We run outbound, content, press and web operations for Mexican insurers, agencies and agent networks: one lane that recruits and activates channel from the registry, and a portfolio lane that renews, recovers and upsells, routed to the right agent.
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The business's two lanes, separated: agent recruiting and activation from the public registry, with messaging by license type; and portfolio flows (renewal, lapsed, sum increase) routed to the right agent rather than a generic call center.
The channel library (pieces per product and city an agent can use without committing you) and the pages answering what the insured searches before buying, at the editorial bar Google applies to money and health topics.
Presence in the business and insurance press your agency networks and your board read. An insurer that gets cited recruits distributors more easily than an invisible one.
The quote flow and forms that convert, plus landing pages per product and per recruiting campaign. The agent arriving from the registry lands on their product, not the homepage.
None of this is legal advice and your compliance area still signs. The difference is that whoever drafts knows the channel is censused, the product is sold twice and the agent's material commits you, instead of finding out at the first complaint.
Practicing as an agent requires a current license from the regulator, by product type, and the registry is public: around 90,000 agents with visible authorisation.
What that means for a campaign: The entire recruiting and alliance market sits on a queryable list: who holds a life license, who holds property, who just obtained one. For an insurer or an agency network, recruiting outbound does not start at a trade fair: it starts at the registry, with the message segmented by the product the agent can already sell.
Insurance distribution in Mexico runs through agents and agency networks: the insurer sells to the channel first, and the channel sells to the insured.
What that means for a campaign: Two campaigns that share neither message nor metric: recruiting and activating agents is measured in productive agents, and demand is measured in policies routed to the channel. Half of insurance marketing fails by running one campaign for both jobs.
Advertising for insurance products is regulated (insurance law and the regulator's provisions): what a piece promises must match the product's terms, and the material an agent uses commits the insurer.
What that means for a campaign: Channel material is not a PDF you send and forget: it is a governed library, versioned, with pieces an agent can use without getting the insurer into trouble. Producing that library at cadence, per product and per city, is a system's job, not a saturated designer's.
The typical policy renews every year: the portfolio is won or lost at renewal, and acquiring a new insured costs a multiple of retaining one.
What that means for a campaign: The portfolio flow (renewal notice, lapsed recovery, sum increase) is the most profitable campaign of the year and the least attended, because it is not glamorous. Orchestrating it by profile and by channel, agent included, is where the system pays for itself first.
The line you cannot cross: Never promise coverage, price or claim payment the product's terms do not support, and never publish channel material an agent cannot use as-is. The piece an agent adapts on their own is tomorrow's complaint, and that governance is part of the product.
Recruiting agents IS an outbound campaign, and the best one starts at the public registry: who holds a license in your line, who just obtained it, who works a city you are opening. Messaging by license type converts better than the trade fair, and follow-up does not depend on your recruiting manager's calendar.
And that is where the risk lives: the piece each agent adapts on their own is the one that commits you. The governed library gives them material they can use as-is, per product and city, and gives you the certainty that what circulates matches the product's terms.
A generic reminder to the whole book is why renewals quietly leak. Orchestrated by profile, line and channel, with the right agent in the conversation, the same portfolio yields more without hiring anyone, and it is the most profitable campaign of the year.
We operate it. There is no seat to license, no platform to learn and no admin to hire. You approve the first sample and the system runs every day.
Yes, and it is the recommended setup: the registry says who holds a current license, of which type and since when. Messaging is segmented by the product the agent can already sell and the city they work, so the conversation starts in their business, not ours.
Always: your people sign at the end, and they receive pieces that already match the product's terms, versioned by line and city. The difference is cadence, the library grows every week without saturating your design team or your legal.
It is the system's first decision, because they are two businesses: recruiting and activating channel is measured in productive agents, and demand is measured in routed policies. One campaign for both jobs is why half of insurance marketing underperforms.
Written and reviewed by Martin Weidemann, founder of Fullstack GTM · Last reviewed
Fullstack GTM operates outbound, content, digital PR and web systems. Nothing on this page is legal, compliance, tax or investment advice: the regulations cited are context for how a campaign gets built, not a substitute for your own counsel, and your compliance officer still signs.
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