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Commercial insurance brokers · Lead generation

Reach the finance head before the renewal is handed to the incumbent broker.

Lead generation for a commercial broker means finding the businesses whose cover is coming up for placement and reaching the person who signs the mandate. GullySales works on the target list, the introduction routes and the renewal-window messages that put your firm on the shortlist.

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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.

What lead generation means

Lead generation is the combined work of every channel that brings in a new enquiry, whether from search, adverts, referrals or a stall at an exhibition. GullySales runs these channels together and reports the number of enquiries each one produced, not the activity behind it.

Also for commercial insurance brokers

Sales and marketing for commercial insurance brokers, the overview.

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.

For commercial insurance brokers

Where it usually goes wrong, and what we would do.

  • “The mandate is decided before the invitation goes out”

    A buyer who invites three brokers has already spoken to one of them. A broker who first appears on the invitation list is competing against a relationship, so lead generation has to begin with introductions to finance heads and promoters well ahead of the renewal.

  • “A product list does not create an enquiry”

    Fire, marine, liability and group health appear on every broker's website. A finance head with a hard marine claim in the past wants the broker who has handled that exact cargo and route, so the lead comes from specificity, not from range.

  • “Industry bodies hold the warmest introductions”

    Exporters, manufacturers and developers meet through their own associations and through their CAs. A broker present in those rooms with something useful to say gets asked questions that a cold call never produces.

  • “An enquiry is not yet a mandate”

    A finance head who asks for a quotation may only be testing the incumbent's price. Sorting the curious from the buyers with a real renewal and a real concern saves the placement team from preparing presentations that go nowhere.

What we do

What we deliver for commercial insurance brokers.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Target list by industry and renewal window

    A list of firms in the industries you place best, with the expiry month noted wherever the buyer or their CA will share it.

    Result: You can see which accounts are worth approaching this quarter and why.

  2. Introduction notes for CAs and bankers

    Short notes a CA or relationship manager can forward, describing the risks you handle without naming any client.

    Result: Each introducer knows exactly what to say about your firm.

  3. Renewal-window message set

    Messages written for the stretch before an expiry, each tied to a real question the buyer faces at that point.

    Result: Every approach to a buyer carries a reason to reply.

  4. Enquiry qualification questions

    A short set of questions on current broker, lines of cover, claims experience and who decides.

    Result: The team knows which enquiries deserve a full presentation.

  5. Lead source register

    A simple record of where each conversation began, whether a CA, an event, a referral or an outbound note.

    Result: You can see which routes produced meetings and mandates.

How the result is measured

  • Enquiries generated
  • Cost per enquiry
  • Enquiries by source

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

Read the full demand and lead generation page

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

How it works

How the lead generation work runs

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

    Understand your capacity

    We agree how many enquiries your sales team can actually handle well, so the system is not built to overwhelm it.

  2. 2

    Audit current sources

    We check what already brings in enquiries today, even informally, before adding anything new.

  3. 3

    Strategise the channel mix

    Content, search and paid channels are chosen based on where your buyers already look.

  4. 4

    Implement capture and follow-up

    Pages, forms and a follow-up process are built and connected end to end.

  5. 5

    Measure and optimise

    We track enquiry volume and quality and adjust the channel mix to match.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  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 · you are here

    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 owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Can you promise a number of enquiries?
No. Enquiries depend on the market, the renewal calendar and the buyer. We build the routes and the messages, and we record meetings and mandates from a written starting point.
Are we allowed to approach a company that already has a broker?
A buyer is free to appoint a different broker, but rules for how brokers solicit and advertise differ and change. Your compliance officer should read our messages before anything goes out.
Should we buy lists of company contacts?
We prefer lists built from industry bodies, filings and your own records, because a bought list carries stale names. Check the data-protection position with your own adviser before any bulk outreach.
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?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. 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?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

More for commercial insurance brokers

Everything else we would do for you.

Closest to this: leads and follow-up

Also for commercial insurance brokers

Or start from the overview: sales and marketing for commercial insurance brokers.

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