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.
Does Your Georgia Insurance Site Still Say HealthCare.gov?
Georgia Access replaced HealthCare.gov in 2024, enrollment fell 37% by April 2026, and 2027 rates rise 20.7%. If your site still names the wrong exchange, it's wrong twice: for clients and for AI search. Sourced live from Georgia's Office of Commissioner of Insurance, CMS, and healthinsurance.org.
Oct 6, 2026
ExplainerWhy AI Never Names Your Home and Auto Insurance Agency
Independent agents wrote 39.5% of personal lines premium in 2025, up from 36.7% in 2021, per Big I. Ask an AI assistant about car insurance and it names State Farm or NerdWallet, never a local agent. Sourced live from Big I, Conductor, 5W Public Relations, and J.D. Power.
Oct 5, 2026
AnalysisYour Insurance Website Is Behind on 2027 Plan Data
CMS confirmed 2027 Medicare Advantage premiums fall 16.5% on September 28. KFF's tracker counts nine insurers leaving the ACA marketplace, Cigna among them, in 11 states. Most agency sites still show last year's numbers. Sourced live from CMS, KFF, and HealthCare.gov.
Oct 4, 2026
ExplainerYour Quote Form Doesn't Actually Quote Anything
Most agency quote forms collect a name and a phone number, then wait for a callback. A real quoter calls the federal Marketplace API and shows an actual premium before the visitor leaves. Interactive tools convert at 47.3% versus 2.8% for static forms, per Outgrow's own customer data.
Oct 3, 2026
ExplainerWhy AI Search Never Names Your Final Expense Agency
Final expense new annualized premium hit $1.38 billion in 2025, up 32%, and independent agents write 75% of it, per LIMRA and LOMA. Comparison sites still win the AI citations. Sourced live from LIMRA, LOMA, and Conductor's 2026 insurance AI benchmarks.
Oct 2, 2026
AnalysisCan a Photo Lead Someone to Your Insurance Agency's Website?
Google Search Console split Web search into text and multimodal on September 24, 2026, counting searches made with Google Lens, Circle to Search, image uploads, and Chrome's "Search this image." It isn't in the public API yet. What it means for an agency site, and how to check your own data this week.
Oct 1, 2026
AnalysisFlorida's Medicare Advantage Plans Can Now Close Mid-AEP for 2027
Humana's non-renewal letters for up to 600,000 Medicare Advantage members are landing now, and new CMS rules let the replacement plans close to new enrollees with no public warning. Florida carries the second largest Medicare Advantage population in the country. What the rule actually says, sourced live from CMS, Humana's own earnings call, and SEC filings.
Sep 30, 2026
AnalysisCan Your Website's AI Chatbot Get Your Agency Sued?
A BC tribunal already ruled a chatbot is "just part of" a company's website and ordered Air Canada to pay for what it told a customer. Twenty five states have adopted the NAIC's AI bulletin, and the ISO added a generative AI exclusion to commercial forms in January 2026. What a bolt-on chat widget can cost an agency, and how to build one that can't invent an answer.
Sep 29, 2026
GuideBook AI Appointments on the Assigned Agent's Calendar
A no-code, step by step build: make your AI caller or chat agent book every appointment on the calendar of the agent who owns the lead. Seven click-by-click GoHighLevel steps with a check after each one, or paste our exact prompt into Codex and let it do the setup. From Victoria Cabrera's walkthrough on our Friday open mic.
Sep 28, 2026
AnalysisIs Your Insurance Agency's WordPress Site a Security Risk?
Patchstack counted 11,334 new WordPress vulnerabilities in 2025, 91% of them in plugins. On September 28, 2026, 55% of installs of one 5 million install backup plugin were still on a version older than its fix. What that means for an agency site, the 72 hour state notice clock, and how to shut it down.
Sep 28, 2026
ExplainerDoes Your CRM Integration Need to See Raw Client PHI?
Cyberhaven found 39.7% of AI interactions now carry sensitive data, and most CRM-to-AI integrations send the whole client record by default. What actually crosses the wire when you connect an AI tool, and how to check your own stack this week.
Sep 27, 2026
ExplainerWhy Your Agency's Spanish Page Never Gets Cited by AI
Latino consumers are now 29.4% of HealthCare.gov plan selections, up from 20.4% in 2020, and Texas and Florida alone hold more than 18 million Hispanic residents. A 3.25 billion citation study shows AI treats a Spanish query as its own source pool, not a translation. Sourced live from ASPE, Census, Profound, and Google.
Sep 26, 2026
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