An Overview
A specialist MGA had developed a digital trading platform to make it quicker and easier for brokers to access its products and generate quotes.
The opportunity was clear: get more of the right brokers onto the platform and, crucially, get them using it.
Vitale developed a targeted digital campaign combining LinkedIn advertising with dedicated landing pages to reach priority brokerages, drive registrations and increase platform activity.
The challenge they faced
The MGA had invested in its digital trading platform, but needed to accelerate adoption amongst its target broker audience.
Simply generating awareness wasn’t enough. The campaign needed to reach specific brokerages, give individual brokers a compelling reason to register and create a straightforward journey from LinkedIn through to the platform.
Success wasn’t going to be measured in impressions or clicks. The goal was to turn targeted broker engagement into registrations, active platform users and, ultimately, more quotes.
The Problems That
Demanded Action:
Reaching the right brokers
The MGA operated within a defined market, so broad targeting would quickly waste budget. Activity needed to focus on priority brokerages and the people within those businesses most likely to use the platform.
Increasing platform registrations
Awareness alone wouldn’t deliver upon their commercial objectives. Campaign messaging needed to give brokers a clear reason to sign up and start using the platform.
Creating a stronger conversion journey
Sending paid traffic into the wider website introduced unnecessary distractions. Brokers needed a dedicated experience that continued the campaign message and focused attention on registration.
Turning registrations into quote activity
A growing database of registered brokers meant little if they weren’t actively using the platform. The campaign needed to support adoption and encourage meaningful platform activity.
How Vitale connected targeting, conversion and platform adoption
Rather than treating paid media and the website as separate activities, Vitale built the campaign around the complete broker journey.
Targeting: Building an accurate prospect audience
Data scraping was used to build an accurate prospect list of relevant brokers within priority firms, identifying the right individuals based on factors such as role, seniority and company.
This gave the campaign a highly focused audience for LinkedIn activity, helping concentrate spend on the prospects most likely to engage with and use the platform.
Creative: Building the case for the platform
Campaign creative focused on the benefits of using the platform, giving brokers a clear reason to engage rather than relying on generic brand awareness messaging.
Different messages and creative approaches could then be tested to understand what resonated most strongly with the target audience.
Landing pages: Turning interest into registrations
Dedicated campaign landing pages were designed in HubSpot and built to provide a natural continuation from the LinkedIn adverts.
Messaging, benefits and calls to action were aligned with the campaign, creating a focused journey that made platform registration the clear next step.
Optimisation: Focusing on what drove action
Campaign performance was continually reviewed and refined across targeting, creative and landing-page engagement.
Rather than optimising solely around clicks and impressions, the focus remained on the actions that mattered to the MGA: registrations, platform activity and quotes.
The numbers tell the story
Connecting targeted broker acquisition with a dedicated conversion journey helped the MGA increase adoption of its digital platform and, most importantly, generate more quote activity.
Increase in platform registrations
Increase in platform quotes year on year
Increase in GWP YOY
From broker engagement to measurable platform growth
The campaign gave the MGA a more effective way to connect its marketing activity with the performance of its digital trading platform.
By identifying priority brokerages, reaching the right people through LinkedIn and creating a dedicated route to registration, Vitale helped move brokers from initial awareness through to active platform use.
The result was more than campaign engagement. Quotes increased by 200% year on year, demonstrating the commercial impact of getting more of the right brokers actively using the platform.
Want results like these for your Tech MGA?
Whether you’re launching a new proposition or looking to increase adoption of an existing platform,Vitale can
connect targeted campaigns, landing pages and digital strategy to turn broker engagement into measurable action.