Insurtech lead generation: how to reach carriers, MGAs and brokers

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Insurtech lead generation for B2B sellers: split carriers, MGAs and brokers, clean lists for PECR, and define a qualified meeting. Method, not results.

By Moe Alhosni · Published 29 October 2026 · 7 min read

Short answer: Insurtech lead generation is getting meetings with the insurers, MGAs and brokers who buy your product. Pick one buyer type per campaign, because a carrier's claims director and a commercial broker's owner buy for different reasons. Clean your list for UK sole traders and partnerships, which PECR treats as individuals. Count only meetings with someone who owns a live problem. ROI Maximizer has not run an insurance campaign yet, so this is method, not results.

I am Moe Alhosni, founder of ROI Maximizer. I should say up front where my experience stops. I sold to banks, asset managers, central banks, PE and VC at Moody's in London, then sold Web3 treasury management as Sales Director at Coinshift. I have not sold into insurers. What carries over is how regulated financial institutions buy: committees, vendor risk reviews, and long gaps between "interesting" and "signed". The insurance-specific parts below are the ones I would test first, not ones I have proven.

This page is B2B only: an insurtech or service provider selling to insurance businesses. It is not about buying consumer insurance leads, and we do not run consumer campaigns.

Three buyers, three campaigns

"Insurance" is not one market. Each of these buys differently, so each gets its own list, copy and qualification rule.

Buyer	Who decides	What they care about	What a first email should lead with
Carriers (insurers)	Heads of claims, underwriting, distribution, IT; then procurement, vendor risk and security	Loss ratio, expense ratio, legacy systems, regulatory reporting	One measurable operational problem, in their line of business
MGAs	Founders, CUOs, COOs; often a small team	Speed to market, capacity relationships, admin cost	Time saved on a named process, and how fast it can go live
Brokers (commercial)	Owners, MDs, heads of operations at larger brokers	Retention, placement efficiency, producer time	More time selling, less time on admin

A single campaign that writes "we help insurance companies" to all three will read as generic to all three. Split them.

Belkins' fintech page lists insurtech as one of its fintech segments (Belkins, as of October 2026). That is a fair grouping for the product side. For outbound, I would still treat insurers and brokers as separate markets.

Selling to carriers

Carriers behave like the banks I sold to. The first reply often comes from a head of a function who has a problem. The signature comes much later, after procurement, information security, vendor risk and legal.

What that means for outbound:

Target the problem owner first. Heads of claims, underwriting operations or distribution, by line of business. A CIO will take the meeting, but rarely starts the project.
Be specific about the line of business. Commercial property, motor fleet, specialty. A carrier's teams do not think of themselves as "insurance". They think of themselves as their line.
Expect the second meeting to be the real filter. On the bank side, I found the first call is cheap for the buyer. The second, with their team and a named project, tells you whether there is a deal.
Have your security pack ready. A carrier that likes you will send a vendor questionnaire. If you cannot answer it, the meeting count did not matter.

The same roles sit on a bank's buying committee, and they map closely to insurers.

Selling to MGAs

MGAs are faster. Many are small, founder-led and close to the product. A founder-to-founder email works better here than anywhere else in insurance.

Reach the founder or CUO directly.
Lead with time to launch a product or a new capacity partner, not with enterprise features.
Keep the list tight. There are far fewer MGAs than brokers in any market, so a burned list is hard to replace.

Selling to brokers

Broker lists are large, and the quality varies more than anywhere else in the sector.

Firm size first. A sole-practitioner broker and a 300-person regional broker are different sales. Filter by headcount and pick one.
The owner decides in smaller firms. In larger ones, a head of operations or a head of a practice group decides.
Data goes stale fast. Brokers merge and get bought often. A list from last year will email people at firms that no longer exist. Check every row before sending, and test a sample with the lead list checker.

The compliance points that matter for insurance lists

Selling a B2B product to an insurer or broker is ordinary B2B direct marketing. It is not the same as a broker promoting insurance to its clients, which carries its own rules. If you are the broker, speak to your compliance team before any outbound.

UK. PECR's consent rule for email applies to individual subscribers (PECR reg 22). The ICO says "You can email or text any corporate body", but "Sole traders and some partnerships are treated as individuals" (ICO guidance). Plenty of small brokers are sole traders or partnerships. Remove them, or get consent. Every email needs your identity and an opt-out. Named addresses at a company are still personal data, so GDPR applies; direct marketing can rest on legitimate interests (GDPR Recital 47) if you record a balancing test.

