The Challenge: Scaling Senior-First Service During Peak Enrollment

During the 7-week Annual Enrollment Period (AEP), Chapter's advisors handle hundreds of thousands of calls with seniors making critical healthcare decisions. A single missed detail — failing to ask about a specialist visit, not exploring prescription needs thoroughly, rushing through plan trade-offs — can mean a senior pays thousands of dollars more per year or loses access to critical care.

For Chapter, “good enough” isn’t good enough. Unlike traditional brokerages that prioritize speed and volume, Chapter evaluates every carrier and plan to recommend the best option for each individual senior, even when that plan doesn’t generate revenue for Chapter. By decoupling recommendations from commissions, Chapter keeps advice unbiased and ensures each senior’s unique needs come first.

Leading into AEP, Chapter faced a fundamental challenge: with even more demand than anticipated, how could they maintain advisor excellence at unprecedented scale?

Chapter already had a thoughtful, high-touch approach to quality assurance and sales coaching, but it was hitting natural limits at scale:

• Even with AI tooling, only a sliver of calls could be reviewed. Managers and QA analysts still spent hours listening to calls at 1.5x speed, taking notes, and trying to spot patterns across advisors. A manager might review 25 calls in a week while their team handled thousands of client conversations.

• Leaders invested huge time in dissecting calls. “Let’s just say we do a normal 50-hour week,” explains Thomas Pruitt, Senior Sales Manager at Chapter. “I would need my guys doing at least 20 to 25 hours of listening and dissecting, so at least about half of their week. Most of our work was around dissecting calls and then delivering coachings around it.”

• General-purpose tools missed Medicare-specific nuance. Traditional sales intelligence tools like Gong could surface talk/listen ratios and keyword frequency, but they couldn’t reliably distinguish a Medicare Advantage call from a Medicare Supplement call, or evaluate whether advisors were truly understanding a member’s needs and giving compliant, senior-first recommendations.

For a company committed to exceeding expectations for every senior, this lack of systematic visibility and proactive improvement represented a massive opportunity heading into AEP.

The Solution: AI that’s Custom-Built, Not Generic

Chapter evaluated multiple platforms before choosing Alpharun. The difference: Alpharun didn’t just monitor calls, it learned Chapter’s methodology and made it scalable.

1. Custom AI playbooks trained on Chapter's definition of excellence

Rather than forcing Chapter into a generic sales framework, Alpharun’s team worked side-by-side with Chapter’s leadership to codify their unique methodology:

• How top advisors build authentic rapport with seniors

• The comprehensive discovery process that uncovers true healthcare needs

• How to navigate complex Medicare plan rules with clarity and confidence

• The empathetic communication style that earns trust during important healthcare decisions

Thomas describes what stood out versus other tools:

“The big difference is the willingness to lean into how unique this Medicare industry actually is. A lot of the other tooling tried to fit our industry into what other industries are like - ours is just very niche. Alpharun has been much more willing to create something specific for us versus something more generic.”

That specificity shows up in the call grading logic as well:

“In previous years, we couldn’t get whatever system we were using to distinguish between a Medicare Advantage call and a Medicare Supplement call. Alpharun does it. If it’s a Medicare Advantage call, you’re looking for X, Y, Z. If it’s a Supplement call, you’re looking for a different X, Y, Z. Alpharun handles that logic a lot better.”

The result is a custom AI Playbook that evaluates every call against Chapter’s heightened standards, rather than generic “best practices” that ignore their senior-first approach.

2. 100% of calls graded with sentence-level performance transparency

Every advisor call is automatically transcribed, structured, and graded against Chapter’s playbook. Leaders can see, at a glance, how each advisor performs on 60+ custom behaviors including power of attorney scripting, doctor and hospital information collection, expectation setting, recommendation quality, and more.

This has transformed performance conversations:

• Managers no longer rely on anecdotes or memory. They have ground-truth data with sentence-level citations.

• Advisors see exactly which moments helped or hurt their score and can jump straight to the relevant part of the call.

3. A living playbook that learns and improves

Unlike static scorecards, Alpharun treats playbooks as version-controlled intelligence that continuously evolves. As advisors handle thousands of AEP calls, the platform identifies which questioning techniques, pacing patterns, and communication styles drive the best outcomes for different senior profiles, then reinforces these across the entire team.

Thomas has seen that show up clearly in the fundamentals:

“I’m using the playbook like crazy…if you saw the trend lines on that Medicare Advantage section, you’d see a lot of movement on a per-person basis. That has become so much better for us.”

