Trust is the bedrock of the financial services, and Insurtech companies face a unique challenge: how can they distinguish themselves in a market that’s, on one hand, highly technical, and on the other, deeply personal?

Consumers demand products they depend on, but also want to feel a connection with the people behind the brand. That’s where the founder effect comes in. The power of origin stories to humanise your company, build credibility and create lasting authority online.

Why Founder Stories Matter in Insurtech

In principle, insurance is about trust. Buyers don’t just want policies; they purchase peace of mind. When founders give insight into their personal journeys, why they started their company, the challenges that arose and the visions & values that guide their decisions, they transform complex products into understandable solutions.

Founder stories create:

• Credibility: A transparent leader with expertise inspires confidence.
• Emotional Connection: Personal narratives evoke empathy, which makes people remember your brand.
• Differentiation: In a crowded market, the human story behind your product makes you stand out.

Crafting a Strong Founder Narrative

Founder stories are more noticeable when delivered in formats that engage audiences. Things to consider are:

• Short-Form Video Explainers: Brief, engaging clips where founders dissect industry challenges or product benefits.
• Behing-the-Scenes Posts: Provide audiences with a “behind-the-curtain” look into company culture, research & development and daily operations.
• Founder-Led Q&As / AMAs Answer audience questions directly to show expertise and approachability.
• Blog Features & Thought Leadership: Articles written by the founder can combine personal insight with market knowledge.
• Interactive Storytelling: These can include polls, Instagram Stories and LinkedIn post that invite the audience to participate in the founder’s story.

Bridging Emotional Resonance with Credibility

A good founder story doesn’t just tug at the heartstrings; it proves your authority. Balancing authenticity with credibility can be achieved in several ways. Firstly, highlighting achievements, awards or partnerships, but stay humble! Look at customer success stories or social initiatives that portray real-world impact.

Lastly, avoid overly scripted or polished content, audiences value transparency and honesty.

Distribution Strategies for Maximum Impact

The right content is only valuable if it reaches the right people. Each social platform has its own narrative that needs to be followed and a way that content resonates with the audience.

LinkedIn takes the Thought-Leadership approach, but industry commentary and credibility-building content also work on the platform.

TikTok & Instagram are all about short-form video, and behind-the-scenes storytelling that humanise your brand.

X (formerly Twitter), provides quick insights, industry opinions and founder voice amplification.

Go one step further and repurpose content across platforms to maximise reach. A good example is a long founder video can become multiple short clips, pull quotes and infographics. Encouraging engagement such as comments, shares, and direct interactions can help to deepen trust.

Conclusion

In Insurtech, where trust is everything, founder stories are more than advertising; they’re the bridge between innovation and human connection. By sharing your back story, vision and values, you not only differentiate your business but also inspire confidence and loyalty in your audience.

Now is the time to take action, start crafting and sharing your founder narrative today. This could be your next social post, video or blog post. The next step could turn curious viewers into loyal customers and make your company unforgettable.