Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
May 24, 2000
Interview Make SOHO Financial Services Easier

SUMMARY: No summary available.
The Offering: Founded in June 1999, Insurance Services, Inc. ( is a B-to-B Internet company that streamlines the business insurance application and policy-writing process.

Target Audience: Currently, serves over 23 million small businesses and solo practitioners. Typically, such customers are hard to service through traditional insurance brokers and agents.

Site Design: ePolicy’s Web interface lets SOHO’s purchase insurance quickly, minimizing one of the most hateful procedures in business (e.g. qualifying for financial services). “What makes us unique is that the qualifying criteria is in our engine,” says Richardson. “Right now there is no one else on the market.” “They are in and out and insured within about 15 minutes,” says C. Bruce Pfander, ePolicy’s Executive VP and Chief Marketing Officer.

Traffic Generation: invests its dollars in a media mix targeting both online & offline vertical markets. Roughly, 60% of the marketing budget goes to online media while 40% goes to offline media.

ePolicy’s diverse marketing arsenal includes:

--1. Alliances with companies like Intuit, Inc. to market ePolicy via QuickBooks 2000 and QuickBooks Pro 2000, and the small business channel of (According to Intuit, more than 2 million SOHOs use its QuickBooks product/service line.)

--2. Affiliations with associations, such as bar and accounting organizations

--3. Direct interactive marketing into vertical markets, including trade print advertising coupled with direct mail/email to both lawyers and accountants

--4. Database marketing to an existing prospect list.

--5. And last, but not least, horizontal marketing to the broad category of small business insurance buyers

“Only do [horizontal marketing] when you have enough aggregation of vertical markets. That is, when it makes economic sense,” said Nicholas A. Richardson, Vice President of Product Marketing for

Our Take: ePolicy’s unique selling proposition lies in simplifying a traditional application process that also results in savings to the SOHO customer.
See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.