CrankWheel Turns Broker Phone Calls into Visual Sales Sessions

Jói Sigurdsson is the founder and CEO of CrankWheel, a screen sharing platform built specifically for insurance brokers and sales professionals. He spent nearly a decade as a software engineer at Google, where he helped develop the real-time video and audio capabilities now embedded in the Chrome browser. This article is adapted from a recorded conversation between Jói Sigurdsson and Phil Calhoun, CEO of California Broker Magazine. The discussion explores how brokers can use CrankWheel to modernize client meetings, streamline open enrollment, and prepare for AI-driven sales tools.

From Google to the Broker’s Phone

Before founding CrankWheel over 11 years ago, Sigurdsson spent nearly 10 years at Google. His last project there involved the Chrome browser, specifically the technology that enables real-time video and audio communication. That work planted the seed for what became CrankWheel.

The idea emerged from a conversation with his co-founder Gilsi, a veteran of telephone sales in industries including insurance. Sigurdsson asked him what tool he used to show documents to a client during a phone call.

“He’s like, no, we don’t do that. It’s too complicated,” said Sigurdsson. That single exchange revealed a gap that brokers still face today, and it became the foundation of the company.

Turning Phone Calls into Visual Meetings

The core of CrankWheel is real-time screen sharing that transforms an ordinary phone call into a guided visual session. A broker calls the client, sends a text message, and the client taps a link to instantly view the broker’s screen on a phone or computer. “You just need them to be able to open a text message on their phone, click a link, and as soon as they do that, they’re seeing your screen share,” said Sigurdsson.

The broker controls everything from that point forward, while the client simply watches. Brokers can share plan documents, licenses, presentations, ROI calculators, or retirement planning tools, anything they would show sitting side by side with the client. For older or less tech-savvy clients, this matters enormously.

“You don’t need them to understand how to use a web conferencing tool,” said Sigurdsson. Brokers can also gauge engagement by seeing when clients zoom in, tap the screen, or move their cursor over the shared view.

Built for Compliance and E-Signatures

CrankWheel has added tools that speak directly to regulatory demands brokers face in California and nationally. The platform supports built-in e-signature on forms brokers use daily, including CMS ACA attestation forms and the Medicare Scope of Appointment form.

The process also adds a layer of verification. Because the client receives the link by text at a specific number, their phone number is effectively verified before signing. “So that’s a form of verifying an e-signature,” said Sigurdsson.

Meetings can be recorded for compliance, and recordings are stored automatically in the CrankWheel cloud. For insurance professionals, the company retains recordings for at least 10 years at no additional cost. That retention aligns with the compliance periods brokers must satisfy when documenting scope of appointment and other regulated interactions.

Meeting Brokers Where They Are

Sigurdsson is quick to acknowledge that brokers vary widely in technical comfort. The client side has almost no learning curve, but the broker must learn the tool. “We try to design it to be simpler than Zoom or Teams,” he said, “but it does depend on the person.”

To bridge that gap, CrankWheel offers free one-on-one onboarding with no obligation to buy. Team members roleplay as the client while the broker practices sending a text, switching sharing modes, and showing the webcam. “We take people through it to whatever level of detail is necessary so that they do become comfortable,” said Sigurdsson.

The user base spans every age and experience level. Sigurdsson has spoken with brokers nearing the end of careers spanning 30 years, while younger agents tend to self-serve through YouTube training videos and website chat support.

Open Enrollment and Recorded Video

For brokers managing renewals during open enrollment, CrankWheel’s video feature has become a practical time-saver. A broker can record a short, personalized video reviewing a client’s policy and send it by email or text. “Maybe it’s a follow-up, maybe it’s ‘oh, hey Mrs. Jameson, I reviewed your policy,’” said Sigurdsson.

The timing is critical. Carriers typically release plan changes around Oct. 1, and open enrollment begins Oct. 15. That compressed window leaves little time for individual appointments. A recorded video lets brokers reach more clients faster, reserving live meetings for cases involving major carrier cancellations or significant benefit changes.

What AI Brings Next

Looking ahead, Sigurdsson sees artificial intelligence as the next major shift for brokers. CrankWheel is launching meeting transcription with AI-generated summaries and drafted follow-up emails that capture decisions, action items, and open questions.

“CrankWheel has added tools that speak directly to regulatory demands brokers face in California and nationally.”

He is also exploring AI tools that help brokers produce videos at scale, such as recording a custom 30-second intro for each client paired with a shared two-minute segment explaining a specific plan. “All the video editing is sort of done for you,” he said.

For agency owners focused on cross-selling, Sigurdsson envisions an AI agent that reviews transcripts and recommends opportunities. “Based on the last meeting with Mrs. Merrill, maybe you should suggest to her to have another meeting about this other product,” he offered as an example.

Sigurdsson is firm that the human element must remain central. “It is something that a person should help a person with,” he said of the guidance brokers provide on health, retirement, and final expense planning.

Engage with Jói Sigurdsson and CrankWheel

Brokers can explore CrankWheel at crankwheel.com by clicking the sign-up button to start a free trial. No credit card is required, and the platform is free indefinitely for users who run 15 or fewer meetings per month. New users can also request a free one-on-one onboarding session with a team member. Sigurdsson and his team welcome feedback from brokers on the challenges they face and the tools they need next.

Learn more: crankwheel.com