William Britton

The pay per call model can offer progressively diminishing returns when you’re too reliant on social traffic. The trend is most noticeable in insurance and we’ve seen it repeat itself in Medicare, ACA, and auto insurance: First, media buyers create incentivizing creative based on some fringe benefit or unlikely savings amount that drives massive engagement. This engagement does lead to qualified leads and policies sold. It is successful by most accounts - except one: retention. But it’s too early to pick this up and it’s too exciting to notice, what with all of this new volume coming in, which is converting at CPAs lower than have been seen before. What follows is adoption of this creative strategy by more brands and affiliates. Soon, social ads are flooded with the same messaging from dozens of different players, leading to saturation. Quality, which was never very good as it was based on unrealistic promises, begins to plummet further as the same consumers switch policies again and again, chasing more and more aggressive and improbable benefits. And the scale is nice and the payday is great - until the pendulum swings back and brands reckon with low customer retention. This cycle comes and goes, with affiliates rightly chasing every opportunity. Brands, on the other hand, are left without a chair when the music stops. Instead, diversifying their call marketing to include warm transfers can limit the impact of the diminishing returns of paid social. #paypercall #callcenter #warmtransfers #insurancemarketing

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Our Scout InsurTech interview series continues with Noyo. Andy Hutter sat with Chris Luiz to discuss how Noyo is impacting the industry. https://lnkd.in/gwrbJ2rp "Our product is a data platform and API interface that connects benefits carriers and ben-admin companies. Noyo enables carriers to offer a modern enrollment experience
to HR teams (no faxes, forms or giant spreadsheets!) and gives ben-admin technology companies an easy, fast and accurate way to transmit crucial employee data to a wide network of insurance carriers without building expensive direct connections." - Andy Join us every week for interviews with emerging startups and high-growth companies impacting insurance. A big thank you to our Presenting Partner, JobsOhio, and our Scout InsurTech Partners: Westfield, Bold Penguin, Ohio Mutual Insurance Group, Grange Insurance, Central Insurance, Western and Southern, Encova and Farmers Insurance. #insurance #technology #insurtech #future #innovation

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"SEO may be leading the AI search parade – but without support from content, PR, and leadership, it’s marching without a band." IMHO, the consumer behavior changes taking place since Chat GPT, Gemini and others have arrived on the scene are going to require more than an SEO team to solve for. More zero click searches. 🔍 Less website traffic. 📉 No playbook yet for succeeding in a new LLM based economy. https://lnkd.in/eXCV5t4c

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Turns out, building embedded insurance tech isn’t a side hustle 😮‍💨 To quote our CRO Parker Crockford: ‘you’ve got to be obsessed with it.’ For most insurers and distributors, that’s just simply not the case. Us, on the other hand? 🤓 Providers understand the commercial potential of embedded insurance, but actually building the infrastructure for it is another story. In a wide-ranging interview with Open & Embedded Insurance Observatory, Parker talks about how insurers are overcoming this barrier, why closing the insurance gap is more important than ever and which industry we can look to for inspiration. Check out the interview for more of his take 👉 https://lnkd.in/e8A96Mjf #EmbeddedInsurance #Insurtech #EmbeddedInsuranceOrchestration #SuccessEnsured

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Discover how insurance agencies can save time, reduce errors, and enhance client experiences with an all-in-one management system. Learn how you can elevate agency operations from industry insights shared by Michael Streit 👇 https://ow.ly/Ewkf50VSV2K

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📣 Benbase has raised a $5.3M seed round as they grow their AI-native, human-first broker for employee benefits. Benbase combines insurance professionals with AI agents to deliver a modern, white-glove experience. Why? Because benefits are confusing and expensive. Mike W. & Brad Vaccaro knew that traditional benefits brokerages would need to rapidly evolve their operations—or find themselves obsolete in a trillion-dollar market. Combining Mike's extensive technical expertise with Brad's industry knowledge leading a benefits brokerage, they're addressing the emerging challenge: how employers can navigate the increasingly complex world of insurance benefits while expecting streamlined service. The $5.3M round was led by Freestyle Capital and South Park Commons, with participation from Upside VC, and the founders of Human Interest & Column Tax. Congratulations Mike W. & Brad Vaccaro! https://www.benbase.com/

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Cheap leads don’t pay the bills - qualified policies do. The top 3 ROI-boosters that successful insurance marketers swear by: 1️⃣ Precision targeting 2️⃣ Intent-based targeting 3️⃣ Real-time optimization Stop chasing clicks. Start locking in policies. #insurancemarketing #leadgeneration #performancemarketing #outcomebasedmarketing

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OPD spending is rising, but insurance adoption stays low. Our Founder Chris George, mentions the system flaws and consumer perceptions that continue to leave millions uncovered. Read the full article — https://lnkd.in/dF2-q3kU #QubeHealth #OPDExpenses #HealthcarePayments #DigitalHealth #HealthInnovation #FutureOfHealthcare #OutOfPocketExpenses #QubePay #QubeCash #QubeCashless

