First Connect launches AI appetite finder for agents

First Connect has launched an AI-driven version of its Appetite Finder tool for insurance agents. Following a beta programme, the product is now available across the company's marketplace.

The Dallas-based insurance marketplace says the tool helps independent agents identify which carriers may be open to specific risks using natural-language queries, rather than manual searches through appetite guides, portals, and internal documents.

The launch targets a longstanding issue in commercial insurance placement: agents often need to assess a carrier's appetite before submitting a risk. That process can require checking multiple documents and classification systems, especially when a business does not fit neatly into standard categories.

Company research points to widespread difficulty in this area. In First Connect's 2025 State of the Industry Report, 71% of independent agents said they struggle to understand carrier appetites, while 86% reported problems with product availability tied to unclear market guidance.

How It Works

The updated Appetite Finder is built into the First Connect platform and lets agents describe a business in conversational terms. They can ask follow-up questions about coverage limits, eligibility constraints and underwriting considerations, and the system returns carrier-aligned guidance.

The tool can also map risks across several classification systems, including NAICS, SIC, NCCI, GL ISO and carrier-specific classes. This is intended to reduce the need for agents to translate a real-world business into a narrow set of predefined codes before they begin searching for markets.

First Connect says the system interprets existing carrier appetite guidelines, underwriting manuals and marketing materials in natural language, rather than relying only on structured integrations. The product is also evolving to include real-time signals based on recent production activity, indicating which markets are actively writing similar risks.

First Connect positions the tool as carrier-neutral and says it does not prioritise insurers based on commercial relationships. Agent queries and risk details remain within the First Connect platform.

Operational Pressure

The launch comes as independent agencies continue to gain share in insurance distribution and carriers become more selective about the business they want to write. In that environment, appetite discovery has become more important because wasted submissions add time and cost for both agents and underwriters.

Earlier clarity on appetite can help agents avoid pursuing markets that are unlikely to quote. For carriers, the expected result is a better fit between submissions and underwriting preferences, with fewer mismatched risks entering the pipeline.

The launch also reflects a broader shift in insurance technology, as software providers try to move decision-making earlier in the placement process. In practice, that means giving brokers and agents a better indication of whether a risk is suitable before they invest time in a full submission.

Through its marketplace, First Connect connects independent agents with more than 130 carriers and managing general agents. Appetite Finder links directly to the platform's broader rating and submission workflows, which could make it easier for agents to move from market research to quote activity within the same system.

Customer View

The product was tested by selected users during its beta stage. One of them, David Rusk, managing partner at Alger Rusk Insurance, said it has become part of his agency's everyday workflow.

"First Connect's AI Appetite Finder is an essential tool in our agency's toolbox," said Rusk. "It quickly identifies carrier risk appetite, making policy issuance incredibly fast and efficient. Beyond the initial search, it often reveals new carrier opportunities for other risks on my desk. It has been vital to expanding our market presence and driving efficient growth for our company."

Chief executive Aviad Pinkovezky described the tool as a practical response to inefficiencies in matching risks with insurers.

"As independent agencies gain market share and carriers become more selective, the cost of inefficient appetite discovery continues to rise," said Pinkovezky. "AI Appetite Finder helps both sides of the marketplace operate more efficiently. Agents gain clearer guidance earlier, while carriers are positioned in front of the right risks at the right time, enabling profitable growth through better-aligned submissions."

"What makes this advancement especially powerful is its accessibility. Carriers can participate using the appetite materials they already maintain, without complex integrations. By combining conversational AI with the industry's existing underwriting knowledge, we're enhancing - not replacing - the tools the market relies on, and helping the entire distribution ecosystem move faster with greater confidence."