The Story of Flow: Building Enterprise Service for the Accounts Nobody Wants

The Story of Flow: Building Enterprise Service for the Accounts Nobody Wants

In a recent episode of Category Visionaries, Sivan Iram, CEO and Founder of Flow, explained how he ended up in one of the least sexy industries imaginable. He wasn’t an insurance lifer. He didn’t grow up dreaming about commercial wholesale. He was a software engineer who specialized in telecommunications—an industry that seemed cutting-edge back in 2008.

But three and a half years ago, something clicked. And that outsider perspective became Flow’s greatest advantage.

The Accidental Insurance Entrepreneur

Sivan’s path to insurance didn’t follow any playbook. “I’ve built my career in what you would call boring businesses. I find passion in technology that moves the needle for businesses,” he explains.

His decade in digital transformation revealed two challenges: “The technological challenge of bringing innovation that is meant to fit with a legacy technology stack in itself is a really big challenge. And then the complimentary side, the yang to that yin is the human challenge with adopting change and innovation.”

Three and a half years ago, a family connection led him to insurance. “I started to ask lots of questions, get connected with dozens of people. You ask questions, you find gaps, you connect the dots and you come up with a vision that people can really rally behind.”

The Gap Everyone Complained About

The wholesale insurance space presented a paradox. Everyone agreed wholesalers played a critical role. Everyone also complained about them.

“I saw an intermediary that everybody agreed plays a paramount role in the value chain. But I also saw people complain on the lack of responsiveness, the poor service they were getting, specifically in the segment of small commercial mid market accounts,” Sivan recalls.

The economics: small accounts generate thin commissions. “If you make 20%, you make 10% commission on those deals, you know, and it’s a $10,000 deal. You can’t really spend a lot of time on it if you’re a traditional player.”

The opportunity: use technology to change the unit economics. “To me the inspiration was how can we leverage technology to bring the same enterprise grade service to this middle market and small commercial space,” Sivan says.

Learning to Love Insurance

Coming from outside the industry, Sivan held typical consumer cynicism about insurance. But immersion changed everything.

“One of the most kind of inspirational slash humbling journeys I’ve went through is I was looking at the industry from the outside,” he admits.

The revelation: insurance enables entrepreneurship. “Without risk transfers, business owners would not start businesses. The fact that you can transfer risk to a company and pay them premiums for that to me is really the foundation of our economy in a big way.”

The Vision Meets Reality

Flow’s original plan: build a self-service platform where brokers could log in and place business directly. They spent 18 months building it.

“We did see revenue. We got paid for those early licenses. The vision was compelling,” Sivan recalls. “However, we found even though we had pockets of success, you could see that there was no brush fire. There was no product market fit moment.”

The problem: they built for efficiency when brokers needed expertise. “They were looking to us as their wholesaler, not only to get connected with our markets, which they could on the platform, but they needed our expertise, they needed our guidance, they needed our advice and insights.”

The pivot: Flow brought the platform in-house and rebuilt around email. “We decided about a year ago to bring this platform in house and work with our agents in the way that they love to work with wholesalers, which is the email.”

Behind that familiar interface, sophisticated AI agents handle everything. “We do all that with AI agents, but we always have a broker in the loop, we always have human supervision.”

The Proof

The results: “In the past nine months, we’ve been tripling our top line every single month. We’ve been tripling our submission volume.”

Flow’s speed became their signature. Traditional wholesalers take two weeks for small accounts. Flow delivers responses in 15 minutes, quotes in an hour, binding within a day.

“As soon as they send us the first submission immediately they recognize the difference in working with the old traditional, you know, big houses where they send out a request for a $5,000 account and they don’t hear for two weeks versus us,” Sivan explains.

The Future Vision

Flow’s ambition extends far beyond their current three lines of business—cyber, management liability, and professional liability. “As I look into the future, for us to expand to more PNC lines is definitely going to be a big opportunity,” Sivan notes.

The goal is clear: “We want Flow to be the largest wholesale broker in mid market, in the mid market segment.” The path forward involves deepening their foothold in existing lines, expanding geographically, and then moving into property and casualty insurance.

But the bigger vision isn’t just about market share. “I think for us, the way that I see the vision for flow is, you know, if you ask me, how do I benchmark my work, how do I benchmark our company’s work? I would say through the lens of impact. We want to be a positive force in the wholesale space, in the insured commercial insurance space at large.”

Sivan believes Flow’s technology will fundamentally change how the industry operates. “I think we’re building technology that’s going to change the way that this industry does business. I think it’s going to free up people to focus more on what people should do and want to do, which is, you know, being creative, serving clients, negotiating, bringing a level of expertise that really make them be appreciated and appreciate their own work and being proud of and eliminate all the rudimentary work and waste.”

At scale, Flow wants to provide unique programs and tailored solutions that only become possible with sufficient market presence. The technology that makes small accounts profitable today becomes the foundation for unprecedented service quality tomorrow.

For a software engineer who started in telecom, the path to revolutionizing commercial insurance wasn’t obvious. But Sivan’s outsider perspective let him see what industry veterans couldn’t: that the accounts everyone ignored weren’t unprofitable—they were unprofitable with traditional cost structures. Change the economics through AI, and suddenly the segment nobody wants becomes the moat nobody can cross.