Franchise marketing for insurance brokers brings consumers and business owners to the insurance office in their region, at the moments when personal advice makes the difference. Our team handles this for all locations at once, with one contract and one monthly report for the franchise brand.
What makes marketing for insurance broker chains different?
Many insurance policies are taken out online, but in complex situations (business owners, claims, pensions) people look for an adviser nearby. They choose on trust, accessibility and reviews.
For head office, that means keeping the brand strong nationally and letting every office win locally at that moment of decision.
How do consumers and business owners search for insurance brokers?
The search query reveals what the customer needs. We build the profile, location page and advert around it.
| Search query | What the location needs in order to be chosen |
|---|---|
| insurance adviser [town] | An office page with advisers |
| business insurance advice | Business services per office |
| report a claim insurance office | A clearly explained claims service |
| compare insurance advice | Way of working and advice fees |
This is how the same question sounds in an AI assistant
In ChatGPT, Gemini or Google AI Overviews, consumers and business owners ask longer questions, for example: "Which insurance office nearby advises business owners on liability and helps with claims?" An AI can only recommend an office if those details are literally stated in the profile, reviews and location page. That is why we combine local visibility with automated hyperlocal marketing.
What goes wrong at insurance broker chains?
These four bottlenecks are the ones we encounter most often at insurance broker chains. Each one costs customers, and none of them resolves itself.
Unknown advisers
Customers cannot see who is helping them and what expertise is available.
Business offering hidden
Business owners cannot find specialist information.
Claims service not used as a selling point
The strongest reason for choosing a local office is not communicated.
Few reviews
Satisfied customers are not asked for a review.
Our approach for insurance brokers
Our approach is set up per channel around the customer journey of insurance brokers. Your team approves, we deliver per location.
| Channel | Use for insurance brokers |
|---|---|
| Office pages | Advisers with accreditations, services, claims service |
| Google Business Profile | Services, booking link, posts on current topics |
| Content | Explanations per situation for consumers and business owners |
| Google Ads | Campaigns for business insurance per region |
| Review management | Review requests after a claim has been settled |
No time or expertise in-house? Leave your franchise marketing to us.
Rules and points of attention for insurance brokers
Insurance advice falls under the Dutch Financial Supervision Act (Wft) and the supervision of the Dutch Authority for the Financial Markets (AFM); information must be accurate, clear and not misleading. Do not give any policy or claim details in review replies.
We include rules like these in the marketing manual for franchisees. We have legal questions checked by the franchise brand's legal adviser.
What does better visibility deliver for insurance broker chains?
The NFV service sector, under which we classify insurance brokers, had 375 franchise brands with 9,721 locations and €4.7 billion in turnover in 2025. That is an average of around €483,000 in turnover per location per year. The worked example below shows from what turnover effect the Growth package pays for itself.
| Item | Amount |
|---|---|
| Average turnover per location per year | €483,489 |
| Per month | €40,291 |
| 1% extra turnover per year | €4,835 |
| Cost of the Growth package per year | €3,000 |
| Break-even point: required turnover growth | 0.62% |
Which KPIs matter for insurance broker chains?
In addition to the fixed KPIs in our monthly report (visibility, customer actions, reviews and position in Maps), in this sector we also look at:
| KPI | Why |
|---|---|
| Advice meetings per office | New customers |
| Business enquiries | Higher value |
| Review score | Trust |
When should you plan marketing for insurance brokers?
Demand is higher around the turn of the year (the period for switching health insurance) and among new business owners at the start of the year. That is why we plan campaigns, posts and review requests on an annual calendar that is right for each location.
How do we get started with franchise marketing for insurance brokers?
Every partnership starts with the same four steps, tailored to your sector. Head office approves, franchisees provide input now and then, and we deliver. After three months you have a comparison between the locations on the table.
| Period | What we do |
|---|---|
| Weeks 1-2 | Baseline measurement at three locations for searches such as insurance adviser [town] and business insurance advice, plus an AI test with a fixed set of questions |
| Weeks 3-4 | Office pages: advisers with accreditations, services, claims service |
| Month 2 | Google Business Profile and content: explanations per situation for consumers and business owners |
| Month 3 | Google Ads goes live and the first monthly report with advice meetings per office and business enquiries |
Checklist: is your insurance franchise brand in good shape online?
- An office page with advisers
- Business services per office
- A clearly explained claims service
- Way of working and advice fees
- Review management: review requests after a claim has been settled
Can't tick off every point for every location? Then the free scan shows exactly where the gains are.
Who works on franchise marketing for insurance brokers?
You do not get changing account managers. Gijs Bodenstaff is your fixed point of contact; Angela (Local SEO analyst), Elisabeth (local advertising) and Peter (Local SEO and link building) carry out the work, together with ten regular freelancers we have trained ourselves. Co-author Stanley Leijnse provides research and benchmarks. More about the people behind this agency.
Related sectors and services for insurance brokers
This page is part of marketing for service franchise brands. Comparable sectors are marketing for recruitment agency chains and franchise marketing for holiday parks and campsites. For insurance brokers we focus mainly on a content calendar for the franchise brand and store locator pages. Read about the costs under doing it yourself versus outsourcing; you can start with measuring ROI per franchise location.
Frequently asked questions about franchise marketing for insurance brokers
What is the strongest argument for a local insurance office?
May advisers be named online with their accreditations?
Do you also work for insurance broker chains that are not franchises?
What do franchisees of insurance broker chains notice?
Insurance brokers: can customers reach our locations via AI assistants?
How quickly do insurance broker chains see results?
When is demand for insurance advice at its highest?
Which rules must an insurance office's marketing comply with?
How does an insurance chain reach more business owners per office?
What does franchise marketing for insurance offices cost?
Sources
Gijs Bodenstaff
Franchise marketer, local SEO and GEO specialist, author
Curious how the locations of your insurance franchise brand are performing? Request the free scan of three locations.