How artificial intelligence can help brokers close sales

Artificial intelligence could help a brokerage figure out how likely a prospective client is to actually buy insurance. At least that's what officials with Surex Direct are hoping. Magreth, Alta.-based Surex Direct places home, auto and commercial lines and says it can deliver 10 quotes online in 10 minutes or less. If a person gives Surex information to generate a home or auto quote, the brokerage defines that person as a lead, said Matt Alston, co-founder and chief operating officer of Surex. "We are trying to build out sophistication in scoring leads," Alston said in an interview.