Shaw described the competitive landscape in the independent insurance agency software market as fragmented and largely legacy-based. He said many competing platforms have been in the market since the 1980s and 1990s and that a significant portion of the competition is not yet cloud-based. Shaw characterized Better Agency as a potential disruptor in the industry given that context.
Shaw did not name specific competing software vendors by name during the interview. The company's positioning is that it replaces six to eight separate platforms that agencies previously used, including general-purpose CRM tools such as Infusionsoft, HubSpot, and Salesforce that were customized for insurance use rather than built for it. Any metrics about named competitors referenced in the interview were Shaw's characterizations and are not company-confirmed figures for those rivals.