--- title: "Custom Agent Groups: How to Organize Your Agency for Targeted Workflows and Campaigns" description: "Stop sending the same message to every agent. Custom groups let you segment your team for targeted training, campaigns, and communications." url: https://unlockedcrm.ai/blog/custom-agent-groups-insurance-agency canonical: https://unlockedcrm.ai/blog/custom-agent-groups-insurance-agency category: "agency-operations" published: 2026-02-14 updated: 2026-03-05 author: "Jacob Lock" source: unLocked CRM — AI CRM for insurance agents --- # Custom Agent Groups: How to Organize Your Agency for Targeted Workflows and Campaigns ## TL;DR Custom agent groups enable targeted training, bulk campaigns, performance segmentation, and geographic organization within insurance agencies. Effective groups drive specific actions (not just categorization), allow multi-group membership, and evolve monthly. Use for AEP preparation, new agent cohorts, product specialization, and performance-tiered management. ## Key data points - Agencies using custom agent groups communicate less but achieve more because every message reaches the right people - Agent groups should be action-oriented: 'New Agents (First 90 Days)' drives onboarding workflows; 'Agents hired in January' does nothing - Agents should belong to multiple groups: product specialization, geography, performance tier, and experience level Not every agent needs the same training, the same campaigns, or the same communications. A Medicare specialist doesn't need life insurance workflow updates. A new agent doesn't need the same coaching as a 10-year veteran. Custom agent groups solve this by letting you organize your team into segments for targeted actions. ## Why Groups Matter ### Targeted Training Create groups by product specialization: - Medicare Team: Receives AEP/OEP training, CMS compliance updates - Life & Annuity Team: Gets underwriting training, carrier product updates - Health Team: ACA enrollment period training, subsidy calculator updates ### Bulk Campaigns Send announcements, workflow changes, or motivational messages to specific groups: - "New commission schedule for Medicare products" → Medicare Team only - "Updated life insurance quoting workflow" → Life & Annuity Team only - "Welcome aboard — here's your first week schedule" → New Agents group ### Performance Segmentation Group agents by performance tier for differentiated management: - **Top Producers**: Low-touch management, recognition-focused communication - **Growth Potential**: Active coaching, skill development resources - **At-Risk**: High-touch management, daily check-ins, targeted support ### Geographic Segmentation For multi-state agencies: - Northeast Region, Southeast Region, etc. - State-specific groups for regulatory updates - Time zone groups for meeting scheduling ## Creating Effective Groups ### Principle 1: Groups Should Drive Action Every group should have a clear purpose: "What will I do differently for this group?" ❌ "Agents hired in January" — No clear action ✅ "New Agents (First 90 Days)" — Clear: onboarding workflows, daily check-ins, training assignments ### Principle 2: An Agent Can Be in Multiple Groups Groups aren't exclusive. An agent can be in: - Medicare Team (product specialization) - Northeast Region (geography) - Top Producers (performance tier) - Veteran Agents (experience level) ### Principle 3: Groups Should Evolve Review group composition monthly: - Move agents from "New Agents" to "Developing Agents" at 90 days - Promote from "Growth Potential" to "Top Producers" when targets are met - Update geographic groups when agents add state licenses ## Implementation in unLocked CRM unLocked's custom groups feature: - Create unlimited groups with descriptive names - Add/remove members individually or in bulk - Use groups as filters in communication, reporting, and workflow tools - Apply group-specific workflows and automations ## Group Strategy Examples ### Example 1: AEP Preparation Create a "Medicare AEP Team" group 60 days before Annual Enrollment Period: - Assign AEP training sequences - Push Medicare-specific campaign templates - Set AEP production goals for the group - Monitor group performance throughout the enrollment period ### Example 2: New Agent Cohort Group new hires by start month ("March 2026 Cohort"): - Standardized 7-day onboarding workflow - Peer networking within the cohort - Monthly cohort performance reviews - Graduation from "New Agent" to "Developing Agent" at 90 days The agencies that use groups effectively communicate less but achieve more — because every message reaches the right people at the right time. ## FAQ ### undefined ### undefined ### undefined --- Source: [Custom Agent Groups: How to Organize Your Agency for Targeted Workflows and Campaigns](https://unlockedcrm.ai/blog/custom-agent-groups-insurance-agency) — unLocked CRM, the AI CRM built for insurance agents. Citation permitted with attribution and a link to https://unlockedcrm.ai/blog/custom-agent-groups-insurance-agency.