# Origamy playbook spec v1. Reference: /playbooks/spec-format/
spec_version: 1
id: insurtech.quote-to-policy
title: Quote to policy
sector: insurtech
source:
kind: synthesized
notes: >-
No insurer has built this with us yet. Written from the base first-contact call task, the
trial-to-paid nudge sequence (messages that stop when the person buys) and the staff-form
pattern for a sale recorded by hand. It works from a quote form and a staff "policy sold"
form with no code, or from quote and purchase events sent by your app. No message carries
a premium, an amount or a policy number.
derived_from: saas.trial-to-paid
vocabulary:
person: customer
people: customers
group: advisors
summary: >-
Follows up every quote until it becomes a policy. A reminder email goes out two hours after
the quote, an SMS the next day and, if the customer still hasn't bought after two days, an
advisor gets a task to call. It all stops when they buy, and a welcome message explains how
to claim and where to find the policy document. The manager gets a weekly count of quotes and
purchases.
when_to_use:
- You are a digital insurer, an MGA or a broker who quotes online, and most quotes never turn into policies.
- You want an advisor to call only the people who are still thinking, not everyone.
- You want new policyholders to know how to claim from day one.
requires:
data_in:
- how: public_form
what: "The Get a quote form this playbook creates (when you choose the form option): put its link on your website, WhatsApp and social bios. No code needed."
- how: staff_form
what: "The Policy sold form your advisors fill in when a customer buys, matched by phone. It stops the follow-up and sends the welcome."
- how: app_events
what: "Or, with the app option, your app sends a quote event (with the product) and a purchase event."
channels:
- channel: email
for: The quote reminder and the welcome
needs: A verified sending domain for {{ params.email_from }}.
- channel: sms
for: The next-day reminder and the short welcome
needs: An SMS provider, or Origamy managed SMS after business verification (KYC).
events:
- onboarding.submitted
- "{{ params.quote_event }}"
- "{{ params.purchased_event }}"
traits:
- policy_status
- quote_product
- quote_call
- quote_note
- policy_sold_at
parameters:
- key: org_name
ask: true
question: What should messages call your company?
label: Company name
type: string
example: Northwind Insurance
- key: quote_source
ask: true
question: "How do quotes and sales reach Origamy? Choose form (no code: a quote form and a staff sold form) or app (your app sends events)."
label: Data source
type: enum
options: [form, app]
default: form
- key: advisor_team
ask: true
question: Which team calls customers who haven't bought after two days? (one person is fine)
label: Advisors
type: team_name
default: Advisors
- key: claims_phone
ask: true
question: Which number should customers call to make a claim or ask a question?
label: Claims phone
type: string
default: "{{ workspace.phone }}"
- key: finish_url
ask: true
question: Where can customers finish buying their quote? (a link; leave empty to give your phone number only)
label: Buy link
type: url
default: ""
- key: quote_event
label: Event your app sends when a quote is created (with a product property)
type: event_name
default: quote.created
- key: purchased_event
label: Event your app sends when a policy is bought
type: event_name
default: policy.purchased
- key: products
label: Products on the quote form
type: list
default: [Motor, Home, Travel, Business]
- key: docs_where
label: Where customers find their policy document
type: text
default: in your account in the app and in the email we sent you
- key: manager_team
label: Who gets the weekly report
type: team_name
default: Sales managers
- key: email_delay
label: How long after the quote the reminder email goes
type: duration
default: 2h
- key: sms_delay
label: Wait after the email before the SMS (a day after the quote, minus the email delay)
type: duration
default: 22h
- key: call_delay
label: Wait after the SMS before the advisor task
type: duration
default: 1d
- key: call_due_hours
label: Hours the advisor has to call
type: hours
default: 24
- key: report_cron
label: When the weekly report arrives
type: cron
default: "0 8 * * 1"
- key: default_country
label: Default phone country on the forms
type: country_code
default: "{{ workspace.country }}"
- key: timezone
label: Time zone for the report
type: timezone
default: "{{ workspace.timezone }}"
- key: email_from
label: Sender address
type: email
default: "{{ workspace.default_sender }}"
- key: greeting_fallback
label: Greeting when a first name is missing
type: string
default: there
timings:
- "{{ params.email_delay }} after the quote, a reminder email."
- A day after the quote, an SMS.
- Two days after the quote, a call task for {{ params.advisor_team }}, due in {{ params.call_due_hours }} hours.
- Every step checks that the customer hasn't bought yet. The moment a policy is recorded as sold, the reminders stop and the welcome email and SMS go.
