Most Insurtech marketing focuses on features, platforms, and improvements, but that is rarely what makes someone trust a brand. On top of this, a lot of Insurtech brands end up saying similar things on social media. It’s not that the messaging is wrong, it’s instead that with so many brands posting about the same topics, it’s hard for audiences to differentiate one brand from the others.

To help with this – and to align with the human-first principles of the modern marketing world – it’s a good idea to get the founders involved. When audiences can see the person behind the brand, they’re much more likely to get involved with the content on social media.

In this article, we’re going to look at why these matters in the Insurtech space and explore how your brand can make the most of the founder effect.

Why does this Matter in Insurtech?

Insurance is one of those things people do not spend time thinking about unless they must, which is a familiar problem in finance marketing more broadly. That already makes it harder to market.

When you’re marketing an Insurtech brand, you’re asking someone to trust a brand they might not fully understand. On top of this, consumers are being asked to choose between a few options that all look similar.

This is where a lot of brands struggle, because the product alone is not enough to separate your brand from the competition on social media. This is where founder-centric content really helps.

Getting the founder involved in social media content helps to fill the gaps that product messaging cannot. Instead of just saying what the platform does, you start showing how decisions are made and what sits behind it. That is usually what makes someone more comfortable with it. It feels less like a product being pushed and more like something that has been built for a reason.

What Makes a Founder Story Work?

A lot of brands will intentionally try to turn every piece of content into a story, which can end up having the opposite result. The brands that employ the founders effectively are much simpler. They cover top-level topics like why the brand was founded, what was not working in the industry before the brand hit the scene, and what the vision of the brand aimed to fix.

On social media – specifically platforms like LinkedIn, when we’re talking about founder-based content – what people pay attention to is how the person thinks. Posts that explain the decisions they make, what they prioritise, and what they ignore. That is the part that builds authority because it shows experience, rather than just saying it.

From the perspective of the end-user looking at social media, they’ll be getting something out of the content posted by brands. This is exactly what we want to be doing with the things we publish, providing genuine, real value to our customers, not just constantly promoting products and services.

Stories Should Be Used Multiple Times

Many brands make the mistake of only posting about a story once or writing about it in a blog post and then never promoting it on social media. This is a quick way to run out of content. The key to making the most of founder stories is to use them across a broad range of content.

When making the most of your founders on social media, you should keep plumbing the well that is their own business experience. You should get them talking about decisions, things changing, or even things that did not go to plan. All of these give the audience a reason to keep watching and coming back for more.

Why Founder Content Works Better on Personal Profiles

Right now, trust is vital, with 81% of consumers say that trust is essential before they purchase from a brand. Because of this, it should come as no surprise that businesses need to be doing all they can to foster trust within their audience.

On top of this, personal LinkedIn profiles generate 5x more engagement than company pages, which backs up something most people already sense: people trust other people far quicker than they trust faceless businesses on social media. This means that when a founder shares something in their own words, it feels more direct and more authentic. The content is easier to reply to, easier to question, and people are more likely to say something back.

The reality is that the exact same point coming from a brand account usually just gets read and scrolled past… That’s if it gets read at all.

Over time, when you’re focused on making use of the founders behind the brand, the content begins to build something you don’t get from company pages on their own. People start to recognise the name of the person, not just the brand, as well as getting to know the way they think and what they tend to talk about.

As this connection is built, people become more trusting of the person and then, eventually, the brand itself. For anyone working in marketing, sales, or just in business generally, you don’t need us to tell how important building trust with your audience is.

Conclusion

This is still marketing at the end of the day, just done in a way that people will actually pay attention to.

Founder content gives you something most Insurtech brands are not using properly: the chance to help your audience to build a connection with your brand and the people behind it. This is the key difference between what makes them come back, rather than just seeing content once and moving on.

If you aren’t utilising this yet, you’re missing a big opportunity to grow your brand. This is exactly the kind of thing we help Insurtech brands get right as a social media agency, so if you want help levelling up your brand’s marketing, get in touch with us today!