Selling Into Insurance for the First Time
A company with genuinely differentiated sensing technology, a strong record in adjacent markets, and no idea how insurance buys. Insurance does not buy like other enterprise categories, and the ways it differs are the ways that kill deals.
Engagement live · outcomes reported when the term completes
Last reviewed 17 August 2026
The Situation
Technology companies entering insurance usually make the same three errors in the same order. They sell to the wrong buyer, because the person who is enthusiastic is rarely the person with budget authority. They underestimate the proof burden, because a carrier cannot adopt anything that affects pricing or claims without evidence that survives an actuary and a regulator. And they treat the pilot as the win, when the pilot is the cheapest way for a carrier to say no slowly.
The Moves
One to two days a week as interim insurance-GTM lead. Segmentation of the insurance buyer first: carrier versus MGA versus broker versus reinsurer, and within a carrier, which function actually holds the problem this technology solves. Then the commercial model, because how a carrier can pay is a harder constraint than what it will pay. Then the evidence pack a carrier needs before it can move, built to the standard the actuarial function will apply rather than the standard a sales deck usually meets.
Sequencing came last and mattered most: which accounts to approach in what order, so that the first reference is the one that makes the next five conversations shorter.
Where It Stands
The engagement is live and no results are claimed here. What the company owns already is a repeatable insurance motion: a defined buyer, a commercial model that fits how carriers actually contract, and an evidence standard that stops pilots dying quietly in actuarial review.
Pipeline and conversion figures will follow when the work has run long enough to mean anything.
Something in this shape?
Tell me what is not working. The first call is scoping, not a pitch.