The Playbook
The Playbook: AEO, AI, and compliance for insurance agencies.
Build guides, explainers, analysis, and original research for insurance agencies. Every post is anchored to named data and written to be cited by AI engines. The badge on each card tells you which kind it is, and every build guide is collected on one page.
Life Insurance Agent Website: Wrong for Final Expense Buyers
A 34 year old term shopper and a 74 year old final expense shopper are not the same visitor, and most agency life insurance pages are only built for one of them. 2026 data on who is actually buying, and the page that converts the other one.
Oct 26, 2026
AnalysisWebsites for Insurance Agents: Builder, Template or Custom?
A DIY builder, a pre-made template, or a custom build are three different products with three different cost shapes. Real pricing pulled live from Squarespace, GoHighLevel, ThemeForest, and our own Digital Foundation, side by side.
Oct 25, 2026
ExplainerInsurance Agency Website Design: Pages That Sell Policies
Most agency sites are one homepage wearing five jobs. Here is the page architecture that converts, and two pages, one state and one federal, where the law already tells you what to put on them.
Oct 23, 2026
ExplainerInsurance Agency SEO in 2026: What Actually Moves You Up
Most insurance agency SEO advice fixes one layer out of three. Here is what Google's own documentation says actually moves a site, sourced live from Search Central, PageSpeed Insights, and Google Business Profile help.
Oct 22, 2026
AnalysisGoogle Just Banned Pricing From Business Profile Listings
An October 6 policy update strips time-bound promotions, pricing, and direct CTAs out of every Business Profile listing, right as AEP opens. What still works, and where the pricing actually belongs now, sourced live from Google.
Oct 21, 2026
AnalysisOpen Enrollment Ends on Different Days in Different States
Every ACA exchange opens November 1, 2026. A federal rule tried to make them all close the same day too, a Maryland court vacated it in June, and the appeal is still open. What your site should say, state by state, sourced live.
Oct 20, 2026
AnalysisCMS Just Cut Five-Star Medicare Plans From 22 to 15 for 2027
CMS's 2027 Star Ratings dropped five-star Medicare Advantage plans to 15 and even revised its own 2026 count mid-year, from 18 to 22. What that means for every star-rating claim on your site, sourced live from CMS.
Oct 18, 2026
AnalysisCMS Just Let You Call Your Plan 'The Best' Again
CMS dropped the requirement to print proof on the page for 'best plan' claims, effective October 1, 2026. CMS can still ask for the data, and AI search never needed CMS's rule to ignore an unsourced claim. Sourced live from CMS and Google.
Oct 17, 2026
ExplainerGoogle's AI Gets 57% of Life Insurance Answers Wrong
A hand-checked audit of 1,000 AI Overview answers found errors in 57% on life insurance and 13% on Medicare. Pew Research found almost nobody clicks through to check. What that costs an agency, and the page that corrects it, sourced live.
Oct 16, 2026
AnalysisPennsylvania's Pennie Premiums Jump Again for 2027
Pennsylvania approved a 15.97% average Pennie rate increase for 2027 and blocked $94.7 million in unjustified charges. About 85,000 Pennsylvanians already dropped coverage in 2026 after federal tax credits expired. What to fix on your site before November 1, sourced live.
Oct 15, 2026
AnalysisIs Your Insurance Agency's Vibe Coded Website Leaking Data?
Veracode found 44% of AI generated code ships a security flaw and GitGuardian logged 28.65 million leaked secrets in 2025. Escape found 175 exposed PII records across 5,600 scanned vibe coded apps. Here's what that means before you chat your agency's next tool into existence.
Oct 9, 2026
GuideBuild a Medicare AEP Renewal Pipeline in GoHighLevel
Four copyable prompts build an AEP renewal system in GoHighLevel: five pipeline stages, four workflows using native GHL texts, emails and AI calls, Conversation AI and one Voice AI agent that read Ambrose MEMORY JSON before every reply and call, plus Smart Lists, a dashboard and controlled testing.
Oct 7, 2026
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