Insurance marketing agency for insurers, brokers, and agents where every campaign pays for policyholders, not shoppers.

Three structural reasons.

1. The compliance frame. MAS Notice FAA-N03 (disclosure), FAA-G14 (conduct), FD-G01 (fair dealing), the Insurance Act Cap. 142, LIA Singapore and GIA Singapore self-regulatory codes, NAIC Model Bulletin on AI Use by Insurers (adopted by NAIC December 2023), ASIC RG 234. Ad-asset approval cycles add 3 to 7 business days of lead time that retail campaigns never pay.
2. The buyer-committee. Commercial and group insurance involves procurement, HR, risk, and finance buyers in parallel. Bain Insurance Loyalty 2024 finds commercial buyers run 4 to 8 providers through formal RFP; personal-lines buyers compare 3 to 5. On the consumer side, household financial decisions are typically a two-person committee. Either way, the channel mix tilts toward LinkedIn warming plus Google intent capture, not Meta retargeting.
3. The decision pattern. Brand trust carries more weight than price on any considered policy. The Bain panel finds the top drivers of insurance brand trust in order: claims-paid speed, clarity of policy language, price stability at renewal, digital self-service quality, agent / advisor accessibility. Programmes that lead with price filter for shoppers, not policyholders.

Generic agency frameworks miss all three and call the result a media-buying problem.

A quote is not a policy. A click is not a renewal. High-frequency comparison-shoppers are the most expensive leads in your pipeline because they bind a small percentage, churn in year one if they do bind, and consume agent time on every interaction.

The metric that matters is cost per bound policy adjusted for 13-month persistency, weighted by underwriting outcome. Acquiring a new policyholder costs five to seven times what retaining one does. Programmes optimised for cheapest cost-per-quote refill a leaking bucket and call it growth.

Three stages, each one breaks differently.

01. Trust and education. The buyer does not yet know which product they need. Policy types, exclusions, claims process, regulator backing. Educational content earns trust before any campaign can earn intent.

02. Targeting and engagement. Insurance need is event-triggered. Marriage, home purchase, new baby, job change, hospitalisation. Reach the buyer at the moment the event happens, not on a quarterly burst.

03. Convert and retain. Conversion is week one. Retention is years two through ten. The renewal calendar is a marketing channel; programmes that ignore it watch persistency drift while CAC climbs.

The default starting mix on a five-channel insurance programme.

• Google Search: highest intent. In-market buyers typing the product into the box. Standalone Search plus Shopping (where commerce applies) outperforms Performance Max in this category because of bid control and brand-search exclusion discipline.
• Meta: life-event prospecting. Marriage, home purchase, new baby, career change. Special Ad Category for Financial Products applies to life and credit-related cover (lookalike audiences disabled, targeting restricted).
• LinkedIn: commercial and group insurance. Account-Based Marketing against named target lists. Thought Leader and Document Ad formats earn dwell with procurement and HR.
• Programmatic + CTV: brand trust at scale and quote-abandoner retargeting. Premium private marketplaces (Netflix, Disney+, Roku) for the brand-trust signal a regulated category needs.
• TikTok: general insurance, pet, and travel cover where buyer skew is younger. Insurance ads are permitted on case-by-case review for licensed institutions; pet and travel are cleanest to clear. TikTok Symphony Creative Studio (launched 2024) automates creative variation; the 48-hour refresh cadence is leapbuzz methodology, not a TikTok product spec.

The audit re-balances against your book of business; this is the default, not the prescription.

Meta Special Ad Category (SAC) scope on insurance is more specific than most agency decks suggest. The Credit SAC applies to credit-bundled insurance (credit-life, credit-disability, mortgage-protection) globally where Meta determines scope. The Housing SAC applies to homeowners and renters insurance in the United States. Standalone term life and whole life insurance ads on Meta are not in the Credit SAC by default; verify the scope in Meta Business Help Center “Special Ad Categories” before each launch.

When SAC applies, the practical implication: lookalike audiences disabled, age and ZIP-code (US) and detailed-demographic interest targeting restricted, creative reviewed against Meta's Financial Products policy. Detailed life-event signals (Recently Moved, Newly Engaged, New Parent) still work inside the constraints.

