Insurance marketing plays by a different set of rules.
Unlike the traditional marketing playbook, you’re not selling a tangible product or an instant payoff.
You’re selling trust, reassurance and protection against risks customers hope they’ll never face.
At the same time, you’re making that pitch alongside thousands of other companies saying virtually the same thing while navigating strict compliance requirements. That changes everything about how you approach marketing.
So how do you push the boundaries of what’s possible? To succeed, you need a proven strategy to build trust with potential and existing customers, attract new clients, and retain them over time without compromising compliance.
In this playbook, I'll share everything you need to know to create marketing campaigns that stand out from the competition.
You'll discover proven strategies for every channel and level of insurance marketing, along with the tools and templates you’ll need to reach your objective. You’ll also see real examples from insurance brands and get practical tips you can put into action immediately.
Before you start reading, highlighting and taking notes, open the video below in a new tab and bookmark it for later. It’ll show you exactly how to create branded, compliant content to help you land more insurance clients, win trust and scale your sales.
Disclaimer: Visme is a design and visual communication platform and is not intended for the storage, processing, or transmission of sensitive insurance, financial, or personally identifiable information (PII). Users are responsible for ensuring that their use of Visme complies with applicable insurance, data protection, and privacy regulations.
Quick Reads [TLDR]
Insurance marketing sells the intangible promise of future protection and peace of mind across three levels: carriers, agents and brokers.
Effective insurance marketing builds trust through consistent visibility, creates predictable lead flow to eliminate unstable cycles, positions you as an expert through educational content and captures more opportunities by maintaining a multi-channel presence.
Successful insurance marketing in 2026 combines SEO & AEO, content marketing, email campaigns, multi-platform social media, print advertising, video marketing, OOH campaigns, webinars, interactive tools and influencer partnerships.
Insurance professionals need digital assets, policy marketing materials, sales enablement tools, internal communication documents and claims communication resources to support the entire customer journey.
AI transforms insurance marketing through customer segmentation, personalized content creation at scale, ad performance optimization, and chatbot support, but it requires careful fact-checking, brand training and privacy protection to maintain compliance.
Unique insurance marketing ideas include Reddit marketing, emotional storytelling, educational resources and employee advocacy programs.
The right technology stack for insurance marketing includes combinations of Salesforce for CRM, ActiveCampaign for emails, Visme for visual content creation, AdCreative.ai for ad creation, Vista Social for social media, Sprout Social for influencer marketing and Ahrefs for SEO research.
Visme offers a vast array of templates, AI tools, design assets and team features to help insurance companies create compliant, on-brand content at scale.
What is Insurance Marketing?
Insurance marketing is the process of promoting insurance products and services to potential and current customers. The goal is to build trust, educate about coverage options and guide prospects through the decision-making journey towards purchasing policies and maintaining them.
Like all marketing, its objective is to identify, attract, engage and retain customers. But unlike traditional marketing, insurance marketing is unique in that it sells an intangible promise of future protection while operating within a highly regulated environment.
There’s no physical product on display or a service that shows results immediately. That’s why the best insurance marketing makes intangible offerings feel tangible through storytelling, relatable scenarios and emotional resonance.
Perfecting your insurance marketing strategy is highly important. As Danielle Waller, a State Farm insurance agent in North Carolina, explains:
“People are looking you up before they ever decide if they want to work with you. They’re going to look you up online, they’re going to look at your reviews, they’re going to figure out who you are and what you do before they ever give you an opportunity.”
The three levels of insurance marketing
Insurance marketing operates across three levels: the carrier, the agent and the broker. Together, they help account for the projected $14 billion spent on insurance-based digital ads in 2026.
Insurance Company Marketing
At the carrier level, insurance companies focus on building brand awareness, establishing market position and creating (and maintaining) an identity. Here are some great examples:
These companies invest in large advertising campaigns, sponsor major event and create educational content at scale. Their marketing budgets are typically in the millions per year.
Insurance Agent Marketing
Insurance agents represent one or more insurance carriers and work directly with customers to assess their needs and recommend appropriate coverage. Insurance agent marketing focuses on building a local presence, establishing credibility through personal branding and creating relationships that lead to sales and referrals.
Agents can be independent service providers or part of a larger agency environment with several agents, often grouped into the types of insurance they sell. These subgroups do insurance marketing a bit differently, but they are still similar.
Insurance Broker Marketing
Insurance brokers differ from agents in that they work on behalf of the customer, not the insurance company. They compare policies across multiple carriers to find the best fit for their client’s needs.
Regarding marketing, brokers must position themselves as unbiased advisors working in the customer’s best interest. This is the foundation for their personal branding strategy.
Aside from these major types of insurance marketing, there’s also B2B and B2C insurance marketing.
Some insurance companies focus on one of the two, while others focus on both.
“The distinction between B2B and B2C in insurance marketing is blurring in interesting ways. Platforms like TikTok and Instagram aren't just for B2C. They are powerful tools for all industries."
B2C insurance marketing targets individuals and families purchasing personal coverage like auto, home, life, health or renters insurance. These campaigns focus on emotional storytelling, simplifying complex concepts and building trust with everyday consumers who may not fully understand insurance terminology.
B2B insurance marketing targets businesses that purchase commercial coverage, such as general liability, workers' compensation, cyber insurance, professional liability, or commercial auto policies. These campaigns emphasize risk mitigation, compliance requirements and industry-specific expertise. The sales cycle is longer, involves multiple decision-makers and requires more detailed educational content.
Benefits of Great Insurance Marketing
When planning an insurance marketing budget, do your stakeholders ask if marketing really is worth investing considerable time and money on? Do they question if maybe the brand can survive on its positive reputation and word of mouth alone?
As a professional marketer, you can make a point of how great insurance marketing can deliver measurable returns that go far beyond what referrals can achieve on their own.
Share the following benefits and build your strategies around them.
Consistent visibility builds trust and retention
When prospects see your content, ads and social media presence consistently over time, your brand becomes a familiar name. This growing familiarity breeds trust as long as your communication is trustworthy. It increases the likelihood that they’ll choose you when they’re ready to convert. Then, depending on how your reps act and what they share with policyholders during times of crisis, it will inspire them stick around for the long run.
On the flip side, if you’re inconsistent with your marketing, you risk losing clients. According to Carl Willis from Agent Branding & Marketing:
“Many insurance agencies don’t lose business because of bad service — they lose it because they disappear. When marketing is inconsistent, potential clients forget your name, lose trust, or choose the agent who stays visible while you go quiet. One month of activity followed by silence breaks momentum, weakens authority, and slows lead flow without you realizing it.
Consistent marketing isn’t about posting more. It’s about staying present, staying relevant, and staying top of mind when prospects are ready to act. That’s where a system matters more than effort.” -
Marketing creates a predictable lead flow
One of the biggest challenges an insurance professional can face (especially independent agents and brokers) is the feast-or-famine reality, which disrupts stable business functions. But with consistent marketing campaigns directly aligned with the customer, your efforts can generate a steady stream of qualified prospects to nurture and convert.
Educational content positions you as an expert
Insurance is complex, and many people don’t understand it well. By creating helpful, educational content that answers common questions and demystifies insurance concepts, you can position your brand as a trusted advisor. Expert positioning leads to higher-quality leads, easier sales conversations and clients who feel they understand what they’re paying for.
Multi-Channel presence captures more opportunities
It’s vital to be present in the channels where you can reach potential clients, and with insurance, the possibilities are quite varied. Some people open emails, while others don´t; some are active on one or a few social media channels, and others still answer cold calls. Omnichannel marketing increases your chances of capturing attention at the right moment.
Are you still wondering if insurance marketing is worth it? The data in the infographic below should be enough to convince you.
Insurance Marketing Statistics for 2026
Still questioning whether insurance marketing is worth the spend? These 2026 stats make it clear: insurers that invest strategically are the ones earning trust, capturing demand and staying competitive.
As we’ve seen, competition is high in the insurance industry. So, you’ll need the right marketing strategy to consistently get results.
