Insurtech PR Agency: 30+ Placements From One Data Report

An insurtech PR agency earns media coverage for insurance technology companies by turning the data they hold into stories reporters want to cover, not by writing about policies. Virgo PR's work for Veracity Insurance Solutions began with one uncovered food-liability brand and one original data report, which produced more than 30 earned placements and grew into a multi-brand program across the portfolio.

Updated November 11, 2026. This page describes communications practice and is not legal or compliance advice.

What Are the Key Takeaways on Insurtech PR?

Insurtech PR works when the company becomes a source of information about its customers, not just a seller of coverage. The points below summarize this guide.

• Reporters rarely want to write repeatedly about policies, certificates or coverage limits, so the story has to be what the company knows.
• Proprietary data and customer research give an insurtech dozens of story angles from one report.
• Insurance trade, business and vertical outlets each need a different pitch.
• Insurance marketing is regulated by states, so claims need review by compliance counsel before they go out.

In This Guide

• What an insurtech PR agency does
• Why insurtech PR is different
• Services an insurtech PR program includes
• Which outlets cover insurtech
• A documented insurtech case
• Marketing rules to plan around
• How to choose an insurtech PR agency
• Frequently asked questions

What Does an Insurtech PR Agency Do?

An insurtech PR agency builds a company's credibility with the audiences that decide its success: customers, carriers and capacity providers, investors and the reporters who cover insurance and small business. It sets the message, finds the stories inside the company's own data, pitches the right outlets and prepares executives to speak with authority.

The work is broader than product announcements. An insurtech has news when it raises capital, adds a carrier or program, launches a product and publishes findings from the customers it insures. A PR program plans all of these on one calendar so coverage builds instead of arriving in bursts.

Why Is Insurtech PR Different From Other Tech PR?

Insurtech PR differs because the product is hard to make newsworthy and the marketing is regulated. A reporter covering restaurants, photographers or small business has little reason to write about a policy, but a great deal of reason to write about what happens to the businesses the policy covers.

The audience also splits. Insurance trade editors want program, capacity and carrier news. Business and consumer writers want practical guidance and numbers. Vertical publications, such as food service or photography media, want insight into their own communities. A single pitch rarely serves all three, which is why the program is built around separate story lines.

What Services Does an Insurtech PR Program Include?

An insurtech PR program includes six services, each tied to a concrete output.

Insurtech PR services and outputsServiceWhat it coversOutputMessagingWhat the company does, for whom and with what proofA messaging matrix and talking pointsData-led researchSurveys and analysis of customer and claims dataOriginal reports with a bank of statisticsMedia relationsPitching trade, business and vertical reportersPlacements matched to each audienceExecutive thought leadershipContributed articles, commentary and podcastsBylines and quoted expertiseAnnouncementsFunding, carrier, program and product newsReleases, embargoed pitches and a calendarReportingCoverage, reach and message pull-throughMonthly and quarterly reports

Virgo PR describes its general approach in the public relations services guide and its method in What Is PR?

Which Outlets Cover Insurtech?

Insurtech news appears in three groups of outlets: insurance trade media, national business and consumer media, and vertical publications for the customers the company insures.

Outlets named in Virgo PR's Veracity coverageGroupExamples from the Veracity programInsurance tradeThe Insurer, Insurance Business Magazine, Risk & Insurance, Digital InsuranceNational business and consumerForbes, NerdWallet, ConsumerAffairsVerticalModern Restaurant Management, Packaging Digest, Food Truck Operator, Athletech News, PetaPixel

The full list, with links, is in the Veracity case study.

What Does a Documented Insurtech PR Program Look Like?

The Veracity Insurance Solutions program shows the data-led model from first report to portfolio. Veracity is an insurtech company and house of specialized insurance brands for small businesses, and Virgo PR was first engaged for one brand, FLIP, the Food Liability Insurance Program, which had almost no earned media.

• Virgo PR built an original State of the Food Industry report of nearly 50 pages from consumer and business-owner surveys, FLIP data and industry trends.
• The report was cut into dozens of story lines for restaurant, food, small-business and financial reporters. The first campaign earned more than 30 placements and more than 1 million in potential audience.
• Veracity then expanded the program to other brands, including Insurance Canopy, Beauty & Bodywork Insurance, Artists, Crafters & Tradesmen Insurance and Full Frame Insurance.
• The program grew to more than 15 data and industry reports, more than 25 contributed articles written for executives, hundreds of placements and a monthly webinar series.

The results are Virgo PR's own reporting, and funding or sales depend on many factors beyond PR. What the case shows is the reframing: instead of asking how to get journalists to write about small-business insurance, the program asked what Veracity knows about small businesses that journalists would want to know.

Which Marketing Rules Should an Insurtech Plan Around?

Insurance advertising is governed by state law, so an insurtech's claims should be reviewed by compliance counsel before they are published.

The National Association of Insurance Commissioners publishes a model Unfair Trade Practices Act, and states adopt versions of it with their own differences. A Willkie Farr and Gallagher summary of general principles for insurance advertising notes that advertisements, including online ones, must be identifiable as advertisements and are subject to laws against misleading or deceptive information.

For PR this means two habits. Keep claims in releases and pitches to what the company can document, and have counsel check any statement about coverage, rates or comparisons. Earned coverage is written by reporters, but the company's quotes and data still need to be accurate and approved.

How Do You Choose an Insurtech PR Agency?

Choose an insurtech PR agency by asking for proof of data-led work, trade-media experience and a plan for compliance review.

• Ask for a case study in which proprietary data produced coverage, with named outlets and dates.
• Ask which insurance trade and vertical reporters the team has worked with.
• Ask how research reports are designed so they yield many stories.
• Ask how claims about coverage and rates are checked before they are released.
• Ask how funding, carrier and program news is sequenced with the rest of the calendar.
• Ask how results are reported, and what is counted beyond placements.

Companies preparing a raise can read the funding announcement press release guide, and those in financial services can see the financial public relations practice. To discuss a program, contact Virgo PR.

Frequently asked questions

What is an insurtech PR agency?

An insurtech PR agency is a firm that earns media coverage and builds credibility for insurance technology companies, usually by turning proprietary data into stories and pitching insurance, business and vertical media.

How does insurtech PR differ from regular tech PR?

Insurance products are hard to make newsworthy and insurance marketing is regulated by states. Insurtech PR therefore leans on data and customer insight and keeps claims to what can be documented and approved.

What results did Virgo PR's Veracity program produce?

The first FLIP data report earned more than 30 placements and over 1 million in potential audience, and the program grew to more than 15 reports, more than 25 contributed articles and hundreds of placements.

Which outlets cover insurtech?

Insurance trade outlets such as The Insurer and Insurance Business Magazine, national outlets such as Forbes and NerdWallet, and vertical publications for the customers the company insures.

Does Virgo PR give legal or compliance advice?

No. Virgo PR plans and executes communications. Insurance claims, rates and comparisons should be reviewed by the company's compliance counsel.

Can PR help an insurtech raise capital?

PR can build a record of credible coverage and proof points that investors see before a raise. Funding depends on many factors beyond PR.

How long does an insurtech PR program take to show results?

A data report can produce coverage within weeks of release, while portfolio-wide authority builds over months as reports, bylines and placements accumulate.