Agency Intelligence Reports

Agency Intelligence provides access to several predefined reports which track Key Performance Indicators (KPIs). The data is displayed in a table, as well as in pie and bar charts where applicable, making it easy for you to measure and evaluate your agency's overall performance.

Each report includes a snapshot of your current book of business. Some of the reports also enable you to review historical trends for a high-level analysis of how your agency has performed over time.

This task is typically performed by an Owner/Administrator or Manager.

Available reports

Your agency reports are split into Customer and Policy reports. Simply click on a report option in the left-side panel.

These reports rely on current policy Status as well as Policy Dates. Policies with a "Pending" status will use their status as of today, rather than the future status, until the status is no longer "Pending".

For example, if you have an active policy and change the Status to Cancelled with a Cancellation Date in the future, the Status will become Cancelled (Pending) and the policy will continue to report as an active policy until the cancellation date.

SeeAbout Policy Dates and About Policy Statuses: The life of a Policy, for more information.

Customer KPI reports

These performance indicators help you evaluate your agency's book of business for your customers Client Type is Customer and the client is not archived. with one or more Policies in Force An Active Policy, or Policy in Force, is any policy with an active status. This includes any policy with a status of Active, Issued, New, Reinstate, or Rewrite, except for when those statuses include (pending). Polices with a status of Renew or Renew (pending), Cancel (pending), NonRenew (pending), or Replaced (pending) are also active. and analyze each metric by client level performers (CSR, Producer, and Client Office).

You can click on blue text to drill-down to a more detailed report. Your cursor arrow becomes a hand when you hover over clickable text.

Customer KPI Reports	Description
Customers Any client with at least one Active Policy. An Active Policy, or Policy in Force, is any policy with an active status. This includes any policy with a status of Active, Issued, New, Reinstate, or Rewrite, except for when those statuses include (pending). Polices with a status of Renew or Renew (pending), Cancel (pending), NonRenew (pending), or Replaced (pending) are also active.	Customers – The number of active customers Any client with at least one Active Policy. An Active Policy, or Policy in Force, is any policy with an active status. This includes any policy with a status of Active, Issued, New, Reinstate, or Rewrite, except for when those statuses include (pending). Polices with a status of Renew or Renew (pending), Cancel (pending), NonRenew (pending), or Replaced (pending) are also active.. Details This metric provides a high-level overview of the size of your book of business, and can be broken down by Producer, Carrier, and more. You can select a historical date range to perform high-level reporting and analysis.
	Policies per Customer – The average number of policies in force An Active Policy, or Policy in Force, is any policy with an active status. This includes any policy with a status of Active, Issued, New, Reinstate, or Rewrite, except for when those statuses include (pending). Polices with a status of Renew or Renew (pending), Cancel (pending), NonRenew (pending), or Replaced (pending) are also active. for each of these customers. Details This metric divides the number of policies in force by the number of active customers. The Average Number of Policies per Customer is a good indicator of how your agency is cross selling. The recommended benchmark is 1.6 policies per customer. You can select a historical date range to perform high-level reporting and analysis.
	Premium per Customer – The average current premium Amount paid to the company for coverage each Term. per customer. Details This metric is calculated by dividing total current premium by the number of active customers. You can group by different performers to evaluate the annual current premium by performer, or select None to see premium metrics for the agency You can select a historical date range to perform high-level reporting and analysis.
	Customers Added (12 Months) – New customers added within a selected date range. Date range defaults to the last 12 months. Details This metric uses the oldest Added Date from all active client policies. For each policy, the Added Date is the most recent of the Sold Date or Inception Date. The report excludes policies that are archived or in the sales pipeline. Use it to track new business and identify which agents are generating the most.
	Customers Lost (12 Months) – Customers whose last policy or policies canceled or expired within a selected date range. Date range defaults to the last 12 months. Details This metric measures customers with no active policy and whose last active policy has an expiration date or cancellation date within the specified date range. Use this report to see how your agency is losing customers over time. A customer could be on both the Added and Lost report if they started a new policy within the last 12 months, and that policy canceled within the last 12 months.
	Net Change (12 Months) – Total change in customer count for measuring performance. Details This metric is calculated by subtracting the customers lost from the customers added for the specified date range. Use this report to identify significant changes to the number of active policies and trends over time.
Customer Lifetime	The projected average length of time customers will be with your agency. Details Based on a formula commonly used in the insurance and marketing industry.This metric uses the formula 1/(1 - retention rate) to determine expected customer lifetime, in years. Use this report to analyze how well your agency is building relationships with your customers. For more information about the Customer Lifetime metric, see the following articles: A Comprehensive Guide to Customer Lifetime Value The Marketing Study Guide
Customer Retention	The percentage of existing customers retained over the past 12 months. DetailsThis metric measures changes in your active customer base over the past 12 months. It excludes newly acquired customers during the same period. We calculate it using the formula: (Current Customers − New Customers) ÷ Starting Customers Current Customers are clients with at least one active policy. New Customers are clients with an acquisition date — the date their initial policy began — within the last 12 months and at least one active policy. Starting Customers are clients who had an active or expired policy within the last 12 months. Their acquisition date is more than 12 months ago. Use this report to monitor retention trends and identify significant shifts in your active customer base over time.
No Active Auto	The percentage of customers with one or more Personal lines policies in force that don't have an active Auto policy. Details This metric calculates the number of customers with at least one personal lines policy, and no active Auto policy. Use this report to generate a list of possible cross-selling opportunities.
No Active Home	The percentage of customers with one or more Personal lines policies in force that don't have an active Home policy. Details This metric calculates the number of customers with at least one personal lines policy, and no active Home policy. Use this report to generate a list of possible cross-selling opportunities.
No Active Umbrella	The percentage of customers with a personal Auto and Home policy in force that don't have an active Personal Umbrella policy. Details This metric calculates the number of customers who have both a Home and Auto policy, and have no active Personal Umbrella policy. Use this report to generate a list of possible cross-selling opportunities.