In this section, I’ll break down several tactics that are actually working for insurance marketers, agents and brokers in 2026. I share real examples and practical implementation tips.
SEO & AEO Strategies & Content Marketing
Search engine optimization (SEO) is fundamental to digital marketing. But things are changing fast, and now, so is Answer Engine Optimization (AEO).
SEO is about ranking high in search results and providing links for users to navigate to
AEO focuses on direct answers to questions via an AI answer engine like ChatGPT or Google’s AI Overview. With this new type of search results, users typically don’t need to click through to websites at all.
Take note of these tips for implementing both SEO and AEO:
Target long-tail, question-based keywords: Instead of targeting "car insurance," focus on specific questions-like statements, "how much does car insurance cost for a 25-year-old," or "what does comprehensive auto insurance cover."
Create featured snippet-worthy content: Structure your content as clear, concise answers to common questions. Add schema markup to your website to help search engines understand your content.
Optimize for voice search: Voice queries are typically longer and more conversational. So, create content that matches how people actually speak, not just how they type.
Build topical authority: Cover insurance topics comprehensively across multiple related pages on our site, rather than trying to rank for everything on a single page.
And that’s where content marketing comes into the picture. For starters, you must feed both SEO and AEO with content to show up in search engines and AI platforms. But also, your content must be educational and inspire trust, as I mentioned earlier.
The most useful types of high-performing insurance content include:
Blog Posts
A company blog will provide immediate value to your customers and position you as a helpful resource. In your blog, share medium- and long-form content that addresses common insurance questions and explains complex concepts.
Think of topics like "10 Ways to Lower Your Auto Insurance Premiums" and use stories that readers can relate to.
MetLife, for example, excels at content marketing with their blog, Met Stories. The team uses storytelling to cover a range of insurance topics, including health, retirement planning, workplace benefits, and financial literacy. Through this blog series, MetLife provides valuable information to help its target audience make better decisions and build long-term relationships.
Ebooks and Whitepapers
Longer-form content to explain topics that require deeper explanation. These can be valuable lead magnets for lead generation by offering them in exchange for contact information.
The example below is a landing page from CoverLink Insurance, where interested prospects can download an ebook titled “Is Life Insurance Worth the Time and Cost?”
With this resource, the customer can learn about the importance of life insurance on their own time. Then, hopefully, they will get in touch with CoverLink to ensure a life insurance policy.
Real examples of how you've helped clients solve problems or achieve outcomes. These can build credibility and help prospects envision working with you.
Sonant.ai's analysis of insurance SEO found that companies focusing on location-specific content combined with service-specific pages performed significantly better than those with generic content. For instance, an agency creating separate, optimized pages for "homeowners insurance in Austin" and "renters insurance in Austin" outperformed competitors with a single "Austin insurance" page.
Insurance Email Marketing
Email marketing remains one of the highest ROI channels for marketers.
But for insurance marketing, it’s far from foolproof. In fact, insurance has one of the lowest click-to-open rates across all industries at just 3.19%, compared to the cross-industry average of 6.81%.
The main challenge you face with email as an insurance marketer is building trust around products people don't understand and hope they'll never use, all while ensuring every email remains compliant.
All these factors affect your emails’ deliverability because automated, behavior-led campaigns can easily trigger spam filters. So, insurance email marketing must strictly follow federal CAN-SPAM requirements to ensure your emails don’t end up in your recipients’ spam folders.
Taking all that into consideration, here are some of the most effective email marketing strategies that work:
Welcome Series: When someone joins your email list, a welcome series introduces them to your brand, sets expectations and begins building the relationship. For example, after asking for a travel insurance quote from Allianz Canada, you receive a welcome email with the information you asked for and more information you might be interested in, like their value proposition and their best products.
Educational Nurture Sequences: Automated email sequences that educate prospects about insurance topics relevant to their situation. This flow through the funnel helps move prospects from awareness to consideration to decision.
Seasonal and Event-Based Campaigns: Life events (marriage, home purchase, new baby, business launch) and seasonal factors (severe weather season, open enrollment periods) create natural opportunities for relevant, timely and most importantly, personalized email campaigns.
Policy Review Reminders: Regular check-ins with existing customers to review their coverage keep you top of mind, provide ongoing value, and often uncover additional needs or opportunities to prevent them from shopping around.
Renewal Campaigns: Strategic sequences ahead of renewal dates for reducing churn, educating customers about policy changes and creating opportunities for coverage improvements or bundle sales.
Newsletters: Regular or sporadic emails that don’t form part of a sequence. These typically share news about the company and upcoming products or partnerships. SafetyWing, a travel insurance company for digital nomads. In this case, SafetyWing sent a newsletter to its clients, updating them on what’s happening at the company, the latest news, and what is coming in the future.
Insurance Social Media (Organic and Paid)
Social media as a strategy for insurance marketing is a bit more challenging than in other industries. Since insurance isn’t inherently visual, you need to be more conceptual.
Regardless, your potential customers are on social media, so don’t skip this channel completely. Your clients will not only expect to find you on social media, but they will also search for your profiles to see what you post and how you reply to comments.
On social media, you have three options:
Sticking to organic marketing
Doing only paid ads
Using a combination of both (the best option for insurance marketing)
I’ve grouped some social media best practices by platform to give you an overview of what’s possible.
LinkedIn is ideal for building professional identities for the brand and the people behind it. Share content that demonstrates your expertise and trustworthiness. LinkedIn ads offer vast opportunities for personalization and targeting.
Facebook is best for community-building and reaching local audiences through Groups that focus on specific topics (e.g., small business owners, homeowners, parents). Facebook Ads can be highly targeted based on your followers’ life events, such as recent home purchases or marriages.
Instagram is great for visual storytelling with casual, authentic content. Use Reels and Stories to share behind-the-scenes content, community involvement and client testimonials. For example, this Instagram feed post from an insurance broker shows their potential customers why brokers are better than agents.
YouTube videos are great for explaining complex insurance topics. Carrier companies that create high-ticket video series and TV commercials share their videos on YouTube. Then, other people reshare them in roundups and reviews. You can also publish explainer videos, FAQ videos and "day in the life" content.
TikTok: While it might seem unconventional, insurance content can work when approached correctly. Focus on quick tips, myth-busting and relatable content about life situations where insurance matters. For example, this TikTok video from Progressive uses storytelling to help viewers feel like they can relate, convincing them to follow the account or even get in touch.
Insurance Print Campaigns
Despite digital marketing being so big, print advertising still holds value in insurance marketing, particularly for building awareness and credibility. According to a 2024 MarketingSherpa study, 82% of consumers trust print ads when making purchasing decisions, compared to 71% who trust online ads.
Print insurance campaigns in magazines, street posters and flyers typically focus on emotional storytelling, clear value propositions and strong visual concepts that communicate protection and peace of mind.
These campaigns work especially well for insurance because they offer:
Tangibility and trust: Physical materials feel more permanent and trustworthy than digital ads that disappear with a scroll. This matters in an industry built on long-term commitments.
Targeted local reach: Local newspapers, community magazines and direct mail allow precise geographic targeting for agents and brokers focused on specific territories.
Less competition: With fewer advertisers using print, your message has less clutter to compete with and can stand out more effectively.
Here are a couple of examples from different insurance brands. The first one is from Canadian Insurance Center, it’s their ________ Happens campaign. This print ad shows a man who’s been electrocuted, with his hair standing on end and his skin blackened. But the styling and execution make it more humorous than scary.
This campaign works because it acknowledges that bad things happen without resorting to fear tactics. The humorous angle makes the message memorable and shareable while still driving home the main idea with a short text that says, “Accidents insurance. Made Simple.”
The example below is the print version of a multichannel breast cancer awareness campaign from Allianz. This ad was published in women’s fashion and lifestyle magazines in Europe, tailored to the exact audience that needs this type of information.
To make it easy for women to visit the promoted website, the graphic includes a QR code and URL to the webpage that offers more information.
