Cathy Vass
Green Zebra Business Solutions
Is your team buried in renewal packs, insurer portals and rekeying data into the AMS while new business sits untouched in the pipeline?
We build the insurance marketing that brings enquiries in, and the AI automation that gives your team those hours back to work them.
The problems holding insurance brokerages back from growing.
The renewal cycle owns 60% of our team’s time and there’s nothing left for new business.
Sixty days out from a renewal, the brokerage disappears. Claims experience needs chasing from three insurer portals. Renewal packs need rebuilding from scratch because the AMS data went stale six months ago. Submissions need remarketing against changed appetite. Account handlers who should be writing new business turn into glorified admin staff for two months, and by the time the cycle closes, the next batch is already due. Enquiries sit in the inbox, go cold, and end up placed by a competitor who happened to pick the phone up first.
This is exactly the problem AI automation was built to solve inside the insurance industry. Claims experience gets chased across insurer portals on a schedule, no human involved. Renewal packs populate from the AMS automatically and assemble overnight ready for review. The 60% drains down to 20% and account handlers get the hours back to write new business, work the enquiries that insurance marketing brings in and actually grow the book.
We’ve spent thousands on marketing and couldn’t tell you which channel wrote a single policy.
Pick any mid-sized brokerage and the marketing graveyard looks identical. A Google Ads account burning £2k a month with no conversion tracking ever wired up properly. A website rebuild two years ago that gets zero phone calls. A six-month retainer with an insurance marketing agency that produced “thought leadership” content and zero new customers. The analytics tools were never connected. The marketing budget went out, the new business reports stayed flat, and nobody could draw a line between the two.
Measuring insurance marketing properly is what we do first, before any ad spend goes back into the system. Cost per quote request. Conversion from quote to bound policy. Customer acquisition cost benchmarked against premium written. Retention across each digital marketing channel. Search engine optimisation, paid media, social media marketing, email marketing and digital advertising all reporting against the same set of metrics, so the marketing campaigns stop being a guessing game and start writing policies you can actually attribute back to a channel.
Aggregators and carriers control our pipeline and the margin’s getting squeezed every year.
Most insurance agencies built their book through carrier appointments, aggregator panels and warm referrals from accountants and solicitors down the high street. Decades of stability turned brittle fast. Aggregators tightened panel terms. Carriers cut commission. The local referral network thinned out. The brokerage now competes on price against direct insurers running million-pound advertising budgets, and every percentage point of margin has to be earned twice.
A real insurance marketing strategy gets the brokerage off that hook. Google Ads bidding on the exact commercial cover, professional indemnity and personal lines searches your appointments justify. Search engine optimisation pulls in the prospects who are typing those queries today. Content marketing strategy across multiple content formats, demonstrating expertise on the risks your producers actually write. Marketing automation taking those prospects from first click through to bound policy. The aggregator becomes a top-up, not the lifeline.
Our AMS holds a decade of customer data and none of it has ever been used to bring in new business.
Acturis, Applied Epic, Actuate, whichever AMS the brokerage runs on, the same story plays out underneath. Ten years of customer data sitting untouched. Renewal dates the marketing team has never seen. Cross-sell openings that nobody flags. Lapsed policies that quietly walked to a competitor because no proactive communication ever went out. Existing clients become acquisition costs all over again, while the brokerage spends fresh budget chasing new customers it could have kept for the price of a sensible email sequence.
This is where AI in insurance compounds fastest. We connect the AMS into marketing automation so the customer data starts earning its keep. Personalised customer experience built on what each policyholder actually holds. Proactive communication firing 60 days out from policy renewals, before churn even becomes a risk. Cross-sell campaigns triggered by claim history, business growth or life events on the file. Email marketing journeys building long term customer relationships across years, not the silent gap between renewals. McKinsey put numbers behind this: US auto insurers delivering consistent customer service write two to four times more new business and 30% more revenue than the ones who don’t. The data lives inside your AMS. We just turn it on.
What finance firms say about us.
