About Inbound Insurance Marketing

The original insurance content marketing agency, 100% focused on insurance since 2004

Inbound Insurance Marketing is the go-to source for insurance-intelligent content, copywriting and design. Our founder created IIM to give insurance marketing teams something they never have enough of: time to create great content.

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Heather Sloan Founder and CEO 32+ years in insurance: 10 with a commercial P&C carrier and 22+ as the insurance industry’s go-to content marketing partner.

Our story

One focus: insurance content marketing

IIM launched in 2004 as insurancecopywriting.com. Heather Sloan, a former marketing leader at a commercial insurance carrier, saw an unmet need: insurance marketing teams needed content writers who already understood the industry. The industry has changed in many ways since then. Our focus hasn’t.

  1. 2004 IIM launches as insurancecopywriting.com
  2. Going online The internet gains momentum and insurers build their first web presence
  3. Search era SEO becomes pivotal, and buyers start researching online
  4. Content era Demand grows for content-rich websites, blogs and resources
  5. AI era Generative AI tools arrive and change how content is created
  6. Today The rise of AI visibility. Insurers need to be the expert AI tools cite and recommend

Through every change, we’ve stayed 100% focused on insurance and insurtech clients.

Why now matters

Just as the internet rewrote the rules of marketing, AI is rewriting them again.

Google now adds an AI Summary to the top of every page of search results, and buyers are asking their AI assistants which companies to trust. Many insurers don’t yet realize the importance of AI visibility. This moment is a crucial window. The companies that build authority now will become the anchor brands AI engines cite. The ones that wait will be playing catch-up.

Explore AI visibility

Meet our founder

Heather Sloan, Founder and CEO

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2004 The direct mail letter that launched the business

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Heather, in the early years

Heather has spent more than 32 years in insurance. She started her career in 1994 in a commercial carrier’s management trainee program, where every future leader had to learn the business from the inside before moving into their field. For Heather, that meant working as a workers’ compensation claims examiner and then a claims supervisor before advancing into marketing.

During her 10 years with the carrier, she grew into a marketing leadership role and sat in the boardroom alongside other company leaders, making the decisions that shaped strategy and growth. That combination, frontline claims experience and executive decision-making, still informs how she approaches every client’s content.

In 2004, she founded IIM to give insurance marketing teams the insurance-fluent content partner she had wished for. Since then, she’s worked on every side of the industry, from commercial P&C to employee benefits and captive health plans. Clients come to her for help breaking down complex topics and showcasing their successes, and they call her “old school” because she picks up the phone and gets things done.

What to expect

Time savings, and fewer headaches

Clients tell us working with IIM saves them a lot of time, and that it’s a welcome change from content creators who don’t know insurance.

  • No need to explain insurance. We’ve already written about most insurance and insurtech topics.
  • No need to find sources. We know the industry journals, research and trends.
  • No need for a full outline. If you have a brief, we'll use it. If you don't, we can suggest angles and complete projects with minimal input.
  • No need to rewrite. Content is quality-checked and ready to use.
  • Revisions are always included.
  • Every first draft is written by an insurance-experienced human, never generated by AI.

We strive to make the content development process as easy as possible for our clients. If you have a last-minute request, ask us. We'll do our best to make it happen for you.

-Heather Sloan

Who we serve

Clients from every corner of insurance

  • Insurance carriers
  • Wholesalers, MGAs and FMOs
  • Brokerages and agencies
  • Insurance networks
  • Insurtechs
  • Service providers to insurance

Lines we support

Any and all lines of insurance

  • Commercial P&C
  • Employee benefits and COBRA
  • Workers’ compensation
  • Life, health, disability and LTC
  • Medicare
  • Personal lines
  • Claims and BPO services
  • Policy admin systems
  • Insurance AI
  • Parametric and embedded insurance

Our AI policy

How we use AI

Clients and their compliance teams ask, so here is exactly where AI fits in our work, and where it doesn’t.

  • Humans write every first draft

    An insurance-experienced writer researches, interviews your experts and writes every first draft. We don’t generate drafts with AI.

  • AI assists with checks

    We use AI tools for editing support, brand voice checks and source review. A person reviews every suggestion before it’s used.

  • Your information stays protected

    We don’t enter your confidential or proprietary information into public AI tools.

  • People make the final call

    Every piece gets a final human review before it reaches you, and your legal and compliance changes are included at no added charge.

Why partner with IIM

Because we’re the real deal

Plenty of agencies claim insurance expertise. IIM is the original, longest-standing insurance content firm. Our experienced team has been with us for years, our clients rarely leave, and we deliver high-quality work on time and on budget.

2004
22+ years in business
100%
Focused on insurance and insurtech
32+ years
Our founder’s experience in insurance

Ready to explore your options?

Book a quick call with Heather to talk about your goals, your team and where IIM can help.

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