- The weekly report arrives on cron {{ params.report_cron }} in {{ params.timezone }}.
customer_must:
- "With the form option: publish the Get a quote form and the Policy sold form. Advisors fill in Policy sold, with the phone number from the quote, as soon as a customer buys. With the app option: send {{ params.quote_event }} (with a product property such as motor or travel) and {{ params.purchased_event }} from your app."
- Add people to the {{ params.advisor_team }} and {{ params.manager_team }} teams. A task assigned to an empty team reaches nobody.
- "Never put a premium, an amount, a policy number or a claim detail in a message, an event property you copy into a message or a task note. Messages point to the app, the email and your phone number instead."
- Check your insurance regulator's rules on how you may contact people who asked for a quote, and say on the quote form that you will follow up. Don't tell anyone they are covered until the policy is issued.
- Verify the sending domain for the email, connect an SMS provider or finish business verification, switch the follow-ups and the report on, and test with your own phone and a fake quote.
objects:
- ref: team_advisors
kind: team
about: Calls customers who haven't bought two days after their quote.
body: { name: "{{ params.advisor_team }}" }
- ref: team_managers
kind: team
about: Gets the weekly report.
body: { name: "{{ params.manager_team }}" }
- ref: form_quote
kind: form
about: The quote request form (the no-code way in). The product is saved with the request.
when: { param: quote_source, equals: form }
body:
name: Get a quote
slug: get-a-quote
description: Tell us what you'd like to insure and we'll follow up with your quote.
draft_state:
version: 1
meta: { layout: classic, submit_label: Get my quote, success_message: "Thank you! We'll be in touch with your quote." }
pages:
- id: p1
title: Get a quote
description: A few details and we'll follow up.
fields:
- { id: f_first, key: first_name, type: short_text, label: First name, required: true, maps_to: { mode: custom, key: first_name, trait: true } }
- { id: f_last, key: last_name, type: short_text, label: Surname, required: true, maps_to: { mode: custom, key: last_name, trait: true } }
- { id: f_phone, key: phone, type: phone, label: Phone number, required: true, maps_to: { mode: mapped, slot: profile.phone }, config: { country_picker: true, default_country: "{{ params.default_country }}", verify: "off" } }
- { id: f_email, key: email, type: email, label: Email address, required: true, maps_to: { mode: mapped, slot: profile.email } }
- id: f_product
key: product
type: single_select
label: What would you like to insure?
required: true
maps_to: { mode: custom, key: product }
options:
$each: params.products
$value: { value: "{{ item }}", label: "{{ item }}" }
- { id: f_consent, key: contact_ok, type: boolean, label: I agree that you may contact me about my quote, required: true, maps_to: { mode: custom, key: contact_ok, trait: true } }
verification_settings: { required: false }
- ref: form_sold
kind: form
about: Staff-only form an advisor fills in when a customer buys. It stops the quote reminders and sends the welcome.
when: { param: quote_source, equals: form }
body:
name: Policy sold
slug: policy-sold
description: Advisors only. One entry for each customer who buys a policy.
draft_state:
version: 1
meta: { layout: classic, submit_label: Save sale, success_message: Saved. The customer will get a welcome. }
pages:
- id: p1
title: Policy sold
description: Use the phone number from the customer's quote. Do not enter a policy number or an amount.
fields:
- { id: f_phone, key: phone, type: phone, label: Customer's phone number, required: true, maps_to: { mode: mapped, slot: profile.phone }, config: { country_picker: true, default_country: "{{ params.default_country }}", verify: "off" } }
- { id: f_date, key: sold_on, type: date, label: Date sold, required: true, maps_to: { mode: custom, key: policy_sold_at, trait: true }, config: { default_today: true } }
verification_settings: { required: false }
- ref: q_quotes_form
kind: saved_question
about: How many people asked for a quote on the form (used by the weekly report).
when: { param: quote_source, equals: form }
body:
name: "Report: quotes requested"
data_plane_id: default
viz_type: number
viz_settings: {}
visibility: workspace
query_ast:
table: events
filters:
operator: and
conditions:
- { field: event_name, op: eq, value: onboarding.submitted }
- { field: properties.form_id, op: eq, value: "{{ ref.form_quote.id }}" }
aggregations: [{ fn: distinct, field: canonical_user_id, alias: people }]
- ref: q_sold_form
kind: saved_question
about: How many sales advisors recorded.
