Advertising for insurance brokers

Comparison platforms have taken the standardised end of the insurance market. Competing there means bidding against companies with far larger budgets for customers who choose on price alone.

The remaining market is the better one

Where a comparison form cannot handle the risk, a broker is necessary: businesses with unusual exposures, high-value or listed property, professional indemnity, combined commercial policies, marine, agricultural, and anything where the wording matters.

Those clients are less price-sensitive, stay longer and generate advice fees as well as commission.

Explain what a broker actually does

Most business owners do not know. They believe insurance is a commodity and that the broker is a middleman adding cost.

Content that changes that: worked examples of claims that were paid because the cover was correctly arranged and would not have been otherwise; explanation of exclusions that catch people out; the difference between similar-looking policies at different prices.

That is genuinely useful and almost nobody publishes it.

Segments worth owning

Owning one trade produces referral within it, which is the cheapest acquisition available in this sector.

Renewal is the retention moment

Clients leave at renewal, usually because nobody contacted them. A structured renewal process, starting six weeks out with a review rather than an invoice, is the single largest retention lever.

It is also the moment additional cover is sold, because the client is thinking about the risk.

The regulatory frame

Financial promotions are regulated, and the rules cover clarity, fairness, balance and the presentation of risk. They typically apply to websites, social posts, emails and printed material alike.

Practical consequences: claims must be substantiated, benefits and limitations presented with equal prominence, and records of what was published kept. Approval processes exist for a reason and skipping them is where firms get into difficulty.

The referral network

Accountants, solicitors and commercial finance brokers meet businesses at the moment their insurance needs change. Those relationships produce better business than any advertising and are maintained by reciprocity and reliability.