Video has become one of the most powerful tools in insurance marketing. According to Wyzowl's 2024 State of Video Marketing report, 91% of businesses use video as a marketing tool, and 88% of marketers report that video gives them a positive ROI.
Video works particularly well for insurance because it:
Simplifies complex topics
Builds emotional connections
Increases engagement
Delivers strong ROI
Here are some video types you can try for your insurance video marketing strategies
Explainer videos: Short animations or live-action videos that break down insurance concepts, policy types or claims processes in simple terms.
Customer testimonial videos: Real clients sharing their experiences with your agency or how insurance helped them through a difficult situation.
Agent introduction videos: Personal videos where agents introduce themselves, share their background and explain their approach to insurance.
Educational series: Ongoing video content that educates prospects about insurance topics, positioning your brand as a trusted resource.
Behind-the-scenes content: Show your team at work, company culture and community involvement humanize your brand.
Storytelling videos: Videos that tell stories can showcase real-life scenarios or inspiring tales to keep focus and attention on your brand. The emotional storytelling videos from Traveler’s "Remarkable Things Happen When People Care" emphasize the human element of insurance protection. The campaign was successful because it captivated attention and, yes, even tugged at their heartstrings.
OOH Insurance Campaigns
Out-of-home advertising is all about billboards, bus stop ads and other physical advertising in public spaces. The visuals can be typical pasted paper, 3D creations or digital screens.
According to the Out of Home Advertising Association of America (OAAA), OOH advertising revenue in the United States reached a record $9.1 billion in 2024, cementing the fact that it’s an important strategy in advertising, for insurance and beyond.
These are the most beneficial reasons OOH works for insurance marketing:
Visibility in daily routines: People in the area will see the same billboard during their daily commute, creating repeated brand exposure that builds familiarity.
Geographic targeting: This strategy is perfect for local agents and brokers who want to dominate awareness in specific territories or neighborhoods.
Impossible to skip: Unlike digital ads that can be blocked or scrolled past, OOH ads are unavoidable parts of the physical environment.
Drives action: OOH campaigns often include QR codes or memorable URLs that drive traffic to websites or landing pages, creating measurable conversions.
Digital optimization: According to research from OAAA and The Harris Poll, 76% of recent digital OOH ad viewers reported taking action after a DOOH ad, and 73% of consumers view DOOH ads favorably.
Let’s takes look at some OOH insurance marketing examples.
German insurtech Inzmo created a series of eye-catching billboards with bold, colorful designs and direct messaging to reach young urban audiences. The campaign's unique aesthetic and direct copy cut through the noise, making coverage feel accessible and relevant to the community. In the image below, you can see one of the ads on a subway train car.
Hiscox's "The Most Disastrous Campaign Ever" featured billboards that appeared to be water-damaged and burnt, with relatable messaging about business insurance protection. The deliberately "disastrous" executions stopped traffic and generated massive social media coverage, proving that taking creative risks can pay off.
Webinars and live events are another type of insurance marketing that works well for educating potential clients about insurance topics they don’t fully understand or need more information on. These formats allow for relationship building and direct interaction with prospects. It’s also great for lead generation since you can collect a prospect’s email when they sign up for the event.
As long as you know what your ideal client wants, you can create super effective webinars and event series. The data supports it: according to ON24's 2025 Webinar Benchmarks Report, the average webinar conversion rate from registrations to attendees was 57% in 2024, with attendees engaging for an average of 51 minutes.
Those are great numbers and definitely work tapping into.
And these are a few ideas for webinars you can create straight away:
Insurance type deep dives (cyber insurance, E&O coverage, workers' comp)
Regulatory updates and compliance requirements
Risk management strategies for specific industries
Claims process walkthroughs
Coverage gap analysis
Industry trend analysis and predictions
Take, for example, CFC Underwriting, which does B2B insurance marketing through webinars. On their site, they host webinars to educate brokers about new products and company updates.
The screenshots below are from their "Introducing CPR: Cyber Insurance Reinvented" webinar, which brought together industry experts to explain their innovative cyber insurance approach, generating hundreds of qualified broker leads and positioning CFC as a thought leader in cyber coverage innovation.
Insurance is inherently complex and often feels intangible until it’s needed. Interactive marketing can help reduce decision fatigue by making abstract insurance topics easier to understand through personalized recommendations.
The best part about interactive experiences is that as the prospect engages with your calculators, wizards and interactive landing pages, you can also collect data to better understand their specific situations. This information inspires more relevant and personalized communications.
And don’t forget, make them mobile-friendly! People research things like what insurance to get on their phones during downtime. So, make sure your interactive tools work on all devices.
Here are some examples:
Coverage and cost comparison calculators
These tools help prospects determine how much life insurance, disability coverage, or liability protection they need based on their specific situation.
State Farm, for example, provides multiple financial calculators on their website, including life insurance calculators, retirement income tax calculators and savings calculators.
Another carrier, Allianz Insurance Canada, offers a travel insurance cost calculator that a customer fills in and receives an instant response. It’s super simple to fill out without any confusion.
After I added some wanderlust information, I was offered three plans to choose from. After selecting a plan, purchasing is straightforward, and you can also choose to have the quote emailed to you. If you choose the second option, they have your email and will send you correspondence personalized to the form you filled out.
Risk assessment tools
Offer risk assessment tools to help prospects understand their current insurance gaps or business vulnerabilities, then automatically provide remediation suggestions.
Here’s an example from DynaRisk. It’s a cybersecurity analyzer that you can run on any website. I tested my own website and got results back in a few minutes. All I had to give them was an email address and a URL.
ROI calculators
For commercial insurance, tools that calculate the potential financial impact of various claims or losses help business owners understand why adequate coverage matters, making abstract risks feel concrete and urgent.
Zurich Insurance offers this service on their website. Their business interruption coverage calculator is a downloadable Excel-based tool designed to help businesses accurately calculate their coverage needs by evaluating revenue and operating expenses.
The tool uses GAAP (Generally Accepted Accounting Principles) terminology that businesses use routinely, making it easy for financial teams to use.
Visual guides like interactive Infographics that allow users to click through different scenarios, explore various policy types or understand the claims process make complex insurance concepts more digestible and memorable.
Check out this interactive example from Xerox Lexmark that uses an interactive infographic to explain how digitizing print documentation in insurance helps improve processes and business outcomes.
Interactive Presentations
Similar to interactive infographics, interactive presentations can help communicate with both clients and stakeholders in a more engaging manner. With Visme, you can add interactivity to reports, proposals, policy documentation and more.
With Visme’s interactive features, you can animate any object and make it more memorable. You can also link to other pages, external sites or add hotspots with popups that appear on hover or click.
Finally, you can also add video or audio to the slides. The most useful video feature is the in-slide recording setup so you can record yourself talking to the viewer.
Insurance Influencer Campaigns
Insurance influencers help make insurance feel less like a necessary evil and more like a smart life or business choice.
Incorporating insurance marketing to your strategies puts relatable voices in front of your audiences, improving your trust factor.
Since insurance is a trust-based purchase, influencers provide the social proof that traditional advertising can only aspire to. They communicate with your potential customers through social media, webinars, email marketing and podcasts.
For insurance brands willing to embrace this campaign type, the opportunity is massive. 86% of consumers make at least one influencer-inspired purchase per year, and 49% of consumers report that influencer content drives their daily, weekly, or monthly purchases.
Influencers exist under several categories. Choose the one that best suits your objectives
Nano-Influencers (1K-10K followers). Nano-influencers achieve high engagement rates and offer hyper-local targeting opportunities.
Micro-influencers (10K-100K followers). With higher engagement rates and lower partnership costs, this group is ideal for targeting specific niches, such as pet insurance or renters insurance.
Industry experts and financial advisors. These can be financial planners or insurance agents who've built followings by sharing valuable financial content.
Lifestyle influencers. This category offers several options like parenting influencers, home renovation creators and small business owners.
