AI content for property and casualty insurance agencies, with the NAIC rules switched on.
Name your state Department of Insurance during setup and Verand assigns the cross-line insurance pack, with the YMYL floor, always onYMYL: Your Money or Your LifeGoogle's name for content that can affect a reader's health, finances, safety or legal position. Search quality raters hold those pages to a higher bar for accuracy, sourcing and author expertise, so thin or unsourced pages in these niches are the first to lose visibility.Verand’s YMYL floor is the set of rules every regulated site carries, whichever regulator it answers to. floor under it. From then on every draft is checked against it before it can leave, and a person at your agency presses publish. It cannot publish for you. Ever. Life agents start at /life-insurance-agents, Medicare and ACA agents at /health-insurance-agents.
base-insurance + base-ymyl floor, alwaysRead-only after this. Editing the list can never switch a gate off.
Does renters insurance cover water damage · draftChecking
State insurance code first, opinion second.
Dept. of Insurance
Four steps, and no promise outruns the policy.
Name your regulator
Your state Department of Insurance assigns the cross-line insurance pack. Declare "not regulated" and the truth-in-advertising floor still gates you.
Every draft hits the gate
Research, brief, draft in your voice, then the checks. A blocked draft stays in Verand with the sentence marked.
You publish
A draft in WordPress or a pull request on your repo. Nothing goes live without a person at your agency.
Track where you rank
Daily positions in Google, and whether ChatGPT, Claude, Gemini, Perplexity and AI Overviews cite your agency when someone asks an insurance question.
Your agency's voice.
The unfair trade practices line.
The governing body, the required disclaimer and the banned claims load from the cross-line insurance pack, the one every insurance line inherits. The demo shows it on a term-life draft; a home, auto or commercial draft is read by the same rules. The draft is written around them, in your voice and with your agency's facts, then the gate reads the finished HTML and stops the one sentence Model #880 would not let you publish.
46 checks on every draft. Compliance is a gate, not a score: Pass or Blocked, and a hard rule has no override. Name your regulator at onboarding and this pack loads the same way. Pause the demo, scrub it, read the why.
Governing body
NAIC · Model #880CCIR / CISRO
United States · CanadaBase YMYL Foundation, Insurance (cross-line parent) v1.0.0. AI researched, operator reviewed. Enforced automatically, not editable here.
We write about 300 term life policies a year, most for parents under 45.
Roughly a third of the quotes we run are for clients replacing a policy they bought online.
Term life: what the policy actually guarantees
A term policy guarantees one thing: a stated death benefit for a stated period, provided the premiums are paid and the application was truthful.
At Bluewater about a third of the quotes we run are for people replacing a policy they bought online, and the first thing we check is what the old contract actually promised.
Compliance · gatePass · 4/4Blocked · 3/4
bi-bc-001-guarantee-beyond-contract · "…guaranteed payout…"
Content asserts a guarantee beyond what the policy contract provides (guaranteed return/payout/benefit/coverage/approval). Misrepresenting policy benefits violates the NAIC Unfair Trade Practices Act and the universal insurance not-misleading principle. State only the contractual guarantees actually provided by the policy.
"Every policy we place comes with a guaranteed payout, whatever the claim and whenever it is filed."
- Basis
- NAIC Unfair Trade Practices Act (Model #880); CCIR/CISRO FTC Guidance (Canada)
- Fix
- Describe only the contractual guarantees in the policy; remove guarantees the contract does not provide.
- Disclaimer
- The pack requires bi-disc-not-advice ("Disclaimer", before sources section). It is in the draft, so that row stays green.
- In the U.S.
- NAIC, IRS, FINRA, FTC, WA OIC, NY DFS, CMS / HHS, HHS OCR
- In Canada
- CCIR / CISRO, CLHIA, FSRA (Ontario)
Insurance (cross-line parent) v1.0.0 · AI researched, operator reviewed · your counsel confirms applicability; not legal advice.
Every plan: the truth-in-advertising floor and 46 checks. Regulator packs like us-reg-d: Growth and up. AI researched, operator reviewed.
Bluewater Insurance Group is the home page's example firm, and its draft is a term-life article: the cross-line pack every insurance line inherits gates it the same way it gates a home or auto article. The rules, ids and disclaimer are the shipped pack's; the firm, its facts and the draft are illustrative.
Two minutes at setup, and the NAIC baseline is on.
