This white paper analyzes successful marketing campaigns from insurance and non-insurance industries to explore how those strategies can be adapted to improve flood insurance uptake under the National Flood Insurance Program (NFIP). We explore distinctions between demand and need, review case studies, and outline marketing strategies tailored to NFIP’s challenges.

This white paper originally appeared as a LinkedIn article published by Solstice. In summary, flooding events continue to occur more frequently and at a higher cost, while consumer uptake of flood insurance remains comparatively flat. The flood insurance gap in the U.S. remains in the single digits.

Technological advancements are revolutionizing the insurance industry, from how consumers think about insurance to how it is sold, underwritten, and reinsured. The entire journey is experiencing innovation in some, often many, and simultaneous ways at an ever-increasing rate. Navigating through the noise is a tremendous challenge. This document looks further into the revolution, asking, "How do you embrace it?"