In the example below, Samantha Anderl, a freelancer and entrepreneur coach, partnered with SOLO Healthy Business Group. This post is about a webinar she co-hosted with a company representative, and she also published a blog post and several social media posts.
Insurance Marketing Materials for Agents & Brokers
If you’re the one in charge of marketing in your insurance organization, or if you’re an independent agent or broker, you’ll need marketing materials, from internal comms to ready-to-sign contracts.
Your best ally in that department? A Visme account full of easy-to-brand visual templates.
Throughout the section below, I’ll cover the material you likely need and suggest several relevant Visme templates you can use straight away.
Digital Marketing Content
Your digital presence is often the first impression prospects have of your business. So, these materials need to look professional, load quickly, and clearly communicate your value and story.
Digital content has a special perk. You can add interactivity. Visme offers many options for that: videos, audio, motion, animation, hover effects, and pop-ups.
Web graphics
Website graphics, such as hero images and promotional banners, can boost engagement. This Insurance Shop template is built specifically for insurance companies looking to highlight different coverage types, with a clean layout, icons and a clear call to action.
Create your Web Graphic with this easy-to-edit template!Edit and Download
Interactive Infographics
Interactive infographics keep people engaged longer than static content. Use this cybersecurity Infographic template to explain insurance topics, like data protection requirements or cyber insurance coverage. You can then embed it on your website or share it via a live Visme link, which you can track with our analytics feature.
Digital flyers and graphics are another great option for digital marketing. Add them to email campaigns or social media promotions using a template like the one below. This insurance company flyer template features two columns for information about why your business is the one to choose.
For display ads to work across your ad channels, they must be created in multiple sizes. The auto insurance leaderboard template below is optimized for the standard 728x90 leaderboard size, but you can easily resize it for other ad placements using Visme's AI Resize.
Create your Website Graphic with this easy-to-edit template!Edit and Download
Lead generation forms
Another practical digital asset you’ll need is a lead-generation form. Using a fully customized, branded Visme Form, you can collect email addresses in several ways, such as by offering free downloads, free consultations, or surveys.
Below is a Visme form you can use to collect sentiment about your company.
Digital (and also print) brochures give prospects something review at their own pace. The template financial services template below will translate perfectly to insurance services. Use it to walk your prospects through available policies, coverage types, pricing tiers or your agency’s unique value proposition.
Create your Brochures with this easy-to-edit template!Edit and Download
Proposals
Proposals are an essential part of communication between agents and clients. And for them to be successful, they need to look polished and professional while also representing your brand and company values. In Visme’s template gallery, you’ll find lots of proposal templates. Here’s one especially designed for insurance organizations.
Create your Proposal with this easy-to-edit template!Edit and Download
Comparison charts
Show your organization's market position or compare the policies you offer using a comparison matrix chart. These work great inside proposals, presentations and even on your website or landing pages. The template below is particularly useful when selling commercial insurance, where businesses need to understand the trade-offs between coverage levels and premiums.
Create your Whiteboard with this easy-to-edit template!Edit and Download
Sales Enablement Assets
Alongside marketing materials, you’ll need sales enablement material to help you close deals during and after calls and emails with prospects.
Battlecards
Sales battlecards arm your team with quick-reference competitive intelligence, objection-handling scripts and value propositions. The health insurance sales battlecard template below provides a structured format for presenting key selling points and keeping valuable company information front and center during the conversation.
Create your Sales Battlecard with this easy-to-edit template!Edit and Download
Product portfolios
Product portfolios showcase your full range of coverage options in a visually engaging format. This health product portfolio template will help you present multiple insurance plans. Using Visme’s brand features, you can adjust the design to align with your branding.
Create your Product Portfolio with this easy-to-edit template!Edit and Download
Market research reports
Market research reports help your sales and marketing teams understand and incorporate industry trends, competitive positioning and customer needs. This document-style report template provides a professional structure for presenting your data, insights and strategic recommendations.
Create your Report with this easy-to-edit template!Edit and Download
Internal Communication & Training Content
Internal materials keep your team aligned, informed and compliant. These documents support onboarding, training and strategic planning.
Gap analysis reports
A gap analysis report identifies where your current coverage offerings, processes or capabilities fall short of market needs or business goals. Use this template to visualize the results of your gap analysis and create action plans to improve your team.
Create your Report with this easy-to-edit template!Edit and Download
Site maps
With a visual site map, you can support the planning or optimizing of your website structure. Likewise, you can visualize a customer journey across digital touchpoints. This car insurance site map template organizes a website’s navigation and content hierarchy.
Create your Infographic with this easy-to-edit template!Edit and Download
Insurance marketing plans
Marketing plans document your strategies, tactics, budgets, and timelines so that everyone on the team can stay aligned, or so you can share them with stakeholders. Using a pre-designed insurance marketing plan example will save you tons of time when building it out with your own content.
Here’s one you can repurpose for your insurance marketing plan.
A marketing playbook will provide repeatable frameworks for common marketing activities. This insurance marketing playbook template includes best practices, workflows, and guidelines that your team can follow to achieve consistent results.
Create your Marketing Plan with this easy-to-edit template!Edit and Download
System diagrams
A system diagram visualizes complex processes, data flows and organizational structures. With this insurance claims system context diagram, you can train your teams about how your company’s claims management ecosystem works.
Create your Whiteboard with this easy-to-edit template!Edit and Download
Claims Communication
How you communicate during the claims process directly impacts customer retention. That’s why these materials must be easy to use and to feel supportive.
Claims checklists
Claims checklists guide customers through the documentation and steps required for different claim types. You can create these for your clients and share them via email or via direct mail. The estate planning checklist template can be adapted for various insurance claims scenarios, ensuring nothing gets overlooked.
Create your Checklist with this easy-to-edit template!Edit and Download
Invoices
Using visually aligned invoices helps maintain your brand standards even during financial transactions. The healthcare pro forma invoice template below works well for insurance premium billing and payment documentation.
Create your Invoice with this easy-to-edit template!Edit and Download
Accident reports
Branded accident and incident reports will help policyholders document claims events with all necessary details. For example, this hospital accident report template provides a structured format for collecting information, photos and witness statements that support the claims process.
Create your Report with this easy-to-edit template!Edit and Download
How to Properly Use AI in Insurance Marketing
The insurance marketing industry is adopting AI in several ways.
According to Taboola's Insurance Marketing Trends report, marketers are leveraging tools such as chatbots and AI agents to pre-qualify prospects on their landing pages. These tools also come in handy for scheduling agent consultations and creating marketing content for nurture sequences.
Likewise, the CDW 2025 State of AI in the Insurance Industry Report found that 78% of insurance companies plan to increase their AI investments, with top use cases including customer service automation, claims processing and personalized marketing communications.
AI is great and makes work easier, but it’s essential for insurance marketers to use the right data for it.
Because, as Errol Rodericks, product marketing leader at Denodo says,
“The organizations unable to unify their data will struggle to scale AI, resulting in higher costs, slower cycle times, and limited transformation capacity. Data readiness will become the new competitive frontier.”
Let’s look at how to market insurance products using AI while also staying compliant and safe.
Keep your AI Private With In-House LLM Models
The first and most important AI action you must take as an insurance organization is to make your AI private. Given that insurance is a highly regulated industry and that so much personal and confidential data is shared between policyholders and organizations, a generic browser-type AI poses significant risks.
When you input sensitive customer information, proprietary business strategies or confidential data into public AI tools, you're potentially exposing that information to the tool's training data or to other users. For insurance professionals handling personally identifiable information (PII), protected health information (PHI) and confidential financial data, this is a huge compliance risk.
Since insurance is one of the most heavily regulated industries, data breaches, privacy violations and improper handling of customer information can result in significant fines, license suspensions and irreparable reputation damage. You cannot afford to leak customer data through careless use of AI.
How To Set Up Private AI:
For independent agents and brokers, setting up private, local AI on your own machines is possible.
In the video below, AI expert Christopher Penn explains how to configure a private AI system that keeps your data secure and never sends it to external servers.
