“This completely eliminated backend manual data entry and enabled real-time automation of third-party data collection, resulting in decisions that are functionally instant in most cases.”ĭespite targeting digitally motivated shoppers, SimplySelect’s hybrid sales approach was informed by consumer research. “We were very excited that Brighthouse’s platform could ingest data directly from our systems into their rules engine,” Fitzgerald says. With Brighthouse’s API-enabled platform offering integration flexibility, inefficiencies could be swept away. But the customer doesn’t even receive a decision at that point, because the application goes into underwriting for about a week.” Next, the carrier calls the customer and asks many of the same questions. “First, an agent pre-screens and sends the info to the carrier. “For most incumbent carriers, AU is still a multi-step, asynchronous process,” she says. According to Fitzgerald, what makes Brighthouse unique among traditional carriers is its automation maturity.
