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Our story

Insurance moved online. We gave carriers back the room to read.

Insurance used to be sold across a table, where an agent could see confidence and confusion. As buying moved to screens, carriers lost those cues just as they needed to decide faster. ForMotiv started in 2018 to measure how people behave in digital insurance journeys, in real time, and has followed the customer into every workflow and channel since.

See the timeline Talk to our team
2018
Direct digital Agents Chat AI agents
Quote & application Policy admin Claims
Today
Direct digital Agents Chat AI agents
Quote & application Policy admin Claims
One workflow and one channel, then every workflow and channel

Three chapters

From a point solution to a decision layer

Each chapter widened where ForMotiv sees behavior and who acts on it. The data underneath stayed the same.

2018

Behavioral Analytics

A point solution for direct digital applications: who is likely to buy, and who is struggling.

FocusD2C policy opening

ReachOne workflow, one channel

2024

Behavioral Intelligence

Signals for underwriting, fraud and growth, extended to agents and agencies.

FocusD2C + agent policy opening

ReachMultiple workflows and channels

2026 & beyond

Omni-Channel Enterprise Intent

One decision layer connecting every workflow and channel: policy opening, policy admin and claims.

FocusOmnichannel, full lifecycle

ReachAll workflows, all channels

The timeline

Nearly a decade of understanding intent

Year by year, the problems carriers brought us and the use cases we built for them. Each one runs on the same behavioral data.

2018

It started with one question: will this shopper buy?

Direct digital auto and life quotes. Carriers used ForMotiv to predict who would convert while they were still on the page, and to act on it.

Use cases added
  • Purchase-intent predictionWho will bind, and who never will
  • Real-time conversion nudgesStep in while a good shopper is still deciding
  • Third-party data suppressionSkip paid data calls on low-intent shoppers
  • Remarketing & lead prioritizationRetarget and route high-intent shoppers first
New this year
ChannelDirect digitalWorkflowQuote & applicationLinesAuto, lifeTeamGrowth & marketing
Growth & marketing today
2019

The same behavior, read for risk

If behavior could predict a sale, it could flag a risky answer. ForMotiv put the same data to work for underwriting.

Use cases added
  • Premium leakage & rate evasionAnswers edited to lower the rate
  • Life nondisclosureAnswer changes on tobacco, medical and build questions
New this year
TeamUnderwriting
Premium leakage
2020

The pandemic pushed everything online

Carriers rushed new digital applications live and moved more volume into existing ones. ForMotiv gave them behavioral analytics on those journeys, and caught risk along the way.

Use cases added
  • Digital application analyticsWhere people struggle and drop off
  • Friction & drop-off insightWhich screens and questions cost you buyers
  • Risk on new digital journeysLeakage and nondisclosure from day one
New this year
TeamDigital & CX
Digital & CX
2021

Fraud followed the customers online

Bots, automated quoting and malicious attacks surged. ForMotiv added a fraud solution to tell real applicants from scripts and data harvesters.

Use cases added
  • Bots & automated quotingScripts scraping rates or testing stolen data
  • Prefill & identity harvestingQuotes run only to collect prefill data
  • Malicious attacksAbuse of quote and application flows
New this year
TeamFraud & SIU
Fraud & SIU
2022

Deeper into growth and underwriting

With the data in place, carriers kept finding new ways to use it on both sides of the business.

Use cases added, a few examples
  • Lead routing & monetizationOnline bind, a rep or a partner, by intent
  • Third-party data orchestrationBuy MVR, credit and prefill only when needed
  • Conversion DataPacksTop behavioral features for your own model
  • Undisclosed operatorsHousehold drivers left off at bind
  • Quote manipulation & restartsCycling answers until a quote clears
  • Early-term losses & non-payEarly claims, flat cancels and missed payments
100MCrossed 100 million unique applications analyzed per year
All use cases
2023

Seeing the people behind many applications

Fraud got organized. ForMotiv started linking sessions to find single operators behind many policies.

