Disrupting Time and Industry: How Thimble Created a SaaS-Based Insurance Model
Rikin Diwan, SVP of Marketing at Thimble, discusses how Thimble created a SaaS-based insurance model to give SMBs the insurance they need.
At first blush, getting insurance seems relatively straightforward. You research providers, you request a quote, and you go with the option that best suits your needs. Simple, right? Boring even. And sure, marketers have tried for years to add spice to a relatively bland industry… Geico continues to celebrate the Gecko, Progressive has long-running ads with the lovable Flow, and State Farm has encouraged us all not to do what we can to not let buying insurance lead to us becoming our parents. But none of those ads cater to SMBs, and neither do the companies. So Thimble has been able to fill an SMB-sized void in the market.
“We are disrupting time and technology, and the industry’s approach to it,” Rikin Diwan, SVP of Marketing at Thimble said. “Typically if you are a business owner, you have to show proof of insurance, or you often can’t get a job. So you call up an insurance agent and you try to get your policy, and they’re going to quote you for an annual contract. And you’re like, ‘I just need enough to do this job and not the whole overhead cost of an annual contract.’ What Thimble had already done, and fought those regulatory battles, was come up with a product that was much more flexible. Today we offer insurance by the month, and it really is a SaaS based, almost Netflix subscription product where you can cancel at any time and it renews every 30 days or so.”
Disrupting an industry that has been around for decades does not happen overnight. It takes diligence, planning and most importantly a marketing strategy that helps get your product in front of consumers before they even realize they need it.
“We need to make sure that they learn about Thimble before they’re even thinking about insurance, that’s my ultimate goal,” Diwan said. “For us, that became content. What are the tools you need? If you search for a handyman app on Google, I believe Thimble article is number two or three. What are the top handyman apps? No, one is asking that question because no one else in our business has an app. There’s literally not another insurance company that sells business insurance in the app store. So it was something we could do.”
On a recent episode of Marketing Trends, a SaaS-based insurance platform that is helping SMBs and freelancers get insurance based on their needs. On this episode of Marketing Trends, Rikin unpacks how Thimble is making insurance fun by building a content strategy based on reusable blogs that puts the company at the top of the search rankings. Rikin also discusses his personal journey to Thimble and why every marketer should do a little self-exploration a SaaS-based insurance platform that is helping SMBs and freelancers get insurance based on their needs. On this episode of Marketing Trends, Rikin unpacks how Thimble is making insurance fun by building a content strategy based on reusable blogs that puts the company at the top of the search rankings. Rikin also discusses his personal journey to Thimble and why every marketer should do a little self-exploration
For more information about Thimble and Diwan, check out the rest of the episode here!
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