when: { param: quote_source, equals: form }
body:
name: "Report: policies sold"
data_plane_id: default
viz_type: number
viz_settings: {}
visibility: workspace
query_ast:
table: events
filters:
operator: and
conditions:
- { field: event_name, op: eq, value: onboarding.submitted }
- { field: properties.form_id, op: eq, value: "{{ ref.form_sold.id }}" }
aggregations: [{ fn: distinct, field: canonical_user_id, alias: people }]
- ref: q_quotes_app
kind: saved_question
about: How many people got a quote in the app (used by the weekly report).
when: { param: quote_source, equals: app }
body:
name: "Report: quotes created"
data_plane_id: default
viz_type: number
viz_settings: {}
visibility: workspace
query_ast:
table: events
filters:
operator: and
conditions:
- { field: event_name, op: eq, value: "{{ params.quote_event }}" }
aggregations: [{ fn: distinct, field: canonical_user_id, alias: people }]
- ref: q_sold_app
kind: saved_question
about: How many people bought a policy in the app.
when: { param: quote_source, equals: app }
body:
name: "Report: policies purchased"
data_plane_id: default
viz_type: number
viz_settings: {}
visibility: workspace
query_ast:
table: events
filters:
operator: and
conditions:
- { field: event_name, op: eq, value: "{{ params.purchased_event }}" }
aggregations: [{ fn: distinct, field: canonical_user_id, alias: people }]
- ref: report_weekly
kind: report
about: Each week, quotes, purchases and the state of the advisor calls, to the managers.
body:
name: "Weekly: quotes and policies"
description: Quotes, purchases and advisor calls.
schedule_cron: "{{ params.report_cron }}"
timezone: "{{ params.timezone }}"
enabled: false
spec:
period: last_7_days
compare: previous_period
week_start: monday
sections:
- { id: quotes_form, kind: saved_question, title: Quotes requested, viz: number, when: { param: quote_source, equals: form }, params: { question_id: "{{ ref.q_quotes_form.id }}" } }
- { id: sold_form, kind: saved_question, title: Policies sold, viz: number, when: { param: quote_source, equals: form }, params: { question_id: "{{ ref.q_sold_form.id }}" } }
- { id: quotes_app, kind: saved_question, title: Quotes created, viz: number, when: { param: quote_source, equals: app }, params: { question_id: "{{ ref.q_quotes_app.id }}" } }
- { id: sold_app, kind: saved_question, title: Policies purchased, viz: number, when: { param: quote_source, equals: app }, params: { question_id: "{{ ref.q_sold_app.id }}" } }
- { id: tasks, kind: tasks_summary, title: Advisor calls, params: {} }
recipients: [{ type: team, id: "{{ ref.team_managers.id }}" }]
channel_policy: { mode: email_only }
- ref: tmpl_quote_email
kind: template
about: Reminder email two hours after the quote. No amounts.
body:
name: Your quote is waiting (email)
channel: email
category: Quotes
style: html
status: active
subject: "Your {{ traits.quote_product | default: \"insurance\" }} quote with {{ params.org_name }}"
metadata: { email: { from: "{{ params.email_from }}", preview_text: "It's saved and ready when you are." } }
variables: {}
body: >-
Hello {{ traits.first_name | default: "{{ params.greeting_fallback }}" }},
Thank you for asking {{ params.org_name }} for a {{ traits.quote_product | default: "insurance" }}
quote. It's saved and ready when you are.
{% if "{{ params.finish_url }}" != "" %}Pick up where you left off
{% endif %}
Have a question first? Call us on {{ params.claims_phone }} and an advisor will help.
Thank you,
{{ params.org_name }}
Unsubscribe
- ref: tmpl_quote_sms
kind: template
about: Next-day SMS reminder.
body:
name: Your quote is waiting (SMS)
channel: sms
category: Quotes
style: text
status: active
subject: ""
metadata: {}
variables: {}
body: "{{ params.org_name }}: hello {{ traits.first_name | default: \"{{ params.greeting_fallback }}\" }}, your {{ traits.quote_product | default: \"insurance\" }} quote is still waiting for you.{% if \"{{ params.finish_url }}\" != \"\" %} Finish here: {{ params.finish_url }}{% endif %} Or call {{ params.claims_phone }} and an advisor will help. Reply STOP to opt out."
- ref: tmpl_welcome_email
kind: template
about: Welcome email with how to claim and where the policy document is. No policy number, no amounts.
body:
name: Welcome and how to claim (email)
channel: email
category: Policies
style: html
status: active
subject: "Welcome to {{ params.org_name }}"
metadata: { email: { from: "{{ params.email_from }}", preview_text: "How to claim, and where your policy document is." } }
variables: {}
body: >-
Hello {{ traits.first_name | default: "{{ params.greeting_fallback }}" }},
Thank you for choosing {{ params.org_name }}. We're glad to have you.
