A-MAX's Ashley Phillips: WIL 2024

Ashley Phillips, senior vice president of operations at A-MAX Insurance Services, is a problem-solver and innovator at heart. Phillips, who holds over 20 years of experience in the insurance industry, leads A-MAX’s acquisitions, operations department, virtual store sales operations and market expansion via e-commerce initiatives. Data and analytics has always been at the core of Phillips’ decision-making, and she is well-known for her ability to bring innovative solutions and digital transformation to even the most traditional agencies.

Phillips comes from an accounting and financial planning and analysis 

(FP&A) background that ultimately led to her first role in insurance. 

“I’ve always had a passion for numbers and accounting… and I ended up finding an opportunity to go to an insurance agency, where I could combine my accounting knowledge with learning about mergers and acquisitions,” said Phillips. “This initial experience gave me a well rounded perspective of how vast the world of insurance can be.”

As the organization she previously worked for evolved, Phillips’ role changed as well. 

Eventually I transitioned into other roles in the organization which allowed me to really deep dive into processes and develop an appreciation for data and analytics and how to use that to drive decision making,” she stated.

Phillips joined A-MAX in 2018 as vice president of acquisitions, business development and real estate. Her responsibilities and role transitioned to now also overseeing operations, carrier compliance, virtual sales, and out of state online expansion. 

She has led several initiatives, including launching the A-MAX brand in California, enterprise platform solutions, process design and creating a growth strategy for the large non-standard market in a multi-state, multi-brand environment. Phillips explained that using A-MAX’s guidelines of their “four Ps,” or “platforms, process, people, and products,” helps her strategizing and decision making.

Phillips has also leveraged new technologies within the organization, while focusing on both the customer and agent experience, such as implementing customer relationship management (CRM) platform,  telephony systems, e-signature software and underwriting solutions. She recently led the new process design around call routing and lead distribution platform, which enabled them to surpass their growth targets by 7% above their 2023 goal.

“We are a growth organization. Our mentality is really like startups with what we constantly do to change and innovate in the organization,” she stated. Phillips explained that she is currently working on several innovative projects, though she does like to highlight a unique project in their underwriting department.

“Having a process that has automation within it, from an underwriting standpoint, helps to strengthen our relationship with a carrier…” Phillips noted. “We’ve invested in an e-signature platform and also in automation development of all of our carrier documents…using OCR (optical character recognition), machine learning and AI to help us create and strengthen processes and reduce risk for us and the carrier.”

Phillips also participates in A-MAX’s Data Steering committee, IT Steering Committee and Business Development planning group. Outside of work, she enjoys golfing and spending time with her family. 

For other professionals in the industry, Phillips wants to emphasize the importance of maintaining one’s confidence and individuality.

Staying true to yourself is a very important part of being a woman in any working environment at any level. It’s very easy to transform. As women, I think sometimes we tend to do that, and we adapt to our environment,” said Phillips. “Staying true to yourself and the things that you believe in and your passions and beliefs, I think are very, very important.”

She also said that showing support for fellow female professionals is especially important in the insurance industry. 

“Insurance is very male-dominated. When you’re sitting in a boardroom and you’re the only woman at the table, I think it’s really important to have others supporting you,” Phillips stated. “I’ve been very lucky to have support from women and from men, as well. In my position in the organization, I wouldn’t be where I am without a lot of great mentors, but I think it’s important for women to continue to support women in leadership. I have two daughters, and I think that’s a big thing for me to show them how to be confident in any environment.”

She added, “You can do anything you want. You don’t have to sit at the top. You don’t have to sit at the bottom. Be wherever you’re comfortable, maintain your confidence and be true to yourself.”