In today’s soft insurance market in Australia – where premiums are falling, competition is increasing, and clients have more choice – insurance brokers and underwriting agencies need to actively promote their services to stay ahead. While it might feel like the big players dominate the space, small and mid-sized insurance businesses can gain traction with the right strategies. The best part? You don’t need a huge marketing budget. Simple, consistent actions can make a measurable difference in helping you attract clients.
Here are five easy ways to promote your insurance business and boost visibility online in the competitive Australian insurance industry.
1. Optimise Your Google Business Profile for Local Insurance Leads
There are still plenty of small and medium insurance businesses that don’t have a Google My Business profile, meaning they are not visible to their target customers.
“Your Google My Business Profile for insurance brokers in Australia is one of the most powerful tools for local visibility – and better yet it doesn’t cost you anything to set up.” says Caroline Healy, CEO, We Are Savvy.
Make sure your profile is complete, including your address, business hours, phone number, website, services, and photos. Encourage satisfied clients to leave reviews – this boosts your trustworthiness and visibility in local search results for phrases like “small business insurance broker near me” or “insurance agency in [your suburb or city].”
2. Be Active on One Social Media Platform
Caroline shares “You don’t need to be on every social media platform. Pick the platform your audience uses most – LinkedIn works well for commercial insurance brokers in Australia, while Facebook is ideal for personal insurance or SME insurance marketing.”
Share educational content on topics like “how cyber insurance protects small businesses” or “common exclusions in tradie insurance policies.” Create short videos or carousel posts that break down complex coverages in plain English. This content not only positions you as an expert, it also helps you appear in more organic search and social traffic related to specific products.
Also, share information about the team – people want to engage and work with people they like so showing some personality is a good thing.
3. Use Marketing to Support Business Development
Marketing and business development work best when they’re aligned. In a soft market, it’s not enough to rely on referrals or cold outreach alone. Strategic marketing can open doors, build credibility, and warm up prospects, this supports business development efforts, making them far more effective. For example, if you’re attending a local business event or industry conference, promote your involvement beforehand on LinkedIn. Follow up by sharing insights from the event and tagging relevant contacts.
If you’re offering CPD webinars or sponsoring a local initiative, use email marketing or social posts to drive registrations and position your brand as an active contributor to the industry. Whether you’re a broker targeting tradies or an underwriting agency specialising in professional risks, content marketing, event promotion and brand consistency all help create touchpoints that reinforce your expertise.
“The most successful businesses are those who integrate their marketing and business development efforts,” comments Caroline. “When people have already seen your name, read something helpful you shared, or heard about your work, they’re far more likely to respond when you reach out.”
By combining visibility (marketing) with outreach (business development), you create momentum that builds trust and drives growth over time.
4. Make Your Insurance Website Work Harder for Lead Generation
Your website should do more than list your products, it should help convert visitors into genuine leads. Use clear, benefit-driven language like “affordable income protection insurance for self-employed Australians” or “expert insurance advice for small businesses in Melbourne.” Include real case studies, testimonials, and easy ways to take the next step, like quote forms or instant call-back options.
Make sure your site is mobile-optimised and includes SEO-friendly content related to your key products or markets. For example, “public liability insurance for sole traders”, “commercial property cover Australia”, or “business interruption insurance explained.”
In a soft market, clients often shop around on price, however what most customers value and want is trust, expertise, and responsiveness. By investing a little time into visibility, education, and value-based marketing, Australian insurance brokers and underwriting agencies can build stronger relationships, attract better-fit clients, and grow more sustainably.
Start with one or two of these strategies and scale up from there. Reach out to the team at We Are Savvy via hello@wearesavvy.com.au if you need some external support to get you started.