Marketing for insurance

Typical bottlenecks and solutions

1. Bought leads with weak quality

Why: Many agents buy leads from portals that pass the same enquiry on to several providers. Whoever calls first has the best chance, but everyone pays for the lead. Add to that contacts without valid consent for a call-back, wrong numbers or people who only tried out a premium calculator. In the end nobody knows any more what a new customer actually costs.

Solution (Funnels & landing pages (part of Performance Marketing)): We build your own enquiry funnels for your lines of business, such as occupational disability insurance, private health insurance or mortgage financing. Questions about occupation, age, cover goal and time frame pre-sort enquiries, and consent for the call-back is properly documented. The leads belong exclusively to you, and we optimise the campaigns for enquiries that are ready for advice.

2. Decisions drag on for months

Why: Hardly anyone takes out occupational disability insurance or a retirement plan after the first conversation. Health questions, comparing offers and talking it over with their partner take time, and there are often weeks or months between enquiry and signature. Without structured follow-up, prospects get lost in this phase, because in day-to-day business nobody can keep track of every open contact.

Solution (Email Marketing): We set up email sequences per line of business that explain, address objections and lead to the next appointment: checklists on health questions, easy-to-understand comparisons, reminders about missing documents. Key dates such as switching motor insurance in autumn or year-end contributions trigger targeted emails. Your team sees which contacts are actively reading and ready for a call.

3. Field sales and sales without new recruits

Why: Agencies and brokerages are constantly looking for career changers, apprentices and successors for client portfolios. Many candidates have an unclear picture of the job, and classic job ads hardly reach people who have never thought about insurance sales. On top of that comes the certificate of competence exam (Sachkundeprüfung) under § 34d GewO (German Trade Regulation Act), which puts many off if nobody explains early on what the path there looks like.

Solution (Recruiting campaigns (part of Performance Marketing)): We reach career changers from banking, retail and customer service via social ads, show real working days from your agency and openly explain the path to the certificate of competence exam. The pre-qualification asks about place of residence, sales experience and preferred model, employed or self-employed, so only suitable conversations end up in your calendar.

Example calculation: ad costs per contract in occupational disability advice (method, not a case study)

• Ad budget per month (assumption): €6,000
• Cost per enquiry (assumption): €40
• Enquiries per month: 150
• Of which ready for advice after pre-qualification (assumption: 40%): 60
• Conversion rate in the advice meeting (assumption: 20%): 12 contracts
• Ad costs per contract (excluding agency fee): €500

Method, not a case study: all values are assumptions. Before launch we put in your real numbers, above all conversion rate and commission per contract, and compare the ad costs per contract with your income over the contract term. Only when this calculation works do we recommend a budget.

Service mix

• Performance Marketing: Meta and Google campaigns for private provision, LinkedIn for business clients and company pension schemes, each steered separately by line of business.
• Email Marketing: Nurturing sequences per line of business and key date that accompany prospects over weeks and lead them to an advice appointment.
• Recruiting campaigns (part of Performance Marketing): Recruiting campaigns for career changers, apprentices and portfolio successors, with an open explanation of the certificate of competence exam and automatic pre-qualification.
• Tracking with Tracyn (partner Atmos): Measurement from the ad to the signed contract in the broker management software or CRM, so budget goes where contracts are created.

What we steer by (KPIs)

• Cost per advice-ready lead: Separates genuine prospects from premium calculator clicks and portal leads sold several times over.
• Appointment rate: Shows how many enquiries actually lead to an advice meeting.
• Ad costs per contract: Can be compared directly with the commission per contract.
• Cost per sales hire: Measures what a new agent for sales or field sales costs via the campaign.

Timing: In October and November, business is shaped by motor insurance switching ahead of the 30 November deadline, and at year-end by retirement provision and contributions before 31 December. Occupational disability and health insurance run more evenly all year and suit steady campaigns.

Legal (to be checked by a lawyer)

• We make sure that the initial information under § 15 VersVermV (German Insurance Mediation Ordinance), including your intermediary status under § 34d or § 34f GewO, is accessible on every landing page.
• We make sure that ads do not promise returns, premium savings or benefits that cannot be substantiated for every case.
• We ensure explicit, documented consent for telephone call-backs under § 7 UWG (German Act against Unfair Competition).
• We follow Google's and Meta's advertising policies for financial products and plan any necessary verifications before launch.

FAQ

Do you also work for tied agents? Yes, provided your insurer allows its own online advertising. Many insurers have requirements on logo, product names and approvals for this. We work within these requirements and clarify before launch which channels and claims are permitted. For brokers and independent financial advisers, there is usually more room to manoeuvre.

How much does working with you cost? Performance Marketing starts at €1,500 net per month per platform, and each additional one costs €900. Recruiting campaigns start at €1,500, email marketing at €3,000 per month. On top of that comes ad budget, which makes sense from €5,000 per month for lead campaigns. The contract term is one month.

Why your own campaigns instead of bought leads? Bought leads can be a supplement, but they are often not exclusive and hard to compare. Your own campaigns need some build-up work at first, but in return deliver exclusive contacts with documented consent and data the campaign learns from. We calculate both routes with your conversion rates and recommend the one that is cheaper per contract.

Why don't you show a case study here? We only publish results that a client has approved, and we do not name names without consent. Instead, we disclose how we calculate. The example calculation above shows the approach; in the intro call we put in your real numbers and check whether campaigns pay off for your lines of business.