Introduction to Insurance for Marketers

Insurance Fundamentals Through a Marketing Lens

Self-Paced Online Course

Created in Partnership with:

Created in partnership with the Risk & Insurance Education Alliance and the Insurance Marketing & Communications Association (IMCA), the Introduction to Insurance for Marketers course provides basic industry knowledge that helps insurance marketers craft effective messaging strategies, reach target audiences, and build trust. 

Insurance Touches Every Aspect of Our Lives. Why Is It So Confusing? 

Unless you’re an experienced industry professional, it can be hard to understand how the insurance industry works, generates revenue, and provides diverse opportunities for people with many interests and talents. 

Insurance is ComplexIndustry Knowledge is Vital.

Marketing professionals new to the industry will likely encounter dense technical jargon, unfamiliar laws and regulations, and many product nuances that make messaging strategies difficult to perfect. 

Fundamentals Through a Marketing Lens 

Leverage the knowledge learned in this course to establish a stronger brand identity, craft effective stakeholder communication, and leverage distribution channels to reach target audiences. 

3-Hour Self-Paced Online Course 

The Introduction to Insurance for Marketers course explores the fundamentals of the insurance industry through a marketing lens and examines key terminology to effectively market to consumers, businesses, and agencies. The course provides a basic understanding of how insurance has evolved from Lloyd’s of London and early fire policies into the complex industry it is today.

What you will learn:

Key terms necessary for a basic understanding of insurance.

Major developments that have shaped the modern insurance industry.

The ways in which governmental and private agencies monitor and regulate the insurance industry to protect consumers.

Structures and distribution methods commonly used by insurance companies.

How roles within insurance company departments contribute to the success of the company and where the marketing department fits into the overall structure.

Typical sales processes used for personal lines and commercial lines transactions.

The three primary ratios for tracking profits and losses in an insurance company.

Common media outlets used in insurance advertising.

Powerful Partnerships Accelerating our Industry

The knowledge gained from this self-paced course helps marketers reach target audiences and build trust.  

The reliance on technical language, intricate product information, and complex regulations make the insurance industry one of the hardest to understand and market. For marketing professionals to meet their insurance organization’s objectives and business goals, they must have foundational knowledge of how insurance functions.  

Register yourself or your team.

Take the self-paced course.

Refine your marketing strategy.

Introduction to Insurance for Marketers


3-Hour Course Including:

  • Insurance Terminology for Marketers
  • A Brief History of Insurance
  • Organization of Insurance Companies Today
  • Insurance Company Departments
  • The Mechanics of the Insurance Transaction
  • Insurance Company Financials
  • Insurance Marketing and Media Overview

Does Your Marketing Team Need an Introduction to Insurance?
Contact us for group registrations.

This course was created in partnership with the Insurance Marketing & Communications Association (IMCA) and is great for marketing professionals who are new to the industry or marketing teams wanting to deepen their understanding of insurance.  

Do you need an answer immediately?

Check out our FAQ page!

Welcome To the Alliance!

The National Alliance for Insurance Education & Research is now the Risk & Insurance Education Alliance, or simply “The Alliance”.  For more details, please read our Press Release.