Crum & Forster

Crum & Forster is a leading insurance provider offering property & casualty, accident & health, and specialty insurance solutions. With more than 200 years of underwriting expertise, the company is known for its disciplined approach to risk management, deep industry knowledge, and ability to deliver smart, responsive solutions for its clients.

Client Challenge

Crum & Forster needed to increase awareness and adoption of its Employer Medical Gap Insurance offering in a highly regulated, low-search-volume category. Messaging needed to clearly communicate value to brokers and employer groups, balancing cost-control benefits, revenue opportunity, and compliance, while creating a digital experience that could both educate and convert.

The Kraus Solution

Kraus Marketing created a centralized landing page and full-funnel campaign strategy to drive awareness, engagement, and qualified traffic.

Key Highlights:

Developed a conversion-focused landing page to simplify complex insurance messaging and guide broker/employer action
Refined messaging and positioning based on audience insights and competitive analysis
Launched LinkedIn campaigns using targeted company lists and lookalike audiences to reach high-value prospects
Introduced video and GIF creative, doubling CTR compared to static ads
Built Google Search campaigns capturing high-intent traffic with strong CTR (19–25%) and efficient CPC
Expanded into Google Display, generating 417K+ impressions and 4.7K+ clicks to scale awareness
Shifted email strategy to personalized, plain-text outreach, increasing engagement and direct responses

Results & Impact

9,148 users and 10,227 sessions driven to the landing page
11,329 page views on the Employer Medical Gap Insurance page
450K+ impressions and 8,397 clicks from Google Ads
High-performing search CTR (19–25%) in a niche B2B category
Increased broker engagement through personalized email outreach

By combining a strong landing page experience with a targeted, multi-channel strategy, Kraus Marketing helped Crum & Forster bring a complex insurance product to market in a way that is clear, engaging, and built for growth.