AI content for life insurance agents, with the NAIC advertising rules switched on.
Name NAIC or your state Department of Insurance during setup and Verand assigns the insurance pack. 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. Canadian agent? Start at /canadian-life-insurance-agents. Health or property and casualty? See /health-insurance-agents and /insurance-agencies.
base-insurance + base-ymyl floor, alwaysRead-only after this. Editing the list can never switch a gate off.
How much term life a parent under 45 needs · draftChecking
Model regulations and the tax code, not blog posts.
naic.org
DOI
Four steps, and every claim stays inside the contract.
Name your regulator
NAIC or your state Department of Insurance assigns the 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 about term life.
Your agency's words,
inside the policy's.
The governing body, the required disclaimer and the banned claims load from the insurance pack. 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. The rules, ids and disclaimer are the shipped pack's; the firm, its facts and the draft are illustrative.
Name your state, and the model rules arrive.
Say which state licenses you. Verand maps NAIC or your state Department of Insurance to the 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.
Nothing goes live on a producer's word alone.
The checks run before a draft can travel anywhere. Does any guarantee go beyond the contract, is the disclaimer in, are the figures cited to a primary source, does anything imply the state or Medicare stands behind you. One screen, in words.
Rates and limits age. The pages get flagged.
Life insurance content ages on a calendar: the estate tax exemption, the gift exclusion, the tax year in every example. The year-rollover routine reads every live page, finds the dated figures, and proposes each change as a line edit you approve or reject. Nothing is rewritten wholesale.
An assistant just named three agencies. Verand knows which.
Every weekday Verand puts a shopper's questions to ChatGPT, Gemini, Google AI Overviews and Google AI Mode the questions your prospects ask a life 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. Every engine carries its own tally.
Share of voice by engine
Bluewater Insurance Group and four tracked competitors · last 14 days
Eleven rules and four requirements, copied out of the packs.
This is what Brand Hub puts in front of a US life agency today, rule for rule. 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 life-specific pack is listed separately, because it is drafted and not yet assigned.
| Rule | Basis | Tier | Id |
|---|---|---|---|
| Guarantee beyond what the policy contract provides (payout, coverage, approval) | NAIC Model #880 · CCIR/CISRO FTC guidance | Blocks | bi-bc-001 |
| Implied government affiliation or endorsement ("government-approved", "endorsed by Medicare") | NAIC Model #880 · CMS 42 CFR §422.2262 | Blocks | bi-bc-005 |
| Unsubstantiated superiority or disparaging comparison ("cheapest insurance", "#1 coverage") | NAIC Model #880, unfair comparison | 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 bans that the pack does not. Added in Brand Hub, gated like a pack rule. | Blocks | site-owned |
| US life pack: guaranteed growth or cash value, "free" insurance as an inducement, guaranty-association references, overstated "tax-free" claims, and five more | NAIC Models #570, #880, #520 · IRC §101, §7702. Drafted, pending operator review, not yet assigned at onboarding. Nothing gates on these nine rules today. | Draft | us-insurance-life · usli-bc-* |
| Insurance disclaimer · 3 citations, 1 primary · Article schema · 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 site you own, not the carrier's.
WordPress and static sites on GitHub today, with Search Console, Analytics and Business Profile behind every audit. Most independent agency sites are one of those two underneath. The rest is on the roadmap, and says so.
See every integration →Nine jobs that are not selling policies.
Nine jobs sit behind one compliant post. Verand runs eight of them. The producer keeps the last. Most agencies are not choosing between tools for these; they are choosing between doing none of it and an agency writer who 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 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
Citing primary sources
Keeping exemptions, exclusions and dated examples current each year
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
- Primary-source citations required
- Annual 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 every draft
- Primary-source citations required 3 per article
- Annual 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 professional firms, not a survey result. Starter is $149 a month billed monthly.
What the model rules mean for an agent's blog.
Can life insurance agents use AI for marketing content?
Yes, and the advertising rules apply to the output exactly as they would to your own. What that means in practice, including who is the advertiser when a carrier's rules apply.
/life-insurance-agents/using-ai-to-write-content The ruleLife insurance advertising rules
NAIC Model #570 and #880 in plain language for an agency blog: what the drafted life pack encodes, and which of it the parent pack already gates today.
/life-insurance-agents/advertising-rules LocalLocal SEO for life insurance agents
The Business Profile, the citations and the InsuranceAgency schema, generated and kept consistent.
/life-insurance-agents/local-seoMore than 2 million individuals and more than 236,000 business entities are licensed to provide insurance services in the US (NAIC, Producer Licensing, updated Feb 2025). 9.2 million producer records in NIPR's database (NIPR 2025 Annual Report). Validated against NAIC model rules; AI-researched and operator-reviewed. Your counsel confirms applicability. Not legal advice.
What agents ask before they connect a site.
Who reviewed the rules, what gates a life agent 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.
What actually gates a life agent today?
The insurance parent 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 the primary tier. The life-specific pack, nine rules drawn from NAIC Models #570, #880 and #520 and IRC §101 and §7702, is drafted, pending operator review, and not yet assigned at onboarding. Until it is, a claim like "tax-free retirement income" is caught only where the parent's guarantee rule or the floor already reaches it, and anything else your state bans you add in Brand Hub as your own banned claim.
How many agents does this actually apply to?
NAIC counts more than 2 million individuals and more than 236,000 business entities licensed to provide insurance services in the United States, and NIPR's database held 9.2 million producer records in 2025, since a producer carries a record for every state that licenses them. Neither body publishes a life-line-only count, so this page does not quote one.
What about my state's rules?
NAIC model laws are templates. Each state adopts them with its own variations, which is why the pack cites content.naic.org as a model and never as binding law, and why your state Department of Insurance is on the primary citation tier. State-by-state overlays are not shipped. Anything your state bans that the pack does not, you add in Brand Hub and it hard-gates like a pack rule.
Carrier-provided sites, FMO sites, and the other agency website platforms?
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. We know of no walled life-agency platform yet; send the URL and we will tell you.
Publish life insurance content your 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.