Insurtech & Insurance Technology
Insurtech Marketing
Insurance buyers are the most risk-averse decision-makers in B2B. The insurtechs that win build credibility before they ask for budget.
Insurtech & Insurance Technology
Insurance buyers are the most risk-averse decision-makers in B2B. The insurtechs that win build credibility before they ask for budget.
2.9×
Carrier-qualified inbound leads at 12 months
- 2.9×
- Carrier-qualified inbound leads at 12 months
- 38%
- More broker engagement from content programmes
- 16mo
- Average to first enterprise carrier deal from SEO
The real problem
Why Insurtech marketing keeps failing to deliver
Incumbent relationships dominate incumbent procurement
Carriers and MGAs often extend existing vendor relationships because switching risk is real. Breaking into those relationships requires marketing that makes the switching cost of NOT moving visibly higher than the risk of moving.
Regulatory complexity varies dramatically by market
Insurance marketing differs significantly across US states, between Lloyd's and company markets in the UK, and across APAC jurisdictions. Generic claims that work in one market create compliance exposure in another.
Long enterprise sales cycles require sustained credibility
Carrier and MGA technology decisions take 12–24 months from first awareness to signed contract. Most marketing investments look unprofitable at 6 months. The companies that build organic authority early dominate when the procurement process opens.
What we actually do
How Heptism works for Insurtech companies
Positioning built around risk reduction, not disruption
Insurance buyers want to manage risk, not take it. We position your technology in terms of risk reduction — underwriting accuracy, operational resilience, compliance confidence — not transformation rhetoric that makes procurement teams nervous.
SEO targeting the research phase of carrier procurement
Brokers, MGAs, and carriers research extensively before engaging vendors. We capture them with content targeting: regulatory technology, pricing models, API integration patterns, market analysis — the queries that signal active evaluation.
Distribution channel marketing for embedded insurance
Embedded insurance requires marketing to distribution partners — fintech, e-commerce, mobility platforms — who evaluate insurance APIs as infrastructure decisions. We build the technical credibility and partnership positioning to win those channels.
Who this is for
The Insurtech companies we do our best work with
Core system & policy administration vendors
Policy admin, claims, and billing system vendors competing to replace legacy infrastructure at carriers and MGAs.
Embedded insurance & API providers
Insurance-as-a-service and embedded insurance platforms targeting distribution partnerships with non-insurance businesses.
Underwriting & pricing analytics
AI-powered underwriting, pricing, and risk intelligence platforms targeting actuarial and technical underwriting buyers.
Your questions.
Honest answers.
Do not see yours? Drop us a line. A real person replies within one business day.
01Do you understand Lloyd's, MGA, and carrier market structures?
Yes. The UK insurance market — Lloyd's syndicates, managing agents, MGAs, and company market carriers — and the US surplus lines and admitted markets are areas of genuine understanding.
02Can you help us market embedded insurance to fintech and e-commerce partners?
Yes. Partnership marketing for embedded insurance platforms — positioning your API as infrastructure rather than a product — is a specific capability.
03Do you work with early-stage insurtech startups?
Yes. From $1,999/month. Most early-stage insurtech clients prioritise positioning and SEO before paid, building the category authority that makes later investment more efficient.
Fintech & Financial Services
Financial services buyers are the most research-intensive in B2B. The companies that win do it with credibility — not volume.
3.4×
Avg pipeline lift at 6 months
B2B SaaS & Software
Pipeline that scales with your product. Senior practitioners who've seen what works at seed, Series A, and Series B — and what looks good on a dashboard but doesn't close deals.
2.8×
Avg organic demo volume at 9 months
Legal & LegalTech
Lawyers are trained to spot overpromising, weasel words, and unsupported claims. Your marketing has to be precise, honest, and credible — or it creates the opposite impression of what you intend.
2.7×
Practice area inbound enquiries at 9 months
Ready to grow your business?
Let's talk.
Tell us what you are working on. We will tell you exactly what it needs. No pitch, no proposal theatre, no discovery call that leads nowhere.
hello@heptism.com·We reply within one business day