Insurance aggregators · Financial services
Turn a comparison search into a completed proposal before the buyer opens another tab.
A 34-year-old types term insurance for 1 crore and gets forty results. Three comparison sites later, with a date of birth entered on each, the phone shows a dozen missed calls and as many messages by the next morning.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
An insurance aggregator lets a buyer compare policies from several insurers on one site or app. Marketing brings people who are ready to compare. Sales is the call, chat or WhatsApp that carries a quote through the proposal form. GullySales builds the comparison pages and the follow-up for that step, within the rules that apply to your licence.
The aggregator that replied first, on the channel the buyer chose, in plain words, is the one that keeps the conversation. The rest become numbers to block.
An aggregator has two audiences who never meet: the insurers who supply the cover and the buyers who compare. For you the marketing work sits mainly with the buyer, and the leak sits between the quote and the proposal form, where half-finished journeys lie unfollowed.
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 aggregators are chosen.
Buyers arrive by search, an app store listing, a bank or employer link or a WhatsApp forward. Few remember a name. They use whichever site loads quickly, shows premiums clearly and does not make them register before showing any result.
Trust decides the next step. Buyers look for the licence status, how their number will be used, whether callers will be pushy and whether the final policy comes straight from the insurer. A stack of insurer logos reassures less than a clear note on what happens after the form is submitted.
For renewals, the decision is easier. Whoever reminds the buyer before expiry, shows the new premium without a fuss and takes the payment in two taps is the platform the buyer returns to. A reminder that arrives after the lapse starts the process over, with the buyer free to pick a rival.
The problem
What usually goes wrong for insurance aggregators.
What owners tell us on the first call, in their words.
“We pay for clicks and lose quotes before the proposal form”
A visitor enters details, sees premiums and leaves. Nobody reaches out on the channel they used, and the lead goes cold.
“Callers sound the same and buyers block them”
A buyer who asked for a health quote on a weekday evening is rung by three agents in an hour. The brand becomes the thing they complain about.
“Our pages repeat what every comparison site says”
Best term plan, best health plan, compare and save. Nothing separates us from the next site in the results.
“We do not know which pages bring completed purchases”
The reports show visits and quote requests. Which page, query or ad ended in a policy is mixed across tools.
“Renewal reminders go out late or in the wrong tone”
A buyer who let a motor policy lapse is rung with the same sales script as a new buyer, and hangs up.
“Our content raises compliance doubts”
Words such as best, cheapest or guaranteed appear in headlines, and the compliance head asks for them to be removed after the page is built.
What we do
What we do for insurance aggregators.
Everything included for insurance aggregators.
Comparison pages built around the buyer's question
Pages for term cover by age band, health cover for parents, or motor renewal for a particular vehicle type, with the details a buyer would otherwise search for separately.
An abandoned-quote follow-up routine
A rule for who contacts a person who left halfway, on which channel, in what words and when to stop, set against the consent they gave.
A call and chat script that respects the buyer
A short guide for your telecallers and chat team on first contact, answering without pressure, and handing over to a licensed person where needed.
Renewal reminder messages
Message sets by policy type, with different wording for a policy at risk of lapsing and for a buyer who has already shown interest.
Source-to-policy tracking
One view that follows a lead from search or ad through quote, call and proposal to policy issued.
A compliance-friendly content guide
A list of words and claims to avoid on pages, ads and messages, agreed with your compliance head.
How the result is measured
- Quotes started against proposals completed
- Abandoned quotes contacted against abandoned quotes left
- Policies issued by page and by campaign
- Renewals due against renewals completed
- Complaints about calls or messages
- Cost per policy issued by channel
Recorded as a baseline before work starts, so every later report has an honest comparison.
Every service, written for insurance aggregators
Each has its own page: what it involves for insurance aggregators, what you get, and what it is measured on.
- Lead generationBring in buyers who want a quote today, and let each one finish the form.
- SEOBe the comparison page a buyer finds when typing a real insurance question.
- Social media marketingUse social posts to explain cover in plain words and send readers to a quote.
- Content marketingPublish the answers buyers need before they will trust a comparison.
- Buyer personasKnow who is comparing, who is paying and who decides before writing a page.
- CRMKeep every quote, call and renewal for one buyer in a single record.
- Follow-up systemsContact each abandoned quote once, on the right channel, in plain words.
- WhatsApp marketingCarry a quote, a document request and a renewal reminder through one chat.
- Digital marketingSpend where policies are issued, and stop paying for quotes that go nowhere.
- WebsiteBuild a site where a buyer sees a premium before being asked to register.
Worth a page and a campaign of their own
Term insurance comparison pages by age, income and cover amount · Health insurance comparison pages by family size and city · Motor insurance quote and renewal journeys · Abandoned-quote follow-up on WhatsApp and call · Policy renewal reminders · Senior citizen and parents' health cover pages · Travel and personal accident cover · Plain explainers on claims and exclusions
Priority campaigns
Campaigns for what insurance aggregators most want to sell.
Each one planned around when your buyers decide, and measured against the baseline.
Search campaign for ready-to-buy queries
Google Ads and search pages for term, health and motor queries that include age, family size or vehicle, sending visitors to the matching comparison page.
Renewal-season motor push
WhatsApp and SMS reminders to people whose motor policy is nearing expiry, with the quote ready to open.
Parents' health cover campaign
Content for adult children shopping for cover for their parents, on what to check, shared by email and WhatsApp.
Employer partnership outreach
Outreach to HR heads on a voluntary top-up cover offer for employees, with a short explainer to circulate.
Beyond search
Where we reach buyers of insurance aggregators, beyond Google.
Search matters, but it is rarely the only way this industry's buyers find a supplier.
Buyers searching to compare
People who type age, family size or a vehicle model into a search box, met with pages and ads built for those exact queries.
Existing policy holders
Renewal journeys on WhatsApp and email for buyers whose consent is already on record, and none for those without it.
Employers and HR heads
HR heads weighing a voluntary top-up for staff, given a short explainer on how the offer works and who services the policy.
Agents and small brokers
For a B2B arm, a pitch and a demo path for point-of-sale agents who want to quote several insurers from one screen.
Who it is for
This is written for these insurance aggregators.
- Term insurance comparison sites for salaried buyers
- Health insurance comparison for families and senior citizens
- Motor insurance comparison and instant renewal platforms
- Travel and personal accident comparison for short-term buyers
- Marketplaces run by banks, wallets and fintech apps
- Regional aggregators and point-of-sale networks working through agents
- Employer-linked platforms offering voluntary top-up cover
- B2B aggregators serving small brokers and agents with multi-insurer quoting
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 aggregators
The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.
- 1
Trace the journey
A buyer is followed from first search to policy issued, and the screens where people leave are marked.
- 2
Fix the follow-up
One rule for who contacts an abandoned quote, how and when, and one record of the result.
- 3
Build the question pages
Pages for the specific comparisons your buyers search for, with a clear next step.
- 4
Write the call that comes before a policy lapses
Reminder messages and a script for the renewal call are written, with a record of who was reached.
- 5
Read it together
Which pages, channels and callers produced policies is read from the tracking view, and the next piece of work follows it.
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 insurance aggregators ask before they call.
Not here? More answers, or ask on WhatsApp.
Why does the price change between the quote and the proposal form?
Which rules apply to what an aggregator can say?
Do you run our call centre?
What do you need from us to start?
Does it help a small regional aggregator?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What if we are not happy with the work?
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.