Corporate insurance brokers · Financial services
Be the broker a finance head calls when the group policy comes up for renewal.
A finance controller at a 300-person manufacturer opens the group health renewal email on the 12th. The insurer wants a higher premium, the TPA has been slow on cashless approvals, and the HR head has already forwarded three employee complaints.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
A corporate insurance broker places group health, property, marine, liability and employee-benefit cover for companies. Marketing makes you known to the finance head and HR head before the renewal date. Sales turns a request for quotation into a mandate. GullySales builds both within the advertising rules that apply to brokers.
By evening the controller has asked two brokers for a comparison. The broker whose reply explains what changed in the quote gets the second phone call.
The quiet months, when nobody is asking, are when you can reach that controller. A broker who has written to the CFO about claim ratios, who sits on a chamber panel, and whose existing clients mention the name, is already on the shortlist. A broker who introduces the firm only after the renewal email lands is late.
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 corporate insurance brokers are chosen.
The first buyer is the CFO, the finance controller or the admin head, and for employee benefits the HR head joins. The buyer does not start with a search for a broker's name. The buyer asks a peer, an auditor or a chartered accountant, then checks that the firm is licensed and has handled a similar headcount and industry.
Your first placement note is where your prospect decides. The buyer compares how clearly you explain the insurer panel, the room rent and sub-limit terms, the claim settlement process, and who will pick up the phone on a rejected cashless claim. Price is read next to service, because a buyer who has lived through one bad claim remembers it.
After the first year the decision moves to renewals, endorsements for new joiners, and how the broker handled the one difficult claim. A mid-term headcount change that sits unprocessed is the kind of slip a buyer remembers at the next renewal, even if no complaint was made.
The problem
What usually goes wrong for corporate insurance brokers.
What owners tell us on the first call, in their words.
“Our best leads come from referrals and we cannot plan on them”
A new mandate arrives when a client's CFO moves company or an auditor mentions us. Between those moments the pipeline is empty, and nobody has written to the finance heads who will be buying in the next renewal cycle.
“We hear about the renewal after the incumbent has already quoted”
The policy expiry date sits in the client's file, not ours. By the time a prospect calls, the insurer has already sent a renewal offer and the decision is half made.
“Our website lists products and insurer logos, and no company can tell if we suit them”
A buyer sees group mediclaim, fire, marine and D&O in a row. Nothing says which industries we have placed, what headcount we handle best or how a claim is supported.
“The HR head and the CFO want different things and we pitch to one”
Cost reads as the finance question and claim experience as the HR question. A single deck sent to one of them leaves the other unconvinced at the final meeting.
“Endorsements and claims eat the account manager's day”
A client emails about a new joiner or a stuck cashless claim, and the same person is also trying to prepare next year's placement. Renewal preparation starts late as a result.
“We are compared on the lowest premium alone”
Three brokers send the same insurer's quote and the buyer picks the cheapest. Our work on claim handling, wording review and panel hospitals is invisible in the comparison.
What we do
What we do for corporate insurance brokers.
Everything included for corporate insurance brokers.
A page for each cover and each buyer role
Separate pages for group health, fire, marine, D&O, cyber and workmen's compensation, written for the finance head or the HR head, with the questions each of them asks before signing.
A renewal calendar built from client expiry dates
A record of every policy with its expiry, insurer, premium trend and claims history, and a named owner for the comparison that goes to the buyer ahead of the renewal.
A placement note template buyers can read
A short, plain format that sets out insurers approached, cover terms that changed, exclusions to watch and the claims route, so your first note already looks different from a premium table.
Industry-specific proof without client names
Anonymised notes on the kinds of companies you have placed, the headcount range, the type of claim you supported, written with client consent and without figures that cannot be checked.
Approach lists for finance heads and HR heads
A researched list of companies in your city and industries by headcount and sector, with a first message for the CFO and a different one for the HR head.
Enquiry and quote tracking
One sheet or CRM view showing each request for quotation, the stage it has reached, who owes the next action, and which sources the mandates came from.
How the result is measured
- Requests for quotation by source and by cover type
- Quotations sent against mandates won
- Renewals due against renewals retained
- Introductions received from accountants and auditors
- Share of accounts that hold more than one cover
- Time from enquiry to first reply on a quotation request
Recorded as a baseline before work starts, so every later report has an honest comparison.
Every service, written for corporate insurance brokers
Each has its own page: what it involves for corporate insurance brokers, what you get, and what it is measured on.
