REGIME
50-state-aware
Default workflow accounts for state-by-state filing and review.
SECTOR 20 — FINANCIAL & PROFESSIONAL
Insurance
Broker-vs-direct plays, claims UX, and regulated lifecycle content for P&C, life, health, and specialty insurance.
P&CLifeSpecialtyInsurtech
20
Practice scope
Insurance customers buy on trust and stay on experience — and the carriers and agencies that win build both deliberately. We help insurance operators rebuild broker-vs-direct architectures, modernize claims and policy-servicing UX, and ship regulated lifecycle content past 50-state filing review without slowing.
- Engagement
- 14–22 wks · avg length
- Audience
- Broker + direct
- Disciplines
- Strategy · Brand · Build · Growth · Legal
- Adjacent industries
- Finance & Banking · Healthcare & Life Sciences · Legal & Compliance
01
CH · 01 / 10 — Snapshot
The sector in four numbers and a posture.
Every industry opens with the same four-cell read: regime, engagement length, audience structure, and the operating signal that determines how this sector buys. Insurance is no exception.
AVG LENGTH
14–22 wks
Multi-state filings and review cycles extend timelines.
CHANNEL
Broker + direct
Most carriers run dual channels under one brand house.
STAGE
Quote → bind → claim
End-to-end lifecycle in scope; not just acquisition.
02
CH · 02 / 10 — Forces
Three forces reshaping insurance.
We don't open with claims about ourselves. We open with what's actually pressing on the operators we serve — the structural shifts that determine which kinds of brand and demand work compound this cycle and which don't.
FORCE 01
Direct expectation, broker math
Customers want consumer-grade UX; carriers depend on broker channels for distribution. The brand has to make both work.
FORCE 02
Claims is the brand
Customers retell claims experiences for a decade. Claims UX and communication is the marketing budget that compounds.
FORCE 03
Insurtech keeps moving up
Insurtechs keep up-marketing; carriers respond with their own digital plays. The race is on UX and speed, not premium.
03
CH · 03 / 10 — Sub-sectors
Four families under one practice.
Insurance isn't one customer. It's four — and the engagement scope, audience, and creative language we ship varies materially across them. The industry covers all four; most engagements pick one.
01
Property & Casualty
Personal lines, commercial P&C, specialty. Quote-and-bind plus claims UX.
02
Life & Annuity
Life, retirement, annuity, and supplemental. Long-cycle marketing and broker enablement.
03
Health & Benefits
Health insurers and benefits operators. Member-, broker-, and group-buyer audiences.
04
Insurtech & Specialty
Insurtech operators and specialty / E&S markets. SaaS-plus-insurance hybrid GTM.
04
CH · 04 / 10 — Buyer-side
Who we actually work with.
Most marketing decks address an "audience". We address a person — usually one of three, with a budget, a quarter to defend, and a specific frustration with the marketing they've been shipped before. These are them.
CMO / SVP MARKETING
Channel architecture
Reconciles broker and direct under one brand without breaking either.
“We have a direct site that hides our brokers and a broker portal that confuses our customers.”
VP CLAIMS / OPERATIONS
Claims UX
Owns claims experience; treats it as the brand it is.
“Claims is half our retention. Marketing acts like it ends at the bind.”
CHIEF DISTRIBUTION OFFICER
Producer enablement
Owns broker / agent / producer relationships and enablement.
“Producers are our distribution. Our enablement assets sit on a portal nobody opens.”
05
CH · 05 / 10 — Problems
Six problems we solve repeatedly.
Industry-specific, not generic. Each of these has been the headline problem on multiple insurance engagements, and the work below is purpose-built for the regime, audience, and review cycle this sector lives inside.
P · 01
Broker channel vs. direct tension
Brand and channel architecture so direct and broker reinforce rather than fight.
P · 02
Claims & policy-servicing UX
Claims experience as a brand priority — digital-first without losing the human.
P · 03
State-by-state regulated content
Filing-aware content workflow that ships across 50 states without re-doing the work.
P · 04
Agent & producer enablement
Producer-facing portal, training, and co-marketing infrastructure.
