How Integrity’s AI is creating ‘super advisors’

Artificial intelligence is updating so fast that only the early adopters have any chance to keep pace and take full advantage. In the insurance world, Integrity is among the few that embraced AI early on.

The company began investing in AI as early as 2021, said Bryan W. Adams, co-founder and CEO of Integrity. In 2023, the Dallas, Texas-based company rolled out Ask Integrity, an AI-powered, voice-activated digital assistant designed for insurance agents to streamline client management and plan selection.

From the start, the standard was set, Adams explained: smart investment for improved quality.

For “advisors who use AI, especially a trusted, secure platform as we have with Ask Integrity, it creates super advisors,” he said. “We processed several million policies in 2025. Agents and advisors who used our technology last year sold 79% more applications.”

Now Integrity is rolling out the next phase of its commitment to AI, a collaboration with Microsoft that will change how business is done by its thousands of producers at affiliated agencies coast to coast.

All Integrity employees will now have access to its intuitive AI Digital Assistant through Microsoft 365 Copilot — designed to help employees be more productive, creative and efficient. The collaboration will “streamline processes and automate tasks to unlock an enhanced quality of work,” Integrity said in a news release.

“It’s a solution that creates a fundamental shift away from routine processes and toward higher, more strategic levels of work with greater focus on decision-
making and long-term impact,” Adams said. “This integration with Microsoft builds on our foundation of ongoing innovation and ignites our next phase of industry transformation.”

Although the company did not put a dollar figure on the Microsoft project, Adams said it is a “multi-seven-figure investment.”

“You only make those types of investments if you really think you can get a strong return on it,” Adams added, “and part of the return is to enable our employees to free up their time to go and serve more people. We believe that being able to equip our employees with their own AI-powered digital assistant will allow them to do more.”

Commitment to technology

Integrity’s broader technology push dates back even further, with the company ramping up spending in 2017 in an effort to modernize insurance and wealth management distribution. The COVID-19 pandemic accelerated that strategy, driving greater reliance on digital tools and remote engagement.

“Especially on the insurance front, we really wanted to make sure that we got ahead of the curve, to make sure that we were equipping our agents and advisors with all the best technology available to them,” Adams explained.

In the health care space, Integrity works with major insurance carriers to develop and distribute a wide range of Medicare products through its nationwide network.

Through specific prompts, AI helps Integrity learn which medications its senior clients are taking and which specialists they are seeing. With little use of employee time, the Ask Integrity digital assistant often gets the client connected with a better carrier to suit their needs.

The end result is a persistency rate two and a half times better than the standard rate, Adams said.

The company is now working with multiple AI providers, including teams from firms such as Anthropic, as it explores more advanced use cases. Some emerging tools can operate autonomously within a user’s computer environment.

Integrity is overcoming a resistance, or perhaps fear, of using AI among producers, Adams said. Many insurance producers have decades in the business, and changing their habits is not always easy. Adams reminds employees that they cannot “break” the technology.

Adams recalled a recent conversation with a team member who used AI, and it got her 80% of the way to a finished product.

“Think about the time you just saved by getting it to the 80% level,” he told her. “That 20% is the easy part, because now you can refine it. So, I’ll take that any day.”

Protecting data

Guarding the data entrusted to Integrity is a vital piece of the AI acceleration, Adams said. Multiple insurance companies have suffered devastating data breaches, with costly consequences.

“You need the scale, but you also need the security side because that data is really important, and you need to make sure it’s in a secured environment,” he said.

Despite the rapid advances and AI integration, Integrity wants human advisors to remain central to the insurance sales process.

“Our consumers will be even more informed. They’ll be better educated and have a better understanding,” Adams said. “But at the end of the day … you want to meet with a trusted advisor who’s got the experience that can help you. And also somebody who you can call and say, ‘I’ve got a question.’”

The company said agents who adopt AI tools are already seeing stronger performance, calling the technology a “force multiplier” that can enhance productivity and client engagement.

Integrity also pointed to growing interest among younger advisors, with thousands of agents in their 20s and 30s entering the business and showing strong adoption of new technology. At the same time, Adams said, older advisors are increasingly embracing AI as tools become easier to use.

Early results have been “astonishing,” he said, both in terms of productivity gains and employee adoption. 

“This is just the beginning for us,” Adams said. 

InsuranceNewsNet Senior Editor John Hilton has covered business and other beats in more than 20 years of daily journalism. John may be reached at [email protected]. Follow him on Twitter @INNJohnH.