How to build a branded insurance proposal with Claude, step by step
- Install the free proposal skill. Download the free WTB Proposal Builder skill from this page and install it in the Claude desktop app. It then appears when you type a slash and start typing proposal.
- Run the skill and hand over your branding. Pick the skill and press enter. On a first run Claude says it is starting template setup and asks for your agency logo and website. Paste the website link and drag the logo file in. Any image format works, though a PNG with a transparent background looks best. No website or no logo is fine, just say so.
- Approve the brand colors. Claude pulls colors from the logo and the site, then shows a sample proposal with your primary color, accent, and background. In the demo that took about 45 seconds. Press 1, 2, or 3 to answer, or type a change such as a different shade of blue or dropping Inc from the agency name.
- Confirm the contact details and the name on the proposal. Claude reports the agency name and phone number it found on your site and asks whether to use them, then asks whose name goes on the proposal, a person or just the agency.
- Drag in the carrier quotes. Drop the quote PDFs into Claude, type nothing else, and press enter. Claude reads each one and works out which figures line up across them: premiums, payment terms, limits, and coverage lines.
- Answer the few questions about the account. Claude asks whether this is new business or a renewal, and for a renewal it wants the current dec page, last year's proposal, or just the current carrier and premium. It also asks whether any carriers declined, whether to add a short list of other coverages to consider, and what the client cares about most, such as lowest premium or best overall value.
- Ask for layout changes in plain English. Read the draft and tell Claude what to change the way you would tell a designer. Make the logo bigger, move it left, drop a column, remove a section, add a signature page, change the colors, or put all the carriers on one summary page instead of splitting them across pages.
- Download the PDF and save the template into the skill. Click download in the top right to save the proposal PDF and send it to the insured. Claude then offers to save the template for next time and hands back an updated copy of the skill with your branding built in. Click update and future proposals skip setup.
Why proposals sit on the desk
You took an account to market and got quotes back from several carriers, each in that carrier's own format. Now somebody has to read all of them, line up the premiums and the limits, work out which program to recommend, and lay the whole thing out in your agency's branding. It is not difficult work, but it is slow, and it lands at renewal time when everything else is also due.
So the proposal sits there. The job this skill does is the mechanical part: reading quotes in different formats, matching up the figures that belong in the same row, and putting them into one branded document you can send.
The first run is a template setup
The first time you run the skill it does not ask for quotes. It says this is a first run and asks for your agency logo and website, because it wants to build your template before it builds anything else.
The demo uses Beacon Insurance Services, with thanks to the Beacon team for the use of their website. Paste the site link, drag in the logo, press enter. Claude runs a command, and clicking the small arrow shows what it is actually doing: finding the uploaded logo, converting it, and extracting brand colors from the logo and the site.
About 45 seconds later it asks how the colors look and shows a sample on the right with the primary color, the accent, the background, and a mock proposal with the logo and a few carrier columns. In the demo the main color came back as a Beacon blue with a pale sky accent. You answer by pressing 1, 2, or 3, or you type what you want different. Claude then confirms the agency name and phone number it found on the site and asks whose name goes on the proposal.
From five carrier quotes to one proposal
With the template approved, the demo drags in five sample carrier quotes, with made up insureds and made up carriers, types nothing, and presses enter. Claude reads all five and asks a short set of questions: new business or renewal, did any carriers decline, do you want a list of other coverages for the client to consider, and what matters most on this account. The demo answers new business, none declined, yes to extra coverages, and lowest premium.
A couple of minutes later the proposal appears, along with a text file holding a cover email draft that names the recommendation and the premium. The proposal opens with the logo on a blue band, then the client name, who it is prepared for, the date, and the proposed term. Inside is a coverage comparison that says it compares five quotes for the insured, with notes explaining that a dash means the quote did not address an item and not quoted means the carrier did not offer that line at all.
Claude also lists a couple of things to check before sending, such as an equipment limit and the quote dates. That list is worth reading. The skill is doing the assembly, not the underwriting judgment.
Editing it like you would brief a designer
The draft is a starting point, and the editing is the part that makes it yours. In the demo the first round of changes is small: the website was printing with https and a trailing slash, so take those off, and remove the sentence about figures being taken from the carrier quotes.
The second round is structural. There was wasted space at the bottom of the cover, so add a prepared by line with the producer's name. On the comparison tables, drop the AM Best rating, the quote number, and the quote valid until date. And instead of splitting the carriers across pages as quotes 1 to 3 of 5 and then 4 to 5, put all five on one summary page so the insured can take it in at a glance. About two minutes later the revised proposal came back at seven pages with all three changes made.
One tip from the video worth acting on: if you already have proposal templates you built by hand or paid a designer for, drag one into Claude and say you want the template to look more like that. The skill ships with a deliberately generic layout, so giving it something real to copy is a much better starting point than describing what you want from scratch.
Saving the template so the next one takes minutes
When the proposal looks right, click download in the top right and send the PDF to the insured. Claude then asks whether to save the template for next time, and offers an updated copy of the skill with the template built in. Click update and your layout, logo, colors, name, and phone number are all saved into the skill itself.
The video then proves the point in real time, uncut. Starting a new chat at 4:57pm, the demo runs the skill, drags in two quotes, types nothing else, and answers four quick questions: Beacon Insurance, new business, none declined, lowest premium. The finished proposal, with the prepared by line and the single summary page showing both markets, the lines quoted, and the premiums, was done inside a few minutes. Along the way Claude takes screenshots of its own output to check its work, which you can click open if you want to watch.
That is the whole point of setting the template up once. The first proposal costs you the setup. Every one after it is drag, answer four questions, download.