ForMotiv and Behavioral Intelligence now works across Direct, Agent, Call Center, Endorsements, Claims, and more…
As insurance continues to shift online, intent is getting lost. Digital funnels lack the agent’s real-time judgment to adapt, answer nuanced questions, and spot risk signals. Behind a screen, many applicants misrepresent their answers, which raises underwriting risk and fraud. Carriers are forced to trust final form responses and patch gaps with third-party checks that are often outdated, incomplete, or unavailable.
Still, the bigger challenge that remains to be solved is that customer experiences are not always linear and often happen across different channels. They do not always start on one path and proceed logically and systematically to their conclusion.
To date, carriers have relied on customer journey data available from web analytics tools like Google Analytics or Adobe Analytics, or solutions like Fullstory for session recording and heatmaps. However, these tools show what happened, not why.
With that, ForMotiv has officially launched the first-ever Omnichannel Intelligence tool to tie together previously siloed user journeys and provide a holistic view of a user journey from purchase to servicing to claim.
User Journeys are not Linear
Last week, we announced our Agent Intelligence Solution, which is only one chapter in the user story. The problem is that these journeys currently all live in silos. Direct, agent, call center, claims, and endorsements each see part of the story, but don’t easily talk to each other, which makes it very challenging to assess underwriting risk, detect fraud, and improve experiences across the various distribution channels. To give the full picture of a user journey, carriers need the ability to understand all of the disparate interactions that occur.
Here are a few examples:
Scenario 1: Online > Call Center > Agent > Online
- Customer A starts an application online, but gets confused on one of the questions and calls into the call center to receive answers.
- Customer A receives a call from an Agent the following day and continues their Quote with the Agent.
- Customer A ends up buying the quoted policy online themself.
Scenario 2: Ad > Online > Agent > Call Center > Claim
- Customer B sees a mobile ad and goes online to get a quote.
- Customer B fills out the application in a few different ways to receive multiple quotes.
- Customer B gets a call from an Agent and changes some previously submitted answers and purchases a policy.
- A week later, Customer B tries to edit their existing policy and struggles, so they call into the call center to make their deductible lower.
- A few days later, they filed a claim.
ForMotiv Enterprise Intent & Omnichannel Intelligence connects those dots. We are the only product and solution built for insurance that enables you to track user journeys across every channel and transaction type, allowing you to see and understand the end-to-end experience of how a single customer navigates, quotes, buys, edits a policy, and files a claim.
Benefits of ForMotiv’s Omnichannel Intelligence
ForMotiv provides a unified view, enabling smarter decisions by linking Cross-Channel Sessions. Follow applicants as they move seamlessly between D2C, agent, call center, claims, and endorsement environments to:
- Understand Cross-Channel Purchase Intent: Predict user intent, in real-time, to understand things like conversion likelihood, confusion, frustration, likelihood to bundle, and more.
- Detect Hidden Risks: Spot unknown cross-channel risk patterns indicative of rate evasion, misrepresentation, premium leakage, underwriting risk, and fraud before policies are bound.
- Reveal Journey Overlaps: Understand how one customer interacts across multiple distribution channels to prevent duplicate quotes or redundant outreach.
- Enrich CRM & Core Systems: Feed unified behavioral and journey data into your existing policy, claims, or analytics systems, PII-free.
- Optimize Channel Performance: Predict customer channel preference and drive to the channel with the highest likelihood of a positive outcome.
- Accelerate Investigation: Arm SIU, fraud, underwriting, and claims teams with connected behavioral histories that explain what happened before a claim.
- Enable Continuous Improvement: Identify friction points, confusion, and drop-off trends across journeys to enhance both UX and conversion.
- Export Compliant Reports: Generate cross-channel behavioral summaries for audits, analytics, and compliance without storing any personal data.
Here’s Why It Matters
Carriers shouldn’t need to guess what happens between channels. With ForMotiv’s Omnichannel Intelligence, you get a single source of behavioral truth that improves fraud detection, underwriting precision, and conversion rates, all in one intuitive console.
In the context of the above scenarios, here is how ForMotiv can help.
Scenario 1: Online Abandon > Modify > Bind
How ForMotiv helps in this scenario:
ForMotiv delivers real-time conversion scores and behavioral risk signals as applicants complete their quotes. Carriers use these insights to personalize interventions that improve conversion and qualification. In this example, ForMotiv would have identified both high purchase intent and risk of abandonment during the initial session, allowing you to intervene before they dropped off. When the customer later returns and manipulates answers to obtain a lower premium, ForMotiv identifies the risky behavior and alerts your team in real time, empowering you to validate and intervene before binding.
Scenario 2: Online > Call Center > Agent > Online
- Customer B starts an application online, but gets confused on one of the questions and calls into the call center to receive answers.
- Customer B receives a call from an Agent the following day and receives their Quote form the agent.
- Customer B ends up buying the quoted policy online themself.
How ForMotiv helps in this scenario:
ForMotiv identifies confusion and frustration signals that predict abandonment, enabling contextual help at the right moment in the journey. If the applicant calls the call center, ForMotiv instantly passes along their digital session context – what they saw, where they hesitated, and what they changed – so the rep can provide informed, personalized assistance. The same behavioral context is shared with the agent who engages them later, improving both conversion rates and customer experience. Once the policy is bound, ForMotiv provides a unified, cross-channel journey view that helps optimize user experience, reduce friction, and connect behavioral and risk insights across every interaction.
Scenario 3: Ad > Online > Agent > Call Center > Claim
- Customer C sees a mobile ad and goes online to get a quote.
- Customer C fills out the application in a few different ways to receive multiple quotes.
- Customer C gets a call from an Agent and changes some previously submitted answers and purchases a policy.
- One month later, Customer C tries to edit their existing policy and struggles, so they call into the call center and add a driver to their policy.
- A few days later, they filed a claim.
How ForMotiv helps in this scenario:
ForMotiv stitches together the applicant’s entire cross-channel journey – from ad engagement to claim – revealing intent, manipulation, and behavioral risk patterns at every step. We detect behaviors like quote shopping and answer changes that may signal premium leakage or misrepresentation, giving you a clear view of how their risk profile evolved before binding. When the applicant later contacts the call center or files a claim, ForMotiv provides the complete behavioral history, helping carriers connect pre-bind intent with post-bind behavior. This unified behavioral record helps claims, SIU, and underwriting teams validate risk, detect potential fraud, and improve the overall customer experience.
In Conclusion
Omnichannel Intelligence turns fragmented journeys into a single source of behavioral truth. With ForMotiv, carriers see what applicants did, why they did it, and what they will likely do next. The result is tighter underwriting, less premium leakage, faster decisions for good customers, and fewer surprises at claim time. Connect your channels, elevate your signals, and turn intent into impact.
Ready to get started?
See how ForMotiv turns siloed information into actionable intelligence.