How we help insurance brokerages get hours back and policies in.
AI For Insurance Brokers
For your practice.
A full review of how your brokerage runs day to day. We map every workflow across new business, renewals and the AMS, then hand back a costed plan showing where AI in insurance fits.
AI Audits for Insurance Brokers →
Custom workflows that take loss runs, ACORD forms, carrier portal submissions and renewal pack assembly off your team and run them in the background.
AI Automation for Insurance Brokers →
A retained AI partner for the brokerage. We sit alongside your leadership as carriers, aggregators and the wider insurance industry shift.
AI Consulting for Insurance Brokers →
Digital Marketing For Insurance Brokers
For your pipeline.
We get the brokerage ranking on Google for the commercial cover, professional indemnity and personal lines searches your future policyholders type every day.
SEO for Insurance Brokers →
We get the brokerage cited inside ChatGPT, Claude and Google AI Overviews when prospects ask AI tools which broker to use.
AI Search for Insurance Brokers →
We run Google Ads built around high-intent cover searches, with ad spend matched to the lines your brokerage actually writes.
PPC for Insurance Brokers →
We run LinkedIn and Meta campaigns in front of the business owners and decision-makers your producers want quoting.
Paid Social for Insurance Brokers →
AI-powered personalised outreach and nurture sequences that book qualified prospects on autopilot.
AI Email for Insurance Brokers →
We design and build brokerage websites engineered to turn visitors into quote requests and bound policies.
Websites for Insurance Brokers →
Hear from the finance firms we work with.
Paul Cain
Cain & Co Bookkeeping Services
David Sarver
Final Expense Co
We save insurance brokerages 10+ hours a week on renewals and bring in the policy leads to grow the book.
Brokers delivering consistent customer service write two to four times more new business and 30% more revenue than competitors who don’t.
McKinsey ran the numbers on US auto insurers and the gap was that stark. Marketing automation, proactive communication and personalised customer experience compound faster than raw ad spend ever does. The brokerages investing in both pull away from the ones still leaning on cold quote pages and aggregator traffic.
Warm referrals are still the highest-converting source of new business across the insurance industry, yet barely any brokerages run a structured referral program.
A proper referral system drops customer acquisition costs while existing clients quietly write next quarter’s pipeline for you. Most brokers have never built the ask into the renewal call, the claim resolution or the annual review. The few that have are growing organically without paying aggregators a penny more.
91% of financial services firms are already using or exploring AI, and the brokerages adopting it first are pulling new customers away from competitors stuck on manual workflows.
The insurance industry is shifting faster than most boards want to acknowledge. Brokerages running AI across renewals, marketing automation and customer engagement are scaling premium without scaling headcount. The ones holding off are watching margin disappear into the aggregator panel quarter after quarter.
Feeling frustrated that you’re not doing more with AI yet?
Even though you know it could save your team hours.
Answer 15 questions to see how well your firm is really using AI and marketing, and what to fix first.
It takes three minutes; you get immediate recommendations plus free assets matched to your results.
Results we have achieved for companies like yours.
SEO
Cain & Co Bookkeeping Services
£30,948 a year in new business & rank 1 on Google for London’s toughest bookkeeping terms.
Website Design
Final Expense Co
We took a brand-new US insurance company from no website to page one of Google in six weeks.
SEO
Green Zebra Business Solutions
An accounting firm nowhere on Google. Under a year later, number one in Hampshire.
Three reasons insurance brokerages partner with HandL Agency.
A handful of differences separate us from the standard insurance marketing agency pitch.
Acturis. Applied Epic. Actuate. The customer data sitting inside those systems is the single most underused asset in most insurance agencies. Policy renewal dates the marketing team has never seen. Cross-sell triggers nobody flags. Lapsed policies that walked to a competitor because no proactive communication ever went out. We plug your AMS straight into the marketing automation stack, which means email marketing fires on real renewal cycles, paid media chases lookalikes built off real customer data, and the marketing efforts behind digital advertising actually pay back. Insurance marketing services without AMS integration are just guesswork dressed up as a content marketing strategy.
