Marketing Director · Insurance
Marketing Training for Insurance Marketing Directors
Insurance marketing runs on its own logic: long sales cycles, heavy regulation, distribution through brokers and agents, and products people rarely enjoy buying. This track covers the general marketing fundamentals you need, then applies them directly to your sector: how insurers compete, who the players are (insurers, reinsurers, brokers, insurtechs), what regulators like ACPR or EIOPA expect from you, and the numbers that matter, from combined ratio to loss ratio and customer lifetime value.
You'll work through interactive tools built around real insurance cases, a concrete action playbook you can bring to your next strategy meeting, and a sector-specific assessment that tells you exactly where your skills stand. No generic theory: everything here is built to help you make sharper decisions on pricing communication, claims experience, and brand trust in a market where trust is the actual product.
26 lessons · ~5 h · resumes where you left off
Your program
A focused program built on your vertical's content: the sector first, then your discipline applied to it.
The generalist Marketing track
The full craft of the discipline, beyond your sector.
More resources
Interactive tools
Frequently asked questions
Who is this insurance marketing track for?
It's built for marketing directors and heads of marketing working inside insurers, brokers, reinsurers or insurtechs. It assumes you already carry marketing responsibility and want the sector layer: distribution through intermediaries, regulatory constraints, and the technical vocabulary underwriters and actuaries use. If you're moving into insurance from another industry, it also works as a catch-up on how the market operates.
What makes insurance marketing different from marketing in other sectors?
Four things: sales cycles are long, the product is regulated down to the wording of your communications, distribution often passes through brokers and agents rather than direct channels, and almost nobody enjoys buying insurance. That combination means classic acquisition playbooks transfer badly, and trust becomes the thing you actually sell.
Do I need marketing fundamentals before starting, or are they included?
They're included. The track covers the general marketing fundamentals first, then applies them to insurance, so you can skip straight to the sector modules if positioning, segmentation and measurement are already solid for you. Reading order is yours to decide since the whole track is open.
Which regulators and compliance topics are covered?
The track covers what supervisors like the ACPR in France and EIOPA at European level expect from insurance communications and commercial practices. The angle is practical: what you can claim, how pricing is communicated, and where marketing decisions create compliance exposure. It's a marketing reading of the rules, not legal advice.
Which insurance metrics does a marketing director need to master here?
Combined ratio, loss ratio and customer lifetime value are the core ones, alongside the acquisition metrics you already track. They matter because they're the language of your CFO and your underwriting teams: a campaign that grows volume while degrading the loss ratio is a failure, even if the CAC looks good.
What's in the sector assessment and the action playbook?
The assessment is insurance-specific and tells you where your skills stand across the areas covered, so you know which modules to prioritise. The playbook is a set of concrete actions you can take into your next strategy meeting, on pricing communication, claims experience and brand trust. Both sit alongside interactive tools built around real insurance cases.