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Insurance advisory firms · Financial services

Make your review of a family's policies the reason they come to you first.

A software engineer in Electronic City has four policies: a term plan from a bank branch, a health plan through the employer, a second health plan sold by a relative, and a two-wheeler policy renewed online.

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

Realistic editorial illustration of insurance agents and advisers at work in India

In one paragraph

An insurance advisory firm reviews what a person or company already holds, and says what is missing, duplicated or badly worded. Marketing makes your review the reason a prospect calls. Sales turns a policy review into an ongoing relationship. GullySales builds both within the advertising rules that apply to your licence.

The suspicion is of being both over-insured and under-insured, and each person the engineer could ask has a fifth policy to sell. That exact worry goes into a search box.

That worry is the trade. An advisory firm earns trust by reading policy documents closely and saying plainly what is good, what overlaps and what is missing. Its marketing has to show how the firm works and is paid before the first call, because a prospect who suspects a sales pitch will not send documents.

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 insurance advisory firms are chosen.

Buyers come from two directions. Individuals and families come after a bad claim, a job change, a new child or a parent's retirement, and they ask friends, a chartered accountant or a financial planner. Companies and founders come when they want an outside view on group covers or key person protection and do not want their broker marking their own work.

The deciding question is whose interest the adviser serves. Buyers read how the firm is paid, what it will and will not recommend, and whether it will put its reasoning in writing. Licence status and the adviser's background are checked on the regulator's records, which is a step a careful buyer takes before sharing a single policy.

After the first review, the relationship is kept by the follow-through: the changes that were agreed, the renewal dates that were tracked and the phone call when something happens. A firm that does the review and then goes silent leaves the client to whoever calls first at renewal.

The problem

What usually goes wrong for insurance advisory firms.

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

  • “People think an adviser is just another agent”

    Our review is the product, yet our website reads like every distributor's. A prospect cannot tell that we put our reasoning on paper.

  • “A policy review takes hours and then nothing happens”

    We send a report, the client says thank you, and the changes agreed in the meeting stay on paper. The relationship ends without a clear next step.

  • “Prospects will not share policy documents”

    Asking for a stranger's policy schedules feels like asking for a lot. We have not explained what we do with the papers or what the client keeps.

  • “Our content is written for other advisers”

    The posts talk about riders and sum assured in terms a family does not use. Nobody outside the trade shares them.

  • “We cannot say how we are paid without sounding defensive”

    The fee, commission or both question comes up late in the meeting and costs us trust. It should be on the page before the call.

  • “Corporate clients reach us through one person and we have no second contact”

    When our HR contact leaves, the account goes with them because nobody else knows the firm exists.

What we do

What we do for insurance advisory firms.

Everything included for insurance advisory firms.

  1. A page that explains how you are paid and what you will not do

    A plain page and a short note on how the firm earns, what it recommends against, and how a review report is written, reviewed by your compliance head before use.

  2. A policy review guide families can follow

    A short checklist of documents to gather and questions to ask of their own policies, which the family can use alone, with an invitation to send them for a proper review.

  3. Pages by life event and by cover

    Separate pages for a first job, a new child, a parent's retirement, a job change and a founder's protection plan, each written in the family's words.

  4. A review follow-up routine

    A record of each client, the changes agreed in the review, the renewal dates, and a named person who owns each agreed action until it is carried out.

  5. Adviser and accountant introduction pack

    A short document for chartered accountants, financial planners and lawyers who are asked about insurance but do not wish to advise on it.

  6. A consent-led way to handle client papers

    A simple consent note and filing method for policy documents and personal details, designed with your compliance adviser.

How the result is measured

  • Review requests by source
  • Reviews completed against requests made
  • Changes agreed against changes carried out
  • Clients who stay after the first review is delivered
  • Introductions from accountants and planners
  • Documents received after the first call

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

Every service, written for insurance advisory firms

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

Worth a page and a campaign of their own

Independent policy portfolio review for families · Term and health cover gap analysis · Second opinion on a renewal quote or a proposal · Review of exclusions, waiting periods and sub-limits · Group cover review for small and mid-sized companies · Key person and business protection planning · Claim readiness: what papers to keep and who to call · Follow-through on agreed changes and renewal dates

Priority campaigns

Campaigns for what insurance advisory firms most want to sell.

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

  • The policy cleanout campaign

    A guide and short posts on finding overlapping policies and old plans, shared on LinkedIn, WhatsApp and email lists, ending in an invitation to send documents for review.

  • Before the renewal notice arrives

    Content for people whose health policy renews soon, on what to check in the renewal letter, without recommending any product.

  • Founder protection note

    A piece for founders and business owners on key person and loan-linked protection, shared in founder groups and by email to a list you hold with consent.

  • Webinar with a chartered accountant

    A joint session on where insurance sits in a family's wider money planning, with the accountant's own clients invited.

Beyond search

Where we reach buyers of insurance advisory firms, beyond Google.

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

  • Chartered accountants and financial planners

    Your CA and planner contacts are asked about insurance at tax time and need someone to pass the question to. An introduction note and a referral route give them that person. No fee or gift is paid for a referral.

  • HR heads of small and mid-sized companies

    Outreach on second opinions for employee-benefit renewals, worded differently from the message for families.

  • Founders and professional groups

    Founder circles, doctors' and lawyers' associations, each given content or a talk on the cover their members hold, such as professional indemnity.

  • Existing clients and their families

    Clients who have been through a review, and their parents and grown children, approached with the client's consent and not by cold message.

Who it is for

This is written for these insurance advisory firms.

  • Salaried families with several overlapping policies bought from different sellers
  • Founders and business owners needing key person and business protection reviewed
  • Doctors, lawyers, chartered accountants and consultants needing professional indemnity checked
  • Retirees and senior citizens reviewing health cover and what to do before a parent's renewal
  • NRIs holding policies in India and managing them from abroad
  • HNI households with property, vehicle and personal cover spread across insurers
  • Small companies wanting an independent view on group health and fire policies
  • HR teams that want a second opinion on their broker's renewal proposal

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 insurance advisory firms

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

    Look at the current practice

    How clients arrive, how a review is run and where agreed changes fail to happen are studied first.

  2. 2

    Put the way you work on the page

    How you are paid, what you recommend against and what the review contains go onto the site in plain sentences.

  3. 3

    Build the guide and the pages

    The review guide, the life-event pages and a simple booking route for a review call.

  4. 4

    Put a name against every agreed change

    A client record, renewal dates and a routine for the calls that complete the changes agreed.

  5. 5

    Review what brought clients

    The record shows which sources and pages brought reviews and which reviews became lasting clients, and the next piece of work follows that.

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 insurance advisory firms ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Can an advisory firm advertise its independence?
Only where your licence and the regulator's rules allow it. A firm tied to insurers as an agent or corporate agent does not present itself as independent, and a broker's independence is judged by how it is paid. We write the wording in general terms and your compliance head approves it, because what you may call yourself differs by licence and changes.
Will you recommend insurance products on the pages?
No. The pages explain how to read cover and what to ask. Recommendations belong in a review report from a person licensed to give them, based on the client's own papers.
How do we show prospects what kind of firm we are?
By stating on the page how the firm is paid, which licence it holds and what the review report contains. A fact written plainly does more than a claim of independence.
Do you need our clients' policy details?
No. We work with your own process notes and anonymised descriptions. Client papers stay with your team and are handled under consent.
Is a webinar worth the effort for a small firm?
It is worth the effort when a chartered accountant or planner brings an audience that already knows them. Without such an audience, one joint session with a partner is the better use of your time.
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.

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