in a secured environment," Adams said.
Despite AI integration, Integrity wants human advisors to remain central to the sales process. Clients will be more informed and educated, Adams said, but will still want to meet with experienced advisors they can trust and call with questions.
The company's broader technology push dates back to 2017, when it began modernizing its distribution systems. The COVID-19 pandemic accelerated that strategy, driving greater reliance on digital tools and remote engagement.
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