AAA Washington Drives Higher Sales, 12x Faster Time to Close with Docusign

First came America’s love affair with the automobile. Then came a growing demand for safer roads, reliable assistance, and insurance to support a nation on the move. 

A coalition of auto clubs, known as the American Automobile Association (AAA), stepped in to fill that need. AAA has always adapted to changing times—from launching the first roadside assistance programs to transforming trip planning with digital TripTiks, mobile navigation, and exclusive travel perks.

In the Pacific Northwest, AAA Washington has a new focus: digitally transforming how it operates for the modern customer.

“We want to make sure that we continue to bring value through a combination of helpful tech and human touch,” said Chris Lavin, regional sales manager in the insurance division. “Docusign provided us with an out-of-the-box solution that gave us the flexibility and speed to do more for our members.”

Transforming insurance workflows for seamless member onboarding

More than 1.2 million members across Washington and Northern Idaho rely on AAA Washington for roadside assistance, travel planning, and exclusive benefits. But beyond these well-known services, AAA Washington has also become the state’s largest independent personal-lines insurance agency.

With 1,300+ monthly applications, manual paperwork and endless back-and-forth became a major roadblock. 

“The old workflow was horrendous,” said Lavin. Every application had to be printed, signed, scanned, and re-scanned multiple times—first by the agent, then by the customer, and finally by the agent again—before it even reached the quality control team. Agreements took an average of 14 days to complete, and tracking them was a constant challenge.

As a former agency owner, Lavin understood the pain points firsthand and saw an opportunity to modernize AAA Washington’s approach using Docusign. “I like to think of myself as a coach for my team…making sure agents have the right resources in place to get their job done,” he said.

Introducing new technology in a 120-year-old company came with its challenges. Some agents were skeptical, while others quickly embraced Docusign. “When we started using templates, people got excited—and it took off,” Lavin said.

Switching from manual paperwork to digital templates with pre-filled fields eliminated delays, minimized the number of incorrect or incomplete agreements, and dramatically sped up processing times. 

Now, customers can review coverage details and sign disclosures on their mobile devices in minutes—and finalized agreements are captured in AAA Washington’s agent management system.

Slashing time to agreement from two weeks to just one day

When AAA Washington first implemented Docusign, contract completion time dropped from 14 days to 2, backlogs disappeared, and close rates improved because agents had more time to sell.

"We're actually selling more than we did prior to Docusign,” said Lavin. “After six months of data, we saw that agents using Docusign closed more business than those who didn’t. That made it easy to go back and say, ‘Seriously, this is Docusign—you should probably get on board.’”

Today, efficiency has improved even further. The average time to agreement is now closer to one day, and 87% are completed within three hours, which means members get the coverage they need faster. Managing compliance obligations has also become easier, with automated tracking of missing forms reducing risk.

“We can do more specific auditing and get a deeper dive into what’s going on,” said Lavin.

The transition has also brought cost savings on paper, printing, postage, and even fuel now that field agents are no longer chasing down paperwork. 

Most notably, onboarding is now faster and more seamless, with welcome packets integrated directly into the digital signing process.

“Having a partner like Docusign that’s known and trusted makes the whole process smoother for our members,” said Lavin.

Unlocking new use cases across departments

AAA Washington didn’t stop at insurance applications and claims. Early success fueled adoption in other corners of the organization. 

Travel agents use Docusign for client waivers and pre-trip checklists. The automotive team uses it to streamline roadside assistance reimbursement claims. The HR department digitized new hire paperwork, including compensation plans. And the licensing department uses Docusign templates to standardize agent appointment agreements, ensuring consistency across nine different insurance companies.

Moving toward a fully digital future

AAA Washington is in the midst of its boldest transformation yet: shifting to a fully digital service model. With fewer members visiting retail branches, the organization is adapting to meet customers where they are—online and on the go.

“Docusign has been a great partner for our long-term transformation efforts," said Lavin. 

Given its diverse range of services, having a technology partner that understands its unique business model is essential. 

“How many businesses operate as a tow company, a travel agency, and an insurance agency?" said Lavin. “I can see Docusign helping us move through this transition using the insights they've gained from working with other industries and agencies."