January is an excellent time to review your marketing strategy from the past year and revamp it for the year ahead. The rise of AI-enhanced analytics, virtual assistants, and personalized advertising has made it much easier to reach your ideal customer. These approaches are all about staying ahead of the curve, connecting with clients in meaningful ways, and driving growth. Here are some of the newest and best marketing practices for insurance agencies in 2025.
1 – Personalized Digital Marketing
Digital marketing can now be personalized, thanks to advances in artificial intelligence. AI can use customer data to create tailored campaigns, including email campaigns, ads, and website experiences. Then agents can send targeted policy recommendations based on life stage, business type, location, or past policy history. For example, create campaigns for first-time homeowners, small business owners, or parents with young drivers.
Example personalized email: “Hi [Name], hurricane season is approaching. Here’s how to ensure your home insurance has you covered.”
Tools to explore: AI-based platforms like HubSpot, ActiveCampaign, and ChatGPT. These tools have plugins for marketing personalization.
2 – Short-Form Video Content
TikTok, Instagram, and YouTube have become dominant platforms for engaging short attention spans. Consider making 60-second educational videos answering common insurance questions or explaining coverage types—for example, post “Quick Tip” videos on avoiding common claim denials or reducing premiums. Including captions, humor, and trending sounds can help to boost your reach.
Pro-tip: Ask satisfied customers to share short videos about their positive experiences and use them on social media, your website, or emails. Video testimonials are much more powerful than text-based reviews.
3 – Local SEO Optimization
Local searches are growing as more people are relying on mobile voice search. To benefit from this opportunity, ensure your Google Business Profile is updated with accurate information for your agency, including name, address, and phone number. Be sure you’re also collecting Google reviews. Creating blog posts addressing local risks can also help.
Keyword tip: Add conversational phrases like “best insurance agency near me” somewhere within your website content.
4 – AI-Powered Chatbots and Virtual Assistants
An AI chatbot added to your website can help clients with quotes, FAQs, and policy updates around the clock. Today’s chatbots are smarter than ever and can handle complex customer questions. Agents can now implement automated workflows to send follow-up emails or messages based on specific triggers. For example, after a quote request, automate a follow-up email with a link to book a consultation.
Tools to explore: Check out Zendesk or Intercom for AI-driven customer interactions. You can also integrate chatbots with SMS for seamless follow-up.
5 – Content Marketing
Long-form, expert content builds trust and ranks well for SEO. Publish whitepapers, eBooks, or blogs about industry changes and niche topics like E&S insurance. Consider hosting live Q&As about niche offerings like cyber insurance for small businesses. Then share this content through your different channels, including email lists, LinkedIn, and professional networks.
Example: If a client asks about cyber insurance, send them a guide on “How Small Businesses Can Protect Against Cyber Threats.”
6 – SMS and Push Notifications for Retention 
Clients have now become accustomed to quick-response, direct communication. SMS can fulfill that expectation and efficiently provide policy updates, renewal reminders, and claim status notifications. For example, you may set up an SMS to say, “Your policy is up for renewal. Let’s review your coverage to ensure you’re fully protected.” AI can help identify your most loyal clients and reward them.
Example: “Hi [Name], it’s time to review your policy before renewal. Schedule a call with us today!”
7 – Enhanced Referral Programs
Offering escalating rewards motivates clients to refer more people. Consider creating a tiered referral reward program and “gamify” the experience with leaderboards or milestones. Some ideas include offering a small gift for their first referral that converts, such as a $20 gift card. Offer larger rewards for multiple referrals, like a premium service discount or an entry into a higher-value prize drawing.
Pro tip: Simplify the process by providing a referral link or QR code clients can share directly with their network. Automate the tracking so clients don’t have to follow up to claim rewards.
8 – Automation for E&S and Specialty Markets
Agents can use AI-based automation tools to streamline and manage complex insurance lines, such as excess and surplus (E&S), cyber, or specialty insurance. These tools improve efficiency, reduce errors, and provide a better client experience. For example, you can use application programming interface (API) integrations to connect wholesalers and underwriting systems.
Tools to explore: Bold Penguin is our recommended tool for automated underwriting and quoting.
9 – AI-Enhanced Analytics for Marketing ROI
Independent insurance agents can use AI-enhanced analytics to maximize marketing ROI by gaining deeper insights into campaign performance, optimizing resource allocation, and making data-driven decisions. You can track key metrics like cost-per-lead and conversion rates with tools like Google Analytics 4, Semrish, or Zoho CRM. Use these insights to double down on high-performing campaigns and cut low-yielding ones.
10 – Local Involvement
Partnering with complementary local businesses like real estate and mortgage brokers can also enhance visibility. Offer co-branded educational seminars or online webinars with partners. A “Protect Your Investment” workshop with a real estate agent can cover home insurance and real estate tips.
Younger clients value companies that give back. Another way to enhance your visibility locally is to sponsor local events or run community campaigns tied to relevant causes, such as disaster relief or safety awareness.
Develop a Plan for Your Agency
Create a marketing plan tailored to your agency’s goals and niche markets. First, determine your target markets, including the type of client and any specific regions or industries. Look at what sets your agency apart and which platforms have been more successful in the past. From there, determine your goals for 2025 (leads, retention, cross-sells) and ensure they are S.M.A.R.T. goals — specific, measurable, achievable, relevant, and time-bound. Choose some strategies that align with your budget, and conquer 2025!