Vertafore AMS360 vs EZLynx: Which AMS for Your Agency?

AMS360 and EZLynx are among the most widely used agency management systems in the independent channel. They are also among the most frequently compared — often by agencies that are outgrowing one and considering the other, or by new agencies trying to pick their first platform.

The comparison is complicated by ownership: EZLynx is owned by Applied Systems (acquired in 2018), while AMS360 is Vertafore's flagship product. These are competing ecosystems, and the AMS you choose often determines which other tools integrate smoothly with your workflow.

This comparison is based on publicly available pricing, user reviews from G2, Capterra, TrustRadius, and SelectHub, vendor documentation, and conversations with agency owners running each platform. For a broader view including HawkSoft, NowCerts, and QQCatalyst, see our full AMS comparison for 2026.

TLDR: AMS360 is the better choice for agencies that need strong built-in accounting, commercial lines depth, and data management within the Vertafore ecosystem. EZLynx is the better choice for personal lines-heavy agencies that want comparative rating, client portals, and marketing tools in one platform within the Applied ecosystem. Neither is a clear winner — it depends on your book of business and integration needs.

Pricing

Neither vendor is fully transparent on pricing.

AMS360

• Pricing model: Custom pricing, per-user or per-agency
• Estimated cost: $150–$200+/user/month for mid-size agencies
• Contracts: Not publicly disclosed
• Published pricing: No — contact Vertafore for a quote

EZLynx

• Pricing model: Modular — base platform plus add-on capabilities
• Starting cost: Approximately $350/month
• Pricing concerns: Users have reported significant price increases, including a 50% increase in 2023. Modular pricing means costs escalate as you add features.
• Published pricing: Partial — starting price is available but total cost depends on modules

Bottom line: Both platforms lack full pricing transparency. EZLynx may start cheaper but modular costs can add up quickly. AMS360's per-user model scales more predictably but starts higher. Get detailed quotes from both vendors before deciding.

Feature Comparison

Where AMS360 Wins

• Built-in accounting. AMS360 includes a full general ledger with billing, invoicing, auto-calculated commission splits, and comprehensive financial reports. For agencies that want accounting inside their AMS, this is a genuine advantage over EZLynx.
• Commercial lines workflows. AMS360 handles complex commercial accounts more capably than EZLynx. Agencies with significant commercial books will find AMS360's commercial workflows more mature.
• Certificate and credential management. Built-in certificate templates, batch management, and credential tracking are more developed in AMS360.
• AI-powered communications. Vertafore has embedded generative AI into AMS360 for drafting client emails and correspondence — a feature EZLynx has not matched.
• Data management. Strong data import/export, acquisition tracking, and SSO support give AMS360 an edge for agencies managing complex data workflows.

Where EZLynx Wins

• Built-in comparative rater. EZLynx's personal lines rating engine is best-in-class — connecting to 330+ carriers across 48 states. For personal lines agencies, having the rater inside the AMS eliminates the need for a separate tool.
• Marketing automation. Built-in email campaigns, drip sequences, and lead management tools give EZLynx a marketing edge that AMS360 lacks.
• Client self-service portal. EZLynx's client portal lets policyholders view policies, request certificates, and submit changes — reducing inbound service calls.
• Cloud-native architecture. EZLynx is fully cloud-based with no local software. Access from any browser, any device.
• Tarmika integration. Through Applied Systems ownership, EZLynx integrates natively with Tarmika's commercial quoting — extending commercial capabilities beyond what the native platform offers.

The Shared Weaknesses

Both platforms have well-documented issues:

Support quality. AMS360 users report variable support quality with long wait times. EZLynx users report difficulty reaching knowledgeable staff and poor vendor support. Neither vendor earns the support reputation that HawkSoft does.

Interface modernization. AMS360's interface is described as dated by multiple reviewers. EZLynx is more modern but can feel overwhelming with all its modules and tools. Neither platform is what you would call intuitive.

Pricing transparency. Neither vendor publishes full pricing openly. You must contact sales for detailed quotes, which makes comparison shopping harder than it should be.

The Commercial Quoting Gap

Both AMS360 and EZLynx help you manage policies after they are bound. Neither solves the upstream problem: getting quotes from multiple carriers efficiently.

Even with Tarmika integration, EZLynx commercial quoting is limited to Tarmika's approximately 30+ API-connected carriers. AMS360 has Vertafore's own commercial tools, but the carrier reach is similarly bounded by API partnerships.

QuoteSweep's carrier research shows the gap clearly:

• 553 carriers tracked in the QuoteSweep appetite database
• Only 131 have verified online quoting portals
• 98% of US P&C carriers have no quoting API available to independent agents
• Agents typically log into 3–5 carrier portals to quote a single commercial risk

Whether you use AMS360 or EZLynx, the commercial quoting bottleneck remains. Your AMS handles what happens after the quote. A dedicated quoting tool — whether that is Tarmika, Semsee, or QuoteSweep's appetite checker — handles what happens before.

Which AMS Should You Choose?

Choose AMS360 if:

• Your agency needs strong built-in accounting (general ledger, commission management)
• You write significant commercial lines
• You are already in the Vertafore ecosystem
• Certificate management is a high-volume workflow
• You need robust data management and SSO

Choose EZLynx if:

• Your agency writes mostly personal lines
• Built-in comparative rating eliminates the need for a separate rater
• Marketing automation (email campaigns, lead management) is a priority
• You want a cloud-native platform accessible from any device
• You are in the Applied Systems ecosystem (Epic, Tarmika)

Consider alternatives if:

• Support quality is critical: Look at HawkSoft (18-year average customer retention, consistently highest support ratings)
• Budget is tight: Look at Momentum AMP (starts at $169/month)
• You need deep customization at scale: Look at Applied Epic (enterprise-grade, 20+ users)

FAQ

Can I migrate from AMS360 to EZLynx (or vice versa)?

Yes, but it is a significant project. The platforms use different data structures and workflows. Budget 2–4 months for a migration with proper data cleanup and team retraining. Work with both vendors to understand data export capabilities before committing.

Are AMS360 and EZLynx owned by the same company?

No. AMS360 is owned by Vertafore. EZLynx is owned by Applied Systems. They are direct competitors. Applied Systems also owns Applied Epic and Tarmika. Vertafore also owns QQCatalyst and PL Rating Engine.

Which is better for a new agency?

For a new agency starting from scratch, EZLynx is typically easier to get running quickly (cloud-native, no local install). AMS360 has a steeper initial setup. However, if you plan to write commercial lines from day one, AMS360's commercial workflow may save you from needing to switch later. See our full AMS comparison for recommendations by agency size and type.