InsureTech (Max Life + Policy Bazaar)
Two BFSI partners, one playbook for trust-led creator work at enterprise scale.
Two BFSI enterprises with different positioning needs. One creator-led playbook that works for both.
BFSI is the category most resistant to creator marketing, and the one that needs it most. Both Max Life and Policy Bazaar came to us with versions of the same brief: build trust without leaning on celebrity, fear, or the kind of mass-reach that loses credibility on the way through. Two different positioning problems, one underlying playbook: find creators whose audiences are already navigating the financial decisions these products serve, and let the work be educational instead of transactional.
Right voices in the right contexts. Not celebrity-led. Not fear-led. Life-stage-led.
Max Life is the trust play: long-form creator partnerships that match audience life-stage and financial intent. Creators whose audiences are already thinking about families, dependents, and long-horizon planning. Policy Bazaar is the category-native play: making insurance discoverable through creators in the exact moments their audience is comparing products. Two ends of the BFSI funnel, two roster strategies, one editorial discipline.
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