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, at around £600(+VAT).
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 is built in. We create content that meets FCA requirements and industry standards from the first draft. No need for extensive legal reviews or multiple rewrites.
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.
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
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.
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.
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.
Insurance copywriting FAQs
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 specialty lines, commercial insurance or consumer products, we have the expertise to write effectively about your sector.
How do you ensure content meets FCA requirements?
Compliance is built into our insurance copywriting process from the start. With two decades in regulated financial services, we understand what the FCA expects around clear communication, fair treatment and financial promotions. We write content that meets these standards in the first draft, reducing the need for extensive legal reviews.
Can you handle technical insurance topics?
Absolutely. We’ve written about everything from catastrophe bonds and parametric insurance to cyber risk and specialty 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.