Lead Generation for Insurance Brokers
We do lead gen for insurance brokers. You've probably been burned by lead vendors before, so we'll say this first. We don't sell leads. There's no list of names that also went to four other agencies.
What we do is watch for employers with 50 to 1,000 employees that just crossed a headcount threshold, or opened a location, or hired a new CFO or HR director, or bought a company. Then we email the owner or CFO about what that event changes in their coverage, ahead of their renewal. When they write back, and we ask for the renewal date in the first email, it goes to your producer. Starts as low as $2,999 a month, month to month.
Who you're selling to, and why the usual approach doesn't work on them
Your buyer is an owner, a CFO, a controller, or an HR director at a company big enough to have real exposure and small enough that they still make the decision themselves. They have a broker. They've had that broker for years. They move when the broker misses something, when the renewal comes in high with no explanation, or when the business changes faster than the coverage did.
That last one is where the opening is. A company that added 40 people, opened in a second state, bought a competitor, or got an OSHA visit is now insured for a business that doesn't exist anymore. The incumbent often hasn't noticed, because the incumbent isn't watching.
Most broker lead gen isn't watching either. It's either buying shared leads, so the employer gets five calls the same afternoon, or emailing every HR director in a radius with "let us review your benefits," which is the email every HR director gets weekly and deletes.
The producer who wins the account shows up 90 to 120 days before renewal with a specific reason the current coverage is wrong. Finding that reason and that date is what we do.
What we watch for
There are five signals. They are all public and dated, and they all change what an employer has to insure.
Headcount crosses 50, 100, or 250. At 50 full-time equivalents an employer becomes an applicable large employer under the ACA, with reporting obligations the following year. At 100 and at 250 the plan options, the rating methods, and which carriers want the account all change. We name the threshold, roughly when it was crossed, and what it changes at the next renewal.
A new CFO, controller, or HR leader. A new CFO reviews every vendor in the first quarter. A new HR director inherited a plan she didn't pick and a broker she's never met. We land in the first 60 days and offer a review before renewal. She was about to ask for one anyway.
A new location or a new state. Permits, lease announcements, job posts with a city that wasn't there before. A second state means new workers comp rules, new property exposure, and often a carrier that doesn't write there. We ask whether the current program was extended to the new site or just assumed to cover it.
An acquisition closes. Two companies means two benefit plans, two workers comp policies, and two renewal dates, and the buyer wants one of each. We offer to run the consolidation ahead of whichever renewal comes first.
An OSHA inspection, a citation, or a mod change. OSHA's establishment data is public. A citation drives the next workers comp renewal up, and the incumbent's answer is usually a shrug. We offer a loss-control review and a market check before the renewal prices it in.
What the email looks like
Subject: Crossing 50 changes your 2027 filing
Hi Elena,
Congratulations on the growth. From what's public, Ridgeline crossed 50 full-time employees sometime this spring, which makes you an applicable large employer next year: 1095-C reporting, the affordability test, and the penalty exposure that comes with both.
We take companies through that first year without the plan cost jumping, and we run the comparison against your current renewal so you can see it side by side before you decide anything.
When's the renewal? If it's Q4, we should talk in the next few weeks.
David
David is your producer. The headcount, the threshold, and the filing consequence came from the signal. The last line asks for the renewal date. That's the one thing a producer needs, and no database has it.
Want to know how many employers in your territory crossed a headcount threshold or opened a location in the last 90 days? Book a 15-minute call and we'll pull the number before you get on it.
What we mean by "lead"
A decision maker at an employer that fits the line wrote back, we got the renewal date, and it's booked as a call with your producer. We don't count shared leads, and we don't count an HR director agreeing to "receive information."
Before anything sends we write down the line with you: employee range, industries in and out, lines you write, the states your carriers write in, and minimum premium.
We treat the renewal date as part of the lead. A CFO whose renewal is 11 months out is a nurture, not a lead, and it's reported separately with a reminder to your producer at 90 to 120 days. That list ends up being worth more than the month-one meetings.
You see every reply, including the ones that say no.
How it runs
Week one we set up sending domains and mailboxes in your name, agree the line, and turn on the five signals across your territory and target industries.
Week two the first emails go out under your producer's name. Every one is about the event and asks for the renewal date.
Replies go to the producer the same day with the signal, the thread, and the renewal date if they gave it, so the first call is about the change in their business and not about your agency.
Every morning we look at yesterday's replies and renewal dates against the target. If we hit it, we send more. If we missed it, it's one of four things: wrong employers, not enough of them, the email was off, or it didn't land. We find which, fix it, and that's what goes out today. You can follow it in the log.
When you leave, the domains and mailboxes are yours, and so is the renewal-date list.
What it costs
Starts as low as $2,999 a month, month to month. No setup fee, no minimum term.
That covers domains, mailboxes, warmup, the list, the signals, the copy, sending, replies, renewal-date capture, producer handoff, and the daily log.
It doesn't cover a caller. If you want phone and LinkedIn on top, that's the outbound program, linked below.
Results
Those are software, logistics, and restaurant clients. We'll put a brokerage number here the first time a broker client lets us use their name.
Book a 15-minute fit call
Tell us your lines, your territory, and the employee range you want. We'll tell you whether we'd take the account, which signals fire most in your market, and, if it shouldn't be us, who to call instead.
Other ways we work with Insurance Brokers
,
if your producers will make the follow-up calls and you want the email built on headcount and hiring signals.
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if you want email plus LinkedIn and calling with our team on the phones.
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if you want to retarget the same employer list with paid social.
Lead Generation for other industries
Questions people ask us
How is this different from buying commercial insurance leads?
A purchased lead is a company name sold to several agencies at once with no reason attached. What your producer gets from us is one company, one dated event that changed their exposure, and a renewal date if we got it. Nobody else is sending that email.
Can you time it to the renewal date?
We time it to the signal, which usually comes months before renewal. Then we ask for the renewal date in the first email and log it. Once we have it, your producer's follow-up is timed to 90 to 120 days out.
P&C, benefits, or both?
Both, with different signals leading. Headcount thresholds and new HR leaders drive benefits conversations. New locations, acquisitions, and OSHA activity drive P&C. Most multi-line agencies run both and split the replies by producer.
Our clients stay with us for years. Why would someone else's move?
For the same reason yours would. The business changed and the coverage didn't. The signals are those changes. An employer that just opened in a second state and hasn't heard from their broker about it is already halfway out the door.
Any licensing or compliance problem with the emails?
The emails offer a review and ask for a renewal date. They don't quote, bind, or describe policy terms. Your licensed producer handles everything after the reply. Email to a business address is legal under CAN-SPAM.
How fast do quote opportunities start?
First real replies usually in weeks three to five. Since the renewal calendar sets the pace, the first bound account usually lands at the first renewal window after you start, which could be month two or month six depending on your market.