Insurify Joins Sierra as Early Design Partner in AI Agent Protocol Poppy
Insurify, an online insurance marketplace, is joining Sierra and other technology leaders as an early design partner in the AI Personal Agent Protocol, known as Poppy. The company says it will bring the needs of insurance shoppers and carriers into the protocol's design.
- Insurify is joining Sierra and other technology leaders as an early design partner in the proposed AI Personal Agent Protocol, known as Poppy.
- Poppy aims to let consumers approve access, require agents to identify themselves, and let companies set boundaries for agents.
- Insurify will advocate for keeping coverage limits, deductibles, eligibility requirements and disclosures intact.
- Insurify already offers personalized car insurance quotes through its ChatGPT plugin.
What Insurify will do in Poppy's design
According to Insurify, it will take part in design discussions for Poppy, which is described as a proposed protocol. The company says it will advocate for insurance-specific protections that preserve coverage context, carrier attribution, privacy and security.
Those protections include retaining coverage limits, deductibles, eligibility requirements and applicable disclosures. Insurify also says it wants to address automated quoting that adds costs without serving a real shopper.
Insurify describes Poppy as a framework in which consumers approve access, agents identify themselves, and companies set boundaries for what agents can do.
Consumer control and carrier protection
Giorgos Zacharia, co-founder and co-CEO of Insurify, framed the move around control. "People shopping for insurance should be able to use the AI agent they choose without losing the critical coverage information they need to make an informed decision," he said.
He added: "Delegating a task shouldn't mean surrendering control over your personal information or your decision to buy." Zacharia also said AI agents are an important distribution channel for carriers, and that Insurify is helping shape standards that keep consumers in control and give companies the ability to protect the customers they serve.
As an early adopter of AI in its marketplace, Insurify says consumers need transparency, privacy and guidance.
Insurify's existing AI shopping tools
Insurify already offers personalized car insurance quotes through its ChatGPT plugin, according to the company. The quotes come with coverage details and a path to purchase through a licensed agent or insurer. The company says its participation in Poppy advances the same objectives: AI-powered insurance shopping that consumers and carriers can trust.
Insurify describes itself as America's top-rated online insurance marketplace. It says it has a network of 120-plus carrier partners and lets consumers compare auto, home, pet and renters insurance online or with the help of a licensed agent. Since 2016, its AI-powered technology has served over 320 million insurance quotes across Insurify and its affiliates, the company says. In 2025, it launched Insurify Car, its own branded car insurance program, underwritten by partner carriers and managed on Insurify.com.
What it means for shoppers and carriers
The announcement points to a growing question in AI-assisted shopping: how agents acting for consumers should be identified, authorized and limited when dealing with regulated products such as insurance. Poppy is still a proposed protocol, and the source gives no timeline for its completion or adoption. For now, Insurify's role is to push for rules that keep coverage details intact and let carriers set boundaries on agent activity.