Your policy document is {{ params.docs_where }}. Keep it somewhere safe.
If you need to make a claim, call us on {{ params.claims_phone }} as soon as you can.
Tell us what happened and we will explain what we need from you and what happens next.
We will never ask for your PIN, password or a one-time code.
Thank you,
{{ params.org_name }}
Unsubscribe
- ref: tmpl_welcome_sms
kind: template
about: Short welcome SMS.
body:
name: Welcome (SMS)
channel: sms
category: Policies
style: text
status: active
subject: ""
metadata: {}
variables: {}
body: "{{ params.org_name }}: welcome, {{ traits.first_name | default: \"{{ params.greeting_fallback }}\" }}. Your policy document is {{ params.docs_where }}. To make a claim, call {{ params.claims_phone }}. We will never ask for your PIN or any code. Reply STOP to opt out."
- ref: wf_quote_form
kind: workflow
about: A quote request gets a reminder email, an SMS and then an advisor task, each only while the customer hasn't bought.
when: { param: quote_source, equals: form }
body:
name: "Quote 1: follow up until they buy"
description: Email after two hours, SMS the next day and an advisor call after two days. Each step stops if the customer has bought.
enabled: false
trigger_type: event
trigger_config: { event_name: onboarding.submitted, form_id: "{{ ref.form_quote.id }}" }
steps:
- { id: s1, type: action, config: { action_type: set_trait, traits: { policy_status: quoted, quote_product: "{{ properties.product | default: \"\" }}" } } }
- { id: s2, type: delay, config: { duration: "{{ params.email_delay }}" } }
- { id: s3, type: filter, config: { condition: { type: trait, trait_key: policy_status, cond_operator: eq, value: quoted } } }
- { id: s4, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: email, template_id: "{{ ref.tmpl_quote_email.id }}" } } } }
- { id: s5, type: delay, config: { duration: "{{ params.sms_delay }}" } }
- { id: s6, type: filter, config: { condition: { type: trait, trait_key: policy_status, cond_operator: eq, value: quoted } } }
- { id: s7, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: sms, template_id: "{{ ref.tmpl_quote_sms.id }}" } } } }
- { id: s8, type: delay, config: { duration: "{{ params.call_delay }}" } }
- { id: s9, type: filter, config: { condition: { type: trait, trait_key: policy_status, cond_operator: eq, value: quoted } } }
- id: s10
type: human_task
config:
human_task:
title: "Quote follow-up: {{ traits.first_name }} {{ traits.last_name }}"
instructions: |-
{{ traits.first_name }} {{ traits.last_name }} ({{ traits.phone }}) asked for a {{ traits.quote_product | default: "insurance" }} quote two days ago and hasn't bought.
Call to ask if they have questions and help them finish. Don't quote amounts in a message afterwards. Choose an outcome and add a short note.
assignee_refs: [{ type: team, id: "{{ ref.team_advisors.id }}" }]
strategy: round_robin
completion_policy: first_response_wins
outcome_options:
- { id: buying, label: Will buy, intent: positive }
- { id: needs_time, label: Needs more time, intent: neutral }
- { id: not_interested, label: Not interested, intent: neutral }
- { id: not_reached, label: Could not reach, intent: negative }
due_hours: "{{ params.call_due_hours }}"
wait: true
wait_timeout_hours: 168
notify: immediate
- { id: s11, type: action, config: { action_type: set_trait, traits: { quote_call: "{{ properties.task_outcome | default: \"unknown\" }}", quote_note: "{{ properties.task_note }}" } } }
re_entry_policy: cooldown
re_entry_cooldown_hours: 168
goal: {}
exit_conditions: []
- ref: wf_quote_app
kind: workflow
about: A quote created in the app gets a reminder email, an SMS and then an advisor task; it ends when the policy is purchased.
when: { param: quote_source, equals: app }
body:
name: "Quote 1: follow up until they buy"
description: Email after two hours, SMS the next day and an advisor call after two days. It stops when the policy is purchased.