Point at your state's insurance department. Verand maps them to the cross-line insurance pack and the YMYLYMYL: Your Money or Your LifeGoogle's name for content that can affect a reader's health, finances, safety or legal position. Search quality raters hold those pages to a higher bar for accuracy, sourcing and author expertise, so thin or unsourced pages in these niches are the first to lose visibility.Verand’s YMYL floor is the set of rules every regulated site carries, whichever regulator it answers to. floor rides underneath it whatever you pick. The property and casualty line pack is drafted and will load the same way once it has been reviewed.
Nothing reaches a prospect until you have read it.
The validator sees every draft before you do. Does a guarantee stay inside the policy contract, is the disclaimer in, are the figures cited to a primary source, does anything call you the cheapest in town. One screen, in words.
Renewal season changes the numbers. So do your pages.
Insurance content ages on a calendar: storm seasons, renewal windows, minimums that change on January 1. The year-rollover routine reads every live page, finds the dated figures and deadlines, and proposes each change as a line edit you approve or reject. Nothing is rewritten wholesale.
A quote search starts in an assistant now.
Every weekday Verand runs a quote-shopper's questions past ChatGPT, Gemini, Google AI Overviews and Google AI Mode the questions your prospects ask an insurance agent, and Perplexity and Claude once a week. Each answer is read and logged: whether you were cited, which page, in what position, and which agencies were named instead. Each assistant gets its own running total.
Share of voice by engine
Bluewater Insurance Group and four tracked competitors · last 14 days
Eleven rules and four requirements, with one pack still drafted.
This table is what an agency sees in Brand Hub today, unedited. The ids are the ones you will see on a blocked draft, and the list is read-only: editing it can never switch a gate off. The property and casualty line pack has its own row, labelled for what it is.
| Rule | Basis | Tier | Id |
|---|---|---|---|
| A guarantee beyond what the policy contract provides (return, payout, coverage, approval) | NAIC Unfair Trade Practices Act, Model #880 · CCIR/CISRO guidance (Canada) | Blocks | bi-bc-001 |
| Implied government affiliation or endorsement ("government-approved") | NAIC Model #880 · CMS 42 CFR §422.2262 | Blocks | bi-bc-005 |
| Unsubstantiated superiority or a disparaging comparison ("cheapest insurance", "#1 coverage") | NAIC Model #880, unfair comparison and disparagement | Blocks | bi-bc-007 |
| Guaranteed results | FTC Act §5 · 16 CFR 255 | Blocks | ymyl-guaranteed-results |
| Guaranteed financial return | FTC Act §5 | Blocks | ymyl-guaranteed-returns |
| "Risk-free" or "zero risk" | FTC Act §5 · overridable with a logged written reason | Blocks | ymyl-risk-free · ymyl-zero-risk |
| "You can't lose", get-rich-quick language | FTC Act §5 · FTC "Making Money" guidance | Blocks | ymyl-cant-lose · ymyl-get-rich-quick |
| A product that "suits everyone", with no suitability qualification | Suitability misrepresentation, line-dependent (NAIC #275 for annuities) | Review | bi-bc-004 |
| Universal "everyone should" recommendations | FTC Act §5, misleading by omission | Review | ymyl-everyone-should |
| Your own banned claims | Anything your state Department of Insurance or a carrier's co-op guide bans that the pack does not. Added in Brand Hub, gated like a pack rule. | Blocks | site-owned |
| P&C line rules: coverage and claims misrepresentation, guaranteed savings, deceptive comparison as blocks; "full coverage" and "everyone qualifies" as warnings | NAIC Model #880 and #900 · WA RCW 48.30.010 · NY Ins. Law §2122(b). Drafted, pending operator review, not yet assigned at onboarding. Nothing on this page describes these as gating a draft today. | Draft | us-insurance-pc · pc-bc-001 to 006 |
| Insurance disclaimer · 3 citations, 1 primary · Article schema · the banned-phrase scan | Required on every article. Primary tier: naic.org content.naic.org your state Department of Insurance (.gov) | Required | v12 · v15 · v14 · v2 |
Connects to the agency site you control.
WordPress and static sites on GitHub today, with Search Console, Analytics and Business Profile behind every audit. Many agency website vendors build on WordPress underneath. The rest is on the roadmap, and says so.
See every integration →Nine jobs that nobody at a nine-person agency owns.
Nine separate jobs stand behind one published article. Verand handles eight. The principal keeps the ninth. Most agencies are not choosing between tools for these; they are choosing between doing none of it and a marketing agency that has never read Model #880.
