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Commercial insurance brokers · Financial services

Be on the shortlist when a finance head asks three brokers to place the renewal.

A packaging manufacturer in Peenya has a fire policy renewing in ten weeks, a marine policy for exports, and a group health policy for 180 employees whose claims ratio the insurer has just raised a question about.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Insurance brokers: show a real physical business scene illustrating Client files and risk details. Hold each client with contacts, assets, turnover and the full list of cover arranged through the firm, whichever underwriter issued it.

In one paragraph

A commercial insurance broker is a licensed intermediary who places business risks such as fire, marine, liability, employee benefits and engineering cover with insurers on behalf of the buyer. Its marketing earns a seat at the renewal table. Its sales work wins the mandate and keeps it. GullySales builds both within broker rules.

The finance head asks two brokers for a presentation. The broker who reads the previous year's claims before walking in has the better chance of the mandate.

Commercial broking is won through mandates, and a mandate takes months of introductions. The buyer is a finance head, a promoter or a CA, they are cautious, and they change brokers only when something goes wrong or someone credible recommends a better one.

Last updated 18 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

How buyers decide

How commercial insurance brokers are chosen.

The buyer asks a few things: can you place my risk with more than one insurer, who looks after claims when I lose a shipment, and can you explain what the policy leaves out. They talk to their chartered accountant, their bank and peers in the same industry body. A broker known for handling a hard claim in the same line of business is shortlisted before a generalist.

Larger buyers invite quotations from several brokers and give each a letter of appointment to approach insurers. The decision then rests on the presentation, the reading of the previous year's claims, and who will actually answer when a surveyor arrives. Smaller firms choose after one or two meetings and a relative's recommendation.

The problem

What usually goes wrong for commercial insurance brokers.

What owners tell us on the first call, in their words.

  • “We get called only when the incumbent fails”

    Buyers think of us only after a claim is mishandled, which is a bad moment to start a relationship.

  • “Our expertise is invisible online”

    We have placed difficult marine and liability risks, but our site lists product names that every broker lists.

  • “Mandate pitches are written from scratch each time”

    Every presentation starts from a blank slide, and the claims-handling section written last month sits unused in an old file.

  • “Renewal dates are known to us but not worked in time”

    We know the expiry dates, but the placement conversation starts so close to the date that only the incumbent insurer can be approached.

  • “Referrals depend on two or three CAs”

    If a CA changes firms or stops recommending us, our new mandates stop with that one name.

  • “We cannot talk about wins because of confidentiality”

    Clients do not want their claims discussed, and we are left with silence instead of proof.

What we do

What we do for commercial insurance brokers.

Everything included for commercial insurance brokers.

  1. A page per risk and per industry

    Pages for marine cargo for exporters, fire for plastics and chemicals, liability for hospitals, and cover for contractors. Each lists the questions a proposal asks, the exclusions a buyer should read, and the documents the broker needs.

  2. A reusable mandate pitch deck

    A short capability deck with sections you can swap: industries served, how a placement runs, how claims are handled. Client names appear only with written permission.

  3. Renewal ladder from the expiry date

    A schedule that works backwards from each policy's renewal date: data request, market approach, quotation comparison, presentation. A person owns each step.

  4. Referral note for chartered accountants

    A single page a CA can hand over, saying what you do, what you do not, and how your fee is disclosed under the rules.

  5. An anonymised claims explainer

    Short pieces on how a marine claim is documented or how a fire survey proceeds, with no client details and nothing that could be traced.

  6. Google Business Profile and directory listings

    A complete profile with licence details, office address and areas served, and listings in the directories and chamber member lists your buyers consult.

How the result is measured

  • Meetings with finance heads and owners
  • Pitches presented against mandates won
  • Mandates won by industry
  • Policies placed from referrals
  • Renewals retained
  • Enquiries by source

Recorded as a baseline before work starts, so every later report has an honest comparison.

Every service, written for commercial insurance brokers

Each has its own page: what it involves for commercial insurance brokers, what you get, and what it is measured on.

Worth a page and a campaign of their own

Fire and industrial all-risk placement · Marine cargo and transit cover for traders · Group health and employee benefits · Workmen's compensation and group accident · Professional indemnity and liability · Contractors' all-risk and erection cover · Cyber and crime cover for service firms · Claims advocacy and help with the surveyor's requests

Priority campaigns

Campaigns for what commercial insurance brokers most want to sell.

