Shape review: pricing, plans and integrations
Shape is a CRM with a built-in phone system for insurance agencies, from solo producers to multi-office brokerages. It routes purchased leads and runs calls, texts, email and renewal campaigns from one contact record.
Shape quotes every plan after a demo and has no free trial.
- Best for
- Personal lines and life agencies that buy leads and want routing, calling, texting and renewal campaigns in one CRM beside their AMS
- Type
- Insurance CRM with a built-in phone system
- Lines
- Personal auto, home, umbrella, life and annuities
- Price
- Quote only, after a demo
- Free trial
- No. Free demo
- AMS connections
- EZLynx, one way through Zapier
- Calling and texting
- Built in, paid from a prepaid usage balance
- Apps
- Web, iPhone and Android
Our take
Shape fits personal lines and life agencies that buy leads and want one system to route them, call and text them and keep renewal follow-up on schedule. The AMS stays the policy system.
Expect a demo and a quote, then let Shape's team move your data.
EZLynx agencies get the closest fit, since it is the one AMS Shape sends opportunities to.
Pros
- Routing by state, line, source and schedule, with caps and pools
- Built-in phone system, power dialer, texting and email
- Client portal with forms, e-signature and ID cards, included above Core and an add-on on it
- iPhone and Android apps
- Reports from speed to contact through bind rate
Cons
- No published prices or free trial
- EZLynx is the only AMS link, and only one way
- Calls and texts draw from a prepaid balance
- Older messages can be archived during the term
Plans and pricing
| Plan | Price | Users | What it adds |
|---|---|---|---|
| CoreSolo agents and small teams | Quote only | Priced per user | CRM, lead routing, automation, drips, reports and the mobile app |
| CompleteAgencies that want every toolMost add-ons included | Quote only | 5 included | AI calling and insights, lead landing pages, social posting, custom layouts and the client portal |
| EnterpriseMulti-office brokerages | Quote only | Volume pricing | Branches, custom roles, dedicated onboarding and custom integrations |
Plans as of October 2026, from Shape's pricing page. Shape says yearly billing saves up to 20%.
Billed on top
- Calls, texts and email draw from a prepaid balance at pass-through rates, or pick the Unlimited Calling Plan.
- Texting registration costs $94 per registration, then $25 per campaign per month.
- Core buyers pay for each add-on, such as the AI tools or the client portal.
Which plan has it
| Feature | Core | Complete | Enterprise |
|---|---|---|---|
| Lead routing, drips and reports | |||
| Mobile app | |||
| AI calling and insights | Add-on | ||
| Lead landing pages | Add-on | ||
| Client portal | Add-on | ||
| Custom layouts | Add-on | ||
| Branches for several offices | Add-on | Add-on | |
| Dedicated onboarding |
Client and policy records
- Records it keeps
- Contacts, households, policies, opportunities and carriers
- Linked people
- Producers, service reps and referral partners on each record
- Lead details
- Drivers, vehicles, properties, coverages and incidents under one contact
- Duplicates
- Matched by name, email, phone or address over 30 days, 90 days or all time, and merged with history
- Role next to your AMS
- Front office. Shape's terms say not to use it as the system of record
Leads and pipeline
EverQuote posts home and auto leads with their source and consent fields. Fields that don't map land in notes.
Assignment rules
- Methods
- By state, line, source, schedule or team, round robin, first to respond or a named producer
- Pools
- Shark Tank holds unclaimed and neglected leads for anyone to take
- Caps
- Per hour, day, week or month, with redistribution when no one makes contact
- When no one qualifies
- The lead stays unassigned
- Audit
- Reports show first owner, current owner and time to first contact
Renewals, retention and cross-sell
60 days out
Check the market.
30 days out
Compare rates.
14 days out
Producer reaches out.
7 days out
Send a retention offer.
- Cross-sell
- Bundle Finder spots auto-only households and suggests home, umbrella or motorcycle
- Win-back
- Campaigns for former clients
Email, calling and texting
Calling
A built-in phone system with a power dialer, recordings and transcripts. It can't dial 911.
Texting
Two-way texts from local numbers once 10DLC registration is approved.
