Messages That Feel Hand-Written
Personalization in APEX fills each text with details from the contact's SEP record — first name, policy type, lead source, agent name — using merge fields with clean fallbacks when a field is empty. Every message reads as though you typed it personally, however many people it goes to.
Built for the way insurance teams sell.
Merge Anything
First name, company, policy type, last contact date, agent name — pull any field from your SEP into any message.
Smart Fallbacks
Missing first name? "Hi there" instead of "Hi {{first_name}}". Every variable has a clean fallback so nothing leaks.
Live Preview
See the message exactly how each contact will receive it before you send. No more "oh no" moments after the broadcast.
| Feature | APEX | Generic SMS | Mail Merge | Manual |
|---|---|---|---|---|
| SEP field merge | ✓ | Basic | Basic | ✗ |
| Smart fallback values | ✓ | ✗ | ✗ | ✗ |
| Conditional content blocks | ✓ | ✗ | Limited | ✗ |
| Live per-contact preview | ✓ | ✗ | Limited | ✗ |
| Time-aware ("Good morning") | ✓ | ✗ | ✗ | ✗ |
| Setup per template | < 1 min | 5+ min | 5+ min | N/A |
Everything you need, nothing you don't.
Any SEP field
Merge anything in your contact record — standard fields, custom fields, calculated values.
Conditional blocks
Show different content based on policy type, lead source, or any field in the record.
Reusable variables
Define agent_name, office_phone, calendly_url once — use them everywhere automatically.
Time + tone aware
Auto-greeting based on contact local time. Tone variants for cold vs. warm leads.
Sound personal at any scale.
See exactly how a 5,000-contact send still reads like a one-to-one text — live on your data.