Writing in the agency's voice, with the agency's facts
Picking the right target topics
Writing for search engines and the AI assistants
Checking every sentence against Model #880 and the FTC Act
Citing primary sources
Keeping seasons, minimums and dated figures current
Knowing where the agency ranks, and whether assistants name it
Business Profile, citations, local schema
The one job that stays yours
Reading the draft and pressing publish. Everything above exists to make that five minutes instead of two hours. No schedule, routine or connector can press it for you.
- Writing and publishing
- Target topics from your site's data sometimes
- Search and AI-assistant optimization search only
- Your voice, your first-hand facts generic
- Checked against NAIC Model #880 + the FTC Act
- Primary-source citations required
- Seasonal rollover of live pages
- Rank and AI-visibility tracking
- Publishing only with your approval usually
- Writing and publishing
- Target topics from your site's data
- Search and AI-assistant optimization both
- Your voice, your first-hand facts
- Checked against NAIC Model #880 + the FTC Act every draft
- Primary-source citations required 3 per article
- Seasonal rollover of live pages
- Rank and AI-visibility tracking daily
- Publishing only with your approval always
The retainer figure is a typical quote for a content and SEO agency serving local professional firms, not a survey result. Starter is $149 a month billed monthly.
The P&C advertising questions, one at a time.
Local SEO for insurance agencies
The Business Profile, the citations and the InsuranceAgency schema, generated and kept consistent. For a P&C agency this is the job that brings the phone calls.
/insurance-agencies/local-seo The ruleP&C insurance advertising rules
Model #880 and Model #900 in plain language: coverage and claims claims, guaranteed savings, "full coverage" and "everyone qualifies".
/insurance-agencies/advertising-rules The questionCan insurance agents use AI for marketing content?
Yes, and the rules apply to the output exactly as they would to your own. What that means in practice.
/insurance-agencies/using-ai-to-write-content39,000 independent property and casualty agencies in the US, down from 40,000 in 2022 (Big "I" 2024 Agency Universe Study, Zeldis Research with Future One). More than 2 million individuals and 236,000 business entities licensed to sell insurance (NAIC, producer licensing). Validated against NAIC Model #880 and the FTC Act; AI-researched and operator-reviewed. Your counsel confirms applicability. Not legal advice.
What principals ask on the first call.
Who reviewed the rules, which ones apply today, and whether your website platform connects.
Is the pack attorney-verified?
No. It is AI-researched from the primary sources and operator-reviewed, and it is labelled that way everywhere it appears. The hard gate fires identically whatever the label says. Your counsel confirms applicability to your agency and state.
Which rules actually apply to my agency today?
Today an insurance agency is gated by the cross-line insurance pack and the YMYLYMYL: Your Money or Your LifeGoogle's name for content that can affect a reader's health, finances, safety or legal position. Search quality raters hold those pages to a higher bar for accuracy, sourcing and author expertise, so thin or unsourced pages in these niches are the first to lose visibility.Verand’s YMYL floor is the set of rules every regulated site carries, whichever regulator it answers to. floor: nine hard rules, two review rules, the insurance disclaimer and three citations with one from a primary source. The property and casualty line pack, which adds coverage and claims misrepresentation, guaranteed savings and deceptive comparison as hard rules and "full coverage" and "everyone qualifies" as warnings, is drafted, pending operator review, and not yet assigned at onboarding. When it ships it loads the same way, and this page will say so.
How many agencies does this actually apply to?
The Big "I" 2024 Agency Universe Study puts the number of independent property and casualty agencies in the US at 39,000, down from 40,000 in 2022. The NAIC counts more than 2 million individuals and more than 236,000 business entities licensed to sell insurance. The pack is the NAIC model-act baseline; your state's additions are documented and, where not yet shipped, yours to add in Brand Hub.
What about my state's rules and my carriers' advertising guidelines?
The pack encodes the NAIC Unfair Trade Practices Act, Model #880, and the FTC Act. State-by-state overlays are documented and not yet shipped. Anything your state Department of Insurance or a carrier's co-op advertising guide bans that the pack does not, you add in Brand Hub as your own banned claim and it hard-gates like a pack rule.
My website came from an agency website vendor or a carrier. Does it connect?
Where the platform is WordPress underneath, Verand connects through the WordPress integration and the capability probe tells you what the site will accept before anything is written. Where it is a walled platform with no content API, it does not, and we say so.
Publish insurance content your state license can stand behind, and that AI likes.
Seven days, every feature unlocked, one click to cancel. The first article is drafted during setup.
Starter carries the compliance gate, every routine and the full crawl. Plans differ on volume, sites and engines.