Financial services
Insurance
Selling protection against defined risks.
Insurance is bought in a moment of worry and researched long before anyone is contacted. A parent works out cover after a birth. An HR head reads exclusions before renewal. A fleet manager checks what a liability policy actually pays. Each puts the question to an engine first, gets one answer, and treats it as settled. The insurer named in that answer meets the buyer already half-decided.
Where the answer is being lost
Buyers settle the cover question before an insurer hears from them.
A thirty-four-year-old with a new home loan asks an engine "How much term insurance cover do I actually need" and gets a method, a number and sometimes a named insurer. A risk manager at a mid-sized manufacturer asks "What does commercial general liability actually cover" and gets a scope, a set of exclusions and a shortlist. Neither has opened a brochure. Insurers publish product pages that describe features and leave the waiting periods, exclusions and claim steps inside a PDF the engine never reaches. So the enquiry lands with whoever explained them, and the loss is invisible: no bounce, no lost session, just a buyer who never arrived.
How we win this
The programme for insurance
Answer the exclusion first
The questions that decide an insurance purchase are not only about price. They are about what is covered, after how long, and what happens when a claim is queried. We build answer-pages on waiting periods, sub-limits, coverage scope and claim documentation for every line you write, because that is the material an engine reaches for when a buyer asks how a policy behaves.
Every figure carries its source
Claim settlement ratios, incurred claim ratios and turnaround figures are all regulated, and an insurer that publishes one without its source has a problem no amount of traffic makes up for. So every number we publish is tied to the filed document it came from, and every page states when it was last checked against that filing. Refile the product and the page changes with it. Sourced writing is also what an engine will repeat without hedging.
Get the wording out of PDFs
Most of what a buyer needs sits in the policy wording, and most wordings are a scanned PDF behind a plan selector. We publish them as readable pages, mark up products, waiting periods and network hospitals with schema, and clear the rendering faults that hide plan tables from a crawler. This is the first phase of the work, not a finishing touch.
When there is no funnel
Reinsurance is not bought by anyone who is searching. A treaty moves between people who already know each other, through brokers, at renewal, and no page will change that. So we will not sell you answer-pages for a market of a few dozen buyers. What we will build is a body of published underwriting opinion that reaches the cedant's actuary, the rating analyst and the trade journalist, because those three assemble the market's account of a peril and your reading of it belongs inside. That is a smaller budget and a different measure of success, and we would rather say so than bill for a funnel that does not exist.
The mix that carries it
Content
Answer and comparison pages
Cost, process, eligibility and comparison pages built for direct extraction, not for a reader who scrolls.
Content
GEO blogs and authority content
The definitive written answer to the questions your buyers put to an engine, structured so it can be lifted and attributed.
Foundation
Entity and schema engineering
Structured data and entity definition so engines know exactly what you are, where you operate, and what you are credible in.
Foundation
Technical fixes
Crawlability, render, speed and the machine-readability faults that keep an engine from reading you at all.
Distribution
Practitioner and executive content where B2B buyers and the models watching them both look.
Measurement
AI Presence tracking
Standing measurement of inclusion, share of answer and competitor movement as models update.
The constraint we work inside
IRDAI's advertisement regime governs what you publish and what stands behind it. It does not restrict you from addressing a buyer: you are a licensed seller, and the public channels where cover questions get asked are open to you on the same terms as your own site. What the rules ask for is substantiation. Claim settlement and other filed figures must match the filing they came from, no page may promise an outcome, and every summary has to agree with the policy wording it describes. So each figure carries its source and its check date, and the page is rewritten when the product is refiled. That discipline is also what makes the writing quotable, because an engine repeats a sourced statement and hedges an unsourced one.
Specialisations
4 total
The pitch is different for each one, because the buyer, the trigger and the rules on what may be published are different for each one. Open the one that is yours.
A couple who have just signed a home loan sit down to decide cover, ask an engine "How much term insurance cover do I actually need", and act on the number it returns.
