Built for insurance. Not re-skinnedfrom a marketing tool. 

APEX Sales AI and Agent CRM both serve insurance agents, but they are built in different ways. Agent CRM wraps GoHighLevel for insurance, while APEX Sales AI is built for insurance from the ground up. APEX vs Agent CRM: Agent CRM is a re-skin of GoHighLevel, so it inherits that agency platform's design and relies on snapshots for insurance workflows. APEX Sales AI is insurance-native from the data model up, with ACA, Medicare, and Life playbooks and no agency surface area to work around. Both start at $97 per month. Agent CRM lists $97 to $297 plus carrier fees. APEX Starter is $97/mo for calling, the autodialer and pipelines, Professional is $147/mo and adds two-way texting, automations and AI, and Enterprise has custom pricing and adds agency tools. Agent CRM advertises compliance tooling; APEX runs TCPA guardrails on every send and logs each send with its rule evaluation, reason codes, and an audit trail. APEX also offers AI drafts in your tone, no-code automation, guided 10DLC registration, automated booking, and insurance-trained CSMs.