Each one planned around when your buyers decide, and measured against the baseline.

  • Industry-body talks

    A short talk, with slides, for the local chamber of commerce, an industry association or a CA study circle on a risk its members face, such as exporters' marine losses.

  • Renewal-window outreach

    A list of businesses whose renewal dates are known to you through consent, and a short message from the principal to each.

  • Employee benefits season

    A campaign for HR heads and finance heads of mid-sized employers, on group health design and claims handling.

  • Quiet introductions to lenders

    Meetings with bank relationship managers and NBFC credit teams, who need policies assigned to the lender. Each lender has its own rules on recommending a broker, so the approach is written to fit them. No payment or gift goes to lender staff for a recommendation.

Beyond search

Where we reach buyers of commercial insurance brokers, beyond Google.

Search matters, but it is rarely the only way this industry's buyers find a supplier.

  • Finance heads and CFOs of mid-sized firms

    Reached through industry bodies, CA circles and LinkedIn, with short notes and not brochures.

  • Chartered accountants and tax advisers

    A CA reading a client's balance sheet can see an asset base that the policy schedule does not match. A one-page note gives the CA a way to name you. No fee or gift is paid for a referral.

  • Bank and NBFC relationship teams

    Credit and relationship managers who ask the borrower for assignment of policies to the lender, and who see the borrower's insurance schedule at sanction.

  • Promoters and family-run firms

    Owners who buy through personal trust and decide in a single meeting, found through associations.

  • Contractors and project consultants

    Project consultants and main contractors who need contractors' all-risk or erection cover set up before the site opens.

Who it is for

This is written for these commercial insurance brokers.

  • Small and mid-sized manufacturers with plant and machinery cover
  • Exporters and importers needing marine cargo cover
  • Real estate developers and contractors needing contractors' all-risk
  • Hospitals and clinics needing professional indemnity
  • IT and services firms needing cyber and professional liability
  • Firms buying group health and group accident for staff
  • Logistics operators and cold chains
  • Hotels, malls and large retail premises

Not for

It is not the right fit if.

  • You want a guaranteed Google ranking or a guaranteed number of leads. Nobody honest can promise either.
  • You need enquiries by next week and have nobody to answer them.
  • You want posts and reach reported, not enquiries and orders.

How it works

How the work runs for commercial insurance brokers

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Read the portfolio and the pipeline

    Your brief, the industries you serve best and a note on each mandate won or lost, with the reason, are put on one page.

  2. 2

    Choose three risks to be known for

    Pick the risks and industries where your claims experience is deepest. They become the spine of the pages and the pitch, so a finance head finds you for something specific.

  3. 3

    Build the pitch and the pages

    A reusable deck, risk pages, a CA note and a complete listing.

  4. 4

    Open the doors

    Talk outlines, introduction notes and the renewal-window message set are drafted, with each target named.

  5. 5

    Measure mandates and meetings

    Your present meeting, pitch and mandate numbers are written down before work starts, so later figures have a starting point.

Where this fits

Three pieces of sales work, in this order.

GullySales builds every engagement from three pieces of sales work. This page is not one of them, but the same three steps apply to the business behind it.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions commercial insurance brokers ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Can you guarantee mandates?
No. A mandate is the buyer's decision and follows meetings. We make sure you are on the list and prepared for the presentation, and we count meetings and mandates from a written starting point.
Are brokers allowed to advertise?
Yes, within the rules set by the insurance regulator for brokers. They differ from those for agents and they change, so your compliance officer checks our copy before it is published.
Will you talk about our big clients?
Only with written permission, and only for work they are happy to have described. We keep claims out of marketing and write general explainers instead.
We handle only corporate clients. Do we need a website?
Yes, a modest one. A finance head will check you before a meeting, and a clear page with licence details, industries and a contact makes that check easy.
Where do we start?
With the requirements brief, then a conversation. A written scope follows, and nothing starts until you agree.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
Fixes to reply time, follow-up and your Google Business Profile are the quickest to show, because the enquiries already exist. Ads can follow soon after follow-up is in place. SEO and content take longer. How long each takes depends on your business, and we tell you which applies to you after we have spoken. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
To start, last month's enquiries in any format and time with whoever handles them. After that, access to the accounts the work touches, such as the website, Google Business Profile or CRM.

Part of Financial services. See the other industries in the sector.

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