We wrote 12 original Outlooks for 2025, and repurposed dozens more. Before every interview, I tell the experts: You don’t need a crystal ball. Instead, aim for a collection of high-level ideas your readers should be thinking about — and most importantly, give them actionable take-aways.

Here are my 5 trends for insurance marketers in 2025 (3 positive, 2 negative - bonus points if you got that!):

+ More C-suites will build a personal brand – and businesses will support it.

If Brian Thompson had built a brand and we "knew" him as a family man, a business leader, a champion of U.S. healthcare, would he be posthumously vilified? Creating content by your executives will shrink the trust gap. Insurance leaders will be under the microscope in 2025. Get them in front of the mic proactively, not only during a crisis.

Take action: Tell the story of your business and its leaders before someone else tells it for you. It is hard work to get traditional leaders to pull the curtain back. But, once they do, it's magic! ✨


- Less focus on SEO, more focus on distribution.

With more to read, and the ability to create generic content at scale, how can you stand out? Search engine ranking isn’t always the way to go. Instead, consider diversified distribution channels. Ask:

·   Do your company’s inbound leads come from a search engine, or existing clients and referral sources? Bonus if you can attach percentages to each.
·   Which industry pubs are they reading?
·   What’s the open rate of your emails?
·   Can you segment your emails by vertical industry or market to make them even more relevant?

Take action: Go where your customer’s eyes are. Invest only in strategies that will get you in front of them.


+ 1st party reports.

To stand out, more will do 1st party reports, looking for data that will pique their customers' interest. As a journalist, we learned that an idea is only as good as the data supporting it. What do your customers want to know? Can you offer them the answers?

Take action: Originality is what it takes to stand out in 2025. Reports are just one way to do it.


+ More bespoke content.

How can we break from the AI’s repetitive language and content patterns? Headlines (and subheads!) are a great example of this: Which article would you rather read?: "Outlook 2025: Where the rubber meets the road," or "2025 global insurance forecast: Stability ahead, but big changes loom." Which do you think was written by AI, which by our writers? 😉

Here's a handy chart that ChatGPT helped me create.

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