The pattern that works on insurance specifically: a six-asset creative pool per life-event signal, Conversions API plus Pixel dual-tagged with Event Match Quality at or above 7.0, weekly creative review with quality-score thresholding. Without that signal hygiene, Meta's algorithm reverts to cheap impressions on Audience Network and conversion quality collapses. Meta case studies report 20 to 35 percent incremental lead-volume lift on Advantage+ Shopping for insurance lead-gen accounts that hit the Event Match Quality (EMQ) floor plus dual-tagging (range is wide; case-study magnitudes are inherently survivor-biased).

Four campaign types in priority order on a commercial insurance programme.

1. Account-Based Marketing against named target-account lists for procurement, HR, and risk-management committees.
2. Thought Leader Ads from internal subject-matter experts (risk consultants, claims directors) on policy-change moments.
3. Document Ads serving cover summaries, white papers, and regulatory primers; highest dwell time in the format.
4. Predictive Audiences once Conversions API is flowing qualified events and a seed list of bound commercial policies has built up.

Group health, professional indemnity, key-person, executive life, and D&O are the cover categories where LinkedIn carries more weight than any other channel.

Three layers.

1. In-platform attribution per channel. Always-on baseline.

2. Server-side measurement. Conversions API on Meta, Enhanced Conversions for Leads on Google, Events API on TikTok, Conversions API on LinkedIn, UET plus Offline Conversions Import on Microsoft. Keeps signal quality high under cookieless conditions.

3. Marketing-mix-modelling with a Conversion Lift baseline.

For insurance specifically, the highest-leverage adjustment is the lead-quality feedback loop from CRM back to platforms. Bound-policy events fired back via offline conversions train the algorithms on the metric that matters, not the metric they natively optimise.

Insurance payback uses the loss-adjusted contribution margin, not gross revenue.

Direct-to-consumer life and health: payback under 12 months on first-year net premium is excellent, 12 to 18 months healthy. Persistency to month 13 is the critical multiplier; programmes that bind quickly and lapse before year-one renewal are net-negative.

Commercial and group: 18 to 30 month payback on first-year commission is healthy given longer renewal cycles. LinkedIn-sourced commercial accounts typically run higher CAC and higher persistency than search-sourced direct policies.

Quarterly cohort analysis (bind month, premium realised by quarter, lapse rate by month, net retention) is the format your CFO will recognise.

Paid media earns the next dollar when intent capture has plateaued (search auction saturated, retargeting frequency peaked).

Content earns it when sales-cycle length is the bottleneck (buyers need more information before they convert) or when category education is structurally underbuilt.

Brand earns it when category awareness is structurally low (Brand Lift Studies show the gap) or when the regulator-trust signal needs reinforcement.

The audit reads your funnel and tells you which lever has the highest marginal return for your specific buyer journey.

Three layers.

1. Business outcomes. Cost per bound policy, pipeline contribution to first-year premium, payback period adjusted for persistency, return on ad spend net of platform fees.

2. Attribution caveats stated up front. Platform-reported numbers typically overstate by 30 to 50 percent against an incremental-lift study. Cite the most recent Conversion Lift Study for the causal number.

3. The bets. What we tested, what worked, what we are killing, what we are scaling. Naming what you got wrong alongside the wins builds board confidence faster than any clean win does.

Three structural moves.

1. Compliance pipeline first, not last. Every ad asset clears the regulator pipeline before it is scheduled. Burnt-in disclosure on video, creator authorisation logs on Spark Ads partnerships, no implied returns or guarantees in copy.
2. Underwriter sign-off built into the creative cycle. Underwriter approval is a campaign-blocking step. Allow 3 to 7 business days lead time per asset on regulated cover.
3. Auditable workflow. Every approval is logged so the compliance team can reconstruct brief-to-publish for any asset that ran. Regulators ask; the system answers.

MAS, OSFI, ASIC, NAIC, and state-level US accounts have run on this pattern across the team's history.

The operative stack for FA-regulated insurance advertising in Singapore is a notice + guideline + Act set, not a single notice.

