By: Karl Stark, Managing Director, Avondale Insurtech Ventures

In the rapidly evolving landscape of insurance technology, automation and AI-driven solutions are reshaping how agencies operate. I recently sat down with Colby Tunick, CEO of ReFocus AI, and Abbas Raza, the company’s CTO, to discuss a major breakthrough that could redefine how insurance agencies grow, scale, and compete in the coming years.

Karl Stark: Colby, what does ReFocus AI do?

Colby Tunick: ReFocus AI helps insurance professionals manage the "tyranny of growth." As agencies grow, they spend more time servicing existing clients and less time acquiring new ones. The core challenge is that every customer must be touched every year, making it harder to scale. Our solution automates the servicing function, allowing insurance professionals to focus on what they do best: selling.

Karl Stark: That makes sense. How does the technology currently work?

Colby Tunick: Today, our analytics platform predicts which customers are likely to cancel or have unmet needs, helping agents prioritize their time. We also identify customers who might have additional budget for better coverage or new products. The goal is to maximize retention and upselling opportunities.

Karl Stark: How do you integrate with agency systems?

Colby Tunick: Traditionally, we've relied on APIs to pull data from agency management systems (AMS). However, not all data is accessible via APIs, and many AMS providers have been hesitant to open their systems to third-party developers. It took us three years to gain access to 90% of the market.

Karl Stark: Abbas, I understand there’s been a major shift in how AI can interact with these systems. Can you explain?

Abbas Raza: Yes. Over the past year, AI-driven automation tools have advanced significantly. These tools allow AI to interact with websites and applications as if they were human users. Instead of relying on APIs, AI can now log in, navigate, extract data, and perform tasks dynamically.

Karl Stark: So, instead of going in the back door via APIs, you can now come in through the front door just like an insurance agent would?

Abbas Raza: Exactly. Our system logs in as a user, understands the interface, adapts to changes, extracts, and inputs data, and performs necessary actions. This is particularly valuable in insurance, where many platforms have limited API support.

Karl Stark: Colby, what does this mean for insurance agencies?

Colby Tunick: It’s a game-changer. Take FirstMark Insurance Services. They spend over three hours per account during renewal season, managing 14,000 accounts. That’s 42,000 hours of work annually. With AI automation, we can log into 15 carriers simultaneously, generate real quotes, compare options, and recommend the best coverage in minutes. If the agent approves, we execute the changes automatically. Instead of manually re-quoting policies, agents can focus on growing their book of business.

Karl Stark: Won’t some agents be skeptical about letting AI handle these tasks?

Colby Tunick: Some will be hesitant, but the reality is that many agencies already outsource these tasks to offshore virtual assistants. AI offers more control and transparency; every step is documented and auditable. This isn’t about replacing people but rather making agencies more efficient so they can scale.

Karl Stark: What are the options for agents who want to adopt this technology?

Colby Tunick: They can choose different levels of automation:

Guided AI – Agents receive recommendations and manually execute them.
AI-Assisted Execution – AI performs actions with agent approval.
Fully Automated – AI handles servicing tasks end-to-end.

Karl Stark: Abbas, how long until this technology is fully implemented?

Abbas Raza: We’re actively testing various AI models, including OpenAI’s Operator, Anthropic’s Computer Use, and Browser Use. We expect to have a viable MVP within three months. The biggest challenges are handling Captchas, two-factor authentication, and ensuring accurate data processing. Once we overcome those hurdles, adoption will accelerate.

Karl Stark: Why is this such a game-changer for the industry?

Colby Tunick: Because insurance has always been bogged down by friction; complicated sales processes, slow service, and outdated internal systems. AI automation eliminates these bottlenecks, enabling agents to focus on selling rather than administrative work.

Karl Stark: Colby, what does ReFocus AI need to stay ahead in this race?

Colby Tunick: We have a four-to-six-month window to cement our position before this technology becomes commoditized. In two years, AI-driven automation will be the industry standard, just like video conferencing software today. We’re already ahead because of our deep industry relationships and proven analytics. We need to invest to scale rapidly, and fortunately, we are in the process of securing additional capital to accomplish this.

Karl Stark: What will happen to companies that don’t adapt their technology?

Colby Tunick: They’ll struggle. Some companies built businesses around older automation methods that are now obsolete. For example, companies that focused on pixel-perfect website automation will likely become irrelevant because newer AI tools can dynamically adapt to any user interface. We’re about to see a massive shakeout in the insurtech space.

Karl Stark: It sounds like we’re at the beginning of a major transformation in insurance.

Colby Tunick: Absolutely. In the next four months, the industry will begin shifting toward AI-powered servicing. In two years, we’ll look back and wonder how agencies ever operated without this level of automation. The winners will be the ones who embrace it now.

Karl Stark: Thanks for your time, Colby and Abbas. Exciting times ahead!