● For regional insurers and independent agencies — expanding to other professions
A buyer asks an AI about insurance. Is your carrier named in the answer? Is your agency the route to it – or cut out of it?
AI assistants are now the first place people ask about insurance, and they lean toward a handful of national brands. Regional carriers surface less often. The independent agencies that would have placed the business are skipped before a customer ever reaches them. AIRR Protocol is how the regional players fix it together – so your carrier is found, accurately described, and your agency stays the route to the customer.
The acronym
AIRR
The Agentic Industry Registry of Record.
The verified record of who serves what, where, and through whom – launching in insurance, built to be read by the AI assistants buyers now ask first.
Starting with insurance. Designed to extend to other regulated professions.
Why this matters
The customer's first conversation about insurance is now with an AI – and the regional industry is barely in the room.
Carriers go missing
A buyer in your state asks an AI which insurer to trust. It names two or three national brands. You aren't in the answer – and when you do appear, the description is stitched from outdated pages and third-party summaries that haven't been right for years.
Agents get skipped
The AI answers the buyer directly and points them to whoever it names. The independent agency that would have placed the business, advised the customer and handled the renewal is bypassed before a human is ever involved.
No one regional fixes this alone
A single carrier or agency can't make AI assistants behave. The power comes from regional carriers and the agencies who place their business acting together – a standard the industry stands behind, collectively.
Why not just buy your way in?
Ads are coming to AI answers. They'll buy a box beside the answer – not the answer itself.
The platforms have drawn the line themselves: paid placements sit apart, clearly labeled, and don't change what the AI actually says. So there are two ways to show up. Pay to sit next to the answer, where you'll be outbid by national budgets and buyers can scroll past you. Or be the answer. Being the answer is decided by the clearest, most verified data – not the deepest pockets – and once you've earned it, it doesn't reset when your budget runs out. For a regional carrier or agency, the auction is the losing game. The answer is the winnable one. AIRR is how you earn it.
Pay the auction
A labeled box beside the answer. Outbid by national budgets. Resets every billing cycle.
Be the answer
Won by the clearest, most verified, most current source. Compounds. Doesn't reset.
What AIRR gives you
A protocol built for the way AI assistants already work – so you can be findable, accurately represented, and in control of how your brand shows up in the answer.
01
Works with how AI assistants already operate
No platform deals, no waiting for Big Tech to adopt anything – AIRR fits the way the assistants already find and trust sources, so it can start working for your brand without anyone's permission.
02
A real say in how you're seen
Today, what an AI says about your coverage, your appetite, your territory and your people is stitched together from whatever it found – AIRR gives you a structured way to be the source it leans on, so the description of you is one you'd stand behind.
03
Earned, not rented
Once you're the trusted source you stay the trusted source – it doesn't reset at the end of a billing cycle and it doesn't get outbid by a national budget.
The mechanics – how the record is built, verified and read – are shared with approved participants. We're keeping the working detail inside the founding group while the standard is being set.
What it does for you
Three outcomes regional carriers and agencies earn from being on the record, together.
01 / 03
Be found
When someone in your state asks an AI about insurance, you are part of the answer, not absent from it.
02 / 03
Be described accurately
What the AI says about your coverage and appetite comes from facts you have verified – not a forum post or a page that went stale years ago.
03 / 03
Be connected
A good answer points to a licensed human who can act, so the buyer reaches you, not just your name.
What's inside / how to take part
The working detail is shown to approved participants.
You've seen what AIRR gives you above. Approved participants see how it works, what founding members commit to and the terms – and join the group shaping it before it's set.
→ Request access to see how the protocol earns your place in the answer.
- 01How the AIRR standard actually works
- 02What AI assistants say about your company today – and how that changes
- 03What founding members get, and the terms
- 04How to claim your place before your market does
Founding members
Founding members shape the standard and set the record first.
Founding membership is open to regional carriers, super regional carriers, and independent agencies. You get on the record early, help shape the standard, and set the verified data that AI assistants read first. Places are granted by review to keep the record accurate.
Built to expand
Starting with insurance. Built to expand.
The problem isn't unique to insurance. In every regulated profession where buyers now ask an AI before they ask a person, the same risk applies: going missing from the answer, or being represented wrongly. AIRR Protocol begins with insurance, where the need is sharpest, and is designed to extend to other established professional markets – legal services among them – over time.
If that's your world, register your interest and we'll keep you posted as AIRR reaches your profession.
Who is behind it
Convened by people who have built infrastructure for this industry before.
Grahame Cohen is the founder of Epoq and CEO of Epoq North America. For over 25 years he has built and run white-label digital legal services for insurers and their customers across the UK, US and Canada. He is the author of the ATAH Protocol and writes and speaks on how AI is reshaping regulated professional services and their distribution.
Epoq
Epoq has built and operated digital legal services for insurers and their customers for over 25 years across the UK, US and Canada.
ATAH Protocol
ATAH – the Agent to Authenticated Human Protocol – is an open standard, published under Apache 2.0, for handing off safely from an AI agent to a verified, accountable human.
AIRR makes you findable and accurately represented in AI answers; ATAH governs the handoff to a verified human. Complementary. AIRR is handoff-neutral and works with any approach, ATAH included.
Be the answer,
not the ad beside it.
AIRR Protocol is built by the regional carriers and independent agencies who refuse to go missing from the AI answer. We review every request personally.