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In today’s rapidly evolving marketplace, independent insurance agencies aren’t just competing on price or product. They’re competing on efficiency, adaptability and connectivity. According to the 2024 Agency Universe Study, a resounding 63% of agents said “identifying operating efficiencies” was the single most critical factor for success. And yet, many agencies still find themselves overwhelmed by the sheer pace of change in technology, especially when it comes to artificial intelligence (AI), integrations and workflow optimization. But here’s the good news: You don’t have to do it all tomorrow. What you do need to do is to create a thoughtful, intentional plan for the future. Full article below! https://hubs.la/Q03G5ryL0

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Quoting is one of the most important moments in the insurance journey—and today, it’s where some of the biggest innovations are happening. 💡 In our latest episode, we sit down with Gordon Kendall, MBA, VP of Product at Vertafore, who brings nearly 20 years of carrier experience and a passion for improving agency workflows. From building tools like PL Rating and Commercial Submissions to leading efforts that connect agents and carriers more seamlessly through Bind, Gordon shares how quoting has evolved into a key differentiator for modern agencies—and why saving time is just as valuable as saving money. 🕒 🎧 Don’t miss this important convo! https://ow.ly/fTnf50WyV1u

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Reminder for Producers: You’re not just selling your expertise to insureds. You’re also selling risk to underwriters. And if your submission is sloppy, incomplete, or half-ass? It’s an automatic “no”. So give your submissions the attention to detail they deserve: - Organized loss runs - Clear and detailed narratives - Completed supps and acords Put as much thought into presenting the risk as you did presenting yourself to the insured. Because you need two yeses to win.

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3 reasons your insurance agency isn't growing (and how to fix them). I've worked with over 300 insurance agencies throughout the last decade. These are 3 of the most common reasons we see growth stagnate. 𝟏) 𝐘𝐨𝐮'𝐫𝐞 𝐓𝐨𝐨 𝐃𝐞𝐩𝐞𝐧𝐝𝐞𝐧𝐭 𝐨𝐧 𝐑𝐞𝐟𝐞𝐫𝐫𝐚𝐥𝐬 We analyzed data across 300+ agencies. The top 10% had one thing in common: They generate new business from diversified sources. Roughly: → ⅓ referrals → ⅓ digital marketing (Google, Meta, etc.) → ⅓ traditional marketing (events, mailers, sponsorships, etc.) 𝐅𝐢𝐱: Referrals are great, but they’re not a reliable growth strategy on their own. Start adding channels with more direct control - like Paid Search or Meta ads - and build from there. 𝟐) 𝐘𝐨𝐮𝐫 𝐎𝐧𝐥𝐢𝐧𝐞 𝐏𝐫𝐞𝐬𝐞𝐧𝐜𝐞 𝐈𝐬 𝐁𝐫𝐨𝐤𝐞𝐧 (𝐨𝐫 𝐌𝐈𝐀) You might be great at what you do, but if your digital storefront doesn’t show it, people won’t reach out. In fact, 81% of people research online before contacting a business. 𝐅𝐢𝐱: Start with the basics: →A clean website with a clear Call to Action →Consistent, updated info across the web →50+ 5-star Google reviews Make sure what they find builds credibility and trust. 𝟑) 𝐘𝐨𝐮 𝐊𝐞𝐞𝐩 𝐒𝐭𝐚𝐫𝐭𝐢𝐧𝐠 𝐎𝐯𝐞𝐫 I've seen too many agencies launch a marketing effort… get impatient… then stop before the results show up. They typically land at our doors later with stories to tell. I tried "x, y, z tactic and it didn't work for me" 𝐅𝐢𝐱: Building marketing systems takes time. Stay consistent, even when it feels slow. We recommend trying a tactic for at least 6 months before fully evaluating success. If any of these sound familiar, good news: they’re all fixable. Need help prioritizing? We put together a step-by-step marketing checklist to help agency owners build momentum the right way. Just drop a comment or send a DM and I’ll send it over. #InsuranceMarketing #DigitalMarketing #InsuranceAgency

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Yesterday: We were named a Leader in The Forrester Wave™: Insurance Agency Management Systems, Q4 2025. Today: Here's what we've built. Introducing Zywave's Agentic AI Strategy — the insurance industry's first suite of insurance-specialized AI agents that transform how agencies grow. Not chatbots. Not copilots. Autonomous agents that complete entire workflows. 𝐍𝐎𝐖 𝐀𝐕𝐀𝐈𝐋𝐀𝐁𝐋𝐄: ✔️ Prospect Identification Agent ✔️ Lead Sourcing & Scoring Agent ✔️ Research & Enrichment Agent ✔️ Outreach & Optimization Agent These agents replace 15+ step workflows that consumed 45% of producers' time — turning fragmented manual tasks into connected, AI-powered workflows. 𝐂𝐎𝐌𝐈𝐍𝐆 𝐈𝐍 2026: ➡️ New business & renewal quoting automation ➡️ Benchmarking policy & coverage design agents Built on Zywave's proprietary insurance data: • 120,000+ content topics • Tens of millions of household/company exposures • 1,000+ real-time carrier APIs This is describe-and-done. This is the performance multiplier. 🚀 📅 Virtual launch event: Today at 11:00 AM ET: https://zywv.us/4aaqNEy #Zywave #InsuringGrowth #AgenticAI #ForresterWave #AMSLeader #Insurtech

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