Insurance copywriting that connects and converts
With over 20 years of financial services writing experience, we create insurance content that simplifies without dumbing down, stays compliant without sounding corporate and builds authority that drives enquiries.
The insurance sector faces a unique communication challenge. Your products are complex, highly regulated and often misunderstood. Your audiences range from industry professionals to consumers who’d rather not think about insurance at all. We help insurance firms create work that engages audiences and drives a response.
We’re trusted by:
Start with a test piece
We know that working with a new partner is a leap of faith. That’s why most of our clients begin with a low-cost, single article or content piece, for a flat fee of £600(+VAT).
We use our Expert Insight Method™ to turn in-house expertise into compelling content, without asking your subject matter experts to write anything.
See exactly how we think, research and write before committing to a larger project. One article. One fixed fee. Delivered within five days. No contracts. No retainers. No sales pitch.
This is a simple way to test quality and fit, build internal confidence and see how we handle your subject matter.
From there, many move into ongoing content programmes.
Why insurance businesses choose us
We speak insurance fluently. With two decades in financial services, we grasp the technical details fast. We understand rating, underwriting, claims processes and regulatory frameworks. You won’t spend weeks explaining the basics.
We make complex simple. Insurance doesn’t have to be impenetrable. We take technical products and regulatory requirements and turn them into clear, engaging content that your audience actually wants to read.
Compliance-ready. We create content that works with FCA requirements in mind, so it’s ready for your Compliance team to review and easy for them to sign off.
We prove your authority. Through research-led content and top-level interviews, we capture what makes your business special and turn it into compelling pieces that position you as the expert.
Can an external writer really understand our business?
Each of our writers has at least 15 years’ experience in financial content. We bring a wealth of knowledge and a strong commitment to quickly developing a deep understanding of every business we work with. Find out more.
What our clients think
“The content has helped us achieve better engagement and conversions than ever before. The team’s creativity and attention to detail in capturing our brand’s voice and message is truly remarkable.”
American Express
Sneh Patel, Head of Merchant Membership
“The writers are knowledgeable, professional and expert in their work. The articles are well researched, interesting and intelligent. Content is produced and delivered on time, and I have no hesitation in recommending them.”
Moody’s Analytics
Lexi Fox-Mills, Senior Content Manager
“Working with Alex Genn Copywriting surpassed all expectations. The process was seamless, the writing exceptional, and the service delivered everything promised.”
Rathbones Investment Management
Louise Willows, Senior Marketing Manager,
“The content they’ve produced has played a critical role in helping us execute our content strategy. They demonstrated a quick and intuitive understanding of our brand, tone of voice, and audience, and have truly become a seamless extension of our team.”
Lumon
Avril Rivard, Senior Marketing Content Manager
Knowledge hub and thought leadership
The insurance landscape is constantly evolving. New risks emerge, regulations change and client expectations shift. Original thought leadership content positions your business as the go-to expert in your field.
We create:
- Articles and blogs that tackle industry challenges, explore emerging risks and offer practical insight. SEO-optimised to drive organic traffic and demonstrate expertise.
- Case studies that show how you’ve solved real client problems. Written to highlight your unique approach while protecting client confidentiality.
- White papers and reports that combine our research with your expertise to produce authoritative content that gets shared, downloaded and remembered.
- Market insight pieces that analyse trends and offer perspective on where the industry is heading.
This content doesn’t just sit on your website. It drives LinkedIn engagement, features in email campaigns, supports sales conversations and builds the brand reputation that makes clients choose you.
We’ve developed knowledge hub content for Miller Insurance, Atradius Credit Insurance and Kingsbridge Insurance
"Wouldn’t it be quicker and cheaper to use AI?"
AI can produce a draft quickly. But that’s only one part of the internal production process. See what a publishable article may really be costing your team. Compare the costs
Website and digital content
Your website is often the first conversation you have with potential clients. We create site content that explains your products clearly, demonstrates your expertise and guides visitors to get in touch.
From homepage messaging to detailed product pages, we develop content that’s search-optimised, compliant and written in a voice that reflects your brand. Whether you’re a traditional insurer or an insurtech disruptor, we adapt our approach to match your market position.
We also write email campaigns that get opened, landing pages that convert and app content that makes onboarding simple for policyholders.
Annual reports and corporate communications
For insurers, annual reports are more than a regulatory requirement. They’re an opportunity to tell your story to investors, partners and the wider market.