enabled: false
trigger_type: event
trigger_config: { event_name: "{{ params.quote_event }}" }
steps:
- { id: s1, type: action, config: { action_type: set_trait, traits: { policy_status: quoted, quote_product: "{{ properties.product | default: \"\" }}" } } }
- { id: s2, type: delay, config: { duration: "{{ params.email_delay }}" } }
- { id: s3, type: filter, config: { condition: { type: trait, trait_key: policy_status, cond_operator: eq, value: quoted } } }
- { id: s4, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: email, template_id: "{{ ref.tmpl_quote_email.id }}" } } } }
- { id: s5, type: delay, config: { duration: "{{ params.sms_delay }}" } }
- { id: s6, type: filter, config: { condition: { type: trait, trait_key: policy_status, cond_operator: eq, value: quoted } } }
- { id: s7, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: sms, template_id: "{{ ref.tmpl_quote_sms.id }}" } } } }
- { id: s8, type: delay, config: { duration: "{{ params.call_delay }}" } }
- { id: s9, type: filter, config: { condition: { type: trait, trait_key: policy_status, cond_operator: eq, value: quoted } } }
- id: s10
type: human_task
config:
human_task:
title: "Quote follow-up: {{ traits.first_name }} {{ traits.last_name }}"
instructions: |-
{{ traits.first_name }} {{ traits.last_name }} ({{ traits.phone }}) got a {{ traits.quote_product | default: "insurance" }} quote two days ago and hasn't bought.
Call to ask if they have questions and help them finish. Don't quote amounts in a message afterwards. Choose an outcome and add a short note.
assignee_refs: [{ type: team, id: "{{ ref.team_advisors.id }}" }]
strategy: round_robin
completion_policy: first_response_wins
outcome_options:
- { id: buying, label: Will buy, intent: positive }
- { id: needs_time, label: Needs more time, intent: neutral }
- { id: not_interested, label: Not interested, intent: neutral }
- { id: not_reached, label: Could not reach, intent: negative }
due_hours: "{{ params.call_due_hours }}"
wait: true
wait_timeout_hours: 168
notify: immediate
- { id: s11, type: action, config: { action_type: set_trait, traits: { quote_call: "{{ properties.task_outcome | default: \"unknown\" }}", quote_note: "{{ properties.task_note }}" } } }
re_entry_policy: cooldown
re_entry_cooldown_hours: 168
goal: { event_name: "{{ params.purchased_event }}", attribution_window_hours: 720 }
exit_conditions: [{ event_name: "{{ params.purchased_event }}" }]
- ref: wf_sold_form
kind: workflow
about: When an advisor records a sale, stop the reminders and send the welcome.
when: { param: quote_source, equals: form }
body:
name: "Quote 2: policy sold"
description: Marks the customer as a policyholder, which stops the quote reminders, and sends the welcome email and SMS.
enabled: false
trigger_type: event
trigger_config: { event_name: onboarding.submitted, form_id: "{{ ref.form_sold.id }}" }
steps:
- { id: s1, type: action, config: { action_type: set_trait, traits: { policy_status: purchased } } }
- { id: s2, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: email, template_id: "{{ ref.tmpl_welcome_email.id }}" } } } }
- { id: s3, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: sms, template_id: "{{ ref.tmpl_welcome_sms.id }}" } } } }
re_entry_policy: every_time
re_entry_cooldown_hours: 0
goal: {}
exit_conditions: []
- ref: wf_sold_app
kind: workflow
about: When the app records a purchase, mark the customer as a policyholder and send the welcome.
when: { param: quote_source, equals: app }
body:
name: "Quote 2: policy purchased"
description: Marks the customer as a policyholder and sends the welcome email and SMS.
enabled: false
trigger_type: event
trigger_config: { event_name: "{{ params.purchased_event }}" }
steps:
- { id: s1, type: action, config: { action_type: set_trait, traits: { policy_status: purchased } } }
- { id: s2, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: email, template_id: "{{ ref.tmpl_welcome_email.id }}" } } } }
- { id: s3, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: sms, template_id: "{{ ref.tmpl_welcome_sms.id }}" } } } }
re_entry_policy: every_time
re_entry_cooldown_hours: 0
goal: {}
exit_conditions: []
eval:
name: 103_insurtech_quote_to_policy
mode: task
vertical: ""
prompt: >-
We're an online insurer with a quote request form, and our advisors record sales on a form.
When someone asks for a quote, email them a reminder after 2 hours and text them the next
day, and if they haven't bought after 2 days give an advisor a task to call. Stop as soon as
they buy. When a policy is recorded as sold, send a welcome that explains how to claim and
where the policy document is. Send the manager a weekly report of quotes and sales. Never put
a premium, an amount or a policy number in a message.
expect_artifacts: [form, workflow, message_template, report]
forbid_terms: [premium, policy number]