InsurTech SaaS is a London-based insurtech SaaS provider offering AI-driven claims automation for insurance companies. The client's ideal prospects are mid-tier insurance carriers and large brokerage firms in the UK and Europe, targeting CTOs, Operations VPs, and Innovation Directors.
Challenges
Traditional insurance companies are risk-averse and slow to adopt new tech; many prospects were skeptical of a new startup and reluctant to meet.
Finite relationships: the client lacked existing connections in this conservative sector, limiting their reach.
Regulatory hurdles: Strict compliance and security requirements slowed down outreach (e.g., lengthy approvals for mailbox setup and content review).
Complex messaging: The value proposition (AI claims automation) had to appeal to both technical leaders (integration ease) and business leaders (cost savings), and prior outreach struggled to balance those angles.
"We knew insurance would be a tough nut to crack for outbound. PrompX brought the expertise and patience we needed. Their understanding of compliance requirements and ability to get our story across to both tech and business executives was outstanding. The meetings we’ve gained include industry giants we never thought would give us a chance."
- Cofounder, InsurTech SaaS
Our Approach
1. Industry-specific targeting
PrompX homed in on insurance segments under pressure to digitize (e.g., motor and health insurers). We prioritized companies showing innovation signals (like hiring for digital roles or attending insurtech events).
2. Consultative outreach
Crafted messaging that acknowledged the industry’s cautious nature - leading with data and case examples from adjacent sectors (like banking) to build credibility. Positioned emails and calls as “insights sharing” rather than sales pitches to lower prospect guard.
3. Dual-perspective messaging
Created parallel outreach tracks for technical and business personas. Tech-focused emails highlighted API integration ease and data security, while business messages emphasized faster claims resolution and improved customer satisfaction. Each persona saw benefits relevant to their priorities.
4. Multichannel touchpoints
Employed a mix of personalized emails, LinkedIn outreach, and phone calls. Noticing many insurance execs responded well to calls, our SDRs set mid-week call blocks to reach prospects directly and follow up on emails, which noticeably lifted conversions.
5. Compliance alignment
Coordinated closely with the client on compliance prep, getting marketing content pre-approved by their legal team and addressing vendor onboarding steps (NDAs, security questionnaires) early. This removed friction later when setting meetings.
Key Metrics
→ 65 meetings arranged with targeted insurance executives (VP-level and above) over 6 months, averaging 11 per month in a traditionally slow-to-engage sector.
→ Those meetings contributed to approximately $2.5 million in pipeline, including 3 proposals already in negotiation by the campaign’s end.
→ Meeting acceptance rate hit 34% (up from 10% historically), demonstrating the impact of our tailored approach on a skeptical audience.
→ The client broke into 7 target accounts that had never responded before, including two of the top ten insurers in their region, opening previously shut doors.
Key Takeaways
1. In conservative industries, building credibility with data and patience is key, showing you understand their world makes prospects more willing to engage.
2. Tailoring outreach streams to different personas (technical vs. business) ensured that a complex product’s value was clear to all stakeholders in the decision.
3. Addressing compliance and procurement hurdles early removed common roadblocks, accelerating the path from introduction to substantive sales conversations.
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Selling innovation to a cautious market? PrompX’s expert appointment setters know how to navigate compliance and build trust, helping you enter even the most traditional industries and win deals.
PrompX Team
Insurance & InsurTech Success Story