How to Market Trust in Insurance and Financial Services

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May 8
2 min read

Credibility and clarity are your product. Here’s how to build both in an industry based on belief.

Why Is It So Hard to Sell Something People Can't See?

Selling insurance or financial protection isn't like selling a product with a barcode. You’re selling peace of mind, future security, and maybe a legal safety net—things people only realize they needed after something bad happens. That’s what makes trust the cornerstone of your entire pitch.

As the Harvard Business Review once noted, financial services are among the least trusted industries globally. In fact, only 54% of people say they trust insurance companies to do what is right, according to Edelman's Trust Barometer.

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How Do You Build Trust in a Skeptical Market?

What Matters Most to Customers?

Customers care about three things:

Clarity – What exactly are they getting?
Credibility – Why should they believe you?
Continuity – Will you be there when things go wrong?

In a recent Accenture survey, 71% of consumers said they would switch insurance providers for a more personalized experience, even if it cost more. This means you’re not just competing on price—you’re competing on clarity and character.

How Can Insurance Agents Sound Human Without Sounding Scripted?

This is where simple, conversational copy works better than industry jargon. Use metaphors. Say “We’ve got your back when life gets messy” instead of “comprehensive risk mitigation coverage.”

Expert tip from Seth Godin:

“People do not buy goods and services. They buy relations, stories and magic.”

Should You Scare Them Into Buying?

No—and stop it. Selling fear works in the short term, but retention suffers. A study by McKinsey found that empathy in customer service had a measurable impact on client loyalty. So instead of fear, frame your pitch around empowerment and preparedness.

What Tools Actually Help New Insurance Entrepreneurs?

Video testimonials (short, real, unscripted)
Educational content (guides on what’s covered vs. not)
Real-time quote tools (Policygenius, Lemonade)
CRM-integrated email campaigns (HubSpot, Mailchimp)

The key is consistency over flashiness. One great email beats 10 confusing ones.

Is It Worth Highlighting Your Licensing and Credentials?

Yes. In a sea of social media influencers-turned-“financial experts,” having certifications listed clearly is a trust anchor. According to FINRA, transparency about licensing can help reduce consumer fraud and increase confidence in new providers.

Can Client Retention Be More Valuable Than Acquisition?

Absolutely. According to Bain & Company, increasing customer retention by just 5% can increase profits by 25% to 95%. Your happiest customers are your best salespeople. Ask for referrals and make it easy for clients to leave reviews on platforms like Trustpilot and Google Reviews.

Final Thought

If you're new to insurance or financial services, your brand isn't your logo or your pricing—it’s how people feel about you when you're not in the room. Build clarity, earn credibility, and reinforce trust with every touchpoint.