Andy NearyI help insurance professionals turn brand awareness into business growth.

Stop selling insurance like we did in the early 90s. 🤦‍♂️

28 Jul 2025 · 2 min

Watch on YouTube

1:42

Andy Neary delivers a LinkedIn seminar-style talk arguing that insurance prospecting must move from traditional offline methods (cold calls, door-to-door, networking on golf courses/restaurants) to an online, content-led strategy. He explains that modern platform algorithms (e.g., TikTok's interest graph) surface content to interested users regardless of follower counts, and predicts AI-driven search will further increase the importance of online presence. Neary frames this as the motivation for teaching four pillars to grow B2B insurance business online.

Chapters

There's never been a better time than there is right now. Why? Because the algorithm, the way the platform works, is very different than it used to be. Back in the day, it was all about your following, right? It was all about how many followers you had, how big your following was. Because if you had a big following and you posted content, you were going to get a ton of engagement. Well, when TikTok came along, they changed the game because the algorithms now are based on what is known as the interest graph, which means you don't have to have a ton of followers, but if you put out good content, the algorithm is going to help make sure it gets in front of the right people. So that's why content today is more important than it's ever been. And as we shift away from Google searches and start searching using AI, your content, your presence online, is only going to get that much more important. You see, prospecting in the insurance industry has changed. You know, when I got in the industry in 2002, I was put in a bullpen, told to make a bunch of cold calls. I was taught how to go door to door industrial parks. But let's be honest, that is just not as effective as it used to be. And so you have to have a different strategy today to get your prospects attention. And there's not a better place to do that than online. When I got in the business in 2002, I was told to go hang out where my prospects were. Back then, it was very much about the golf course, that's fancy restaurants. Today it's a lot different where everybody hanging is hanging out, is on their phone, they're online. And so you have to have some form of online presence if you're going to have an effective prospecting strategy. So in this LinkedIn seminar, I'm going to teach you the four pillars we use to grow our business in a business to business setting.