The insurance broker playbook
How to become the broker ChatGPT names when a business owner asks
For founders, managing directors and heads of new business at UK commercial insurance brokers.
Sector lead for insurance brokers at Fortitude Media
Download the playbook (PDF, 8 pages, 1.8 MB) ↗
Business owners now ask ChatGPT which broker to use and what cover they need before they ring anyone. This playbook shows UK commercial brokers how assistants choose which names to give, and what to fix first.
What is inside
- The questions business owners now ask AI about cover
- What assistants check before they name a broker
- The listings that must match, from the FCA Register to Lloyd's
- A ten-question scorecard to test your own brokerage
- Five actions for this month and five for the quarter
- How to tell whether it is working
Questions your buyers ask
- Asked an AI assistant
Do I need employers' liability insurance if my only staff are two part-timers?
- Asked an AI assistant
How much professional indemnity insurance does a UK tech consultancy need?
- Asked an AI assistant
Which brokers specialise in cyber insurance for SaaS companies in the UK?
- Asked an AI assistant
Who are the best fleet insurance brokers for a haulage firm in the Midlands?
Three of the ten scorecard questions
- Does your website lead with one or two named specialisms, in the words clients use, rather than 'commercial insurance for all businesses'?
- Do your FCA Register entry, Companies House record, BIBA and Lloyd's listings, Google Business Profile and website agree on your name, trading names and address?
- Is your website organised by client type rather than by product?
The full scorecard, a plan for this month and the next ninety days, and the sources assistants check are in the PDF.
Questions founders ask
Do insurance brokers have to tell me how much commission they earn?
For a commercial customer, yes, if you ask. ICOBS 4.4 says an intermediary must, on a commercial customer's request, promptly disclose the commission it and any associate receive, in cash terms and in writing. Every customer must also be told the nature of the broker's remuneration before the contract is concluded, and the amount of any fee.
How do we compete with comparison sites and direct insurers?
By answering the questions they cannot. Comparison sites handle simple, standard risks well and struggle with anything that needs judgement: contract wording, unusual exposures, a claim that goes wrong. When an assistant answers a complicated question, it needs a specialist to point to, and your pages should make you that specialist.
Does publishing this kind of content cause problems with the FCA?
It should not. Educational content that is clear, fair and balanced sits comfortably with ICOBS 2.2, which says information a firm communicates must be clear, fair and not misleading. Where a page makes product or price claims, or could be read as a promotion, run it past your compliance lead before it goes live.
We are part of a larger group. Does that help or hurt?
It can do both. A group name brings standing, but it confuses assistants if your trading name, the group brand and your appointed representative status are described differently in different places. Decide how you want to be described, say it clearly on your own site, and make the group site and your listings match.
Read the full guide
Sector guides · 13 min read
Why does ChatGPT recommend other insurance brokers and not us?
Business owners now ask ChatGPT which broker to use and what cover they need. Here is what AI assistants read before they name a brokerage, and what a specialist commercial broker can do about it.
- Should our content answer the questions our customers actually ask?13 min
- Why does ChatGPT describe my firm wrongly, and how do I fix it?13 min
- Do we need schema markup for AI assistants to understand our site?13 min
- Does ChatGPT trust press coverage more than our website or our ads?12 min
- How does a financial planning firm get named when clients ask ChatGPT?12 min
More playbooks in professional services
