Enterprise accounts come with scale, long-term value, and credibility—but they rarely come easily. When a company issues a request for proposal (RFP) for insurance services, it signals an opportunity—but also competition. And not just from other local agencies. Often, you’re up against national brokerages, digital-first players, and long-standing incumbents with deep ties. So how do you make your agency stand out in the stack of responses?
It’s not about being the flashiest or offering the steepest discounts. Enterprise clients are evaluating risk partners, not just pricing sheets. Winning an RFP often comes down to clarity, insight, and showing that you truly understand their business—not just the coverage.
Do Your Homework—Then Show It
Enterprise clients expect you to know the basics of their industry, but the agencies that rise to the top go further. They research not only the company itself but its pain points, recent changes, and market position. Before drafting a proposal, take the time to understand:
- Their employee count and organizational structure
- Current benefit offerings or commercial risk exposures
- Locations, growth plans, or recent news
- Any legal or regulatory changes relevant to their sector
Then reflect that research in your proposal. Use language that shows you’ve paid attention to the details—not just copied and pasted from previous bids.
Tailor, Don’t Template
Templates save time, but too often, they dilute your value. Large clients can spot a generic response from a mile away. If your proposal reads like it was written for someone else and slightly tweaked, it won’t get far.
That doesn’t mean reinvent the wheel every time—but it does mean you should personalize your approach. Refer directly to their RFP language. Mirror their priorities. And most importantly, structure your response in a way that makes it easy for them to evaluate.
Many companies score RFPs using a matrix or checklist—so make it easy for them to check your boxes.
Highlight Real Differentiators
It’s tempting to focus on broad selling points like “great customer service” or “decades of experience.” But these won’t help you stand out—they’re table stakes. Instead, focus on specifics:
- What service structure do you offer that helps large accounts manage complexity?
- Do you provide onboarding support, custom reporting, or dedicated account teams?
- Can you share success stories from similar-sized clients or industries?
- How do you help clients control costs without sacrificing coverage?
The goal is to give decision-makers something memorable and relevant they can take back to their team. Think less about what you do and more about what that means for them.
Clarity Over Complexity
It’s common for agencies to overstuff proposals—trying to prove expertise with loads of technical details, charts, and fine print. But too much information can backfire. If your RFP is hard to scan, unclear, or filled with industry jargon, reviewers may miss your strongest points.
Be concise. Use plain language. Break up long paragraphs with bullet points or headers. Summarize key takeaways clearly. Your job isn’t to impress with volume—it’s to make your value obvious without making them work for it.
Don’t Skip the Executive Summary
The executive summary isn’t just a formality—it’s your first (and possibly only) shot at making a strong impression. Many reviewers will skim this section before diving into the rest, and in some cases, that’s all they’ll read before shortlisting.
Use the summary to speak to the big picture: what you understand about the client, what you’re proposing, and why you’re the right fit. It should feel personal, not boilerplate. And it should clearly articulate the value your insurance agency brings to the table, beyond just checking compliance boxes.
Make Your Team Real
Enterprise clients aren’t just hiring a company—they’re hiring people. So don’t hide your team behind titles and org charts. Include bios with relevant experience, roles, and even photos if allowed. Explain who will do what, how clients can reach them, and how your team collaborates internally.
When possible, humanize your proposal. Clients want to know there’s a capable team on the other end, not just a logo and a promise.
Follow Up—Thoughtfully
Just because you’ve submitted the RFP doesn’t mean your job is done. While some companies have strict no-contact policies post-submission, many are open to clarification or follow-up. A well-timed, polite email can reaffirm your interest and open the door for further discussion.
If you don’t win the account, ask for feedback. Not every company will give it, but when they do, it can offer valuable insights for your next opportunity.
Enterprise Accounts Are Long Games
Winning enterprise clients through RFPs takes persistence, patience, and polish. Even if you’re not selected the first time, a well-crafted, thoughtful proposal can leave a lasting impression—and put you in a better position when the next opportunity rolls around.
So instead of trying to be everything to everyone, focus on delivering a clear, client-specific message that answers this core question: Why are we the best fit for your business, your people, and your goals?
That’s the proposal they’ll remember.