Policy KPI Reports

These Key Performance Indicators help you evaluate agency performance at the policy level, for example to determine carriers that generate the highest number of active policies An Active Policy, or Policy in Force, is any policy with an active status. This includes any policy with a status of Active, Issued, New, Reinstate, or Rewrite, except for when those statuses include (pending). Polices with a status of Renew or Renew (pending), Cancel (pending), NonRenew (pending), or Replaced (pending) are also active. and highest premium.

You can click on blue text to drill-down to a more detailed report. Your cursor arrow becomes a hand when you hover over clickable text.

Description of predefined reports

Policy KPI Reports	Description of report data
Policies in Force	Total number of active policies An Active Policy, or Policy in Force, is any policy with an active status. This includes any policy with a status of Active, Issued, New, Reinstate, or Rewrite, except for when those statuses include (pending). Polices with a status of Renew or Renew (pending), Cancel (pending), NonRenew (pending), or Replaced (pending) are also active.. Details This metric counts the number of policies currently listed as active in HawkSoft. Use this report to break down what performers make up your book of business. You can select a historical date range to perform high-level reporting and analysis.
Premium	Active annualized premium The policy's equivalent premium over a 12-month period. This is calculated using the Current Rate and Policy Term length. If no Current Rate is listed, the Quoted Premium is used instead. of all policies in force. Details This is the sum of the Current Rate field on the policies. This metric provides a high-level overview of the size of your book of business, and can be broken down by Producer, Carrier, and more. For policies with Annualize Premium unchecked, the current term premium will be used as the annualized premium The policy's equivalent premium over a 12-month period. This is calculated using the Current Rate and Policy Term length. If no Current Rate is listed, the Quoted Premium is used instead.. You can select a historical date range to perform high-level reporting and analysis.
Premium per Policy	Average annualized premium The policy's equivalent premium over a 12-month period. This is calculated using the Current Rate and Policy Term length. If no Current Rate is listed, the Quoted Premium is used instead. per active policies. Details This metric divides the total current annualized premium The policy's equivalent premium over a 12-month period. This is calculated using the Current Rate and Policy Term length. If no Current Rate is listed, the Quoted Premium is used instead. for all policies by the number of policies in force. Use this report to analyze how much each performer contributes towards your book of business. For policies with Annualize Premium unchecked, the current term premium will be used as the annualized premium The policy's equivalent premium over a 12-month period. This is calculated using the Current Rate and Policy Term length. If no Current Rate is listed, the Quoted Premium is used instead.. You can select a historical date range to perform high-level reporting and analysis.
Policies Sold (12 Months)	New policies with a Sold Date within the selected date range. Details This metric counts the number of policies with a sold date within the date range. Date range defaults to the last 12 months. Use this report to measure new policies each performer is bringing in.
Policies Added (12 months)	New policies added that have an Inception Date within the selected date range. Details This metric counts all policies with an inception date within the date range, excluding policies with a status of Rewrite. Date range defaults to the last 12 months. Use this report to measure how many new policies went into effect within the date range. This may be different from the policies sold within the same date range. Exception: If the Sold Date is after the Inception Date (as in the case of buying a book of business, or an Agent of Record change), the Sold Date is used for this report.
Policies Lost (12 months)	Policies that have an inactive status within a selected date range. Details This metric counts how many policies expired or were cancelled within the date range, excluding policies with a status of Replaced. Date range defaults to the last 12 months. Use this metric to identify trends of how your agency is losing policies over time.
Net Change	Net change between policies added and policies lost within a selected date range. Details This metric is calculated by subtracting the policies lost from the policies added for the specified date range. Date range defaults to the last 12 months. Use this report to identify significant changes to the number of active policies and trends over time.