- Lead generationReach the finance head before the renewal email reaches them.
- SEOBe the page a finance head finds when the question is about their own cover.
- Social mediaUse LinkedIn to become the broker whose name the finance head already knows.
- Content marketingPublish the guide a finance head keeps beside the renewal folder.
- Buyer personasWrite down who signs, who objects and who is blamed when a claim fails.
- CRMKeep every policy, expiry and quotation in one record the whole team can read.
- Follow-up systemsDecide who owes the next message on every open quotation.
- WhatsApp marketingUse WhatsApp where HR heads and plant managers already reach you, with consent first.
- Digital marketingChoose the few channels where finance heads and HR heads can actually be reached.
- WebsiteMake the website answer whether this broker suits a company like yours.
Worth a page and a campaign of their own
Group health and group personal accident for employees · Fire and special perils for factories and warehouses · Marine cargo and transit cover for traders and exporters · Directors and officers and professional indemnity · Cyber liability for technology and services companies · Workmen's compensation and employer liability · Contractors all risk and erection all risk for projects · Renewal review and insurer panel comparison · Claims support and cashless escalation for employees
Priority campaigns
Campaigns for what corporate insurance brokers most want to sell.
Each one planned around when your buyers decide, and measured against the baseline.
Group health renewal outreach
Emails and LinkedIn messages to finance and HR heads of companies in your city, on what to ask the incumbent before accepting a renewal offer, with a link to book a review call.
Industry cover guides for factories and warehouses
A short guide on fire and special perils cover for one industry at a time, with the survey questions an insurer asks, promoted through chamber and association mailing lists.
Employee claims experience content
Plain pieces for HR heads on how cashless approval and reimbursement work, written without promising any outcome, and shared on LinkedIn and in WhatsApp groups of HR professionals.
Chartered accountant and auditor introductions
A short note and a one-page summary for auditors and accountants who advise companies on risk and compliance, with a simple way to refer a client. No fee or gift is paid for a referral.
Beyond search
Where we reach buyers of corporate 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 companies
Companies with a plant workforce or a fast-growing headcount, listed by city and industry. The first message is about preparing for the renewal and carries no product pitch.
HR heads and admin heads
The person who receives an employee's complaint about a rejected cashless claim reads a separate message on benefits design and claims support.
Chartered accountants, auditors and company secretaries
Advisers get asked about insurance by clients at balance sheet time. An introduction pack and a plain referral route make it easy to name you.
Chambers, industry associations and CEO forums
Local chambers, industry associations and CEO forums whose members run the policies you want to place. A talk or guide for members is prepared for each, and enquiries are tracked back to the body.
Who it is for
This is written for these corporate insurance brokers.
- Manufacturers and MSMEs buying group health and workmen's compensation for a plant workforce
- IT and services companies with employees across cities and a large dependants base
- Hospitals, schools and colleges needing professional indemnity along with property cover
- Logistics, transport and warehousing operators buying marine cargo and fleet cover
- Real estate developers and builders buying contractors all risk and project covers
- Startups and funded companies buying directors and officers, cyber and key person covers
- Exporters and traders needing marine transit and credit-related covers
- Hotels, restaurants and retail chains buying fire, burglary and public liability
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 corporate 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
Review the book and the pipeline
We read how mandates have arrived, how renewals are tracked, and where quotation requests stall. We also look at what a buyer sees when searching for your name.
- 2
Set up the renewal and quote record
One record of policies, expiries and open quotes, with a clear owner for every next step.
- 3
Write the pages and the placement note
Pages by cover and by industry, and a placement note format your team can fill quickly.
- 4
Reach the buyers and the advisers
Outreach to finance heads, HR heads and the accountants and auditors who advise them, tracked in the same record.
- 5
Read the numbers together
We sit with your team over the record to see which sources brought mandates and which renewals were kept, then adjust what comes next.
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.
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.
Step 2
Sales process design
One written way to sell, from first enquiry to repeat order.
Start here if every salesperson sells differently.
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.
FAQ
Questions corporate insurance brokers ask before they call.
Not here? More answers, or ask on WhatsApp.
Can you promote us as a corporate broker without breaking the regulator's rules?
Will the content name insurers or quote premiums?
We mostly work through referrals. Is outreach worth it?
Do you handle claims or placements for us?
How would we know whether this is working?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
Part of Financial services. See the other industries in the sector.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.