Insurance copywriting case studies
For over 20 years, our writers have been creating insurance content for advisers, intermediaries and consumers that is clear, compliant and effective
Case studies
At Alex Genn Copywriting, our senior-level copywriters have been working with insurance firms for 20 years. Below you’ll find a small selection of our insurance copywriting case studies. With 25 senior-level writers, each with at least 10 years’ experience, we have the knowledge and expertise to ensure your insurance content lives up to your ambitions and stands up to regulatory scrutiny.
Kingsbridge Insurance
The challenge: create content that builds authority; fast
Kingsbridge is a UK-based specialist insurance and IR-35 consultancy, catering to contractors and freelancers. They initially asked us to develop a series of education pieces around IR35 that took advantage of the business’s specialist expertise. Our work quickly expanded to cover a wider content calendar.
Response: building the calendar, collaborating cloely
As always, we appointed a senior-level writer who works closely with Kingsbridge as an extension of their team. We work with the client, writing monthly articles to provide their clients with interesting, actionable and accessible information. Our writer interviews subject-matter experts and turns those interviews into compelling content. It’s always a careful blend of making complicated tax ideas easy to understand, while staying compliant. And of course, keeping to their friendly, easy-going tone of voice.
Result: high-value content, delivered at pace
Our work has been well received by the marketing team and in-house experts, and we are looking forward to working with them over the long-term.
Atradius Credit Insurance
The challenge: Express ambition, build gravitas
Atradius is a world leader in credit insurance and debt collection, with a reputation built on excellent customer service. They came to us in 2021 to build a consistent pipeline of high-quality content based on their internal expertise.
Response: Interview and research-led content
We collaborated with the marketing team to devise their content strategy, agreeing to work on both pre-agreed and topical subjects, with a turn-around time of 48-36 hours. Each month we create topical ‘Newsroom’ articles based either on interviews with Atradius in-house experts and our own research.
We also create bi-monthly ‘Economic Outlook’ articles, based on the client’s in-depth reporting. Additionally, we produce press releases, site content and more.
Result: Well-regarded articles, actively shared
We continue to work with Atradius and look forward to supporting the business well into the future.
Miller Insurance
The challenge: deliver the numbers, tell the story, keep it short
Miller Insurance is a global specialist insurance and reinsurance broker based in London, with a heritage going back over 100 years. They provide insurance solutions for a range of businesses from aviation and marine to construction and energy. They came to us with a need to generate regular, high-quality content to drive SEO and underpin their authority.
Response: a rigorous process to refine
We worked closely with the marketing team to understand their audiences and objectives. The team agreed to develop their own topics and brief them on a monthly schedule. Our writer undertakes interviews with in-house subject matter experts to research articles. Our work covers a wide range of topics, including underwriter roundtables, holiday homes, home security, cargo shipping, motor sports and more.
Result:
Our work with Miller moved the needle in terms of their audience engagement and has played a significant role in their growth.
Ready to find out more?
We are always happy to chat to discuss your objectives and requirements for your insurance copywriting.
Please note that at certain times of the year, we become very busy. This can lead to disappointment, so please arrange your insurance content consultation or test piece at your earliest convenience.