Sent from inside the CRM, with drips that can stop on a text reply if you turn that on.
- Opt-outs
- STOP and unsubscribes block the channel across duplicate records and branches
- Do Not Call
- DNC.com screening and quiet-hour tools built in
- Who answers for consent
- Your agency
AMS and carrier connections
EZLynx is the only AMS link. Shape sends new opportunities there for quoting, and nothing comes back. There are no carrier downloads.
| Connects to | Type | How | Direction | What it does |
|---|---|---|---|---|
| EZLynx | Agency management systems | Zapier | From Shape | Creates opportunities for quoting |
| EverQuote | Lead vendors | Built in | Into Shape | Home and auto leads with consent fields |
| QuoteWizard | Lead vendors | Lead source | ||
| Next Call Club | Lead vendors | Lead source | ||
| RingCentral | Dialers and phone | API | Click-to-dial | |
| Lightspeed Voice | Dialers and phone | Click-to-dial | ||
| 8x8 | Dialers and phone | Click-to-dial | ||
| Calendly | Calendars and meetings | Booking links | ||
| Mailchimp | Email and texting | Email marketing | ||
| ActiveProspect | Consent and compliance | Consent records | ||
| QuickBooks | Accounting and commissions | Accounting | ||
| Stripe | Accounting and commissions | Payments | ||
| Make | Other | Automation between apps |
Client portal and mobile app
Mobile app
iPhone and Android apps cover leads, pipelines, calls, texts, email, notes, tasks and alerts.
Client portal
Clients fill in forms, upload and sign documents, check status and get ID cards and policy details. Entries sync to the CRM.
Reporting
Reports
- Source on every lead
- Speed to first contact
- Quote-to-bind and bind rate
- Cost per bind and return by source
- Producer activity
- Renewals and multi-policy households
- Referral partner results
- Scheduled reports as CSV or PDF
Migration and getting started
Book a demo
Get a quote for your users and add-ons.
Move your data
Shape's team can migrate data and rebuild workflows, or use the CSV importer yourself.
Register for texting
Start 10DLC early, since carriers decide when to approve it.
Support by email and the help center. Shape says most customers go live in days.
What users say
What reviewers mention most, as of October 2026.
What users like
- Easy to find your way around
- Automation and follow-up
- Calling, email and texting in one place
- Lead capture
- Reporting
What users dislike
- Setup and learning time
- Limits on custom fields
- Extra charges for API use and storage
- Slow screens
- Billing and cancellation disputes
Contract, export and cancellation
- Term
- Set in your order
- Renewal
- Automatic, for the same period or one year, whichever is shorter
- Notice to cancel
- 30 days, through the Cancel Account page
- Refunds
- None, except a verified duplicate charge
- Your data
- List exports of up to 20 columns. Calls, tasks and notes export as separate reports
Data is deleted when you leave. Shape can also archive older emails, texts and recordings during the term, and Lead Engine sites stay Shape's. Keep your own copies.
Shape alternatives
- Ricochet360From $20 a user per month on a yearly contractLead CRM with a power dialer for call teams
- AgencyZoomFrom $149 a month, or $119.20 billed yearlyP&C sales pipeline with AMS sync
- InsuredMineFrom $106 a user per monthInsurance CRM with AMS sync and published prices
- Ringy$119 a monthCalling and texting CRM with a published price
See every option in insurance CRM.
Frequently asked questions
How much does Shape cost?
Shape quotes Core, Complete and Enterprise after a demo. Calls and texts come out of a prepaid balance.
Does Shape connect to my AMS?
Only EZLynx, which receives new opportunities through Zapier.
Does Shape have a free trial?
No. Shape offers a free demo.
How we researched this review. We based this review on the pricing, terms and product pages published by Shape, reviewed in October 2026, together with our team's experience working with insurance agents and agency owners since 2008.
Corrections
Vendors change their pricing all the time and they don't email us when they do. So if you see a price on here that's gone up, a plan Shape quit selling or a contract term that reads different now, let us know and send the link to the page where Shape has it. Somebody here pulls up that page and checks it before we change anything on ours.