We recommend implementing a series of access points across a number of different mediums to ensure significant visibility, education and easy access to the new insurance program.

The main channels that we recommend that our partners consider marketing to their customers are as follows:

1. In app placements

• Evergreen placements or marketing ‘tile’s to recommend insurance for users without coverage (e.g. navigation menu includes ‘Insurance’ choice)

• ‘Alert’ bell or other message notification

• Modal / Banner ads on relevant surfaces (very effective to include within onboarding or directly after login flow)

• Other categories: within product sign up / workflow, within software subscription tier

2. Public site marketing

• Blog posts with educational business insurance content tailored to your target industries (i.e. Food & Beverage, Fitness, Salon and Spa, Retail, etc.)

• Marking pages, including Business Insurance Resources Section w/ FAQs

3. Lifecycle email marketing

• Program Launch

• No Fees: Cancel anytime with no penalty. Get unlimited certificates of insurance.

• Built for <partner name> businesses: Lowest prices and custom coverage exclusively for <partner name> customers.

• Trusted protection: Here when you need us the most. Claims are fast and easy. “A- Excellent” AM Best rated insurance.

• Monthly Payment Options

4. AE / Sales collateral and incentives

• 1 pager on what Authentic + FAQs

• Talk tracks / scripts

• Sample incentive program and how it works

1. Business lifecycle events may necessitate new insurance or policy endorsements.

• Examples: business formation, small business loan, franchise agreements, leasing commercial space, purchasing equipment, hiring employees, expanding to new locations or states, switching software providers (e.g. payroll, PEO, payments, POS).

2. The insurance industry experiences peak seasons for new policy purchases and renewals. Capitalize on renewals, especially for a mature user base.

• January is the peak month for workers' comp sales and renewals. The January peak creates a ramp up period in sales from early Dec and extends through early March.

  • Marketing campaigns during this period can yield significant dividends.

  • Businesses, excluding Texas, must have workers' compensation before their first payroll, facing fines for non-compliance.

  • Monopolistic insurance states (WY, WA, OH, and ND) require direct purchase from their state-run fund.

• General liability has peak seasons in October and January, with January as the primary renewal month.

  • October is opportune for competitive pricing searches leading up to January renewals.

3. Seasonal businesses (e.g. ice cream shops, gardening stores) experience spikes in insurance purchases and renewals before their opening season.

• Awareness of industry-specific peak seasons helps teams prioritize insurance messaging for targeted users.

First of all, we have strong conviction that a thriving insurance partnership is built upon a strong, in-product offering. You can learn more about our widget, and how easy it is to embed different functionality from our app in our Authentic Widget section.

While email & SMS marketing is a strong component of our GTM, our strongest results come from strategic placements of our product. This section however will talk about how we manage the operation holistically, curating an end-to-end funnel for selling your program.