• MAS Notice FAA-N03 (Information to Clients and Product Information Disclosure) is the canonical disclosure rule. Communicating product information must be clear, adequate, and not false or misleading, with risks given prominence consistent with benefits.
• MAS Guidelines FAA-G14 (Standards of Conduct for FAs and Representatives) sets the conduct floor on any digital channel where an FA representative speaks, LinkedIn thought-leadership included.
• MAS Guidelines FD-G01 (Fair Dealing Outcomes, 2009, revised 2024) is the board and senior-management framing of fair dealing. CMOs should evidence that the advertising programme delivers all five outcomes, particularly Outcomes 4 and 5.
• MAS Notice FAA-N16 (Recommendations on Investment Products) applies where an ad amounts to a personal recommendation under the Financial Advisers Act.
• Insurance Act (Cap. 142) is the carrier-conduct statutory anchor; Section 35 covers intermediaries, Sections 36 and 40 cover authorisation and conduct of agents.
• LIA Singapore Code of Conduct for Life Insurance Agents and Advertising Guidelines; GIA Singapore Code of Practice for General Insurance.
• MAS Notice 626 (AML / CFT) covers source-of-funds and beneficial-ownership verification on digital channels for binding policy applications.
• PDPA 2012 + PDPC DNC registry for marketing consent and telemarketing scrub.

The platforms have moved their policies in parallel. Google Ads Financial Products policy requires MAS-licensed entity verification (in force since June 2022). Meta Special Ad Category routing applies to credit-bundled insurance. The compliance pipeline is the campaign pipeline.

Five anchor markets, one architecture, market-specific overlays.

• Singapore: MAS Notice FAA-N03 (disclosure), FAA-G14 (conduct), FD-G01 (fair dealing), FAA-N16 (recommendations); Insurance Act Cap. 142; LIA Singapore; GIA Singapore; PDPA 2012 + PDPC DNC registry; MAS Notice 626 for AML / CFT on binding applications.
• Malaysia: Insurance Act 1996; Financial Services Act 2013; BNM Policy Document on Fair Treatment of Financial Consumers (6 November 2019, Section 8 on advertising); BNM RMiT (June 2023 update); Persatuan Insurans Am Malaysia (PIAM); Life Insurance Association Malaysia (LIAM); PDP Commissioner Malaysia + 2024 cross-border transfer amendments.
• Australia: ASIC Regulatory Guide 234 (issued 15 November 2012, current 2024); General Insurance Code of Practice (Insurance Council of Australia, 2024 edition); Life Insurance Code of Practice 2.1 (FSC); ASIC Design and Distribution Obligations under Corporations Act sections 994A and 994Q, in force since 5 October 2021, with Target Market Determination review; APRA CPS 230 Operational Risk Management (effective 1 July 2025); APRA CPS 234 Information Security; ACMA Spam Act 2003; Privacy Act 1988 + Australian Privacy Principles + 2024 reform.
• United States: state-by-state insurance department rules under McCarran-Ferguson Act (1945); NAIC Model Bulletin on Use of Artificial Intelligence Systems by Insurers (adopted by NAIC December 2023, with around 20-plus states adopting or aligning as the NAIC tracker progresses); New York DFS Circular Letter No. 7 (July 2024); FTC Endorsement Guides (16 CFR Part 255, 2023 revision); NAIC Privacy of Consumer Financial and Health Information Regulation; CFPB Circular 2022-03 where insurance is bundled with credit; federal TCPA.
• Canada: OSFI Guideline B-10 Third-Party Risk Management (current 2024); OSFI Guideline E-23 Enterprise-Wide Model Risk Management (issued September 2024, effective 1 July 2027); provincial regulators (FSRA Ontario, AMF Quebec, BCFSA); Quebec Law 25 (full provisions effective 22 September 2023, with French-language requirements via Charter of the French Language); PIPEDA; CASL (in force since 1 July 2014, max penalty $1M per violation).

Six things 90 days before launch.

