As the year winds down and the festive season begins, it’s the perfect time to reflect on 2025, a year of shifting customer expectations, evolving digital habits, and increasing pressure for insurance brands to stay visible, relevant, and trusted.
For insurers, underwriting agencies, and brokers, 2025 has been a year of clarity, consistency, and connection in marketing. From refining campaigns and simplifying complex messaging to elevating digital presence and leveraging storytelling, this year highlighted why thoughtful, strategic marketing is essential for standing out in the competitive insurance industry.
Trends We Saw in 2025
Across the insurance sector, a few key trends stood out:
- AI-assisted creativity becomes standard. Tools are helping teams create content faster and more effectively while maintaining a creative edge.
- Brand trust is a major competitive advantage. Customers are more discerning than ever, making authentic, consistent communication essential.
- Helpful content matters. Google continues to prioritise content that genuinely assists and educates audiences.
- Video stays king. Quality storytelling outperforms quantity every time.
- Niche positioning outperforms broad messaging. Being THE expert in a specific field builds stronger connections.
- Email remains a top ROI channel. Personalised, consistent updates keep clients engaged.
- Community-driven marketing grows. Brands that show impact in their communities win loyalty.
- Authentic storytelling beats algorithm-chasing. Sharing real client stories, milestones, and outcomes builds trust and engagement.
What Christmas Means for Insurance Marketing
While many industries slow down entirely, insurance can stay surprisingly active for many, with 31st December still being a big renewal date and the chance of a natural disaster occurring.
December is good time to:
- Connect with and thank your clients for their support
- Share education risk reduction content to help people understand how to prepare for summer storms, cyclones or bushfires.
As January kicks off and you find yourself enjoying some quieter times then consider:
- Planning your content for the new year
- Refreshing your brand visuals and messaging
- Updating your website, bios, and social accounts
- Setting marketing priorities before things get busy again
A bit of work now makes going “back online” feel smooth and strategic, not rushed.
Looking Ahead to 2026
In 2026, the brands that stand out will be the ones that keep it clear, keep it human and keep showing up with purpose.
If you’re gearing up for next year or want a strong finish to 2025, connect with us via hello@wearesavvy.com.au Let’s make your next chapter your strongest yet.