SaaSInsurtech playbook
Whether you sell software to carriers and agencies or coverage to consumers, insurance runs on trust, partners and compliance review. Outpost's playbook builds the proof content, partner listings and event follow-up that move those buyers, with every claim ready for review.
01 · DISCOVERY
B2B insurtech buyers (carriers, MGAs, brokers, agencies) find vendors through industry events such as InsureTech Connect, peers, trade press, LinkedIn and integrations with the systems they already run. Consumer insurtechs reach people through comparison and quote searches, and increasingly through embedded partners that offer coverage at the moment of another purchase. Every distribution channel in insurance tends to be expensive, which is why embedded partnerships get so much attention.
B2B: a long, multi-stakeholder cycle with security, compliance and IT review, pilots, and procurement; references from other carriers or agencies carry heavy weight. Consumer: a quote comparison where price, trust, claims experience and clarity about what is covered decide, often in a single session but with return visits for big policies.
02 · CHANNELS
Ranked 5 (essential) to 1 (optional) by the research for this industry.
Placing coverage inside a partner's purchase flow can lower distribution cost compared with direct, agent or comparison channels, which are all expensive in insurance.
Carrier, MGA and agency leaders gather at InsureTech Connect and similar shows. The value is in meetings booked before and content sent after.
Buyers and consumers search for explanations of coverage and process. Clear, reviewed content builds trust and can be cited by AI search.
Insurance decision-makers are reachable on LinkedIn, where practical analysis travels further than product announcements.
Agencies and brokers compare software on G2 and Capterra, which accept B2B products once generally available.
03 · YOUR FIRST MONTH
A sample month. Your own plan is built from your audit, stage and goal, and paid options only ever appear as optional boosts.
Week 1 · days 1–7
Week 2 · days 8–14
Week 3 · days 15–21
Week 4 · days 22–30
04 · WHERE TO BE LISTED
Costs are as published by each destination when the research was reviewed; check before you pay for anything.
g2.com
B2B review site where agencies and brokers compare software; no B2C products.
Free profile; paid tiers
capterra.com
One free listing across three SMB software review sites, including insurance agency software categories.
Free basic listing; PPC optional
crunchbase.com
Carriers, partners and investors check company profiles here during diligence.
Free profile
linkedin.com
Where insurance buyers check who you are and who works there.
saashub.com
Alternatives pages for B2B insurance software.
Free; featured $99/month
vegas.insuretechconnect.com
Large insurtech conference where carriers, MGAs and agencies meet vendors.
Paid tickets and sponsorships
05 · SEARCH DEMAND
Primary search
insurtech marketing
10searches a month
DataForSEO Google Ads, US/en, Oct 2026
Comparing: show why you
Learning: answer with guides
Learning: answer with guides
Learning: answer with guides
06 · AVOID
Insurance advertising is regulated state by state. The NAIC's model regulation for accident and sickness advertising, for example, covers disclosure of limitations and exclusions, testimonials, statistics and comparisons. Route price, savings and coverage claims through review first.
A carrier CIO, an independent agent and a renter shopping online need different pages, proof and calls to action. Mixing them confuses all three.
Most of an event's value comes from meetings booked beforehand and follow-up afterward. Booth traffic without a follow-up plan fades within weeks.
Consumers in states where a product is not offered waste time and lose trust. Some state rules require saying a policy is not available where it is not approved.
Purchased lead lists and aggressive outbound clash with how insurance buyers choose. Referenceable customers and clear content last longer.
07 · WHAT OUTPOST DOES
Audits your site's pages for each buyer (carrier, agency, consumer, embedded partner); you can hold every draft for compliance review
Drafts educational content your compliance team can approve before it publishes, with a receipt for each version
Prepares B2B listings on review sites and company databases for you to submit
Writes pre-show and post-show articles, which you place on the Calendar around the shows you attend
Tracks how AI assistants describe your product and coverage, and which sources they cite
Every action Outpost takes gets a receipt: the live URL, a timestamp and what it drove, or “nothing yet”.See how receipts work
08 · QUESTIONS
Yes, in two ways: it is regulated, and it is relationship-driven. Advertising rules are set state by state, often based on NAIC model regulations, and buyers lean heavily on references, partners and industry events.
It depends on your product. Every channel in insurance tends to have high acquisition costs, which is why embedded distribution, offering coverage inside another company's purchase flow, gets attention. Many insurtechs combine a partner channel with direct content.
We do not recommend it. Outpost drafts content and logs it, and your compliance team approves it before it goes live. This is not legal advice; check advertising and licensing rules with your state insurance department or counsel.
They can be, if you book meetings ahead and follow up afterward. ITC Vegas 2026 ran September 29 to October 1 at Mandalay Bay, and the 2027 edition is listed for September 21-23, 2027. If budget is tight, attend and book meetings rather than buying a booth.
For B2B software sold to agencies and brokers, yes; G2 and Capterra list that software. They do not accept consumer insurance products, so consumer brands rely more on their own reviews and content.
In a long B2B cycle, expect months for content to rank and more months for deals to close. The early value is in giving prospects something credible to forward internally.
10 · EVIDENCE
Every fact on this page comes from one of these sources.
NAIC Model #40 sets minimum advertising standards for accident and sickness insurance: disclosure of limitations and exclusions, testimonials, statistics, comparisons
States adopt NAIC model laws through their own rules; consult state law for current requirements
Example state adoption with a required statement that a policy is not available in the state if not approved there
ITC Vegas 2026 ran September 29 to October 1, 2026 at Mandalay Bay, Las Vegas
Official ITC Vegas site lists ITC Vegas 2027 for September 21-23, 2027 at Mandalay Bay, Las Vegas
Direct, agent, broker and comparison channels all carry high acquisition cost; embedded insurance can lower distribution cost
G2 does not accept B2C products, or products in alpha or beta
Last reviewed . Search volume: DataForSEO Google Ads, US/en, Oct 2026.
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