Technology is changing fast, and benefit brokers are feeling it. AI is everywhere: on phones, in daily routines, and across the systems brokers rely on to run their business. It’s only natural to wonder: How will AI impact me?
At ThreeFlow, we see these changes too. And we believe the best way forward isn’t choosing between proven technology like APIs and AI—it’s using both together to help brokers work smarter and scale faster.
Automation is evolving, and so is integration
For years, brokers had only two options for moving information between systems like their Agency Management System (AMS), Benefits Placement System (BPS), or other core tools:
- Building API integrations, or
- Manually entering the same data into different systems.
Now, with advances like agentic AI, there’s a third option: using automation to mimic how a person would operate a system, but at machine speed. Think of it as a "soft API"—it’s not as deeply embedded, but it gets you similar outcomes much faster.
AI agents are like assistants that follow set instructions, just faster and without needing coffee breaks. They don’t make judgment calls or “learn” on their own like a robot in a movie. They complete defined tasks (like updating client data or sending a quote) based on workflows you control. You stay in the driver’s seat.
An integration isn’t just “all or nothing” anymore. It’s a sliding scale—with more ways than ever to connect, automate, and grow. It’s not just about your AMS, ben admin system, or BPS, either. Brokers are using dozens of systems to run their business, and automation can help across all of them.
Manually moving information across these platforms is time-consuming, error-prone, and a poor use of skilled talent that could be used to cultivate relationships with clients.
We’ve talked about how technology's role isn’t to replace people—it’s to free them up for higher-value work by making systems smarter, faster, and more connected.
AI vs. API: What’s the difference?
APIs and AI might sound like tech buzzwords, but here’s what they really mean for brokers:
- APIs are like building highways between your systems. They create deep, sturdy connections that move information back and forth. They’re powerful, but they take time to build, need cooperation and deep collaboration from partners, and require ongoing maintenance.
- AI, on the other hand, is like adding smart shortcuts. Instead of building a whole new road, AI can speed up specific tasks—things a human would normally do—without needing a full system integration. It's faster, easier to set up, and perfect for automating busywork. But it doesn’t go as deep, and since it’s newer tech, some teams prefer to start with smaller tasks before scaling.
The truth is, it’s not about choosing one over the other. APIs and AI can overlap—and when they work together, you get the best of both worlds: deep connections where you need them, and fast automation where you want it. It’s not “either/or.” It’s “yes/and.”
Here's how to think about the key differences between APIs and AI:
- Quick wins: AI helps you automate specific tasks fast, without needing a full system overhaul. Think of it as clearing roadblocks so your team can move faster today. It’s almost like running spell check, but instead of approving each suggestion, you address all typos in one step.
- Long-term stability: APIs build sturdy bridges between systems that keep your operations running smoothly as you scale.
- More flexibility: You’re not boxed into one way of working. You can solve immediate problems (with AI) and set yourself up for greater success down the line (with APIs).
If APIs are the highways connecting your systems, AI is the express lane that helps you skip traffic when you need to move fast. You need both to get where you're going—reliably and efficiently.
How ThreeFlow approaches automation
At ThreeFlow, we're using APIs and AI to move information between systems like RFP requests, new and renewal quote responses, and updated plan data, commissions, and rates. We don’t believe brokers should have to choose between quick fixes and future-proof solutions. You need both, and we’re building for both.
To do so, we’re evaluating all of the transaction points across a benefit’s policy journey – from effective dates to quote negotiations and implementation to understand what we can automate for brokers and carriers so they can get the best outcomes, collaborate efficiently, and reduce redundant data entry.
Here are some ways ThreeFlow is already automating workflows and systems with AI and API:
Benefit Placement Systems integrations (API)
We’re developing direct API integrations with leading agency management systems, starting with BenefitPoint, which is already live, and Applied Epic, where we’ve entered a multi-year partnership to bring this to life. And we’re just getting started; we plan to support multiple AMS providers.
While a full AMS and BPS integration enables seamless data transfer between systems, there’s also a world where AI could automate specific data points, like:
- Updating records with the latest details after a renewal or RFP is complete
- Adding clients and coverages into ThreeFlow
Smart proposals (AI)
We’re also embracing lighter, faster automation where it makes sense. Tools like smart proposals show how AI can streamline busywork and give brokers back valuable time, without needing massive system overhauls.
Carrier integrations (API)
We’re using APIs to deliver RFPs and renewals straight into carriers’ quoting systems and receive their responses back, fully automated. This allows for faster, cleaner quoting without the back-and-forth.
Fully-insured medical (AI and API)
With our expansion into fully-insured medical, we're leveraging AI and API. We're using the Ideon API to help brokers identify ACA plans their clients are eligible for. And for the mid-to-large market, we're introducing AI-populated quotes.
The result? Fewer duplicate entries, cleaner data, and more time back for your team. At the end of the day, automation isn’t just about speed. It’s about helping the entire ecosystem work better together.
Why this matters for the broader industry
What we’re seeing in benefits placement isn’t happening in a vacuum. Across industries, the way systems connect and automate is being reimagined, and brokers have a front-row seat.
Brokers and carriers don’t just need more automation—they need their core systems to actually work together. That means connecting the dots between the AMS, the Benefits Placement System (BPS), and the carrier quoting systems—not just one or two of them.
When these three systems are connected, the impact is big:
- Brokers can deliver faster, more accurate renewals and RFPs—freeing up time to go after new business.
- Carriers can respond instantly with structured quotes—no more hunting through PDFs or endless email threads.
- Employers and employees get a better experience—less friction, more consultative time with their advisor, and faster implementations.
This isn’t just about efficiency. It’s about creating space to build better relationships, quote more business, and plan smarter, all with data you can actually trust.
While this work is happening in benefits, we’re not alone. In healthcare, AI automates workflows like pre-authorizations, moving data between systems without hardwiring every connection. In e-commerce, companies like Shopify use APIs to plug into tools like Stripe to handle payments, fraud checks, and order updates without building it all themselves.
Build smarter, scale faster
Brokers don’t have to choose between quick wins and lasting solutions. The smartest strategy is to combine both, using AI to automate workflows today and building strong, sustainable system connections through APIs for the long haul.
At ThreeFlow, we believe the future belongs to brokers who can move fast and build smart.
That’s why we’re investing in both:
- Fast, flexible AI-driven automation to solve immediate pain points.
- Deep, reliable API integrations to power long-term growth.
The world of benefits is changing, and we’re excited to help brokers lead the way—one smart workflow at a time.
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