APEX Glossary
Plain-English questions & answers about compliance, automation, integrations, and APEX's design system.
Tooltips across the app link here for deeper explanations.
Compliance & Messaging Guardrails
What is a DNC list?
A "Do Not Call" list. APEX blocks calls and texts to any number that's on federal, state, or your internal DNC lists.
What is a litigator list?
A curated list of known plaintiff/attorney trap numbers. APEX blocks messages/calls to these by default to reduce legal risk.
What are quiet hours?
Local time windows when outreach isn't allowed (e.g., 9pm–8am recipient time). APEX auto-detects timezone and delays sends until it's legal to contact.
What is an audit log?
An immutable record of every compliance decision: who tried to send, what was sent, to whom, when, and whether the send was allowed or blocked, with the reason.
What is 10DLC?
The US standard for A2P (business) SMS over 10-digit long codes. It requires brand/campaign registration and compliant templates. APEX helps you stay aligned.
What is a Special Enrollment Period (SEP)?
A Special Enrollment Period is a window outside Open Enrollment when someone can enrol in or change health coverage after a qualifying life event — losing other coverage, moving, marriage, birth or adoption, or a change in income or household. In insurance sales, SEP almost always means this. Note that the same abbreviation is also used for Sales Engagement Platform, which is a category of software.
What is opt-in / consent?
Documented permission from the contact to receive outreach on a specific channel (SMS/email/voice). APEX captures and enforces consent automatically.
What are opt-out keywords?
Words like STOP, END, CANCEL. When received, APEX suppresses further sends to that number and confirms the opt-out automatically.
What is messaging/number health?
A deliverability score based on blocks, spam reports, send volume, and complaint trends. It helps you keep sending safely.
Pipeline, Scheduling & Dialer
What is a Sales Engagement Platform (SEP)?
A Sales Engagement Platform is the software layer a producer works in day to day — dialer, SMS, email, sequences, and pipeline in one place — sitting on top of whatever system of record the carrier or FMO requires. APEX is a Sales Engagement Platform built for insurance. Do not confuse the abbreviation with Special Enrollment Period.
What is a lead?
A potential customer stored in APEX, typically created via forms, imports, or integrations, and moved through your pipeline.
What is a pipeline?
A visual board of stages (e.g., New, Qualified, Contacted, Closed). APEX can auto-advance cards based on events and rules.
What is round-robin?
Fair distribution of leads or meetings across team members, respecting working hours and capacity.
What is the Power Dialer?
APEX's calling tool with queueing, click-to-call, local presence, and call outcomes that sync to the pipeline.
What is a reminder drip?
Automated reminders (e.g., T-24h, T-1h, T-10m) for booked calls to reduce no-shows. Timing is configurable per pipeline.
What is no-show recovery?
Automatic follow-ups sent after a missed appointment to reschedule without manual chasing.
What is a queue/assignment rule?
Logic that decides who gets each lead or meeting (skills, region, tags, availability), keeping routing consistent and fair.
What is an SLA (Service Level Agreement)?
Your internal response-time goal (e.g., "Reply within 5 minutes"). APEX surfaces SLA adherence so ops can keep teams on target.
Data Capture, Tracking & Embeds
What is referrer capture?
APEX logs the site or page a lead arrived from, improving source attribution and funnel analytics.
What are webhooks?
Outbound notifications from APEX to your systems (e.g., "lead created", "meeting booked"), so you can trigger workflows elsewhere.
What is attribution?
End-to-end tracking from ad → visit → form → booked → show → closed, so you can see which channels actually drive revenue.
Automation, Content & AI
What is a playbook?
A reusable outreach plan for a specific goal (quote, renewal, recruiting). It bundles sequence timing, channels, and templates.
What is a sequence?
A scheduled set of steps across channels (SMS, email, dialer). Steps can pause when a lead replies or books.
What is a template?
Pre-approved message content (SMS/email). For 10DLC, templates should align with registered content to avoid filtering.
What are personalization tokens?
Dynamic fields (e.g., {firstName}, {policyType}) that APEX fills at send time to personalize without manual edits.
What are triggers/rules?
Automation events (e.g., "lead created", "stage changed") that start sequences, route leads, or update records automatically.
Analytics & Reporting
What are funnel analytics?
Metrics from visit → form → lead → booked → show → sold that reveal where you're winning or losing prospects.
What is connect rate?
The percentage of outreach attempts that result in a live connection or meaningful reply.
What is no-show rate?
The share of booked meetings that aren't attended. APEX lowers this via reminder drips and recovery flows.
What is an attribution view?
Roll-ups by source, campaign, ad group, keyword, and page to see which efforts actually drive pipeline and revenue.