We’ve been writing annual reports and investor relations materials for over 20 years. We know how to go beyond the numbers to express what makes your business distinctive. Clear financial narrative, engaging CEO statements and ESG reporting that shows genuine commitment rather than box-ticking.
The result? Reports that people actually read and content that reinforces your reputation as a well-run, forward-thinking business.
Our process
We don’t work from templates. Every insurance copywriting project starts with understanding your business, your audience and your objectives. Explore our tried-and-tested Expert Insight Method™ to see how we transform the insights of your experts into effective marketing content – without trying to turn your subject matter experts into writers.
Discovery: We dig into your brand, products and market position. Often this includes interviews with your team to capture the insight and expertise that makes you different.
Research: Where appropriate, we conduct additional research to ensure content is accurate, current and authoritative.
Creation: Our senior-level writers develop content in your brand voice, with compliance built in from the start.
Refinement: We work with you to refine content until it’s exactly right, incorporating feedback while maintaining quality and effectiveness.
Throughout the process, you’re working with experienced professionals who understand insurance. No juniors, no outsourcing and no learning on your budget.
Will outsourcing actually save your marketing team time?
We know outsourcing is a big commitment – and a risk. You need to be sure it’s the best choice. We’ve broken down how we work, so you can see if we’re right for you.
Experience that counts
Insurance businesses trust us with their content because we’ve proven we can deliver. Alongside our insurance clients, we’ve worked with major financial services brands including HSBC, American Express, Santander, CMC Markets, Moody’s, The Lloyds Banking Group, The Virgin Group, Invesco, Rathbones and many others.
We understand regulated industries. We know what compliance teams need to see and how to create content that satisfies regulatory requirements while still engaging your audience.
Most importantly, we know how to turn your expertise into insurance copywriting that drives real business results. Higher search rankings, more qualified enquiries and a stronger brand reputation.
We have 25 senior-level writers, a mix of ex-financial journalists and creatives with brand and agency experience. Each has at least 15 years’ experience and is as comfortable working alone, with marketing or directly with the management team.
Working in true partnership with our clients enables a collaborative relationship, resulting in the creation of content that engages your customers and enhances your brand.
Get started, with minimal risk
We know trusting a new partner is tricky. We want to make it as easy as possible, with as little risk as possible for you to be sure we’re the right fit for you. That’s why most of our clients start with a test piece, at £600+VAT.
Get in touch to request your Pilot piece today.
Insurance copywriting FAQs
Will the content be any better than what we already produce?
That depends on what’s missing from the current process. If your team already has the time, subject access and specialist editorial capability to produce strong content consistently, external support may not improve it.
Our value is greatest when good internal knowledge is not making it into the finished work. We interview the people who hold that knowledge, identify the strongest argument and develop it into content with a clear purpose. The result should contain real experience, useful examples and a recognisable point of view, rather than information that could have been assembled from the same public sources as every competitor.
The £600 Pilot gives you a practical way to compare the finished article with your existing output before making a larger commitment.
Will the article sound like us, or like a ghostwriter?
The article begins with your organisation’s expertise, not with a generic content template. We use the expert interview to understand the language, experience, opinions and examples that make the perspective genuinely yours.
The writer then shapes that material for the intended reader and develops it in your organisation’s tone of voice. Your expert and marketing team review the draft for accuracy, nuance and brand fit, with three rounds of amendments included in the Pilot.
We do not manufacture a point of view on your expert’s behalf. We help them express the point of view they already have without asking them to become a writer.
What if our subject-matter expert isn’t good at interviews?
They don’t need to be. Our writers prepare the questions, guide the discussion and ask follow-ups when an answer needs an example, explanation or evidence.
Experts often assume too much knowledge, use technical shorthand or overlook what is most interesting about their own experience. A senior interviewer recognises where to slow down, probe further or approach the subject from another direction. Even a cautious or concise expert can provide valuable material when the conversation is properly prepared and managed.
Your expert’s job is simply to share what they know. It’s our job to find the useful material and turn it into content.
Will the article pass Compliance?
Your organisation retains responsibility for formal Legal and Compliance approval, so no external writer should promise that a piece will automatically pass review.
What we can do is write with regulatory scrutiny in mind from the beginning. Our financial-services writers understand the need to avoid unsupported claims, careless certainty, ambiguous language and oversimplification. We also respond to stakeholder feedback and include three rounds of amendments in the Pilot.
