Industry
Attio for insurance
A CRM that models how insurance actually works. Custom objects for insurers and workshops. Deal qualification with MEDDPICC. Pipeline segmented by forecast horizon and opportunity type. Built from a live implementation for a motor-claims TPA.
This is for you if
You run a TPA and coordinate claims between insurers and a workshop network
You sell insurance partnerships and need pipeline structure beyond companies and deals
Your team tracks insurer SLAs, authority limits, and contract renewals in spreadsheets
Workshop assessments, capabilities, and capacity live outside the CRM and nobody trusts them
Renewals, expansions, and win-backs all share one stage-based pipeline and forecasts are noisy
Risk flags and overdue deals only surface when someone remembers to check
What standard CRMs miss
Insurance runs on entities and relationships that a contact/company/deal model was never designed for.
Insurers are not just companies
They have authority limits per claim type, SLA tiers, GWP, market share, fee structures, billing frequencies, and contract renewal dates. None of this fits a standard company record.
Workshops are not just vendors
They have repair capabilities, labor rates, cycle times, dispute ratios, parts discounts, contract terms, and a service coverage zone. Vendor lists cannot track any of it.
Deals mean different things
A new insurer partnership, a renewal, an expansion, and a win-back all move at different speeds with different probabilities. One stage-based pipeline flattens them into noise.
Relationships are many-to-many
One insurer refers to multiple workshops. One workshop serves multiple insurers. A company sits above both as the parent. A flat CRM loses these connections within a week.
Your data model
Five objects connected through real relationships. Companies as the parent with mother and daughter hierarchy. Insurers and Workshops as custom objects with their own attributes. Deals qualified with MEDDPICC. People with role context that matches an insurance sale.
Companies
Parent entity with organisation type, lines of business, and hierarchy between group and subsidiary.
- Organisation Type (Insurer, Workshop, Broker, Reinsurer)
- Mother and Daughter Company relationships
- Lines of Business, Distribution Channels
- Direct links to Insurer and Workshop objects
Insurers
Custom object for carriers and reinsurers with the attributes a TPA actually needs to know.
- Authority Limit for Repair, Total Loss, and Injury
- GWP, Market Share %, Active Vehicle Policies, Annual Motor Claims
- SLA Tier, Fee Structure, Billing Frequency, Handling Fee
- Lifecycle Stage, VIP flag, Contract Renewal Date
- Reinsurer, Regulator, Insurer Type
Workshops
Custom object for the repair network with capabilities, performance metrics, and contract terms.
- Network Status, Capabilities (multi-select)
- YTD Claim Volume, Avg Repair Cost, Avg Cycle Time, Dispute Ratio
- Labor Rates (Body, Paint), Parts Discount %, Handling Fee
- Contract Start and Expiry Dates, Fee Structure
- Coverage Zone, Workshop Location, State
Deals
Opportunities qualified with MEDDPICC, scored for probability, tagged by type and forecast category.
- MEDDPICC Score (0-100), Stakeholder Count
- Champion and Economic Buyer relationships
- Forecast Category (Commit, Best Case, Pipeline)
- Annual Contract Value, Renewal Date, Contract Start Date
- Risk Level, Competitive Position, Key Dependency Flags
- Identified Pain Points, Decision Criteria, Competition Notes
People
Contacts with role context that matches how an insurance sale actually works.
- TPA Role, Buying Role (decision maker, influencer)
- Preferred Channel, Mobile Number
- Report Subscriber, Panel Topic
- Contact Owner
How deals move
Six stages, each with a base probability. Opportunity type shifts the probability. Forecast category tells leadership which deals to believe.
Stage 1
Lead Qualification
10%
Stage 2
Discovery & Needs Analysis
20%
Stage 3
Solution Presentation
35%
Stage 4
Proposal / RFP Response
50%
Stage 5
Negotiation & Legal Review
75%
Stage 6
Closed Won / Lost
100% / 0%
Pipeline views
Pre-built views that match how an insurance sales team actually talks about the pipeline. By forecast horizon, by opportunity type, by risk.
