Carriers Are Using ForMotiv’s Behavioral Intelligence to Transform Agent Performance and Risk Detection
When we started ForMotiv eight years ago, nearly every conversation with our carrier partners centered around direct-to-consumer digital transformation. It made sense — at the time, carriers were laser-focused on better understanding digital behavior during online quoting flows to drive smarter underwriting, detect fraud, and boost conversion rates.
That focus hasn’t gone away, but something interesting happened. Over the past year, we’ve seen a major shift — from consumer-facing experiences to agent-facing intelligence. In fact, for the first time in our history, 2025 marks the year we’ve signed more carriers for agent-focused initiatives than direct-to-consumer ones.
So what does that tell us? It shows that carriers are recognizing the enormous value of agent behavior data and prioritizing the now available opportunity to gain deeper visibility into how their agents quote, service, and operate. After all, leakage, misrepresentation, and performance gaps often surface in behavioral data long before they show up in loss ratios.
Turning Agent Behavior into Actionable Intelligence
Agents remain the backbone of the industry, responsible for placing roughly 62% of all U.S. P&C premiums and nearly 40% of personal-lines business (Big “I” Market Share Report, 2025).
Yet for most carriers, visibility into what actually happens during quoting and binding is surprisingly limited. And it’s one thing to collect interesting behavioral data—it’s another to turn it into insights that drive measurable business outcomes.
That’s where our carrier partners are excelling. By applying our agent behavioral data solutions at the agent and agency level in combination with existing third-party data tools (LexisNexis, TransUnion, Verisk, etc.), carriers are transforming ordinary digital activity into real-time, explainable intelligence that quantifies intent, risk, and friction—regardless of who originates the workflow. Thousands of micro-behaviors across quoting journeys now roll up into actionable behavioral solutions, such as:
- Undisclosed Driver Detection
- Young Hidden Drivers
- Garaging Mismatch
- Mileage
- Coverage Toggling
- Ineligible Discounting
- Insurance Score Manipulation
Each solution transforms raw behavioral data into clear insights and recommended actions—from a bind-hold to a verification request—embedded directly into underwriting and SIU workflows.
This bridge from data → insight → action is what separates interesting analytics from true enterprise value.
Proven results in the field
Across our carrier base, Behavioral Intelligence is already delivering measurable outcomes:
- Underwriting Action Rates: Carriers using ForMotiv’s Undisclosed Driver solution have seen UW action rates as high as 91%.
- Reclaim Premium & Improve Profitability: Leading carriers are realizing seven-figure gains by attacking loss ratio challenges on two fronts:
- Real-time behavioral actions help reclaim premium dollars that would have otherwise slipped through the cracks
- UW performance is improved by keeping misrepresented or high-risk business off the books
- Agent coaching and compliance: Behavioral benchmarks by agent and agency now drive coaching programs that have cut costly policy changes and drive profitable conversions.
Industry research continues to validate the importance of these interventions. Verisk reports an estimated $29 billion in annual premium leakage across personal auto, with $10.3 billion tied to unrecognized drivers, and application fraud up 18% since 2019. Loss ratio data confirms the stakes: undisclosed operators can carry 2–3× higher loss ratios compared to accurately rated books.
Why Agent Behavior Matters
By moving Behavioral Intelligence into agent workflows, carriers gain visibility where traditional rules and third-party data can’t reach. ForMotiv adds a layer of context and precision that improves both underwriting discipline and agent experience: friction is applied only when behavior indicates elevated risk, preserving conversion on clean business.
And we’re not stopping there. What started as a direct-only capability is now an enterprise-wide system for Behavioral Intelligence, integrating across agent portals, servicing, and claims.
The Road Ahead—Enterprise Intent
We’ve invested heavily to support this evolution—building cross-channel session intelligence, agent-performance dashboards, and auditable scoring frameworks that scale across lines of business. The goal is simple: replace fragmented data views with a single behavioral understanding of the policy across direct, agent, endorsement, call center, and claims interactions.
As carriers continue to modernize their distribution, it’s been a rewarding journey for our team here at ForMotiv to see how behavioral analytics has moved from “innovation project” to core infrastructure for risk reduction and revenue growth. We are just getting started.
Written by Mike Mayock, Chief Customer Officer, ForMotiv
Learn more about how ForMotiv is helping carriers operationalize Behavioral Intelligence across their agent networks for smarter underwriting decisions, cleaner books, better-performing agents, and fewer surprises post-bind. → formotiv.com
