Insurance can feel invisible until someone needs it. That is why press releases can work well for insurance agencies. They help you explain what changed, why it matters, and who benefits.
The mistake is treating a release like an ad. “We offer great service” is not news. “We opened a new office to help coastal homeowners compare flood and wind coverage” is closer. It gives a reporter a reason to care.
A good insurance agency press release should answer one question: What is happening now that clients, businesses, or the local community should know?
When an insurance agency should send a press release
Not every update deserves a release. But many agency milestones do, especially when they involve clients, growth, public education, or local impact.
Strong topics include:
- Opening a new office or entering a new market
- Acquiring, merging with, or joining another agency
- Launching a specialty practice, such as cyber, construction, agriculture, Medicare, or employee benefits
- Winning a meaningful award or carrier recognition
- Hosting a community event, seminar, or disaster-preparedness workshop
- Publishing local risk data or consumer guidance
- Adding a senior advisor, producer, or benefits consultant
- Partnering with a nonprofit, chamber, trade group, or employer association
If you are unsure whether your announcement is strong enough, ask this: Would someone outside your agency care?
Before drafting, use a standard format with a clear headline, dateline, lead paragraph, quote, body details, boilerplate, and media contact. This eReleases guide on how to format a press release is a useful starting point.
Press release examples from PR Newswire
Here are insurance-related releases published on PR Newswire and what agencies can learn from them.
1. Acquisition with a community angle
In C&A Insurance Agency Joins World Insurance Associates, the announcement is not just “company buys agency.” It explains that C&A served people and businesses across New York and New Jersey, with a strong connection to Chinese, Cambodian, and Vietnamese communities.
That detail gives the release a human angle. The agency is not just a book of business. It has a history, a clientele, and a cultural role.
Best practice: If your agency is acquired or joins a larger firm, explain what will stay the same. Will the same team remain? Will clients gain more carrier options?
2. Expansion built around local trust
In King Risk Partners Expands Connecticut Reach with Addition of New England Property & Casualty, the release emphasizes the acquired agency’s nearly 40 years of local service and its relationships with Connecticut individuals and families.
That works because insurance is local. People want to know who understands their risks, businesses, and communities.
Best practice: Do not bury the geography. Put the city, region, or service area high in the release. “Serving Connecticut homeowners and small businesses” is more useful than “expanding our footprint.”
3. Acquisition tied to client service
In Trucordia Acquires Osborn Insurance, the release highlights Osborn Insurance’s work with families, individuals, and businesses across New Jersey. It also points to claims support and personalized coverage.
This is useful because it talks about service in concrete terms. It does not just say “customer-first.”
Best practice: Replace broad claims with specifics. Instead of “we provide exceptional service,” say “clients will continue working with the same local advisors while gaining access to expanded commercial and personal insurance options.”
4. Awards that show performance
In Capital Insurance Group Names 2023 Agencies of the Year, the release recognizes regional agency partners for written premium, client acquisition, retention, community value, and collaboration.
Awards can work when the award is specific and credible. A vague “best agency” claim does not carry much weight. A regional carrier award with clear reasons behind it is stronger.
Best practice: Explain why the recognition was earned. Mention growth, retention, client service, niche expertise, community involvement, or measurable performance.
5. Growth story with technology and agent support
In Connie Health Announces Acquisition of Clearlink Insurance Agency and Series B Funding, the story combines acquisition, funding, Medicare navigation, technology, and local agent support.
That is a bigger-company example, but smaller agencies can still learn from it. The release connects the business news to a customer need: helping seniors navigate Medicare more clearly.
Best practice: When you announce new tools, platforms, or services, do not lead with the technology. Lead with the problem it solves.
Best practices for insurance agency press releases
Lead with the client impact
The first paragraph should tell the reader what happened and why it matters. Do not start with your mission statement.
Weak: “ABC Insurance Agency is committed to protecting what matters most.”
Better: “ABC Insurance Agency has opened a Sarasota office to help coastal homeowners compare flood, wind, and homeowners coverage before hurricane season.”
One is a slogan. The other is a story.
Use plain language
Insurance has its own vocabulary. Reporters and customers do not always share it. Avoid terms like “risk transfer solutions,” “comprehensive protection suite,” or “consultative coverage approach” unless you explain them.
Say what you mean. Home insurance. Business insurance. Employee benefits. Medicare guidance. Cyber liability. Claims support.
Include a useful quote
Most press release quotes sound like they were assembled in a conference room. Make yours sound like a person said it.
Weak: “We are excited to provide best-in-class solutions to our valued clients.”
Better: “Many small contractors do not know their general liability policy may not cover every job-site exposure. This new practice gives them a place to ask practical questions before a claim happens.”
A good quote adds judgment, context, or a point of view. It should not repeat the headline.
Be careful with promises
Insurance agencies need to be precise. Do not imply that every client will save money, qualify for coverage, or avoid risk. Avoid guarantees. A press release should build trust.
Make the local angle easy to see
Insurance agencies are often strongest when they connect the announcement to a community. A new hire may matter because she specializes in restaurant coverage in Chicago. A new office may matter because the county has seen rising flood risk.
Tie the announcement to real people in a real place.
A simple insurance agency press release template
Headline: ABC Insurance Agency Opens Sarasota Office to Serve Coastal Homeowners
Lead: ABC Insurance Agency today announced the opening of its Sarasota office, expanding its ability to help homeowners compare flood, wind, and property insurance options across Florida’s Gulf Coast.
Body: Add the details: location, services, leadership, who benefits, and why now.
Quote: Include one quote from the agency owner or local manager that explains the need behind the announcement.
Boilerplate: End with a short description of the agency, lines of coverage, service area, licensing note if needed, and website.
Media contact: Include name, phone, email, and website.
Final thought
Insurance agency press releases work best when they make risk understandable. Do not write for the carrier, the underwriter, or the conference room. Write for the business owner, homeowner, family, or employer who needs to make a better decision.
The best release says: Here is what changed. Here is why it matters. Here is who it helps.
That is the story.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn