Better Agency

What it is

Better Agency is a CRM for independent P&C agencies. It covers sales pipelines, service requests, claims tracking, renewal outreach and email and text campaigns. GloveBox, which makes client-service apps for agencies, announced it had acquired Better Agency on December 9, 2024. The marketing site now reads “A GloveBox Company”. The help center calls the product GloveBox CRM, “formerly Better Agency”, and existing customers log in to the same app.

The vendor positions it as a relationship layer that sits next to your AMS, not as a replacement for one. In October 2024, Better Agency named NowCerts’ AMS, now called Momentum, as its official AMS partner. The announcement said Better Agency users would get a NowCerts AMS account synced with their CRM data.

How it works

Based on the GloveBox University help center:

1. Capture the lead. Leads come from website forms, list uploads (after checking email and SMS consent) or manual entry, tagged personal or commercial.
2. Run the sales pipeline. Opportunities move through New Leads, Appointments, Working, Quote Ready, Quote Sent, and then Won or Lost. Each stage has a preset campaign that starts when a contact enters the stage and stops when it moves on.
3. Close or nurture. Won deals record the policy number, premium and effective date. Lost deals record a reason and an X-date for later follow-up.
4. Handle service. A synced service inbox drops emails into a service pipeline. Clients get automatic email and text confirmations. Tickets carry a next-action date and turn red when overdue. Claims are tracked the same way.
5. Work renewals. Policy data from the AMS plugin and IVANS downloads fills a renewal pipeline. Policies are grouped by days to renewal and by whether the rate increase is above your threshold. Each group gets its own message. Completing a renewal can trigger a review or referral request.

Where it’s strong

Price. At $59 for one user or $89 for two, pricing is low and public. Every plan includes every feature, so you pay only for seats.

Workflows match agency work. Sales, service and renewals each get their own pipeline. You don’t have to bend a general sales CRM to fit service tickets and renewals.

Renewal triage. Splitting renewals by rate increase helps a small team focus on the clients most likely to shop. The default 45-day personal and 120-day commercial windows are adjustable.

Built-in texting. Texting runs through a GloveBox SMS number inside the CRM after TCR registration. Calls to that number can be forwarded. An optional Lightspeed Voice integration logs call recordings as notes and shows a screen pop for the caller.

Where it falls short

AMS sync is narrow. Momentum (NowCerts) is the only CRM integration documented in the help center. The vendor’s own CRM-vs-AMS page tells buyers not to assume automatic sync with their AMS. Even the Momentum sync pulls tasks, notes and opportunities one way, from the AMS into the CRM.

Exit cost. A full export with email and SMS history and notes costs a one-time $1,500, per the help center. Self-service exports leave those out.

Reporting is basic as documented. The help center covers renewal reports, new-business tracking and team activity views. We found no documentation of producer close-rate or premium-won dashboards.

No review summary. We could not access Capterra or G2 review pages for this product when we verified this review.

Pricing and setup

Published pricing as of October 2026:

• Solo: $59/month for one user.
• Team: $89/month for two users, plus $49/month per additional seat. A five-person team pays $236/month.
• Annual billing: 10% off ($637.20/year for Solo, $961.20/year for Team).

The vendor says there’s no onboarding fee and no long-term contract. Text messaging needs TCR registration, which the help center says can take days or weeks. Ask whether message volume carries extra fees, since the pricing page tells buyers to confirm message-related costs.

Who should look elsewhere

• AMS360, QQCatalyst or HawkSoft agencies should compare a CRM with a documented sync that writes activities and tasks back into the AMS.
• Larger agencies with several producers that need close-rate and premium dashboards by producer should look for deeper sales reporting.
• Agencies on Applied Epic or EZLynx should check their AMS’s own sales and communication modules before adding a CRM with no documented link.