P · 05
Lifecycle & renewal retention
Renewal-cycle marketing that earns the keep before the cancellation form.
P · 06
Specialty / E&S marketing
Broker and underwriter-facing brand for specialty, surplus, and program businesses.
06
CH · 06 / 10 — Engagement
Five deliverables we ship in this sector.
An engagement is a stack of these — chosen against your problem, your timeline, and the disciplines we need to bring. Most insurance engagements pick three to five and run them in coordinated phases.
STRATEGY
Channel architecture & incentives
Direct + broker model with brand and incentive design.
BUILD
Claims & self-service redesign
Claims-FNOL, status, and self-service surfaces redesigned for the customer.
BRAND
Regulated content library
State-by-state filing-aware content infrastructure.
BUILD
Producer portal & enablement
Producer / agent portal with co-marketing, training, and quote tools.
GROWTH
Quote & bind funnel
Direct-to-consumer quote, bind, and onboarding flow.
07
CH · 07 / 10 — Blend
Discipline weighting for insurance.
Every sector pulls on our five disciplines differently. This is the calibrated weighting — the dosing we default to on a typical engagement, before we adjust to your specific brief.
The weighting reads left-to-right as the share of senior-team focus on a default engagement. This sector is regulated, so legal-and-compliance work is ranked first-class — not as a sign-off step. No discipline disappears entirely; the ratio is what changes.
08
CH · 08 / 10 — Outcomes
Four outcomes we measure on.
Numbers below are anonymized engagement medians from comparable insurance cohorts. Every one of them traces back to a named brief, a measurement window, and a method we'll walk you through in person before you commit to anything.
DIRECT BIND
+34%
Median direct-to-consumer bind-conversion lift after funnel rebuild.
CLAIMS NPS
+22pts
Median claims-experience NPS lift after redesign.
PRODUCER ADOPT.
+47%
Producer-portal monthly active use after rebuild.
RENEWAL RATE
+4pts
Median renewal-rate lift on lifecycle-program rebuild.
09
CH · 09 / 10 — Sector FAQ
Things we get asked every intake.
A short list of the questions insurance buyers ask us before signing. If you've been here before, the rest of the process will feel familiar; if you haven't, this is a useful first read.
FAQ · 01
Are you familiar with state-DOI filing requirements?
Yes — our content workflow defaults to state-by-state filing-awareness, with the most-restrictive states as the floor. Specific filing work sits with your in-house compliance team.
FAQ · 02
Do you handle agent and producer recruiting?
Producer-recruiting brand and digital infrastructure, yes. Recruiting operations, contracting, and licensing sit with your distribution team.
FAQ · 03
Can you work in life-and-annuity and P&C simultaneously?
Yes — most multi-line carriers run both lines under one brand house. We're explicit about the regulatory and audience differences from week one.
FAQ · 04
What about reinsurance and treaty marketing?
Reinsurance-broker and treaty-marketing brand work is inside scope. Specific treaty-pricing and underwriting collateral sits with your in-house teams.
10
CH · 10 / 10 — Adjacents
Other industries worth pulling.
Insurance doesn't sit in isolation. These are the practice groups we most often run alongside it — operators who share buyer audiences, regulatory regimes, or commercial dynamics with the work covered above.
SECTOR 03 · FINANCIAL & PROFESSIONAL
Finance & Banking
Trust-first brand, compliant content, and investor-grade positioning for banks, wealth & asset managers, fintech, and advisory firms
PULL INDUSTRY →
SECTOR 02 · TECHNOLOGY & REGULATED
Healthcare & Life Sciences
Compliant brand and clinical-grade clarity for providers, payers, digital health, medtech, and life-science operators
PULL INDUSTRY →
SECTOR 12 · FINANCIAL & PROFESSIONAL
Legal & Compliance
Practice positioning and content-as-credibility systems for law firms, compliance advisors, and RegTech operators
PULL INDUSTRY →
If your team operates in insurance,
this is what an intake looks like.
One 45-minute call with a partner, no slides. We use the time to map your problem to the chapters in this industry and tell you — honestly — whether we're the right team for it. The answer is sometimes no, which is part of why our clients send other clients.