Generic
The same template goes to every buyer with a name swapped in. Doing it properly costs a rep a day and a late night, so the biggest deals get the least.
Your proposal team, on retainer
Every big deal gets its own website. Your reps don’t build any of them.
We build your brand, pricing model, and approved claims into a kit once. Then every deal’s notes, census, and CRM record become a proposal site on your domain that your team approves, your buyers forward, and you can see being read. A done-for-you subscription, not another tool.
- It just works
- It’s beautiful
- Your buyers will love it
Northgate BenefitsPrepared for Fernhill Manufacturing
2027 group benefits renewal
Better coverage for your 412 people. $186K less than renewal.
412enrolled employees
−11%vs. carrier renewal
Jan 1effective date
Book a reviewDownload PDF
Dana Ruiz, CFO opened your proposalRead pricing 3 times · 6 min
Forwarded to 2 new viewersfernhill.com · 2 min ago
Built for teams where one deal is worth a quarter
- Group benefits
- Commercial P&C
- Health plans & clinics
- Wealth & annuities
- Enterprise services
The problem
Your biggest deals get decided in rooms you’re not in. The PDF is all they see.
Buyers do most of their deciding without you. Your proposal gets forwarded to the CFO, the committee, the board, and it has to make the case on its own. Today that case is a static deck your reps rebuilt late last night, and once it leaves the inbox you can’t see it.
17%
of a B2B buyer’s buying time is spent with suppliers, split across every vendor they’re weighing.
Gartner61%
of B2B buyers prefer a buying experience without a sales rep.
Gartner, 202586%
of B2B purchases stall at some point in the buying process.
Forrester, 2024Blind
Was it opened? Did it reach the decision maker? Which page made them pause? A PDF can’t tell you, so follow-ups are guesses.
Frozen
New numbers, a new stakeholder, a revised quote: every change means another export, another attachment, and “v3_FINAL.pdf” in their inbox.
How it works
A design team in your back pocket. It scales with your pipeline, not your headcount.
We build your proposal kit once, with you. After that, every rep sends a proposal your best designer would be proud of, on every deal, without waiting on marketing or burning the midnight oil.
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1
We build your kit
Your brand, a template for each kind of deal, your positioning, your pricing math, and the claims you’re allowed to make. Built with you, versioned, and yours.
One-time setup
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2
Send us the deal
Forward an email, drop it in a portal, or let your CRM send the record: account, call notes, quotes, census counts, renewal notice. Nothing new for reps to learn.
Email, portal, or API
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3
Approve the draft
Our AI drafts it inside your kit’s rules, with every figure computed from your model. Your team comments and approves on a private review link. Nothing goes out without you.
A person signs off
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4
Send, see, update
Published on your own domain with a PDF for whoever wants paper. You see who reads it and what they linger on, and it stays current as the deal moves.
proposals.yourcompany.com
Personalization
Everything you learn about a buyer shows up in their proposal.
Every proposal starts from what you already know. Send a name and a headcount and you get a sharp proposal in your brand. Send the call notes and the buyer’s documents and you get one that reads like your best rep spent a week on it, without designers and without the late nights.
A tailored proposal from three fields.
Company, headcount, and location are enough to pick the right template, compute their pricing, and show what it means for a company like theirs.
What goes in
- Fernhill Manufacturing
- 412 employees
- Dayton, Ohio
Their words, back to them.
Send the discovery notes or the email thread and the proposal leads with what the buyer said they care about, answers the objections they raised, and drops what doesn’t apply.
What goes in
- Call notes from the discovery meeting
- “Our night shift can’t get to a doctor”
- Decision by November 15
The 50-page renewal, read for you.
Renewal notices, claims summaries, census files, and RFPs become the proposal’s evidence. Figures are pulled and checked against your pricing model, and every claim cites its source.
What goes in
- Carrier renewal notice (PDF)
- De-identified claims summary
- Census, as counts
Templates for every kind of deal
A renewal, a new logo, a competitive takeaway: each gets its own structure, not a find-and-replace.
Numbers you can stand behind
Pricing and savings come from your model, not from a writer. A proposal with a missing fact or a wrong sum doesn’t ship.
Interactive where it helps
Buyers adjust headcount or plan options and watch their own numbers change, instead of emailing you to ask.
A PDF for the committee
Every proposal exports a print-ready PDF for the board pack, from the same source, so nothing drifts.
Tracking
Know the moment the CFO opens it. And what made them stop.
Every proposal reports back. See who opened it, how far they read, which sections they returned to, and when it was forwarded to someone new. Follow up on what they actually care about, at the moment they care about it.
- Open alerts in email or Slack, the minute a buyer reads
- Time per section, so you know if pricing or coverage is the sticking point
- Forward detection when a new stakeholder joins the deal
- Engagement in your CRM, next to the opportunity it belongs to
Across 742,137 proposals, winning ones were viewed 60% longer, and close rates rose 20% when more than one stakeholder looked. Proposify, State of Proposals 2026
Fernhill Manufacturing
2027 benefits proposal
14views
5readers
23mtotal time
Time by section
Overview2:10
Your census3:05
Pricing7:48
Coverage4:12
Timeline1:20
Activity
Dana Ruiz (CFO) returned to Pricing for the third time
New reader from fernhill.com, forwarded by Dana
Marcus Lee (HR) downloaded the PDF
Suggested follow-up: Dana keeps returning to Pricing. Offer a 15-minute call on the contribution options.