1. Conversion tracking dual-tagged across browser-side and server-side on every platform with Event Match Quality 7.0 or higher.
2. Regulator compliance review of every ad asset against the applicable frame (MAS FAA-N03 disclosure + FAA-G14 conduct for Singapore; ASIC RG 234 + DDO Target Market Determination for Australia; NAIC Model Bulletin for US states; OSFI B-10 and E-23 for Canada; BNM Fair Treatment of Financial Consumers for Malaysia).
3. CRM stage-progression mapped to platform conversion events; bound-policy event fed back via offline conversions.
4. Quote-engine UX audit with form-friction analysis on every step of the funnel.
5. Lead-quality feedback loop from CRM back to platforms via offline conversions on bind, not on quote.
6. Cross-platform attribution model with cost-per-bound-policy as the chosen north-star metric.

Most launches skip 3 of these 6 and pay for it for two quarters.

Yes, when the incumbent contract is up or you have decided to move. Three-phase handover.

1. Discovery and audit (weeks 1 to 3): we read the existing account end to end, document the structure, identify the lift opportunities and the compliance risks.
2. Handover (weeks 3 to 5): account access, asset library, tracking setup, underwriter pipeline, reporting handoff. We work with the outgoing agency on a professional handover where possible.
3. First sprint (weeks 5 to 12): highest-priority fixes shipped (signal quality, compliance pipeline, brand-search exclusion), measurement baseline locked, first Conversion Lift Study scheduled.

We do not poach accounts mid-contract or pitch in competition with an active incumbent.

Three triggers.

1. The platform stack has shifted under you. Google AI Max for Search rolling through 2026, Meta Advantage+ defaults, Microsoft Performance Max (launched May 2025 with brand-list controls and transparency reporting), TikTok Symphony Creative Studio. A team running the 2024 playbook widens the gap every quarter.
2. The compliance frame has changed. NAIC Model Bulletin on AI Use by Insurers adoption continuing across US states, ASIC Design and Distribution Obligations enforcement tightened, APRA CPS 230 became effective 1 July 2025, OSFI Guideline E-23 issued September 2024 with 1 July 2027 effective date. Teams that have not refreshed their pipeline are shipping assets into a moved environment.
3. The board is asking for a causal read on the marketing spend and the in-house team has never run incrementality. There is no evidence yet that the spend is incremental.

The audit reads which of the three is actually breaking the programme. Findings document yours regardless of next steps.

Banded by engagement type rather than percentage of media spend.

• Diagnostic audit: 2 to 3 week fixed-scope read of the live account. Findings document yours regardless of next steps.
• Build sprint: 6 to 8 week fixed-scope restructure on a specific surface (signal quality rebuild, compliance pipeline build, channel-mix rebalance).
• Managed subscription: ongoing day-to-day management of the paid programme with a senior practitioner named on the account.
• Embedded retainer: strategic and technical direction with weekly cadence; team or incumbent agency runs day-to-day execution.

We do not mark up tool subscriptions or platform media spend. Tools, reporting, and quarterly incrementality testing are included. International engagements are billed in the equivalent currency on every invoice.

Three signals.

• Regulated-sector operating experience plus fluency in the live Singapore stack (MAS Notice FAA-N03, FAA-G14, FD-G01, FAA-N16; Insurance Act Cap. 142; LIA Singapore; GIA Singapore). Most agencies have run insurance accounts; few have run them across the full FA notice + guideline + Act compliance frame.
• Technical depth on the 2026 measurement stack (Conversions API, server-side GTM, Enhanced Conversions for Leads, Consent Mode v2, Event Match Quality tuning, AI Max migration planning).
• Senior practitioner involvement on the account, not an account-manager funnel.

leapbuzz leadership: Siddharth Surana (Founder/CEO, 18+ yrs, ex-Regional CDO Havas), Sundeep Surana (MD, 16+ yrs), Ratnakar Nemani (Ops Director, 11+ yrs, Google Ads Certified), Nitesh Sanghvi (Search and Social Director, 12+ yrs, Google Ads & Google Analytics certified). 50+ combined years across the team.

Travel Guard Singapore is our named live client in the insurance vertical. Engagement covers paid media across search and social channels.