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InsurTech startups · Content marketing

Write the guides that let a buyer understand cover before anyone calls them.

Content marketing for an InsurTech startup means guides, checklists and claims explanations that help a person decide on cover, written in plain language and cleared by your compliance officer. GullySales plans the topics from the questions your callers hear and builds the pieces around them.

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

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What content marketing means

Content marketing is writing articles, guides and pages that answer the questions buyers search before they are ready to enquire. This makes your business visible and trusted before the first call. GullySales plans this content from the first conversation onward, choosing topics that match real search demand rather than guesses.

Also for InsurTech startups

Sales and marketing for InsurTech startups, the overview.

Last updated 18 Oct 2026.

For InsurTech startups

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

  • “The best material is already in your call recordings”

    Callers hear the same doubts again and again, about parents, pre-existing conditions and claim rejection. Those questions are the content plan, and each written answer also saves a caller from repeating it.

  • “Plain words are a compliance matter too”

    Policy language is dense, and a simplified sentence can accidentally promise more than the policy gives. Write the simple version, then have it checked against the policy wording and by your compliance officer.

  • “Employers need different material from individuals”

    An HR head wants to see how onboarding, claims help and staff communication work. A guide for that reader is a different document from one for a rider buying cover for a family.

  • “Content has to lead somewhere”

    A guide that ends without a next step wastes the reader's attention. Each piece should point to a quote, a callback or a person, whichever suits the stage the reader is at.

What we do

What we deliver for InsurTech startups.

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

  1. Question-led content plan

    A list of topics drawn from your callers' questions, ordered by buyer type.

    Result: The plan traces to real questions.

  2. How-a-claim-works guide

    A document with the steps, the paperwork and the contact, for sending to a buyer or an HR head.

    Result: A caller can send the guide during the call.

  3. Employer onboarding pack

    A guide for HR heads on setting up group cover and supporting staff.

    Result: An HR head receives a pack that answers their usual questions.

  4. Glossary of policy terms

    Short entries for each term buyers meet, written to match the policy wording.

    Result: A reader finds each term explained in one place.

  5. Regional language versions

    Key guides in the languages your buyers read, with the wording checked against the original.

    Result: Each guide exists in the languages you serve.

How the result is measured

  • Pages published
  • Organic traffic
  • Enquiries from content pages

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

Read the full content marketing page

Posts and pieces to plan

Write guides that let a buyer understand cover before a caller speaks.

Exclusions in plain words
A guide that lists what a typical plan leaves out, with a pointer to where the wording sits. The proof is the policy document.
Buying cover for your parents
A guide for the adult child covering age limits, waiting periods and what to ask the caller.
What an HR head asks before choosing a group plan
A page for employers covering claims support, the named contact and how new joiners are added.
Renewing without a lapse
A guide to renewal dates, grace periods as the insurer states them, and what happens if a date is missed.
How a claim is settled
An explainer showing each step, who handles it and what documents the insurer asks for.

Who it is for

This is written for these InsurTech startups.

  • Online health and term insurance seller startups working as corporate agents or brokers
  • Micro-insurance startups for gig and blue-collar workers
  • Embedded insurance startups selling through apps and merchants
  • Group health and employee benefits platform startups
  • Motor and two-wheeler insurance renewal startups
  • Claims-processing and policy-servicing technology startups
  • Insurance comparison and advisory startups
  • Parametric and crop insurance technology startups

Not for

It is not the right fit if.

  • Your call recordings are not yet reviewed, so the guides would answer questions buyers have not asked.
  • Your compliance officer has no time to read drafts, so every guide would stay unpublished.

How it works

How the content marketing 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

    Agree the plan

    Topics and formats come from the content strategy and the buyer-question list. The volume goes into the written scope, agreed with you, not into a number quoted on a call.

  2. 2

    Brief and draft

    Each piece starts from its one-page brief and a short conversation with your technical person, recorded if they allow it, so the draft uses their words.

  3. 3

    Check the facts

    Your person marks the draft for accuracy and we correct it. Regulated subjects also go to your own adviser, because restrictions on claims apply to articles as much as to advertisements.

  4. 4

    Publish and distribute

    The piece goes live on your site, then out through the channels where your buyers already are.

  5. 5

    Read the enquiries and adjust

    Results are reported against the baseline recorded before work began. Topics that brought readers but no enquiries are changed or dropped. How often you are reported to is agreed in writing.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 0, foundation. 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
How many articles do we need?
The number matters less than whether each answers a real question. Start with the questions callers hear most, and add pieces as new questions arrive.
Can content replace our callers?
No. Content answers the first questions so callers can spend time on the difficult ones. Policy advice still comes from licensed people.
Can content replace our callers?
No. A guide helps a buyer arrive with a better question, but cover choice involves family details a page cannot read. Content shortens the first call and sends fewer people away confused. Insurance advice rules differ by licence, so keep a human who is authorised to advise.
Who should check a guide before it is published?
Your compliance officer, and a licensed person who answers customers. A guide on exclusions or claims shapes what a buyer expects from a policy. A second reader catches a sentence that sounds like a promise, and the insurer may need to approve any text naming its product.
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 InsurTech startups

Everything else we would do for you.

Closest to this: content and social

Also for InsurTech startups

Or start from the overview: sales and marketing for InsurTech startups.

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