Bigger organizations, such as carriers or large agencies, will need more powerful enterprise solutions with stronger security controls.
According to McKinsey's research on generative AI in financial services, organizations that invest in secure AI infrastructure and governance see 40% fewer compliance incidents and significantly faster time-to-value from AI initiatives.
Consider these options:
Enterprise AI platforms with data privacy controls and options to prevent your data from being used for model training.
SOC 2 Type II certified tools that have undergone rigorous third-party audits of their security controls.
Data scrubbing services like Scrub AI to scan for sensitive information in your systems, reducing the risk of data exposure.
Create public AI usage policies by documenting what can and cannot be used, like never entering customer names, policy numbers, SSNs, health information, and other personal information.
Use AI to Generate Marketing Content
You can generate insurance marketing content with AI using your in-house and completely isolated LLM system, or with privacy-protected AI APIs like the ones inside your Visme dashboard and editor.
Now, before you generate any content with AI, you need to train it on your brand.
According to Search Engine Land, organizations that invest time in training their AI see 3X better performance and significantly fewer revisions needed before publication.
You can train your AI on both text and visuals. With Visme, you can train the AI Designer to always stick to your visual brand guidelines, every time it generates new graphics, documents, presentations etc.
In the graphic below, you can see all the different channels AI can help create content for.
Set up your Brand Kit using the Visme Brand Wizard.
Upload any missing information, like supplemental color palettes and complementary fonts.
Set a brand style by choosing the exact font for headings, titles, body text and data visualizations.
When using AI Visme Designer, it will ask if you wish to use your saved brand assets. Select yes, and it will generate the design using that visual information.
On the side, train your text-based AI with your brand voice guidelines, examples of your best content, ideal customer personas, user profiles and unique differentiators. Then, copy the final generated content from there and input it into Visme AI Designer. The AI will bring it all together and create a piece of content that aligns with your visual identity and utilizes your branded text.
Check the Visme section later in this guide for more detailed information on how our tool can help with your insurance marketing efforts, with or without AI.
Master AI Prompt Engineering
The quality of AI output depends entirely on the quality of your prompts. Generic prompts produce generic results. Specific, well-structured prompts produce content that serves business goals.
Insurance marketing requires precision; you're communicating complex products, regulatory requirements and risk management strategies to audiences with varying levels of insurance knowledge.
Vague prompts won't cut it.
Even if your in-house LLM is trained, you still need to know how to write prompts properly so you can avoid extensive editing and revisions and speed up content production.
Getting good at prompt engineering requires that you h do it consistently and learn from mistakes.
To help you get started, I’ve created some pre-built prompt templates for common insurance marketing tasks.
AI Prompt to help with SEO/AEO and content marketing through a content hub.
Create a content hub strategy for "[main insurance topic]" targeting [audience] in [location]:
AI prompt to help you get started with a nurture sequence:
Create a 5-email nurture sequence for [target audience] interested in [insurance type].
Each email should:
Be 300-400 words long
Have a compelling subject line
Address one specific concern or question
Provide actionable value (not just sales messaging)
Include a soft CTA that moves them to the next stage
Feel conversational and authentic, not salesy
Email 1 should welcome them and set expectations
Emails 2-4 should educate and build trust
Email 5 should present a clear next step or offer
Always Fact Check Everything Generated by AI
AI models are trained on massive datasets sourced from the public internet, which means they've absorbed both accurate information and complete nonsense. Not only that, but generative AI also tends to “hallucinate” and make things up.
In insurance marketing, where trust is everything and regulations are strict, you can’t afford to publish or share AI-generated claims that are false, misleading or outdated. This is another reason your team must train the in-house LLM model with all detailed company information.
How to implement proper fact-checking:
Verify every statistic. If AI generates a claim like "70% of small businesses are underinsured," trace it back to the original source. Check the publication date, methodology and whether the statistic still applies to your market.
Cross-reference regulatory information. Never trust AI for compliance language, state-specific requirements or licensing information. Always verify against official sources, like state insurance departments or your compliance team.
Use lateral reading. When AI cites a source, open new tabs and check what other credible sources say about the same topic. If an AI source claims something about insurance trends, check whether industry publications such as Insurance Business Magazine or Insurance Journal confirm it.
Review AI content with subject matter experts. Before publishing anything AI-generated, have experienced agents or compliance officers review it for accuracy and appropriateness.
Here's a simple fact-checking workflow you can follow every time.
According to McKinsey’s research on the future of AI in insurance, nearly all customer onboarding functions could soon be delivered by AI multi-agent systems that act as virtual coworkers. For instance, intake agents receive information and communicate with customers accordingly, a risk profiling agent can build comprehensive risk profiles, and a pricing agent can automatically price cases and suggest policy structuresl
There’s proven significant business impact. As Sean Vicente, US Sector Leader, Insurance, KPMG LLP, explains:
"When we introduce AI agents to take on data gathering and initial recommendations for use by critical business process owners, the impact can be dramatic. At scale, the ability to expedite tasks from hours to minutes—that's the kind of transformation that delivers real value and enhanced customer experiences."
Since AI Agents are customer-facing, you must be careful about how policyholders perceive them.
“Customer servicing and engagement within insurance companies requires a heightened sense of empathy and softer human interaction skills, especially during claims processing. Overemphasis on AI-driven automation may result in a lack of human touch, potentially leading to reduced customer satisfaction and loyalty.”
How AI Agents Support Insurance Marketing
AI agents are used heavily in customer experience, but through the CX information they collect, they also support your marketing strategies.
They can handle tasks like Lead qualification, appointment scheduling, campaign performance optimization, lead nurturing through personalized follow-ups and social media engagement.
For example:
Salesforce's Agentforce can automatically segment audiences based on behavior and policy data, then generate tailored email variations.
Drift's conversational AI qualifies website leads in real-time, asking the right questions to determine what they need before routing to the appropriate agent.
Jasper AI helps insurance marketers create compliant social media content at scale, adapting tone and messaging for different platforms.
Unique Insurance Marketing Ideas to Try
The strategies I covered in this guide are solid, proven approaches. But if you want to stand out and (pardon the clichè) cut through the noise, you sometimes have to try something different.
Here are some of the best insurance marketing ideas that fit outside the usual box.
Reddit Marketing
2026 is the time to pay attention to Reddit for your marketing strategies, and that includes insurance marketing, especially for B2B.
2/3 of Redditors would purchase a product if they saw an ad about it on Reddit.
“Reddit provides something rare on the Internet,444 million people come here each week for authentic conversations they can’t find anywhere else, and increasingly, for engagement with brands, institutions and publishers.” says Steve Huffman, Reddit Co-Founder and CEO
Reddit is a long-term relationship-building platform. And for agents willing to invest time, it can become a steady source of warm leads who already trust your expertise.
The main trick is to be authentic and never pushy. Always read the subreddit rules before posting anything. In fact, many marketers never post anything; they just look around as a social listening activity to find out what their customers and potential clients are talking about.
Here are some tips to follow for a positive Reddit strategy
Search for niche communities run by private individuals no associated with any large company. Two examples include r/State Farm and r/Progressive Insurance. Neither are officially, but both are very active.
Answer questions about insurance concepts, explain coverage types, debunk myths and share unbiased information without selling anything directly.
Regular participation builds recognition and trust within the communities.
Be transparent about your role and identify yourself as an insurance professional when relevant.
Use Reddit's free Pro tool to track mentions of your business, monitor conversations featuring your keywords and discover engagement opportunities
Use Reddit Ads for amplification by targeting specific subreddits, interests, job titles and demographics.
Create your own subreddit community where you can communicate with individuals or organization reps interested in your services.
Reddit Ads has an inspiration page where you can see what other brands in the industry are doing with their ads. Furthermore, you can see the specific ad details and see what the Reddit experts suggest.
Emotional Storytelling
Emotional storytelling for insurance marketing builds trust by demonstrating your values through relatable scenarios. One of the best ways to achieve this is with TV commercials and social media videos.
