The carrier is eager to show its agents that its attentive to their issues with its Web site and wants to offer a solution that retains the agency management system as the hub of agency workflowwhile making full use of the carriers elaborate Web site. The carrier has undertaken a pilot using SeaPass Solutions (www.seapass.com) to provide transparent connections from Applied Systems and AMS Services agency management systems to the carrier site.

We want to show our agents that were not closed minded but willing to deal with agency SEMCI workflow issues. Some agencies live in their management systems and are reluctant to go out to our Web site. We think that SeaPass may be able to provide an answer without either our IT staff or the management system vendors having to do any work. So weve put together a proof of concept project with SeaPass. We want to show that there isnt just one way to skin the cat. Technology can provide a number of different ways to satisfy our needs and our agents at the same time, the carrier explained.

SeaPass has no effect on, makes no changes to, and requires no changes in either the agency management system or the carrier Web site. It acts as an intelligent intermediary that uses data from the agency system context to fool the carrier Web site into thinking the agency CSR is entering data, doing mouse clicks, and so on.

In a way, the approach is reminiscent of screen scraping solutions that were used to hide green screens behind more attractive PC presentations. But according to the carrier, the SeaPass solution goes far beyond screen scraping. The solution can generate screens back to the agency on the fly for editing prior to populating carrier Web forms and has a powerful business model and parser under the covers.

According to Eric Gewirtzman, president of SeaPass U.S. operations, a number of initial SeaPass agency/carrier integrations were created for insurance agencies without the knowledge of the management system vendors or the carriers to whose systems/sites SeaPass connected. SeaPass patented software had its origins in military intelligencewhen the purpose was to hack, undetected, into sensitive Web sites. The SeaPass version of the software doesnt bypass carrier Web site security but follows whatever logon and other security processes the carrier has put in place.

SeaPass reports that it has successfully implemented solutions for such agency management systems as Applied Systems The Agency Manager, AMS Services Sagitta and AfW, and is confident that its approach will work with any management system. SeaPass has already provided connections into a number of carrier Web sites (and legacy systems, by the way, for carriers without sites) and is confident it can handle virtually any carrier site with aplomb.

Hybrid interface via a SeaPass solution can be applied to any transactions supported by the agency software and carrier site. If the carrier supports on-line endorsements, SeaPass can provide a connectivity solution. If the carrier site has direct bill, claims, or other kinds of inquiry capabilities, the inquiry can be launched by the agency CSR from the management system and then delivered from the carrier Web sitewithout any additional action on the part of the CSR.

What would a SeaPass version of hybrid interface look like to agents? A new business submission might work like this: The agency CSR would complete an application in the agency management system and hit the export button. The CSR would then be prompted, if relevant, to add additional data not present in the management system application and/or to correct faulty data. The CSR would then be shown the fully populated application in the carrier Web site (logon and navigation having been taken care of transparently). The CSR could then go on with the rest of the carrier processwithin the carrier site. A download to synchronize the agency database would come back to the agency overnight.

The Business Deal

How does SeaPass make a living? Who pays? SeaPass offers two alternatives. Both use the same software, but one is directed at agencies as customers and the other at carriers. When a carrier contracts with SeaPass, generally the carrier hosts a SeaPass server and the solution is single carrier, multiple agency. When the agency is the customer, the agency hosts the SeaPass server and the service is single agency, multiple carrier.

The piloting carrier referred to above favors agency-side solutions, since its agency partners represent multiple carriers. On the other hand, a carrier with captive agents might find hosting a SeaPass server more appropriate for its needs. I suggested to SeaPass that it provide a third approach, hosting its server and then providing multi-carrier/multi-agency connectivity. Gewirtzman said the vendor was considering such a SeaPass hosting option.

Today SeaPass gauges its pricing based on the projected savings it will provide the customer. The piloting carrier would like to see a more conventional pricing arrangement that doesnt depend on hypotheses.

Does This Really Work?

SeaPass likes to talk about the artificial intelligence built into its software that lets it set up connectivity between agency software and carrier Web sites with a minimum of fuss. Those of us who have seen screen scraping and chewing-gum-and-bailing-wire connectivity solutions in the past might be a bit skeptical. How does the SeaPass software handle branching, errors, and site changes? I was told that when the software cant figure out what to do because of unexpected results, the responsible administrator is notified, then trains the program and puts it back to work. Is that easy or hard? How often does it happen?

The test for the viability of any service like SeaPass lies in its ability to scale. It appears that SeaPass can create viable hybrid interface implementations for an initial population of carriers and agencies. And thats a major accomplishment. It will be interesting to see, if its given the opportunity, whether SeaPass can make its technology and business work for hundreds of carriers and thousands of agencies.

In any case, at least one savvy carrier thinks enough of the SeaPass solution to create a pilot with three agencies. If the experiment works and the business arrangements can be put together, this carrier may see enthusiastic agency response and increased use of its Web siteand gain a competitive advantage over carriers that wont or cant solve the agency technology/carrier Web site connectivity dilemma.

John Ashenhursts company, Sound Internet Strategy, provides consulting, Web site evaluation, and seminar services to carriers and their trading partners. He can be reached at [email protected] or (360) 376-1090.