Top 4 Insurance Marketing Trends 2023

December 7, 2023

As 2023 comes to a close, the insurance industry continues to adapt to a whirlwind of change, driven by shifting consumer behaviors, technological advancements, and evolving market and compliance dynamics.

All this has an impact on the way that insurance businesses promote themselves to their clients. To keep you in the loop, we’ve compiled the top four marketing trends that have taken centre stage in insurance marketing this year


1. Personalisation Leads the Way

In 2023, personalisation is the cornerstone of successful insurance marketing. With access to vast data pools and advanced analytics, underwriters and brokers are now crafting personalised marketing strategies that connect and resonate with their audience.

First off, it is understanding the customer and creating a customer persona. This enables businesses to craft messages and position their services in a way that engages audiences – because it’s relevant to their needs.



To drive personalisation, insurance businesses are embracing the flexibility of digital marketing – from personalised email campaigns to using digital marketing to target ideal audiences as they move between social media, news sites and their online shopping.

This personalised approach not only strengthens customer relationships but also enhances the likelihood of converting leads into loyal policyholders.

2. The Video Revolution Continues

Video marketing has revolutionised the way businesses communicate with their audiences, and insurance is no exception. In 2023, it’s been all about creating engaging and informative video content to demystify complex insurance concepts. Whether it’s explainer videos on various policies, customer testimonials, or live webinars, video content has become the go-to method for building trust and clarity.

Platforms like LinkedIn, Facebook, YouTube and TikTok are the ideal channels for sharing videos (remember, only if your target audience uses these channels!), while live streaming enables real-time interaction with your audience.

Insurance providers are using video to explain policy options and the claims process, making it more understandable and engaging for customers.

We are also starting to see insurance businesses, including brokers, partner with influencers in the finance and lifestyle niches to create videos that promote their products. Influencers can provide testimonials and social proof, building trust with their followers.


3. Promoting your purpose (ESG Integration)

Environmental, Social, and Governance (ESG) considerations are no longer on the sidelines but have moved to the core of insurance marketing. In 2023, insurance businesses are actively integrating ESG values into their marketing efforts. Emphasising sustainability, community involvement, and ethical business practices is key. 

Whether it’s team volunteering days, office sustainability practices, supporting community initiatives, or championing diversity and inclusion by taking a public stand on social issues, many brokers and underwriters share stories in their external communications about how their business positively impacts the community around us

This content shows that your business is human, and reinforces a positive brand positioning. When it’s authentic it resonates with socially conscious customers, who now make up a large part of our community.


4. Chatbots: The Customer Engagement Champions

In insurance, exceptional customer service is a must. Enter chatbots, powered by artificial intelligence, as the game-changers in 2023. Insurance businesses are deploying chatbots on their websites and social media platforms to provide instant assistance and support to clients.

These AI-driven assistants can answer frequently asked questions, guide clients through policy purchases, and offer information round the clock. Providing a seamless and efficient customer experience is a surefire way to stand out from the competition.

While these are most often currently directed at direct clients versus business clients, that won’t last. There is no shortage of business portals, quote tools and general tech investment out there aiming to drive efficiencies. So we should expect the chatbots to move into supporting customer service in the B2B insurance market over the coming years.

2023 has ushered in a wave of innovation and transformation in insurance marketing. These top four marketing trends – hyper-personalisation, video marketing, ESG integration and chatbots – have played pivotal roles in reshaping the way that insurance businesses market and communicate. As insurance marketing continues to evolve, those who adapt and stay ahead of the curve will reap the rewards.

So, embrace the changes, and make the most of the marketing trends that have defined 2023 in the insurance sector. Talk with the team who gets insurance and kick off your new year with impact.


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