Back in 2014, a Thai Life insurance company went viral for their tear-jerker commercial “Unsung Hero” ideated by their advertising agency Ogilvy & Mather. This wasn’t their first ad in this style, but it was surely the first to go viral.
This commercial shaped how insurance carriers marketed their services, relying more on emotion than on the product. Unsung Hero has become one of the most memorable advertisements of all time. If you don’t remember seeing it back in 2014, a quick search will prove just how loved that commercial is. Currently, the video has 125 million views on YouTube.
Check out the video below:
Thai Life has been using emotional storytelling in its marketing and advertising for decades. Check out their latest commercial, “The Boy at the Window.”
Thai Life’s approach to marketing and advertising, alongside their highly acclaimed customer service, has garnered a seven-year run as The Brand Of The Year according to the World Branding Awards.
How To Implement Emotional Storytelling
You can use emotional storytelling at every level of insurance marketing. The above examples are at the carrier level and are typically very expensive to produce. But smaller agencies and independent brokers can also tap into this technique.
Insurance Carriers: Create long-form video content (2-5 minutes) that tells complete emotional narratives. Focus on universal human experiences: caring for aging parents, protecting a family or recovering from loss.
Agencies and Brokerages: Share real client stories (with permission) that demonstrate how insurance helped during difficult times. Interview a family who rebuilt after a house fire or a business owner who survived a major liability claim.
Individual Agents: Tell your own story. Why did you become an insurance agent? What client situation changed how you think about your work? Personal storytelling on LinkedIn or YouTube builds an emotional connection with prospects.
A YouTube Channel
As we’ve already discussed, great insurance marketing educates. And what better way to do that than with video? You might already be using video on social media channels like Instagram and Facebook, but have you thought of making the leap to YouTube?
The benefits are supported by data. According to Wyzowl's 2025 Video Marketing Statistics report, 91% of marketers say they use as a marketing tool and 82% say video marketing has given them a good ROI.
YouTube channels work at every level, from carriers to brokers. StateFarm, for example, runs their own channel with over 250K subscribers.
What and How to Post on Your Insurance YouTube Channel
Here are some ideas for videos you can create and share on your channel.
Explainer videos: Break down insurance concepts in simple terms, like "What's the Difference Between Term and Whole Life Insurance?"
FAQ videos: Answer the questions prospects ask repeatedly through customer experience or contact forms.
Client testimonials: Interview real customers sharing their experiences (with permission) or recreate their story with actors.
Local market updates: For independent agents, create videos about insurance considerations specific to your area.
Industry news commentary: React to changes in insurance regulations, new coverage types, or trending topics.
And here are some tips to follow for better results.
Do your best to record good-quality video. Using your smartphone and an inexpensive light kit is just fine when you’re just getting started. Then, you can upgrade to better tools when the channel grows.
Upload videos on a consistent schedule so followers know what to expect. One video per week is a great starting point.
Use keyword-rich titles, write detailed descriptions, and add relevant tags to optimize search.
Every video needs a call to action telling viewers what to do next: visit your website, download a guide, schedule a consultation, or subscribe.
Share your YouTube videos on LinkedIn, embed them in blog posts, include them in email campaigns, and post clips on Instagram and TikTok.
Check out this YouTube channel run by ABT insurance agency. They’re extremely active and post new videos regularly. Their thumbnails are eye catching and the topics they cover are super relevant to their target audience.
On average, employee networks have 10 times as many connections as a company has followers.
According to LinkedIn, the click-through rate on content is 2 times higher when shared by an employee than when shared by the company itself. While only 3% of employees share content about their company, those shares drive a 30% increase in total engagement.
For insurance specifically, this matters because trust drives decisions. When prospects research agencies, seeing multiple team members actively sharing expertise signals a knowledgeable, engaged organization. So, when a person from your company shares content about helping a client, it resonates more than your official post.
Insurance agencies are proving this works.
Comparion Insurance Agency, with 1,700 employees, has 40% of their workforce actively posting content on LinkedIn, ranking it #1 globally for employee advocacy among companies with 1,000+ employees in 2024.
Their president, Christopher Capone, regularly celebrates employee achievements, work anniversaries, team photos from events and charity initiatives.
Another Insurance organization, Humana, launched an employee advocacy program in 2015 that is still going strong. Because health insurance is heavily regulated, Humana was careful about what employees could say, but that didn't stop them from building a successful program that amplified their brand while staying compliant.
According to their 2024 Impact Report, 88% of Humana employees believe their work is meaningful, and 80% would recommend Humana as a great place to work. The 2026 Employee Advocacy Benchmark Report highlights that the most active departments in employee advocacy programs are sales and marketing. This proves how impactful this strategy can be for insurance marketing.
When employees share content that reflects who they are and what they actually do, people relate to them. Here are some tips to help you get started.
Find your advocates. Start with 5-10 employees already active on LinkedIn.
Give your team ideas, not scripts. Company announcements, educational insurance content, client success stories, and community involvement.
Use an advocacy platform like DSMN8, GaggleAMP and Hootsuite Amplify.
Make it optional and provide training on LinkedIn best practices and compliance concerns.
Track measurable outcomes like profile visits, direct messages, leads from posts and meeting requests.
Best Insurance Marketing Tools
The right tool stack will make a big difference in how well your insurance marketing performs like a well-oiled machine. That said, insurance marketing demands specialized solutions that handle compliance, manage complex customer data and deliver personalized experiences at scale. So, the combination you put together is highly important.
Here’s a list I compiled of the highest-rated business tools you can use in your favorite combination to plan, strategize, and manage your insurance marketing efforts.
Salesforce Financial Services Cloud | CRM with Integrated Marketing Features
G2 rating: 4.4/5 (93K+ Reviews)
Best for insurance marketing teams at medium to large-sized agencies, brokerages and carriers.
The Salesforce Financial Services Cloud combines CRM and marketing automation specifically for finance teams, including those in the insurance industry. Marketing teams can track every prospect interaction in one place: website visits, email opens, quote requests and agent calls. Then, they can use that data to send perfectly timed marketing messages that will move prospects closer to conversion.
Likewise, the data helps nurture existing clients for cross-selling, up-selling and ongoing communication to maintain their business.
Top features in Salesforce for Insurance Marketing
Lead scoring: Salesforce scores prospects based on intent like downloading a free guide, requesting a quote or visiting a pricing page three times.
Automated marketing journeys: You can easily build renewal reminders that trigger before expiration, cross-sell campaigns to promote an additional policy and nurture sequences for interested prospects.
Policy lifecycle marketing: Trigger marketing campaigns at key moments in the policy cycle, such as policy and claim anniversaries or life events.
Campaign ROI tracking: Use the dashboard and pipeline views to see which marketing campaigns generate ROI.
Agentforce marketing AI: Build and deploy AI agents that can take care of tasks that typically take a long time to do.
Security and Compliance Features
OC 2 Type II certified with enterprise-grade data protection.
Compliant data sharing controls for policyholder information.
Audit trails track every customer data access and change.
Role-based permissions control who sees sensitive prospect and policy data.
Powerful automations that reduce manual marketing tasks
Can scale from small agencies to enterprise carriers
Extensive third-party integrations with rating engines, policy admin systems and other marketing tools
Cons
Steep learning curve that requires training investment
Higher price point than simpler CRMs
Customization might require technical expertise or consultants
Can be overkill for very small, single-location agencies
Pricing
Financial Services Cloud for Sales: Starts at $325/user/month
Financial Services Cloud for Service: Starts at $325 /user/month
Financial Services Cloud for Sales and Services: Starts at $350 /user/month
ActiveCampaign | Email and WhatsApp Marketing
G2 rating: 4.5/5 (14K+ reviews)
Best for independent agents and small- to midsize brokerages.
ActiveCampaign hits a sweet spot between a simple email tool and an enterprise marketing platform. It’s powerful enough to run complex, behavior-triggered email sequences while also being intuitive and easy to use. A single marketing person or even an agent doing their own marketing can manage this tool effectively.
