From one claims notification to flexible workflow email templates

Some of the most useful product improvements begin with a small operational request.

For Securus Insurance Brokers, the starting point was straightforward: when a claims query was raised, could SIBRO notify the customer directly from that workflow?

The request was not simply for another email button. The real need was to make customer communication part of the work—triggered at the right stage, connected to the relevant record and visible to the team.

Step 1: Notify the customer from a claims query

SIBRO introduced a Notify Customer action at the Claims Query stage. The servicing team could communicate without leaving the claim, preparing a separate email and then recording what had been sent.

This solved the immediate requirement and created a clearer history of customer communication.

Step 2: The same need appeared elsewhere

After the claims notification was released, other broking firms began asking for similar actions at more points in their workflows.

• Notify the customer when policy documents are ready.
• Communicate while processing an endorsement.
• Send the appropriate message during other servicing activities.

SIBRO added notifications at additional stages in subsequent updates. What began as one claims feature was becoming a common communication capability.

Step 3: Similar workflows needed different messages

Wider usage exposed a more important requirement: different broking firms did not want to communicate in the same way.

One firm wanted its own email content at the Policy Document to Client stage. The wording reflected its service approach and was not intended to be shared with other brokers.

At around the same time, another firm had prepared emails for approximately 30 endorsement scenarios. It wanted users to select the right message from a dropdown at the Endorsement Request to Insurer stage—and was willing to share those scenarios.

Both requests were reasonable, but a single hard-coded email could not support them. Adding a separate software condition for every new scenario would also become difficult to maintain.

Step 4: Move from fixed emails to a configurable master

The underlying requirement was not “add more emails.” It was “let each broking firm control the communication available at each workflow stage.”

SIBRO therefore moved towards master-based email templates. A firm can define multiple templates, connect them to the appropriate workflow and let users choose the relevant message while completing their work.

This approach allows a team to:

• Maintain approved and consistent communication across branches.
• Create different templates for different service scenarios.
• Update wording without changing the underlying software workflow.
• Keep firm-specific templates private.
• Reuse suitable shared scenarios where appropriate.

How one request became a reusable capability

1. Claims query: Securus requested customer notification inside the workflow.
2. More stages: other firms requested notifications for policy documents and endorsements.
3. Different content: firms needed private wording and multiple reusable scenarios.
4. Product capability: master-based templates gave each organisation control.

Continuous improvement does not mean accepting every request as a separate custom feature. It means understanding the repeated need behind those requests and improving the product at the right level.

What other broking firms can learn

Put communication inside the workflow. Users are more likely to send the right message when it is available at the point where the work happens.

Standardise without becoming rigid. Approved templates improve consistency, while multiple scenarios preserve the flexibility needed for real customer and insurer situations.

Give administrators control. Communication changes more frequently than core software. Allowing authorised users to maintain templates reduces unnecessary dependency on development.

Look for the capability behind the request. The best solution may serve many workflows and organisations without forcing all of them to work identically.

The Securus story reflects how SIBRO has grown over time: solve the immediate operational problem, observe how different firms use the improvement, and then build enough flexibility for the next requirement.

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