Short answer
An agency management system (AMS), such as Applied Epic, Vertafore AMS360 or HawkSoft, is the core system an insurance agency uses to manage policies, clients, carriers, commissions and accounting. The AMS is usually the system of record for policies, while a CRM handles sales, marketing and service.
Agency Management System (AMS) explained
Agencies rely on the AMS for policy and carrier data but often need a CRM for pipeline management, cross-selling, renewals outreach and marketing. Integrating the two keeps policy data visible in the CRM without double entry. Some AMS platforms offer APIs; others need middleware or file-based integration.
Salesforce Financial Services Cloud for insurance and HubSpot are both common CRM choices alongside an AMS.
How Vantage Point helps: we integrate Applied Epic and other agency systems with Salesforce and HubSpot, and run AMS-to-CRM assessments.
Frequently asked questions
Can a CRM replace an agency management system?
Usually not. The AMS handles policy administration, carrier connections and accounting; the CRM complements it for sales, marketing and service.
Does Applied Epic integrate with Salesforce?
Yes, through APIs and integration tools. Vantage Point has built Applied Epic and Salesforce integrations for agencies.