Carrier marketing rules. FCA conduct standards. ASA guidelines. Aggregator audit teams. Every piece of insurance broker marketing has to clear four sets of rules before it’s safe to push live. Most insurance marketing agencies write the copy first and find out about the compliance problem at the end. Insurance marketing campaigns get pulled, ad spend gets wasted and the marketing budget evaporates with nothing to show for it. We work the brief from the rules outward. Every paid advertisement, landing page, email sequence and social media post lines up with what carriers, regulators and your internal team will sign off, which is why our campaigns ship on the date they’re scheduled to, not six weeks later.
Vanity metrics don’t pay producer commissions. Website traffic numbers don’t keep the doors open. We benchmark every insurance marketing campaign against the figures the brokerage actually cares about: cost per quote request, quote-to-bind conversion rates, premium written per pound of marketing spend, retention against the existing book and lifetime value of new customers acquired through each channel. SEO, social media marketing, Google Ads, digital PR and content marketing all sit inside the same scorecard. The marketing budget chases premium with the right risk profile, instead of buying clicks from target customers your brokerage would never want bound to a policy.
We treat clients as partners, not contracts.
Quarterly catch-ups, dinners, beers, pool nights, coffees, darts, football, rugby and cricket.
Sitting with the brokers we work with outside the boardroom is how the insurance marketing gets sharper. The conversations that matter happen over a coffee on a Tuesday, not on a Zoom call once a quarter. The brokerages we’ve grown alongside became proper partners along the way.
Honestly? You don’t even need to work with us to get value from us.
Free SEO audits aimed at the insurance industry, content marketing calendars covering commercial and personal lines, LinkedIn post templates aimed at business owner target audiences, AI automation blueprints for loss runs and AMS hygiene, renewal cycle playbooks, email marketing frameworks for policy renewals, in depth keyword research templates for cover-shopping searches, analytics tools setup guides, digital strategies for cross-sell and short educational videos covering AI in insurance fundamentals you can apply this week.
Resources built for insurance agencies wanting to see what a proactive approach to digital marketing actually does inside a real brokerage before bringing an insurance marketing agency on board. Genuine support for the brokers and insurance agents running their own insurance marketing campaigns in house on a tight budget and clear business goals.
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Your First 7 AI Prompts: Client Emails, Explainers and Proposals
Every Lead Researched, 2 Minutes After They Enquire
Client Meeting Notes, Written and Filed Automatically
The Client Email Prompt Pack
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25 AI Prompts Your Firm Will Actually Use
Build a Website Page That Ranks and Wins Customers
Ready to grow the brokerage without leaning on aggregators and carriers?
A 45-minute call with Bailey and Luke gives you a sharper read on where the brokerage sits against other insurance agencies fighting for the same target customers, what they’re doing to win the policies you also want and the two or three moves that would shift the business hardest across the next 90 days.
The route in might be search engine optimisation, AI automation cutting hours out of the renewal cycle, LinkedIn campaigns in front of commercial decision-makers, Google Ads bidding on high-intent cover searches, paid media built off in depth keyword research, content marketing across multiple content formats and social media platforms that builds long term customer relationships, digital PR placements lifting search engine rankings, or marketing automation triggered by AMS data and customer data nobody’s used in a decade. Whatever fits, you’ll finish the call with a clearer view than you arrived with. Built around the consumer engagement reality of the insurance industry and the personalised customer experience your target audience already expects.
Driving traffic and increasing brand awareness across a competitive insurance market is one half of the job. Turning that attention into quote requests, bound policies, policy renewals that stick and informative content that helps build trust with potential customers is the half we actually deliver. Engaging content, valuable content and proactive communication are how the brokerages we work with stay ahead.
Jump on a call with Luke and Bailey today.
Not ready to book a call? Take the 3 minute AI scorecard first.
Or call us on 0117 457 6659, email contact@handlagency.com, drop us a message on WhatsApp or fill in the contact form.