Active Pipeline by Stage
Stage is not Closed Won or Lost
Commit (0-30 days)
Close date within 30 days, Forecast = Commit
Best Case (31-60 days)
Close date 31-60 days, Forecast = Best Case
Pipeline (61-90 days)
Close date 61-90 days, Forecast = Pipeline
New Business
Opportunity type = New
Renewals
Opportunity type = Renewal
Win-backs
Opportunity type = Win-back
Expansions
Opportunity type = Expansion
At-Risk
Risk = High OR Stakeholders < 2 OR close date in past
Automations that keep the pipeline honest
Operational hygiene without manual effort. Probability updates, risk flags, overdue tasks, and cross-object record creation.
Probability moves with the stage
Change the deal stage, probability updates. Expansion deals carry a +15% adjustment, win-backs carry a -10% adjustment. Forecasts reflect deal difficulty without manual entry.
Auto-routing by opportunity type
Expansions skip Lead Qualification and land on Discovery. Renewals skip to RFP Response. New deals start where the conversation actually is, not at stage one.
Daily risk scan
Every morning: find deals past their expected close date, raise Risk Level to High, create a task for the sales lead. Nothing slips past unflagged.
Inactive deal reminders
Deals with no updates for 14 days trigger a task for the owner. Forces a decision: advance it, update it, or close it.
Insurer or Workshop from organisation type
Set a company's Organisation Type to Insurer or Workshop and the matching custom record is created and linked. No duplicate entry across objects.
Notes and calls to Notion
Notes and call transcripts sync to Notion with AI-generated summaries. The sales record stays in Attio, the knowledge lives where the team reads it.
Dashboards that answer the right question
Two dashboards, two audiences. Reps care about funnel and time in stage. Executives care about forecast and slippage.
Sales Team Dashboard
What reps look at daily: funnel conversion, pipeline value by stage, time in stage, deals by close date.
Executive Dashboard
What leadership asks about weekly: slippage analysis, stage conversion funnel, pipeline by horizon, forecast rollups.
Workshop network management
For TPAs and claims operations that run a repair network, a structured assessment list captures what matters: capability, capacity, compliance. Workshops get tiered, routed, and monitored from inside the CRM.
Grade and Tier
150-point inspection checklist
Capabilities: EV, ADAS, aluminium, carbon fibre, PDR, glass
Equipment: Car-O-Liner, diagnostics, welding, EV tools
Staffing: technicians, painters, EV electricians, advisors
Facilities: bays, paint booths, parking, OEM certifications
Monthly repair capacity and daily booking limits
Compliance: waste management, accessibility, CCTV
Case study
5 custom objects, MEDDPICC scoring, executive dashboards
How a motor-claims TPA replaced spreadsheets with a structured Attio workspace. Full data model, 10+ automations, 11 pipeline views, 60+ point workshop assessment.
Read the case study →FAQ
Is Attio a fit for an insurance business?
Yes, if your business has non-standard entities (insurers, workshops, reinsurers, brokers) and relationships between them that a contact/company/deal model cannot represent. Attio's custom objects and flexible relationships handle this directly.
Do I need a separate tool for claims or policy management?
Attio is a CRM, not a claims or policy system. It handles the sales, partnership, and operations side: insurer onboarding, workshop network, renewals, SLAs, and commercial terms. It integrates with the system of record for claims and policies.
Can we track workshop capabilities and performance in Attio?
Yes. Workshops are a custom object with capability attributes (EV, ADAS, aluminium, PDR, glass, etc.), performance metrics (cycle time, dispute ratio, YTD volume), and contract terms. A structured assessment list captures onboarding and quality-control criteria.
How does MEDDPICC work on the deal object?
MEDDPICC fields live directly on the deal: champion, economic buyer, pain points, decision criteria, stakeholder count, score. Probability calculates from stage with adjustments per opportunity type so forecasts reflect reality, not optimism.
Can we segment the pipeline by renewal, expansion, and new business?
Yes. Each opportunity type has a dedicated view. Renewals route to the RFP stage on creation. Expansions get a +15% probability adjustment. Win-backs get a -10% adjustment. Forecasts stay honest across all deal types.
How long does an insurance setup take?
A core setup (5 custom objects, MEDDPICC deals, 10+ pipeline views, automations, dashboards) can be delivered in one day for smaller teams, or as a multi-week scoped build for larger networks with integrations and historical imports.
Ready when you are.
Two ways in. Pick the friction that fits.