Industries - Video Content for B2B Service Firms

We're Lockton's go-to video partner. And we understand why insurance firms need video done differently.

Insurance and professional services firms face a content challenge that most video agencies don't fully understand. Your buyers are sophisticated and risk-averse. Your products are complex. Your people are experts - but getting that expertise onto camera in a way that feels credible, not corporate, requires a team that understands your world.

We've been producing video content for firms in insurance, professional services and financial services for several years. Our longest-standing client in this sector is Lockton - one of the world's largest privately held insurance brokers — for whom video has become consistently their best performing marketing asset.

We know this sector. We know how to work with senior specialists. We know how to make complex subject matter feel accessible without dumbing it down. And we know how to produce content consistently, at the standard these firms require, without creating more internal lift than it removes.

The specific content challenge in insurance and professional services

Most firms in this sector have the same core problem. The expertise is deep and genuinely valuable. The people are credible. The track record is strong. But turning all of that into content that actually reaches the market - consistently, in a format that reflects the quality of the firm - is harder than it looks.

A few reasons specific to this sector.

Senior specialists are busy and sometimes camera-shy. Getting a Lloyd's broker or a financial lines director on camera requires a team that can guide people through the process confidently and make the experience feel low-lift rather than another demand on their time.

The subject matter is complex. Insurance products, market dynamics, risk advisory - these are not simple things to explain on camera. The best content in this sector makes complexity feel accessible without losing the nuance that makes it credible to an informed audience.

The buyers are discerning. A marketing director at a global broker or a CMO at a professional services firm has high standards for what their content looks like and how it reflects the brand. Average isn't good enough. And anything that feels generic or corporate actively undermines the authority it's supposed to build.

Consistency is the hardest part. Most firms produce good content occasionally. The firms that win in this sector are the ones who show up consistently - week after week, with content that keeps them visible with the right people in between the formal touchpoints.

How we work with firms in this sector

We start with what your buyers need to believe about your firm - and work backwards from there to the content that makes them believe it.

For insurance and professional services that usually means a combination of expert-led thought leadership content that communicates specialist knowledge clearly, event content that extends the reach of your most important moments, and ongoing social content that keeps the brand consistently visible between the bigger pieces.

We manage the whole process - from planning and pre-production through to filming, editing and delivery. Most of our clients in this sector find the process considerably lower lift than previous agency relationships. We come with ideas, we guide senior people on camera, we handle the logistics and we deliver everything ready to use.

The firms that get the most from us are the ones who treat us as a content partner rather than a production company - giving us a consistent brief rather than a series of one-off requests, and letting the content compound over time.

Authority isn't just built through expertise content

In insurance and professional services, buyers don't just want to know that a firm knows what it's doing. They want to know who they're working with. The people behind the service matter - their character, their culture, the way the team operates. Content that shows that human side of a specialist firm builds a different kind of trust to expert-led content. Not deeper or shallower - different. And in a sector where relationships drive commercial decisions, that difference matters.

Lockton - Mining Podcast Series

Lockton's mining division had deep specialist expertise and almost no content presence to reflect it. We built a podcast series from scratch - senior specialists on camera, long-form episodes, short-form cutdowns from every session. The division now has a consistent platform and a growing body of content that keeps working between episodes. Video is now consistently Lockton's best performing marketing asset across channels.

What this looks like in practice

Across our work with Lockton we've produced thought leadership interviews, podcast series, event coverage, campaigns and social content - consistently, across multiple specialist divisions, for several years. One event-led post generated over 250,000 views. The In Conversation With Lockton series has given multiple divisions a consistent platform to communicate expertise to the right audiences. Video has become the highest-performing format in their marketing mix.

That's what consistent, strategic video content does for a firm in this sector when it's built around the right goals from the start.

Omnyy - Culture and Interview Content

Omnyy is a specialist firm operating in an insurance-adjacent world where trust in the people behind the service is as important as trust in the service itself. We produced culture and interview-led content designed to show the team, communicate the values and humanise the brand in a way that generic corporate video never could. The kind of content that makes the right people feel like they already know who they're dealing with before a conversation ever happens.