For insurance marketing specifically, ActiveCampaign shines in its ability to segment audiences by policy type, coverage amount and engagement behavior, then deliver personalized email nurture sequences. Using the visual automation builder, your marketing team can easily map our complex customer journeys without the need for professional technical skills.
Additionally, aside from emails, you also have the option to create personalized WhatsApp campaigns from inside the same platform.
ActiveCampaign’s Top Features for Insurance Marketing
Visual automation builder: Drag-and-drop interface for creating email sequences triggered by specific actions.
Behavioral triggers: Send emails based on website behavior, email engagement or specific data from your CRM.
Advanced segmentation: Combine several criteria to create hyper-targeted segments, like “homeowners in tornado zones who have policies expiring in 60 days and haven’t opened the last two emails”.
Predictive sending: Use AI to analyze when each contact is most likely to open emails and automatically deliver messages at optimal times.
Split testing: Test subject lines, sender names, content and send times to see what resonates with different audience segments.
Security and Compliance Features
ActiveCampaign doesn’t offer the security and compliance features that Salesforce does, for example, but it does meet the security needs of most independent agents and small agencies.
GDPR compliance
Data encryption
SSL certification
Data export upon request
Pros and Cons
Pros
Positive price-to-features ratio
Minimal learning curve
Extensive knowledge base
Cons
Limited reporting compared to enterprise platforms
Contact pricing model can get expensive as list grows
No insurance-specific email and campaign templates available
Pricing
Free trial available. Options to choose between only email, only Whatsapp or both.
Starter: Starts at $15 / month
Plus: Starts at $59 / month
Pro: Starts at $79 / month
Enterprise: Starts at $145 / month
Visme | Visual Content Creation
G2 rating: 4.5/5 (450+ reviews)
Good for independent agents and brokers as well as medium, large and enterprise-level agencies.
Content creation is an essential element at all levels of insurance marketing. Visme, as an all-in-one content authoring platform, is the ideal option for creating all your marketing content. You’ll find it easy to design both internal and external marketing materials that are all branded and aligned with your visual identity.
The platform combines design tools, templates and brand management in one place. Plus, it offers integrations with tools like Salesforce and HubSpot to make the workflow easy and seamless.
Visme’s Top Features for Insurance Marketing
Brand Kit with locked compliance:Upload your brand colors, fonts, logos and required disclaimers once, then lock them in your brand templates. This way, when agents create materials, they won’t accidentally use off-brand colors or forget compliance language.
Version control and approval workflows: Track who edited what and when with automatic version history. Set up approval workflows for marketing materials to be reviewed for compliance before agents can export or share them.
Interactive content tools: Build interactive infographics, clickable presentations and animated social content. For example, create a presentation with popups that inform viewers about different coverage scenarios.
Data visualization tools: Turn complex insurance data into clear charts and graphs. Visualize renewal rate statistics, loss ratio trends, or market share data, and share them with executives, stakeholders or your team.
Multi-brand management: If you're an agency representing multiple carriers or a multi-location firm with regional brands, you can manage separate brand kits for each entity within one account. Switch between workspaces without logging in and out.
Team Collaboration: Work alongside your team using shared workspaces and create assignment workflows.
Visme Forms: Large selection of pre-built forms for lead generation, newsletter sign-ups, webinar registration and surveys that convert 2X better than regular forms.
Multiple export options: Choose from PDF, PPTX, JPG, HTML5, GIF, SCORM, xAPI or online publishing with a shareable link that preserves all interactivity.
Instant updates to live projects: When a project is shared with a live link, all changes are automatically updated in the live project.
“The great thing about Visme is that it’s instant, you make an update, and it’s live, and it’s updated everywhere! That’s one of my favorite features of the tool.” Kimberly Barrett, Wellbeing Consultant at Ameritas, shared with us about here experience with Visme.
Below is a screenshot of one of our insurance-based templates with the Edit with AI option opened and ready to go.
The intuitive drag-and-drop editor is accessible to non-designers
Significantly reduces content creation time
Multiple export formats provide flexibility for different use cases
Cons
Learning curve for advanced features like custom animations
Premium plans are required for full feature access, including credits for AI tools
Pricing
Basic: Free
Starter: $12.25 / month
Pro: $24.75 / per user / per month
Enterprise: Custom pricing upon request
AdCreative.ai | AI Ad Generation
G2 rating: 4.3/5 (900+ reviews)
Best for insurance agencies and carriers running paid digital advertising campaigns.
AdCreative.ai is a design platform that uses artificial intelligence to generate high-performing ad creatives specifically optimized for conversions. This means you can produce dozens of professional ad variations for several channels in minutes.
The tool analyzes your brand assets, industry competitors and top-performing ads in your industry to generate creatives that are statistically more likely to convert.
AdCreative’s Top Features for Insurance Marketing
AI-powered creative generation: Upload your logo and brand colors, then let the AI generate dozens of ad variations across formats.
Performance prediction scores: The platform scores each design based on historical performance data from similar campaigns.
Multi-format output: Generate graphics for Facebook, Instagram, LinkedIn and other platforms simultaneously.
A/B testing automation: Create multiple variations, then let the platform identify which combinations perform best for your insurance audience.
Competitor insights: Analyze what ad creatives your competitors are running and identify gaps in their messaging that you can capitalize on.
Text generation: AI writes ad copy tailored to your topics, with options to adjust tone from educational to urgent based on campaign goals.
Editing options: Use AI for small edits to chosen designs, or open the AdCreative editor to customize the layout elements to suit your needs.
Integration with ad platforms: Connect with all your ad accounts: Meta, Google, LinkedIn and post your ads directly.
Security and Compliance Features
GDPR compliant with transparent data handling policies
Secure cloud storage for all brand assets and creative files
No customer data is used for AI training
Data encryption in transit and at rest
Pros and Cons
Pros
Dramatically reduces time spent on ad creative production
Performance predictions help prioritize budget allocation
Continuously learns from your campaign results to improve future suggestions
Cons
Requires creative review to ensure insurance-specific compliance
AI-generated copy may need editing for accuracy and brand voice
Credit-based pricing can add up for high-volume campaigns
Limited customization compared to working with a designer or Visme
Pricing
Starter: $29 / month (10 credits)
Professional: $59 / month (25 credits)
Ultimate: $149 / month (100 credits)
Scale-Up: $499 / month (500 credits)
Vista Social | Social Media Management and Scheduling
G2 rating: 4.8/5 (1000+ Reviews)
Best for independent agents and agencies managing multiple social accounts across platforms.
Vista Social is a social media management platform with robust features, integrations and capabilities for marketing insurance on social media. The tools make it easy to stay on brand and compliant thanks to customizable approval processes.
The platform connects to countless channels, including social media, business intelligence, help desks, app stores, rating sites and workflows. All combined, you can take care of post scheduling, social listening, content analytics, employee advocacy and team collaboration all from within the same interface.
Vista Social’s Top Features for Insurance Marketing
Multi-platform scheduling: Schedule posts across all major platforms from one single dashboard.
Content calendar: Visualize your entire social media strategy in a calendar view and easily Spot gaps and plan campaigns around key dates.
Visual planning: Upload images, videos and graphics in advance. Preview exactly how posts will look on Instagram, TikTok and Threads before they go live.
AI content assistant: Generate brand-aligned social media captions, post ideas and engagement responses using AI.
AI image generator: Create custom social media graphics directly within Vista Social using Canva’s Magic Media..
Team collaboration: Multiple team members can draft content, suggest edits and approve posts before publishing.
Analytics and reporting: Track engagement metrics, audience growth and post performance..
Best time to post: The platform analyzes when your audience is most active and suggests optimal posting times for maximum engagement.
Social inbox: Monitor comments, messages and mentions across all platforms in one unified inbox, ensuring you never miss an opportunity to engage with prospects.
