In the digital landscape of the insurance industry, Application Programming Interfaces (APIs) have become an essential tool for streamlining the buying process. Yet, nearly 70% of insurance products do not incorporate APIs. Often, this is not a technological limitation but a result of investment timing or strategic decision-making. So, how can Managing General Agents (MGAs) create a seamless digital buying journey without APIs? Let's explore.

Understanding the Digital Insurance Buying Journey

The digital insurance buying journey involves multiple stages: from product discovery, underwriting to policy issuance. Despite the prevalence of APIs, a significant proportion of insurance products remain API-less. However, with the right tools and strategies, MGAs can still provide an exemplary digital insurance buying experience.

The API-less Landscape: Challenges and Opportunities

The absence of APIs can lead to slower response times, increased potential for errors, and bottlenecks in the insurance buying process. Recognising these challenges is the first step towards identifying innovative, alternative solutions.

Virtual Insurance Vending Machine: A Game-changer

One such innovative solution is the virtual insurance vending machine, a concept explored in our previous article. This mobile and flexible tool enables MGAs to distribute their unique insurance products efficiently, reaching broader demographics and expanding broker partnerships, all without the need for APIs.

Alternative Solutions: Going Beyond APIs

Beyond the virtual insurance vending machine, there are other solutions to address the lack of APIs. Comprehensive platforms available in the market offer end-to-end solutions for insurance distribution. These platforms, incorporating features like batch processing for data management, present a robust choice for an API-less environment.

Moreover, a strong focus on exceptional customer service can greatly enhance the digital buying journey. Training teams to understand the nuances of the customer journey and provide top-notch service can make a significant difference, creating a competitive advantage in the market.


While APIs can indeed streamline operations, their absence is not a barrier for MGAs looking to offer a seamless digital insurance buying journey. By leveraging strategic alternatives like the virtual insurance vending machine and prioritising customer service, MGAs can successfully navigate the challenges of an API-less landscape and stay competitive. In the digital insurance industry, the art of the possible remains vibrant, irrespective of the presence or absence of APIs.