Insurance Business Plan Template & Example [Updated 2024]

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VI. Marketing Plan

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

[Company name] will use several strategies to promote its name and develop its brand. By using an integrated marketing strategy, [company name] will win clients and develop consistent revenue streams.

The [Company name] Brand

The [Company name] brand will focus on the Company’s unique value proposition:

  • Client-focused small business insurance services, where the Company’s interests are aligned with the customer
  • Service built on long-term relationships
  • Big-firm expertise in a small-firm environment

Promotions Strategy

Targeted Cold Calls

[Company name] will initially invest significant time and energy into contacting potential clients via telephone. In order to improve the effectiveness of this phase of the marketing strategy, a highly-focused call list will be used, targeting startups and small businesses. As this is a very time-consuming process, it will primarily be used during the startup phase to build an initial client base.


[Company name] understands that the best promotion comes from satisfied customers. The Company will encourage its clients to refer other businesses by providing economic or financial incentives for every new client produced. This strategy will increase in effectiveness after the business has already been established.

Additionally, [company name] will aggressively network with business incubators, small business development centers, small business accountants, lawyers working with startups and small businesses, and others in a position to advise small businesses and startups. This network will generate referral leads.


[Company name] will invest resources in two forms of geographically-focused internet promotion—organic search engine optimization and pay-per-click advertising. The Company will develop its website in such a manner as to direct as much traffic from search engines as possible. Additionally, it will use highly-focused, specific keywords to draw traffic to its website, where potential clients will find a content-rich site that presents [Company name] as the trustworthy, well-qualified insurance brokerage firm that it is.


[Company name] will place print advertisements in key local publications, including newspapers, area magazines, and business newsletters. Additionally, the Company will print brochures and place them in specific locations frequented by target individuals, such as small business development centers and accountants.

Pricing Strategy

[Company Name]’s pricing will rely on a 10% average commission from insurance companies on premiums sold to clients. The price to clients will be nothing, making the service less expensive than firms like Marsh which charge advisory fees to clients. By seeking quality clients and maintaining long-term relationships with them, [Company Name] will maintain a high average commission rate and earn bonus commissions from insurance companies by providing long-term profitable clients.

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