Crux Selected by Equity Insurance Group as Home Base for Insurance Operations for 28 Locations

Business Wire

EIG will use Crux to take on repetitive servicing and back-office work, freeing its local agents to do what they do best: neighbors helping neighbors, one policy at a time

DENVER--(BUSINESS WIRE)--
Crux, the insurance operating system for modern agencies, brokers and carriers, today announced that Equity Insurance Group (EIG), the independent agency that’s “big enough to save you money, small enough to know your name,” has selected Crux as the home base for its marketing and service operations. EIG will deploy Crux across its 28 locations in 10 states to automate the everyday servicing work that slows its agents down.

The move pairs EIG's people-first service model with agentic AI that works inside the systems its teams already use. Because the Crux technology, including AI agents, is completely branded to EIG and trained on its internal knowledge and procedures, clients get fast, accurate answers that sound exactly like EIG across chat, email, text and phone, including after hours. The result: faster turnarounds for clients, fewer dropped handoffs, and more time for agents to advise, shop carriers and build relationships. That means more premium and better retention, without growing the back office.

Why Crux

EIG chose Crux because it isn't AI bolted onto old workflows. Crux’s agents are built from the ground up for brokers, agencies, and carriers working directly alongside your AMS, CRM and carrier portals. They work like tenured teammates: they know the playbook, never lose a follow-up, and scale as EIG grows.

With Crux, EIG agents get an always-on teammate that handles:

New business and renewals. Quotes, proposals and submissions packaged for every carrier, so producers shop more markets faster.
Everyday service. Policy changes, COIs, payments and client questions, handled by an assistant that knows your book. Think Claude, ChatGPT, or Gemini.
Clean data, clear reporting. Accurate records across your systems, and state-of-the-business reporting you can trust.
Custom workflows. Build any process, anytime. CRUX works the way your agency works.

Judgment stays with people. Crux takes on the busywork; EIG's licensed professionals keep the advice, the coverage decisions and the client relationships.

"Our mission is simple: be the absolute best employer, the absolute best insurance broker and the absolute best referral partner in the entire industry," said Mitch McCloskey, Founder of Equity Insurance Group. "You can't be the best when your people are buried in logging into Carrier portals all day long. Crux gives every one of our agents a tireless teammate working in the background, so when a client calls, they get us a real, local person with the time and the answers to help."

“EIG wants to keep growing without adding headcount,” said Ricky Lopez, CEO of Crux. “We take the manual work off their team so they can focus on what matters: building relationships with their customers. Crux isn’t another off-the-shelf AI tool that is flooding our space today. Agencies get the core features to start fast, plus the flexibility to support the workflows that make them unique. We want their team living in Crux all day, the way people use Claude or ChatGPT, without worrying about usage or transaction fees. Crux is their basecamp.”

About Equity Insurance Group

Equity Insurance Group (EIG) is an independent insurance agency with 28 locations across Colorado, Texas, Washington, New Mexico, Louisiana, Alabama, California, Tennessee, Arkansas and Illinois. EIG shops top carriers to find clients the best coverage and value across personal lines, commercial lines, life, health and Medicare. Built on the belief that insurance should be simple, human and helpful, EIG works for its clients, not the insurance companies. Learn more at equityinsgroup.com.

About Crux

Crux is the home base for modern insurance agencies, brokers and carriers. Its insurance operating system includes branded AI agents trained on each team’s knowledge and procedures, handling submissions, quoting, certificates, endorsements, renewals and everyday servicing. Crux works alongside existing AMS, CRM and carrier portals, so teams spend less time on admin and more time on relationships, without adding overhead. Learn more at trycrux.com.