Texting isn’t just for friends and family anymore, as it has quickly become one of the most potent ways insurers connect with clients. Most consumers expect text updates from the businesses they work with now.
But there’s a fine line between being helpful and annoying. Done right, texting strengthens relationships, boosts retention, and opens doors for new sales.
Done wrong, it drives clients to hit “STOP” faster than you can say “unsubscribe.” So, what’s the right way for insurance carriers to use texting as part of their communication strategy?
Keep It Relevant
Nobody wants random texts that don’t apply to them, so don’t send a blast message about open enrollment or plan changes to everyone. Tailor messages to clients’ actual needs.
- Send renewal reminders specific to their policy.
- Share updates on claims they file.
- Offer personalized coverage suggestions when a life event occurs, like turning 65 or welcoming a new baby.
When clients feel like the message was meant just for them, they’re more likely to engage and less likely to tune you out.
Respect Timing
Timing is everything, so a text sent at 10 p.m. on a Friday is intrusive. A text at 10 a.m. on a weekday reminding someone of an upcoming payment due date is helpful.
The goal is to make texting feel like a service, not spam. Think of the moments when a quick, short message is genuinely helpful.
Payment confirmations or deadlines, renewal deadlines, appointment reminders, and claims updates all fall into this category.
Be Brief and Clear
Texts are not the place for long-winded explanations. Clients should understand your message immediately, so stick to one central point per text, keep it under 160 characters when possible, and ensure your call-to-action is clear.
For instance:
“Reminder: Your auto policy renews 10/1. Pay online here: [link]” is much stronger than
“Hello, valued client, this is a reminder from ABC Insurance about your upcoming auto renewal. Please ensure payment is submitted on time to avoid a lapse. Visit our website for details.”
Blend Human and Helpful
Automation makes texting scalable, but nobody likes talking to a robot. Balance automated messages with opportunities for human connection.
- Use automation for reminders, confirmations, and updates.
- Make it easy for the client to reply if they have a question and ensure someone answers.
A simple “reply YES to connect with an agent” option goes a long way in keeping the human touch.
Mind the Compliance Factor
Compliance isn’t optional in insurance, so before texting, make sure you have client opt-ins and follow all TCPA guidelines. Always provide a straightforward way for clients to opt out and avoid receiving unsolicited sales messages without their permission.
Clients need to trust that you’ll respect their preferences; otherwise, they’ll cut the line.
Use Texting to Add Value
The most successful texting strategies make life easier for clients, so think about:
- Quick reminders that prevent missed payments.
- Alerts about essential policy updates.
- Links to digital ID cards or coverage documents.
- Tips on how to file claims faster or access telehealth benefits.
When clients feel texting saves them time and stress, they’ll welcome your messages instead of dreading them. Texting with thought and care is one of the most effective ways for insurers to stay top of mind.
Keep it relevant, respect your client’s time, stay compliant, and always aim to provide real value. The right message at the right time reinforces trust, strengthens loyalty, and sparks new opportunities.
In today’s competitive insurance market, that’s a decisive advantage. Welcome to the future of insurance that runs at the speed of now.
Agility Holdings Group (AHG) invests in innovative InsurTech, HealthTech, and related companies that aim to revolutionize access to insurance products, establish patient care, and improve health outcomes. Please visit our LinkedIn page for more information about AHG.