Arity launches platform to help insurers control acquisition

Arity has launched Arity Lead Platform for insurers, designed to give carriers more control over customer acquisition.

The launch expands Arity's work with insurers beyond lead connectivity into a broader operating layer spanning acquisition partners, internal systems and distribution channels.

Insurers spend across publishers, marketplaces, lead and call providers, agency networks, CRM systems and other distribution routes. Those systems often operate separately, making it harder for carriers to track spending decisions through to customer outcomes.

The platform is intended to connect those parts of the acquisition process in a single insurer-controlled system. It allows carriers to link acquisition sources, investment choices, distribution channels, agent workflows and business outcomes.

According to Arity, the product draws on more than a decade of experience connecting insurers with publishers, marketplaces and acquisition partners. It includes reusable connectors intended to reduce integration work and speed partner activation.

Insurers can also set their own rules for buying, routing, budgeting and distribution decisions. The platform is designed to support agent and call centre workflows while capturing engagement and outcome data from those interactions.

Four elements

Arity outlined four main parts of the platform: connecting acquisition sources, marketplaces, partners, agents and carrier systems; orchestrating insurer-defined buying, routing, budgeting and distribution decisions; engaging agents and CRM workflows while capturing engagement and outcome data; and using Arity Pulse AI to identify performance drivers and provide recommendations within defined policies and controls.

Arity Pulse AI sits at the centre of the platform's analytics layer. The tool is designed to help insurers understand activity across the acquisition lifecycle, identify what drives results, and spot opportunities to improve returns on acquisition spending.

By linking acquisition activity with operational execution and later business outcomes, the AI component can create a feedback loop for future decision-making. That approach is intended to give insurers a clearer view of which acquisition investments are producing long-term value.

Customer acquisition has become a more pressing issue for insurers as they seek tighter control over spending and greater visibility into profitability. Fragmented systems and multiple external partners can complicate those efforts, particularly when carriers are trying to tie lead purchases and routing decisions to retention, conversion and other downstream measures.

Arity was founded by The Allstate Corporation in 2016 and focuses on mobility data and analytics. Its broader business centres on using data, analytics and technology to help organisations make operational and commercial decisions.

Gary Hallgren, President of Arity, described the challenge facing carriers. "Customer acquisition has become too important to manage as a series of disconnected decisions," Hallgren said.

"Carriers have an opportunity to outperform by connecting acquisition activity to business outcomes and using what they learn to improve acquisition performance. Arity Lead Platform puts carriers at the center, giving them control over how acquisition decisions are made across their ecosystem and helping them turn more of their investment into long-term value," he added.