Marketing for insurance broking firms
Commercial insurance is won and lost in the weeks before a renewal date, which is where the work has to sit.
Where the money moves.
The renewal calendar decides who gets the meeting. A commercial client reviews cover once a year and forms a view well before the date, usually when the incumbent sends the renewal invitation and the risk manager finally has a reason to look around. Marketing that lands in the week of renewal has landed late. We work backwards from where your book actually concentrates, so the transport operator hearing about your fleet claims record hears it in April rather than the last fortnight of June, and your producers walk into a conversation that has already started.
More enquiry is not the problem worth solving. Enquiry in the classes where you hold real underwriting relationships is. A firm with genuine depth in strata, labour hire, professional indemnity for consulting engineers or hard to place property gets the better placement, the better commission position and the client who stays, so those classes deserve their own pages, their own campaigns and their own language. Broad general insurance messaging attracts risks you will end up declining. We build the programme around the classes your authorities and your relationships already reward.
Accountants, commercial finance brokers, franchisors and industry associations send more premium than any advertising channel, and they send it to a person rather than to a firm. That relationship needs material worth forwarding: a plain English briefing on subcontractor labour hire exposure, a note on what changed for strata committees after a defects decision, something an accountant can attach to their own client email without embarrassment. At this level referral marketing is publishing rather than networking, and it compounds, because every partner has a book of their own.
A claim handled well is the only proof this market believes. Written properly and cleared for confidentiality, a claim narrative does what a testimonial cannot: what was insured, what went wrong, what the insurer said first, what the broker did, what was paid. Pair that with a real position on the classes where capacity has tightened, waste and recycling, timber processing, expanded polystyrene panel construction, and you are speaking directly to the risk manager who has just been told the renewal is up sharply and has been given no answer.
What we run.
Renewal-timed campaigns
We map the book by renewal month and build campaigns that reach each class ahead of its own cycle. Fleet and construction well before 30 June, strata against its own dates, so contact arrives while the decision is still open.
Class of business pages
One page per class you genuinely want, written to what that buyer fears: workers compensation gaps in labour hire, motor fleet claims frequency, professional indemnity wordings for engineers. These carry the search demand and qualify the enquiry before it reaches a producer.
Referral partner programme
Quarterly briefings, co-branded risk notes and a simple way for an accountant or finance broker to hand over a client without losing face. The material is written for their audience rather than yours, which is why it gets forwarded.
Claims narratives
Cleared, de-identified accounts of claims your firm has run, in plain language, published where a prospect researching you will find them. It is the proof format this market trusts and it survives compliance review because it deals in facts.
Broker profiles
Commercial clients buy the person. Each senior broker gets a proper professional presence: their classes, their claims record in plain terms, their read on the market. It also makes the firm visible to authorised representatives weighing a move.
Questions we get asked.
Your responsible manager, always. We write to the constraints rather than around them: general advice warnings where they belong, nothing that implies personal advice, nothing that sits outside a target market determination, Financial Services Guide references handled properly. Copy comes to you with the reasoning attached, so review is a read rather than a rewrite.
Yes, and it is often where the fastest lift sits. Each authorised representative gets the class pages, the campaign assets and the profile material inside the licensee's brand architecture, with the compliance layer set once at the centre. It also makes the network visible to brokers deciding where to place their authority.
Yes, through a defined process. The insured is asked, the account is de-identified, figures are removed or banded, and the piece is approved before it goes anywhere. Where consent is not given, the same lesson is written as a market note with no identifying detail. Nothing is published on assumption.
We work from your renewal register, class mix and lapse data, whichever system holds it. The data stays yours and stays in your environment. What comes out is a calendar and a class priority list, and the campaign plan is built on those two things.
Also in insurance
Talk to us.
9 services under one team, run against the numbers your business already reports on.
Contact the Ignis Team
Send through your details and we will audit your business before we reply.