🎯 From SEO Gold Rush to AI-Driven Insurance Funnels

In Episode 143, Gilad Shai sat down with Brian Greenberg to unpack one of the most complete real-world journeys in modern insurance distribution. The conversation traces Brian’s path from selling life insurance face-to-face at MetLife, to building and scaling a top-ranking life insurance website during the SEO “golden years,” exiting the operating business, and ultimately turning that hard-won technology into a platform now powering agents, agencies, RIAs, and financial professionals.

The discussion highlights why life insurance is sold—not bought—and why funnels matter more than ever. Brian explains how nearly 90% of a life insurance application can be completed before an agent ever picks up the phone, and why direct-to-consumer life insurance models failed once the human layer was removed. We also explore how AI is finally helping agents tackle the hardest part of life insurance—underwriting—and why trust, consistent follow-up, and even physical mail continue to outperform purely digital strategies.

This conversation is a masterclass in distribution strategy, funnel economics, and a clear reminder that the best technology in insurance doesn’t replace agents—it empowers them.

If you’re in insurance, financial services, or InsurTech, this episode is worth your time.

#InsurTechTalk #LifeInsurance #InsuranceAgents #AIinInsurance #DigitalDistribution #CustomerAcquisition #FounderStory #InsurTech