GEICO, Liberty Mutual and Insurify join Sierra’s personal agent protocol initiative

Sierra has published the first draft of Personal Agent Protocol, an open standard designed to let consumers’ AI agents interact with businesses on their behalf. GEICO, Liberty Mutual, Insurify, and Cigna are among 35 new design partners contributing feedback to the initiative.

Known as Poppy, the protocol is being developed by Sierra and Meta alongside companies including Genesys, Rocket, Shopify, Stripe, and Walmart. It gives businesses a way to identify an AI agent, establish whom it represents, and limit its access to what the customer has authorized.

The protocol supports interactions through a company’s website, APIs, or its own AI agent. Customers control the access they grant, while businesses set the parameters for what agents can do. It builds on existing standards including OAuth, OpenAPI, and MCP.

At Sierra’s October 6 event, Rocket demonstrated Meta’s personal agent, Muse, connecting with Rocket’s agent to complete a mortgage pre-approval process after receiving the customer’s permission. Sierra plans to hold design workshops and publish a reference implementation over the next month.

The protocol remains a draft; participation as a design partner does not establish a live deployment.