Use cases added
  • Ghost brokersFake policies sold under a broker’s name
  • Fraud ringsOne operator linked across devices, networks and behavior
  • Synthetic identityReal and fake details, entered too smoothly
How we find fraud rings
2024

ForMotiv Agent: the agent channel

Agents and agencies are a carrier’s best sellers and its biggest liability. ForMotiv Agent brought behavioral intelligence to agent-written business.

Use cases added
  • Agent risk & gamingRate manipulation and kickout workarounds
  • Agent scorecards & benchmarkingAgainst peers and their own history
  • Agent efficiencyWhere time goes in the agent portal
  • Agent experienceFriction that slows agents down
New this year
ChannelAgents & agenciesTeamDistribution
ForMotiv Agent
2025

After the policy is written

ForMotiv followed the customer past bind, into policy administration and claims.

Use cases added
  • Endorsement & mid-term change leakageDrivers, vehicles and garaging changed after bind
  • Coverage added right before a lossLimits raised days before a claim
  • Claims & FNOL fraudHow a loss is reported, with the policy’s history
  • Fast-track genuine claimsPay low-risk claims faster
New this year
WorkflowPolicy adminWorkflowClaimsTeamClaims
500MCrossed 500 million unique applications analyzed per year
Claims
2026

Every workflow and channel, connected

Explore Enterprise Intent

Enterprise Intent ties it all together: one behavioral view of a customer from quote to claim, across every channel, including the AI agents now acting for customers.

Use cases added
  • Enterprise IntentOne behavioral record across products, workflows and channels
  • Agentic AI detection & intentPeople, AI agents and bots told apart
  • Chat SolutionBehavioral intelligence for chat, in beta
  • ForMotiv ForensicsSession Timelines for SIU, underwriting and compliance
New this year
ChannelChatChannelAI agents
100+web-capable AI agents tracked See AI detection

Coverage over time

Where ForMotiv sees behavior

The channels, workflows and teams ForMotiv serves, from the year each was added.

201820192020202120222023202420252026ChannelsDirect digital
Agents & agencies
Chat
AI agents
WorkflowsQuote & application
Policy admin
Claims
TeamsGrowth & marketing
Underwriting
Digital & CX
Fraud & SIU
Distribution
Claims

Keep exploring

What the platform looks like now

The same behavioral data, put to work by underwriting, fraud, growth, distribution and claims teams, at several of the top ten life and P&C carriers.

How it works

Capture, understand, predict and act in real time.

Platform overview
Enterprise Intent

Behavioral intelligence across every product, transaction and touchpoint.

Platform vision
Use cases

What carriers solve with ForMotiv, by team and line of business.

All use cases

FAQ

Frequently asked questions

When was ForMotiv founded?

ForMotiv was founded in 2018. Its first use case was predicting conversion on direct digital insurance quotes, using behavioral data captured in real time during the application.

What does ForMotiv do?

ForMotiv is a behavioral intelligence platform for insurers. It captures how people and AI agents behave in digital insurance journeys and turns that behavior into real-time signals for underwriting, fraud, growth, distribution and claims teams.

Which workflows and channels does ForMotiv cover today?

ForMotiv covers quote and application, policy administration and claims, across direct digital, agents and agencies and chat, and it identifies AI agents acting in those flows.

Who uses ForMotiv?

Life, P&C and commercial insurers, including several of the top ten life and P&C carriers, along with reinsurers and digital application providers.

What is Enterprise Intent?

Enterprise Intent is ForMotiv's direction for 2026 and beyond: one behavioral decision layer connecting every workflow and channel, so the same view of a customer informs policy opening, policy administration and claims.

Your applications already know more than they say.

Bring one journey and one goal. We’ll show you the behavioral signals behind it, the decisions they can drive, and how ForMotiv fits into your stack.

Book a demo Review the platform
01
Pick the use case

Leakage, fraud, conversion or agent oversight, on the line and channel you care about most.

02
See it on a real flow

A walkthrough of the signals, features and scores for journeys like yours.

03
Map the integration

Where the tag goes, what the API returns and which systems act on it.