Shaun Routledge, FF News: Better Storytelling, Smarter Events and AI That Solves Real Problems

Everyone’s talking about AI in insurance. But can they explain what it really does for the customer?

In the next episode of The Leadership in Insurance Podcast, FinPro founder Alex Bond is joined by Shaun Routledge, CRO of FF News, to explore how insurtech businesses can turn attention into meaningful conversations — and commercial results.

From generic AI messaging to expensive conference appearances, they ask whether the industry is putting enough thought into what really works.

🎙️ In this episode:

▪️ What can insurtech marketing learn from fintech — and why do specific customer stories matter more than broad technology claims? ▪️ Are the biggest conferences always the best investment, or can smaller events deliver stronger connections? ▪️ How should businesses assess the true cost and return of attending industry events? ▪️ Is AI solving a real problem, or being introduced for technology’s sake?

Shaun also shares how FF News approaches telling insurtech stories, and why showing the practical impact of technology matters when attracting customers, talent and investment.

If you’re building, marketing or growing an insurtech business, this conversation will give you plenty to think about before your next campaign or conference booking.

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