Case Studies

Brightway Insurance

Brightway Insurance

RingCentral Streamlines Communication Between
Franchisees, Their Customers, and the Home Office

With more than $462 million in annualised written premiums, Brightway Insurance is one of the nation’s largest privately held personal lines independent insurance agencies. Brightway began franchising operations in 2008 and has since grown to more than 700 people in 14 states, serving customers in all 50 states. Forbes has recognised the company as America’s No. 1 Franchise to Buy. Brightway differentiates itself from other insurance companies by offering expert counsel and access to more insurance companies than any other agency. It also offers its agents a comprehensive system of support that enables them to focus on selling, while all other business functions are expertly handled by more than 230 insurance professionals at headquarters.

Previously, Brightway used an on-premises PBX system designed for small- to medium-sized businesses, but as the company grew, it wanted to better integrate its call center with the system. The call center is extremely important to Brightway’s business model because having a centralised service center to take calls on existing policies frees up agents’ time so they can focus on selling new policies.

“We wanted to find call center functionality to set on top of the existing telephony platform, but ultimately we decided to replace the platform altogether,” explains Brightway’s Enterprise Architect, Michael Baker.

Another problem with the on-premises PBX solution was related to the fact that Brightway requires its agency owners to use the same IT solutions as the parent company. As a result, Brightway put the same PBX boxes it was using in-house into the agencies. With more than 100 agencies, this was a huge expense for Brightway. Also, it was overkill since most of those offices used only a handful of lines.

Rigorous selection process leads to RingCentral

“We tried to cast as wide a net as possible [in searching for a new communications platform] because this was going to be a truly revolutionary overhaul,” Baker says. “We did not want to be in a position where six months in we were having to reinvent the wheel.”

The selection committee began with a high-level evaluation of more than 30 communications solutions. They narrowed the list to 16, then to five, then finally to three solutions that they evaluated in depth. From that final list, RingCentral stood out for having: 1) a comprehensive communications platform (RingCentral Office®) that supports telephony, text messaging, web collaboration, and mobile phones; 2) an omnichannel call center solution (RingCentral Contact Center); and 3) the integration of all RingCentral Office communications functionality with Contact Center.

“What really drew us to RingCentral was the omnichannel focus,” Baker notes. “Before going into our selection process, we were focused on telephony. It wasn’t until we discovered RingCentral that we changed our thinking to wanting to drive the call center from all points of communication.”

Fast answers and first contact resolution

According to Baker, the biggest benefit of the transition to RingCentral is that customers who call the call center reach the correct person in one hop.

“In the past, there were many different touch points,” Baker explains. “A customer would call their agent. The agent would call in to us by a back line and try to find the right person to help the customer. There was a lot of waiting.”

With RingCentral, local agents have a special line into the central contact center to connect them with the right resource right away.

Local connection best resource for all questions

With RingCentral and Contact Center, Brightway helps its local agents build personal customer relationships. Customers call their local office and hear a menu of options. When they have questions that require their local representative, they are routed to that person. If they have questions that need an answer from headquarters, their call goes to Contact Center, which sees their caller ID information and, via an integration with the Salesforce CRM system, finds out what policies they have and what state they’re in, and routes them to the right skill group and the person they need to talk to.

“The seamless movement back and forth between Contact Center and RingCentral Office is a unique capability of RingCentral, and it makes a significant business impact,” Baker adds. “The ability to move seamlessly back and forth from the Contact Center to the local agents means our customers have a local presence and close contact with their local agent, and our agents have the backing of our call center.”

Also, with Contact Center tightly integrated with the full suite of RingCentral business communications solutions, Brightway’s call center is seamlessly connected to the rest of the organisation.

Baker added that another improvement over the old system is the ability of intelligent omnichannel routing.

“We didn’t have that functionality before. With RingCentral, Brightway can build routing logic to connect customers to the right resource and use that same logic for email, chat, and other forms of communication,” he says. “Originally, we anticipated having to rebuild that logic for each one of those channels, but now we’re able to use the same logical division of labor in role assignments. That’s been a big help in reducing the time it takes us to help each customer.”

Company profile

Brightway Insurance is a national property/casualty insurance retailer selling through a network of franchised independent agencies throughout the country.

Year founded: 2008


Jacksonville, FL

Size: 230+ employees/
500 people in franchise offices


“The seamless movement back and forth between Contact Center and RingCentral Office is a unique capability of RingCentral, and it makes a significant business impact.”

—Michael Baker, Enterprise Architect, Brightway Insurance


“Originally, we anticipated having to rebuild that logic for each one of those channels, but now we’re able to use the same logical division of labor in role assignments.”

—Michael Baker, Enterprise Architect, Brightway Insurance