The objective is not to bypass Compliance. It is to give reviewers a clear, carefully developed draft and reduce avoidable friction during the approval process.
We already have a content team or agency. Why would we need you?
You may not need to replace either. We often create the most value as an extension of an existing team, providing specialist capacity for work that is difficult to deliver internally.
That might mean interviewing senior experts, handling technically complex subjects, supporting a peak in workload or building a more dependable thought-leadership pipeline. Your internal team retains control of strategy, campaigns, brand and approval. We take responsibility for turning the expertise into finished content.
The service is intended to strengthen a capable team, not imply that its existing people or suppliers are inadequate.
How will we know whether the content is producing a return?
A single article cannot honestly guarantee leads or revenue. Its value depends on the audience, subject, distribution and role it plays in the wider marketing programme.
Before developing the piece, we establish who it is for, what that audience should understand and what purpose the content needs to serve. Depending on the brief, that may include supporting a campaign, demonstrating authority, helping sales conversations, educating intermediaries or creating material that can be reused across several channels.
The most useful measures are therefore agreed around the purpose of the asset, such as engagement, qualified traffic, campaign response, sales usage or contribution to a wider content programme.
Why use Alex Genn Copywriting rather than a freelancer or general agency?
We combine direct access to a senior writer with the range and capacity of a wider specialist team. Alex Genn Copywriting has 25 senior-level writers, each with at least 15 years’ experience, and we match the writer to the subject and asset required.
Unlike a general agency, financial services is not an unfamiliar account that must be learned from the beginning. Unlike relying on one individual, you have access to a broader range of specialists and more dependable capacity. Alex remains involved and oversees every project.
There are no junior writers learning on your brief and no unnecessary account-management layers between you and the person doing the work.
Is £600 plus VAT really the full price for the Pilot?
Yes. The £600 plus VAT Pilot covers one complete article of up to 1,000 words. It includes the subject-matter expert interview, angle development, supporting research, writing and three rounds of amendments.
The Pilot is not a sample paragraph or a reduced-quality trial. It is intended to show you the actual process and standard of work before you consider a longer relationship. There is no contract and no obligation to commission anything else.
Longer or substantially different assets, such as white papers and research-led reports, require a separate quotation. We will agree any change in scope before beginning the work.
What happens after the Pilot article?
That is entirely your decision. You can stop after the Pilot and retain a complete, usable article with no further commitment.
If the process works well, we can provide occasional support, develop a regular thought-leadership programme or use further expert interviews to create a consistent pipeline of articles and related marketing assets. The relationship can be shaped around your team’s capacity and priorities rather than forcing you into a fixed package.
The Pilot is designed to answer the most important question first: can we understand your organisation and produce work that is genuinely useful?
How do you handle confidential information and the use of AI?
We treat client information, interview material and unpublished drafts as confidential and use them only for the agreed work. We can also work under an appropriate confidentiality agreement where required.
Because policies and technical arrangements can differ by project, we agree in advance what information may be shared, whether interviews will be recorded and what restrictions apply to the use of AI tools. Sensitive or regulated information should never be placed into an external system without the appropriate permission and safeguards.
What makes insurance copywriting different from general copywriting?
Insurance copywriting requires specialist knowledge of regulatory requirements, complex products and technical terminology. A general copywriter might produce engaging content but miss crucial compliance points or misunderstand underwriting processes. We bring 20 years of financial services experience, meaning we understand insurance from day one and create content that’s both compliant and compelling.
Do you write content for all types of insurance businesses?
Yes. We work with general insurers, life insurers, reinsurers, brokers, MGAs and insurtech businesses. Whether you’re in speciality lines, commercial insurance or consumer products, we have the expertise to write effectively about your sector.
Can you handle technical insurance topics?
Absolutely. We’ve written about everything from catastrophe bonds and parametric insurance to cyber risk and speciality marine coverage. Our financial services background means we grasp technical concepts quickly and translate them into clear content for your target audience.
What’s the typical turnaround time for insurance copywriting projects?
It varies by project scope. A set of web pages might take 2-3 weeks, while an annual report could be 6-8 weeks. Ongoing content like monthly blog articles works to whatever schedule suits your business. We’ll give you realistic timelines during our initial conversation.
Do you only work with large insurance companies?
Not at all. We work with businesses of all sizes, from international insurers to specialist MGAs and growing insurtech startups. If you need high-quality insurance content, we’re interested in talking.