Beyond the Buzzwords: Launching Your MGA in the AI Age

The following interview was recorded during during Instech’s MGA Half Day in London on July 15, 2025.

During the event the Azur team helped participants build a live insurance product by simply uploading Underwriting Guidelines and tweaking a few settings.

If you’d like to see this yourself, book a demo and our team will be glad to do a run through just for you!

The interviewer is Robin Merttens.

The following transcript has been simplified for ease of reading.

Robin: For those unfamiliar, Azur Technology is focused on MGAs and offers MGA Connect, an end-to-end digital policy admin platform with powerful automation tools. To illustrate how this works, let’s imagine I’m an aspiring MGA founder. I’ve got no time, not much budget, and I just secured capacity. What now?

Charlie: First question: do you have your capacity? If yes, that’s great because timing is everything. MGAs can now launch faster than they did before. We’re talking about going from 12 months to 12 weeks, or even less. That’s because we’ve built a no-code platform and layered in AI to configure everything quickly.

Robin: Okay, I’m sold. I’ve got capacity and underwriting rules. What do you need from me to get started?

Charlie: We need your underwriting guidelines and your bordereaux templates. Our AI uses that to configure the system from end to end. That includes quoting, binding, billing… everything. Time is money, and we want to help MGAs launch fast and lean. We’ve been in that position ourselves. When we started, we funded our MGA by selling our tech to others.

Robin: So, what happens next? Who’s writing the code, and how does implementation actually work?

Charlie: That’s where we’re different. Traditionally, you’d go through discovery, tech design, and months of back-and-forth. We’ve eliminated most of that. Our AI interprets underwriting rules and configures the system without coding. That speeds up setup and builds trust. Underwriters can start playing with the system in days, not months, and fine-tune it from there.

Robin: So, underwriters test it. What’s involved in that process?

Charlie: Even with no-code, there’s still logic to test. You’ve got toggles, configurations, and rules. Testing is critical, especially for financial accuracy. Governments want reporting down to the penny. AI will eventually help more here, but right now, testing is still where you’ll spend the most time.

Robin: After the system is live, how self-sufficient can an MGA become?

Charlie: Our model is still largely outsourced, and we think that’s best. MGA tech is complex. It’s not just one developer, but a whole range of skills. We provide all of that, so the MGA can focus on underwriting and distribution. Launching new products becomes repeatable: give us the rules and the data, and we’ll spin up the system again.

Robin: Your tech sits on Salesforce. Why did you choose that platform?

Charlie: Salesforce is reliable, secure, and widely adopted. It offers powerful CRM and workflow tools, and we can layer our MGA-specific capabilities on top. It’s enterprise-ready and scalable. Plus, Salesforce is investing heavily in AI which we can leverage without building it all ourselves.

Robin: Are you essentially an “Insurify” app within Salesforce?

Charlie: Exactly. We’re on the Salesforce AppExchange. That means MGA Connect can sit alongside finance apps, analytics tools, and more, all in one environment, with no messy integrations. It also future-proofs you so there’s less risk of your tech partner being acquired and neglecting your product.

Robin: Let’s talk AI. What are you using it for today?

Charlie: Right now, mostly for content parsing. Large language models can digest a 100-page MGA agreement and pull out the relevant parameters. That’s very mature and reliable. The more “agentic” use of AI, where agents act on your behalf without oversight, is still early-stage. We’re not replacing underwriters yet.

Robin: So, AI is more about automation than decision-making for now?

Charlie: Exactly. We’re focused on predictive analytics and intelligent automation. For example, if a confidence score is low, send the submission to an underwriter. Simple rules, not full autonomy.

Robin: Can you name any clients or case studies?

Charlie: Sure. Dual Group is a great example: they’re launching a product every six weeks now. That’s without AI. With it, the pace only increases. Timing is perfect right now for MGAs to leverage this tech stack, Salesforce, no-code tools, AI, to get to market fast.

Robin: Final thoughts?

Charlie: Timing is everything. Right now is the best time to launch an MGA with mature, scalable, affordable tech. The tools are real, and they’re ready. We’ve seen the skepticism. People can’t believe how far it’s come, but we’re here to prove it.