The question deciding this today
“How much term insurance cover do I actually need”
- Who they sell to
- Individuals protecting dependants against death or maturity
- Who signs
- The policyholder, often with a spouse
- What starts it
- Marriage, childbirth, home loan, a peer's death
- Cost of staying invisible
- Dependants left exposed to a risk nobody priced
The engine answers with an income multiple, a mention of loan liabilities, and a caveat about claim rejection on non-disclosure. It sources that from personal-finance publishers and aggregator explainers, because insurer sites open with a premium calculator and a form. Your underwriting rules, your rider structure, your medical test thresholds, your nominee process: all of it sits behind a quote flow or inside a PDF policy wording. So the comparison site names the plans and you meet the buyer only at the last step, on price.
What we would run
- 01Answer and comparison pages
Cover calculation worked three ways: income replacement, outstanding loan plus goals, and human life value, each with the arithmetic shown. Alongside them, pages on rider scope, medical test thresholds by age and sum assured, and what the nominee files.
The cover question is asked before any brand is chosen, and the page that sets out the calculation is the one an engine can repeat without guessing.
- 02GEO blogs and authority content
Long pieces on the things that decide a claim: non-disclosure of a medical condition, lapse and revival, nominee versus legal heir, and how underwriting treats a declared smoker or diabetic. Written from your own underwriting practice, not generic explainer copy.
The spouse doing the second round of research reads these, and an engine summarising claim risk quotes whoever set the rules out most precisely.
- 03Entity and schema engineering
Your entity marked up with the IRDAI registration, each term plan as a product with sum assured bands, policy term, premium payment options and rider availability, and the claim process written as ordered steps a machine can follow.
An engine naming a specific plan needs it to exist as a defined object with defined limits. Unmarked plan pages get described in generalities or skipped entirely.
- 04Video and YouTube
Your claims officer on camera, opening the nominee's file document by document: the death certificate, the policy bond, the bank mandate, what each one is for and which of them people get wrong. Alongside it, an underwriter explaining what a medical test is actually looking for. Filmed once, with everything said in it typed out on the same page.
The claim is what the spouse is worried about and the thing no insurer will discuss before the sale. Saying it plainly on camera is unusual enough to get watched, and the typed version is the one an engine can read.
- 05Quora
Answers under a named underwriter or product manager on the cover questions people actually put there: how an income-replacement figure is arrived at, what a critical illness rider pays and what it does not, why a medical test is called at one age and sum assured and not another. Method and definition only, with no plan recommended, no outcome implied and no claim figure that is not the one in your filing. Each answer is written so it is still correct if somebody quotes it back a year later, and links to the page that carries the full working.
This is the same educational writing as the blogs and the answer-pages, put where the question is being asked and answered today by people with no underwriting behind them. IRDAI governs what you publish and what backs it, not whether you may address a prospect, so this surface is open to you and mostly unoccupied by insurers.
- 06AI Presence tracking
The cover, rider and claim prompts go back into each engine on a set cycle, and the whole answer is kept, word for word. A tax change or a competitor's new page then shows up as a change in wording you can point at.
Cover advice shifts with tax treatment and product regulation. Without a record you find out from a drop in enquiries, months late.
What we would not recommend
- Reviews and testimonials. Testimonials about a settled death claim are outcome claims under insurance advertising rules, and a bereaved family is not marketing material.
- Instagram. Nobody commits to a thirty-year premium off a feed. It builds recall we cannot connect to a cover enquiry, so it stays out of scope.
What a lead looks like
An enquiry from a man in his thirties who has already worked out the cover he needs, read your rider page, and wants to know whether a critical illness rider is worth adding at his age and what the medical test involves. He arrives with a figure, not a blank sheet, so the first conversation is about structure rather than basics.
What we measure
- Inclusion on cover-amount prompts
- Named in claim-process answers
- Every figure traceable to source
- Enquiries citing a specific page
- Rider questions arriving unprompted
What changes
Enquiries arrive later in the decision than they used to. A buyer who has read your cover-calculation page asks about riders and medical underwriting, not what term insurance is. An HR head brings a list of exclusions to check before group renewal. A works manager asks whether his liability limit covers a contractor's injury. Each names the page they read, so your team knows what the conversation is already past.
Start here
See who gets named in insurance today
We put your buyers' real questions to the live models and come back with the businesses they name, the sources behind those answers, and the gap between that list and yours.