Insurance Industry Opportunity Report

Who is winning in your industry?

Terakeet’s market insight technology analyzes the organic search landscape to reveal which brands are winning consumer attention. Discover the winners in the insurance industry and how they achieve success.

Insurance Services

Market Segment:

Homeowners Insurance

Choosing an insurance provider holds lasting implications for homeowners. Insurance brands need to lead with education and engage with audiences to build a foundation of trust.

Market leaders share long-form content and free tools on their owned websites.
Out of the top five winning websites, two are not traditional insurance providers.
The top five brands own nearly 55% of the market share.

Auto Insurance

For consumers, choosing an auto insurance provider is an important decision. They want to feel understood and taken care of. Providers need to connect with audiences early and serve them valuable content to build lasting trust.

Market leaders share long-form content and free tools on their owned assets.
Winning brands share information that provides value to consumers early in the buyer’s journey.
The top five brands own more than 50% of the market share.

Life Insurance

For consumers, deciding on life insurance brings peace of mind and security. Providers need to connect with audiences early and serve them valuable content to make them feel valued and taken care of.

Leading insurance brands share long-form content on their owned assets.
Two of the top five brands are publishers, not providers.
The top five brands are collectively winning more than 40% of the market share.

Business Insurance

Insurance helps business owners protect their livelihoods from the unexpected. Providers need to build relationships with audiences early and serve them valuable content to demonstrate understanding and build trust.

The top five market share leaders are all insurance brands that share long-form content on their owned assets.
Leading insurance brands connect with consumers early in the buyer’s journey.

Supplemental Insurance

Supplemental insurance helps cover a variety of out-of-pocket medical bills and expenses, but many consumers don’t understand how best to use it. Providers need to connect with audiences early and serve them valuable content to offer support.

In the supplemental space, Humana generates a stunning 3 million annual visits from its dental resources content hub.
Two of the top ten brands are publishers, not providers.
The top ten brands win huge consumer attention from more than 355,000 monthly searches.

Don’t be Outperformed

In each segment, a small percentage of brands control a majority of the market share—meaning leaders gain outsized consumer attention.

Win Consumer Attention

Leading insurance brands are winning due to an investment in content strategy within their owned assets, like brand domains.

Diversify Content

Winning insurance brands focus on providing consumers with a variety of valuable, informational content.

See Who’s Winning In Your Industry

Request a customized Google market share report

See which brands capture the most attention
Get insights for your performance marketing strategy
Discover highlighted opportunities for growth

Let's Talk

Consumers are searching for answers

Consumers need to count on insurance providers during life’s toughest moments. Before they decide on a provider, they often turn to search engines to learn about their options. That’s why we use consumer search data to inform and differentiate our approach.

We use proprietary technology to understand what your customers are looking for in real time, allowing brands to create targeted content assets that provide real solutions to real problems.

Show up when it matters

Many insurance institutions don’t prioritize an investment in valuable online resources. Establishing trust through a brand’s owned assets is crucial in today’s competitive market. This upstream connection to the audience leads to brand affinity, loyalty, and repeat business.