Virtus Overhauls Insurance Workflow Through Outmarket AI Integration

Insurance consultants traditionally spend up to 70% of their time on administrative tasks, a cycle Virtus aimed to break by embedding AI into its standard operating procedures. The firm selected Outmarket for its ability to integrate with existing systems of record, fundamentally redesigning its internal sales and service process, now branded as the Virtus Arc.

The operational shift has produced immediate efficiency gains. Tasks that previously required third-party outsourcing and a week of waiting are now completed in-house within 30 seconds. Beyond speed, the technology has proved instrumental in client acquisition and retention. Using the platform’s gap analysis tool, Virtus identified a multi-million dollar policy exclusion for a prospect, securing new business, while also automating the review of denial letters to identify and overturn adjuster errors.

Adam Kroeger, Senior Vice President of Operations at Virtus, notes that the platform functions as a strategic advantage rather than a simple time-saving utility. The firm now maintains a direct feedback loop with Outmarket’s engineering team, ensuring that new modules—such as enhanced employee benefits and quote comparison tools—are developed in response to real-world brokerage needs. As the partnership evolves, Virtus intends to continue streamlining its 35-step standard operating procedures to further increase accuracy and service speed.