The Impact: From Spot-Checking to Systematic Excellence

The transformation happened faster than Chapter anticipated. What used to be a manual, hindsight-heavy process is now a real-time operating system for performance.

Complete Visibility, Zero Blind Spots

Before: Managers manually reviewed calls, often days or weeks after they occurred, trying to piece together patterns from scattered notes.

After: 100% of calls evaluated in real-time against Chapter’s custom AI playbook

“One of the most surprising patterns is how fast calls are getting loaded in,” Thomas says. “It used to be next-day before things showed up. Now it’s like, this call just ended ten minutes ago, but it’s already here and it’s already scored. I can give immediate feedback on that.”

Advisors no longer wait a week to find out if they’re on the right track — they can see their performance in real-time.

Coaching That's Targeted, Timely, and 4x more scalable

Before: Leaders spent the significant time listening to calls, trying to find coachable moments—often stressing about whether they could even reach 8–10 advisors in a week.

After: Managers use Alpharun’s scoring, AI assistance, and filters to zero in on the real issues—and spend their time actually coaching.

Thomas describes the shift:

“It used to be I had to listen to five to ten actionable recommendation calls to figure out why somebody’s underperforming,” Thomas explains. “Now I’m asking the AI the same question: ‘Why did we not deliver for this person? I don’t have to listen to all ten full calls anymore, now it pinpoints what’s going on, I listen to a few, and I’ve got it.”

This has completely changed his capacity:

“We used to stress about being able to coach eight to ten advisors in a week. This week I’ve met with 47 advisors on coaching. That’s the difference…it’s about 4x faster from that perspective.”

It also up-leveled the types of coaching conversations that managers are having with reps:

“We’re having more conversations of ‘You’re doing this well, you’re not doing this well’ versus ‘Hey, this is broken and you need to fix it. Usually coaching was ‘You’re doing this, this, and this wrong.’ Now, for example, when I share the compliance or the fact-finding, it’s ‘You’re doing well here, I’m really happy you’re doing that—you can see it by the score—but this is the area I want to see if we can get up there.’ It’s changed the dynamic of the coaching.”

Compliance With Confidence

Medicare enrollment is heavily regulated. Missing required disclosures or failing to follow internal protocols can have serious consequences for both seniors and the business.

With Alpharun, Chapter can:

• Systematically monitor compliance adherence on every call

• Automatically flag potential issues and recurring patterns

• Track improvement over time as coaching lands

If an advisor misses a key disclaimer or doesn’t fully explain a plan change, it shows up quickly, giving managers the chance to correct the issue before it becomes a larger risk.

Continuous Improvement at Scale

As the team handles millions of calls, Alpharun captures what genuinely drives better senior outcomes and closes the loop:

1. Calls are graded against the playbook

2. Patterns and behaviors that drive better outcomes are surfaced

3. The playbook is updated to reinforce what works

4. Advisors get clearer, more targeted coaching

This creates a virtuous cycle where every call makes the next one better, not just for the advisor who took it, but for the entire team.

By the numbers:

• 60+ custom playbook criteria graded on every call

• 100% of calls now evaluated against Chapter’s playbook

• 4x more coaching every week 

• 25 hours saved per week per manager on manual call review

• 90% reduction in coaching lag

• Millions of calls analyzed annually

What It Means for Chapter

• For advisors:
  More confident, with immediate, objective feedback on what’s working and clear guidance on where to improve—without relying on sporadic, anecdotal reviews.

• For seniors:
  A consistently excellent experience, with every call measured against Chapter’s high standards for empathy, thoroughness, and compliance.

• For managers and QA leaders:
  Unprecedented visibility into performance, with time freed from manual call-hunting to high-impact coaching and playbook improvement.

• For the business:

  The ability to scale aggressively during peak season without compromising the senior-first values that define the Chapter brand.

Looking Ahead

With Alpharun as a core part of their operating model, Chapter is using custom AI, trained on their own best practices, to deliver scale and quality during AEP and better healthcare outcomes for thousands of seniors.

When we asked Thomas what he’d tell another customer interested in Alpharun, he laughed and didn’t hesitate:

“Maybe you won’t like my answer, but I wouldn’t tell another brokerage anything because I don’t want them to figure this out. If I had to tell them something, I’d say you’re going to know more about your people than you ever thought possible, and I’m able to coach four times as many people as I used to because it gets me in front of people instead of sitting behind a screen listening to calls all day.”

For Chapter, that’s the real outcome: an operating system that lets them scale faster, coach deeper, and keep raising the bar every AEP.