Living proposals
Sent isn’t finished. The proposal keeps up with the deal.
A proposal is a website, so it can change. When the buyer sends a new census, the committee asks for an option, or a meeting surfaces a new concern, send the update and the proposal follows, at the same link, with your team approving every change.
- One link for the whole deal, never “final_v7.pdf”
- Every version kept, so you know what the buyer saw and when
- A sent proposal never changes unless you approve it
69% of B2B buyers find inconsistencies between what a supplier’s website says and what its sellers tell them. One link, kept current, gives every stakeholder the same story. Gartner, 2025
Starting with insurance
Built first for benefits sold through brokers. Make your broker look brilliant at renewal.
Insurance proposals carry a census, a renewal, a plan design, and a committee, and they reach the employer through a broker who stays advisor of record. Give the broker a client-ready page they’re proud to forward under their name, modeled on the employer’s actual census. That’s where we started, with a health benefits company that sells through brokers.
A template for every funding model
Self-funded, fully insured, level-funded, ICHRA. Each has its own story, its own math, and its own sections, so a renewal never reads like a new-logo pitch.
Brokers request one without a new tool
Through your broker portal, your CRM, or a forwarded email to a proposals address. Brokers get a link they can send under your brand, and you see every view.
Their census, as counts
Headcount by tier, location, and plan, computed into the proposal. Small groups are suppressed automatically, so no one can be singled out on the page.
Renewals turned into evidence
The carrier’s renewal and a de-identified claims summary become the side-by-side that wins the meeting, with the source cited under every figure.
Designed for regulated sales
We take facts, not people.
Proposals are built from de-identified facts and counts. Names, dates of birth, and claims by member stay in your systems, and your data stays yours.
- No PHI by design. Requests carry counts and summaries; a scrubbing step strips anything personal before it reaches us.
- You own the data. We keep your kit: brand, templates, positioning. Customer and broker records stay in your CRM.
- Fully white-labeled. Hosted on your subdomain and sent from your domain. Brokers and employers see only you.
- Approved before it’s sent. Every draft goes through your team’s review link, with comments and revisions.
A team, not a tool
Not another editor for your reps to fill in. The finished proposal, every time.
Proposal software hands your reps a blank canvas. A design hire covers a handful of deals a week. We give you the whole team: design, copy, and the engineering behind the calculators and tracking, behind every deal.
PowerPoint & PDFsDrag-and-drop proposal editorsHiring a designerSell Unfairly
Who builds each proposalYour reps, late at nightYour reps, from a templateOne person, a few a weekWe do. You approve.
Personal to the buyerName and logoWhatever the rep has time forOnly for the biggest dealsEvery deal, from your notes and data
Design qualityLast year’s templateLooks like the editorGreat, when they’re freeAgency grade, in your brand
Numbers and claimsTyped in by handTyped in by handTyped in by handComputed from your model, checked against your rules
See who reads itNoOpens, in most toolsNoReaders, sections, forwards
After it’s sentRe-export, re-sendRep edits it againBack in the queueUpdated at the same link
The math
On high-ticket deals, a few points of close rate is the whole year.
Put in your own numbers. This is the same kind of live calculator your buyers get inside their proposal.
A lift is in percentage points: 20% to 25% is a 5 point lift. Your assumptions, not a promise.
Added revenue per year
$720,000
Proposals a year240
Deals won today48
Deals won at 25%60
Extra deals a year12
Questions
What sales leaders ask before they start.
Is this another tool my reps have to learn?
No. Reps send the deal the way they already do: a forwarded email, a portal, or the CRM record. They get a draft back to review. We do the design, the templates, and the upkeep.
We already use a proposal tool. Why switch?
Those are editors your reps still have to fill in, so quality depends on who had time that week. We deliver the finished proposal, written from your deal context, with your numbers computed and your claims checked. Keep your e-signature tool for the contract; send us the story.
Why not just hire a designer?
One designer covers a handful of deals a week, with no data pipeline, no hosting, and no read tracking. You get design, copy, and the engineering behind the calculators and tracking, for every deal, for less than a full-time hire.
Won’t it read like AI wrote it?
Every proposal is built from your kit: your brand, your voice, and only the claims you’ve approved. Figures come from your pricing model, a draft with a missing fact doesn’t ship, and a person on your team approves every proposal before a buyer sees it.
What data do you need, and what do you keep?
Only what the proposal needs. In insurance that means de-identified facts and counts, never member names or claims by person. We keep your kit (brand, templates, positioning); your customer and prospect records stay in your systems.
Will buyers know you exist?
No. Proposals live on your subdomain, go out from your domain, and carry only your brand. Setup is two DNS records.
How long until we’re live?
Your first templates are usually live within a couple of weeks of kickoff. We start from your best existing proposals and the deals you have in flight.
How is it priced?
A one-time kit build, then a monthly subscription sized to your proposal volume and the number of templates. Send us a deal and we’ll price it on your pipeline.
Try it on a real deal
Send us one deal. We’ll send back the proposal.
Pick a live opportunity and send what you have: the account, your notes, the numbers. We’ll build its proposal site in your brand and walk you through it, including what it would take to do that for every deal your team sends.
- Send one dealNotes, numbers, and your current proposal
- See its proposal siteIn your brand, walked through on a call
- Go liveWe build your kit; every deal gets one
Or write to bob@unfairly.ai