EU. National rules differ. Germany treats email advertising without prior express consent as an unacceptable nuisance (UWG s7). Do not assume one EU rule.

US. CAN-SPAM "makes no exception for business-to-business email". Honour opt-outs within 10 business days and include a postal address (FTC guide).

Canada. CASL needs express or implied consent (CASL s6). Implied consent for B2B can come from a conspicuously published address where the message is relevant to the person's role (CASL s10(9)). A bought address does not count as published.

The full country-by-country version is in is cold email legal for financial services.

This is general information, not legal advice; check with your compliance team or counsel.

What to write

Three rules I would hold every insurtech email to.

One line of business, one problem. "Fleet claims triage" beats "claims automation".
One proof point you can defend. If you have a carrier customer who allows you to name them, use it. If not, say what the product does in numbers you can show on the call. Do not borrow a competitor's statistic.
A small ask. Twenty minutes to see whether the problem is live for them. Not a demo, not a pilot proposal.

Follow up three or four times with something new each time, then stop.

What counts as a qualified insurtech meeting

Write this down before the first email. For carriers I would use:

Title. A head of a function that owns the problem (claims, underwriting, distribution, operations), or their direct deputy. Not an analyst, unless you agree analysts count.
Institution and line. The carrier writes the lines your product serves, in the regions you serve.
A live problem. The person described the problem in their own words, or a current project that touches it.
Held, not booked. The meeting took place.

For brokers, swap title for owner or head of operations, and institution for headcount band. For MGAs, the founder or CUO.

The general clause is in what counts as a qualified meeting. The bank version, which suits carriers too, is in pay per meeting for fintech.

What it costs

Our prices: a setup fee of $1,000–$3,000, then $200–$500 per qualified meeting that took place, or a flat $5,000 a month. No minimum term, nothing for a no-show. Where you sit in the range depends on how hard the buyer is to reach. A carrier claims director costs more to reach than a broker owner.

Published prices from other agencies, as of October 2026, are in fintech lead generation agencies compared. The cost per meeting calculator turns any retainer into a price per meeting.

Where we are not the right fit

You need an insurance case study first. We do not have one. Our published results are from PR agencies, not finance or insurance: PR Noir, a New York PR agency, went from 27 leads to 10 qualified meetings and a $90K deal, and P1 Communications, a UK hospitality PR agency, got 20+ qualified meetings.
You sell to consumers. We do not run consumer insurance campaigns.
Your market is twenty carriers. Do account-based selling with a named seller and warm introductions.
You want phone-first outreach to brokers. We run cold email.

More on the sector is on the insurance, lending and payments page and the financial services hub.

Before you sign with anyone

Get three things in writing before you pay any agency, including this one.

The qualification definition. Title, carrier or broker type, line of business, a live problem, and "held, not booked".
No-show terms. Not charged.
What a zero-meeting month costs. On a retainer you pay anyway. On pay per meeting you pay nothing, and the contract should say so.

Then put your deal size and close rate through the ROI calculator.

If you want a second opinion on your buyer split and list before you send anything, book 30 minutes or email moe@roimaxi.com.

About the author: Moe Alhosni, founder of ROI Maximizer. Before that he spent four and a half years in sales at Moody's in London, most recently as Assistant Director, Sales, working with banks, asset managers and private equity firms. He runs the campaigns behind the first-hand data on this site. LinkedIn

Keep reading

B2B lead generation for financial services, paid per held meeting — B2B lead generation for firms selling to banks, asset managers, insurers and finance teams. Paid per held meeting, no minimum term, compliance sourced.
Fintech lead generation: booking meetings with banks and finance teams — Fintech lead generation for B2B fintechs selling to banks, asset managers and finance teams: why it is harder, how it works, and what it costs.
Lead generation for selling to banks and credit unions — For vendors selling software, data or services to banks and credit unions: how banks buy, who to email, and meetings paid per held meeting.

Or run the free GTM teardown on your own site for the ICP, cold email and numbers specific to your company.

ROI Maximizer is a trading name of M Ventures LTD, registered in England and Wales, company no. 15554493. Registered office: 4 Beau Street, Bath BA1 1QY, United Kingdom. moe@roimaxi.com