Best for insurance carriers and larger agencies running influencer marketing campaigns
Sprout Social is another social media management platform, but what sets it apart is its influencer marketing arm. Whether you're looking for financial advisors to promote life insurance, parenting influencers to discuss family protection or business coaches to highlight commercial coverage, Sprout Social will help you identify influencers whose audiences match your target demographics.
Then, you can manage relationships with them from within the platform itself. You don’t need to get a main Sprout Social account to use the influencer marketing feature, but it might help if you want to limit the number of tools you’re using.
Sprout Social Influencer Features for Insurance Marketing
AI-powered influencer discovery: Search and filter influencers from a database of millions of creators by niche, audience demographics, engagement rates and location.
AI content analysis: Automatically scan influencer content for brand safety issues, sentiment and relevance to insurance topics.
Audience insights: See detailed demographic information about an influencer's followers before partnering.
Campaign and relationship management: Manage and track influencer information, campaigns, relationships and deliverables.
Performance analytics and AI reporting: Measure ROI from influencer partnerships by tracking impressions, engagement, clicks, conversions and cost-per-acquisition, then generate comprehensive reports.
Competitive analysis: Monitor which influencers your competitors are working with and identify partnership opportunities they haven't tapped into yet.
Pros and Cons
Cons
Comprehensive influencer database with quality vetting
Strong analytics to tie influencer activity directly to business outcomes
AI features reduce manual work in discovery and vetting
Content approval features to help maintain compliance
Integration with Sprout Social's main platform for unified social management
Cons
A higher price point makes it impractical for small agencies
Learning curve for teams new to influencer marketing
Database focuses primarily on social media influencers (less coverage of podcast hosts, bloggers)
Pricing
Pricing for the Influencer platform is available upon request after scheduling a demo.
Best for insurance-focused marketers and SEO specialists at all insurance marketing levels.
Ahrefs is the industry-leading SEO platform that helps marketers understand what prospects are searching for, identify content opportunities and track search rankings. For insurance professionals investing in content marketing and SEO, Ahrefs provides the competitive intelligence needed to outrank competitors and capture high-intent search traffic.
The platform excels at uncovering the exact keywords prospects use when researching insurance topics, revealing which content ranks in search results and showing gaps in your SEO strategy that competitors are capitalizing on. Like most professional tools, Ahrefs has been adding AI-powered features for various purposes and will continue to do so.
Ahref’s Top Features for Insurance Marketing
AI content helper: Generate SEO-optimized content outlines based on what's already ranking for your target keywords.
Keyword research: Find thousands of insurance-related search terms by search volume, keyword difficulty and click-through rate data.
Competitor analysis: Enter any competitor's domain and the keywords they rank for, which pages drive their traffic and what backlinks power their rankings.
Content gap analysis: Compare your website against competitors to see what keywords your competitors rank for that you're missing entirely.
Rank tracking: Track whether your SEO efforts are working and get alerted when rankings drop so you can respond quickly.
Backlink analysis: See who links to your competitors and identify opportunities to earn similar links.
Content explorer: Search billions of web pages by topic to find the most shared and linked-to insurance content. Identify what types of content perform best in your niche.
Free AI writing tools: A large list of AI tools like text generator, emoji translator, blog post idea generator, hook generator and much more.
Security and Compliance Features
Secure HTTPS connections for all data transmission
No tracking of user website visitors (only analyzes public search data)
Enterprise: $14,990 / year (5 users, API access, custom limits)
Insurance Marketing FAQs
Yes. Insurance companies need marketing for several reasons. Mainly to:
Build trust with their customer base
Differentiate themselves from competitors
Educate prospects about insurance topics they don’t fully understand
Stay top-of-mind during purchase decisions
Retain existing policyholders
These are four core strategies that apply to all types of marketing. Most businesses combine two or more of them for the best results.
Market Penetration: Increasing market share within existing markets through trust cues, competitive pricing, enhanced and personalized marketing, product/service improvements or expanded distribution.
Market Development: Expanding into new geographic markets, demographics or capitalizing on specific niches within current markets.
Product/Offering Development: Creating new products or offerings, or improving existing ones to satisfy current market needs and increase customer loyalty.
Diversification: Entering entirely new markets or developing new products/offerings for new markets.
The 4Ps of insurance marketing are:
Product: Insurance coverage offerings (auto, home, life, commercial) and their features.
Price: Premium costs, payment options and value relative to competitors.
Place: Distribution channels (agents, brokers, online direct-to-consumer, hybrid models).
Promotion: Marketing communications, including advertising, content marketing and social media.
To sell insurance to customers effectively, you must embrace a trust-based consultative approach that builds awareness. This will position your brand as an advisor rather than a simple sales machine. These are the strategies to follow for selling insurance:
Create, share, and promote a wide range of storytelling content to build awareness and trust with potential customers.
Through calls, emails and meetings, talk to people and listen actively to understand their needs and concerns.
Follow up with more detailed questions about their assets, family, business and risk concerns.
Taking into account what you learned about your customers, educate them with clear language that covers the topics they don’t understand. Position yourself (and your brand) as a trusted advisor.
When pitching potential possibilities to customers, present tailored solutions for their specific circumstances.
Always be transparent about costs, coverage and limitations.
Follow up consistently and maintain long-term relationships through authentic communication that gives your customers a sense of peace of mind from your company.
Yes, HubSpot works well for insurance agencies, agents and brokers who focus on digital marketing and lead nurturing. Its strengths include marketing automation, content management, an integrated CRM and email marketing tools. HubSpot also offers enterprise-grade security and compliance features that meet insurance industry regulatory requirements. The platform protects sensitive customer information with data protection standards and audit trails.
There are countless insurance marketing campaigns that have delivered positive results in ROI and awareness. These four, in particular, succeeded through memorable characters, technological innovation, and messaging that made insurance relatable rather than technical. They were part of a roundup by Insurance Business Mag on successful campaigns.
Allstate’s “Mayhem” campaign generated 5% sales increase ($7.9B) and 200% jump in policy inquiries after two fiscal quarters.
Progressive’s “Flo” campaign achieved 38% increase in brand awareness within three years.
State Farm’s “Jake from State Farm” rebrand drove a 317.7% increase in earned social media volume and a 430% increase in Instagram followers.
Lemonade’s AI-powered claims handled 40% of claims instantly, with a Net Promoter Score of 70 vs. the industry average of 20.
AI is making waves in all fields of marketing, including insurance marketing. But successful AI implementation still requires human oversight for fact-checking, brand training, privacy protection and compliance.
These are some of the tasks AI is powering in the industry:
Customer segmentation and targeting
Personalized content creation at scale
Ad performance optimization
Conversion prediction
Chatbot support
And lots more
Scale Your Insurance Marketing Efforts with Visme
As an insurance professional, your work is definitely cut out for you. But thankfully, it doesn’t need to get overwhelming.
The strategies we've covered, from SEO and content marketing to emotional storytelling and influencer marketing, all share one common thread: they prioritize the customer's needs, questions and concerns above everything else.
Hopefully, with the help of this playbook, you feel more confident about what you can achieve and how.
Remember, you don't need a massive marketing budget or a full team to make a real impact. What you need is clarity about who you serve, consistency in showing up for them and commitment to being a trusted resource that inspires trust.
And what matters most: consistency.
You don't have to do everything at once. Start with one or two strategies that align with your strengths and your audience's needs. Maybe that's launching an educational blog series, testing Reddit marketing in relevant communities or implementing that email nurture sequence you've been planning.
Then, build from there. Add new tactics as you master each one. Track what's working. Double down on what resonates with your audience.
Ready to create insurance marketing materials that actually convert? Visme gives you everything you need to design professional, on-brand content; from interactive infographics and policy proposals to social media graphics and sales battlecards.
Orana has been a writer for Visme since 2018, covering topics like design, visual marketing, data visualization and visual content creation. Orana has a background in graphic and web design, makeup artistry for film and theater and ongoingly takes courses on digital marketing, UI/UX and other related topics. See Orana’s work at www.oranavelarde.com.