How to view data

Select any of the reports from the left-hand pane to see the metrics displayed in a table as well as a bar chart, pie chart, or graph.

Choose whether to include or exclude taxes/fees in premium

The Premium Mode setting in Agency Intelligence and Sales & Retention reports enables you to choose whether to include or exclude taxes and fees with annual premium totals. This enables you to view only commissionable premiums and focus on your book of business total without fees and taxes obscuring the totals.

Premium Mode affects both Agency Intelligence and Sales and Retention reports. Changing the setting in one area will also change it for you in the other. This setting is remembered per user and across devices.

To change Premium Mode, click the Report View Options button in the top-right corner of Agency Intelligence or Sales & Retention, and select an option from the Premium Mode drop-down.

Reports affected by Premium Mode

Agency Intelligence Sales & Retention

Premium per Customer

Premium

Premium per Policy

Policies Sold

Policies Added

Policies Lost

Net Change

Lead*

Prospect*

Refused*

Rejected*

Commercial Renewals

Personal Lines Renewals

Reports marked with an asterisk (*) include reports for sub-statuses.

Filters

Depending on the report selected, different filter options are available at the top of the metrics table to enable you to change the way the data is presented.

Group By – Group the data by a performance category.

After selecting the category type to Group By, you can filter which groups are included on the KPI report by clicking on the filter icon next to the column header for the grouping you have selected.

HawkSoft remembers your filters the next time you run this report and will indicate that filters are applied with a red dot next to the filter icon. You can clear the filter by clicking on the filter icon and clicking Select All.

Date Range – You can change the date range to only include data within a specific time period.

Some reports allow you to enter a historical date range for high-level analysis.

by – Once you have selected a date range, you can select a time interval, or select None to view all the data without sorting.

Compare – You can compare data by policy or premium.

Agency Intelligence	Sales & Retention
Premium per Customer Premium Premium per Policy Policies Sold Policies Added Policies Lost Net Change	Lead* Prospect* Refused* Rejected* Commercial Renewals Personal Lines Renewals Reports marked with an asterisk () include reports for sub-statuses.*

Drill down

Blue text indicates you can click for a detailed report. Your cursor arrow becomes a hand when you hover over clickable text.

When drilling into a policy report, you can now add three columns that are designed to give you an insight into reconciled commissions on those policies:
Total Agency Commission - The total amount of agency commission paid for all reconciled transactions on the policy.
Total Reconciled Transactions - The total number of reconciled commission transaction on the policy.
Last Reconciled Date - The most recent reconcile date among reconciled transactions on the policy.
You can save your customized reports and share them with other agents.

Default Detailed report Layout (for drill-down reports)

You can open your KPI reports using a saved Report Layout. KPI reports will remember your preferred report layout the next time you drill down into that report. HawkSoft remembers your preferred report layouts across devices.

Some KPI reports share a default layout with other highly-related reports.

In Agency Intelligence, for Customer KPIs, the Customers, Policies per Customer, and Premium + Fees per Customer detailed reports share a default layout.

In Agency Intelligence, for Policy KPIs, the Policies in Force, Premium + Fees, and Premium + Fees per Policy detailed reports share a default layout.

In Sales & Retention, Sales Pipeline reports for a given status (such as Prospect) share a default layout with reports for their sub-statuses (such as Quote).

To select a Default Layout, click Report View Options from the KPI you want to set the layout for, and select a saved layout from the Layout drop-down.

See To customize your report view

Coverage Columns on drill down

If you activate Include Coverage Columns on drill down, located in the top right, drilling in for a detailed report will include columns on the report for some of the most common home and auto coverages.

This feature may cause the report to take slightly longer to generate.

Coverages columns can be moved or removed from the report, and can be used to sort or filter your report data. For more information see Customize, Summarize, and Filter Report Data.