Insurtech: CRM & CRO in a Regulated Market

When every click costs £50+ and your industry has strict regulatory requirements, there's zero margin for error. Every form field, every landing page, every qualification step has to earn its place.

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The Challenge

An insurance technology company needed to build their entire marketing and CRM infrastructure from scratch. The complications:

• No existing CRM — leads were managed in spreadsheets and email
• £50+ cost-per-click — insurance keywords are among the most expensive in digital advertising
• Regulatory constraints — FCA compliance requirements affected every piece of marketing content, every form, and every follow-up sequence
• Complex qualification — not every enquiry is worth a specialist's time, but you can't afford to lose the ones that are

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What I Built

CRM Architecture

Designed and implemented a complete CRM system tailored for regulated financial services. Lifecycle stages reflected the actual insurance buying journey — not generic SaaS stages. Compliance checkpoints were built into every workflow.

Conversion Rate Optimisation

With £50+ CPCs, every percentage point of conversion rate improvement translated to significant ROI gains. I audited and rebuilt:

• Landing pages — stripped to essentials, loading fast, mobile-optimised
• Enquiry forms — conditional logic that qualified prospects while minimising friction
• Follow-up sequences — automated nurture flows that maintained compliance while keeping prospects engaged

Marketing Automation

Built compliant automated workflows for lead nurture, internal routing, and follow-up. Every touchpoint was designed to work within FCA guidelines while still moving prospects toward conversion.

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The Approach

In regulated markets, you can't A/B test your way to success with wild creative experiments. Every change needs to be compliant before it goes live. My process was:

1. Audit existing conversion paths and identify the biggest leaks
2. Design improvements within regulatory constraints
3. Implement with compliance review built into the workflow
4. Measure impact on cost-per-acquisition, not just conversion rate
5. Iterate with a bias toward high-impact, low-risk changes

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Why It Matters

Most CRO consultants optimise for conversion rate in isolation. In a market with £50+ CPCs, the real metric is cost per qualified lead. A form that converts at 5% but qualifies 80% of leads is worth far more than one that converts at 10% but qualifies 30%.

That distinction — optimising for qualified pipeline, not just raw conversions — is what makes the difference in high-CPC regulated markets.

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Working in a Regulated Industry?

Book a free consultation → and let's discuss how to maximise ROI within your regulatory constraints.

Or email directly: tim@hiretimothysolomon.com