Industry: Insurance
We build websites for insurers, brokers and insurtechs with their own premium calculator, enquiry or online sign-up flow and backend, and make sure they are found on Google and in AI answers. For Dogcare24, which brokers Barmenia's dog health insurance, this now brings in almost 50 leads a day from organic search. A funnel with its own backend starts at €4,500 with us.
Scope of services
For insurers and brokers that want more enquiries through their website. Your quote after the intro call sets out the exact scope.
A premium calculator that leads in a few steps to the premium and on to the online sign-up
An enquiry or online sign-up flow with its own backend, connected to your CRM, email and processes
A page for every search query, from costs and benefits to special cases such as pre-existing conditions
Content that ChatGPT and Google's AI Overviews cite as a source
Service flows after sign-up, for example for claim reports or invoice uploads
Today, a large share of insurance is bought online. According to a survey by Bitkom Research, the research arm of the German digital association Bitkom, from May 2026, 89% of Germans aged 16 and over have taken out insurance online at least once, up from 83% a year earlier. Of these, 57% used a comparison portal, 49% bought directly from the insurer and 35% online through a broker.
The insurer’s own website is also becoming more important for research. According to the study KUBUS Privatkunden 2026 by MSR Consulting, 45% of customers named the insurer’s homepage as a source of information before taking out a new policy, compared with 37% in 2022. Only 38% still named their personal adviser, down from 54%. 18% now use AI applications in connection with insurance.
What this means for you: if your site does not get customers to a premium and a sign-up within a few minutes online, you lose them to the comparison portal.
From search term to sign-up. At Dogcare24, the homepage already asks for the dog’s name. The calculator then gets to the premium in around two minutes, with four tariffs side by side. Anyone who has decided signs up directly online.
An answer for every search query. Customers do not search for “insurance” but for their situation: costs, benefits, puppies, older animals, pre-existing conditions, individual breeds. The Dogcare24 sitemap comprises 242 pages, including 43 pages on the insurance itself and 159 guides. Each one answers a question and leads to the calculator.
Trust where the decision is made. Test awards, reviews, real reimbursement cases and certificates belong next to the calculator and the sign-up, not on a separate page that nobody opens.
The journey after sign-up. Customers also judge an insurer by how easily they can report a claim or submit an invoice. At Dogcare24, customers upload up to five files under “Rechnung einreichen” (submit invoice), without an account and without an app, and immediately get a confirmation by email. At Unfallpro24, the claim report first asks who caused the accident and then records contact details, the accident location and three to five photos of the damage.
Visible in AI answers. Anyone who asks ChatGPT or Google’s AI Overviews about an insurance product gets sources cited. In January 2026, Dogcare24 was cited as a source in AI answers 126 times in total. How this works is explained under AI SEO.
Mandatory information planned in from the start. Insurance intermediaries must provide initial information under § 15 VersVermV (German Insurance Mediation Ordinance) at the first contact, covering status, register entry, remuneration and dispute resolution bodies, among other things. We plan space for this in the website and the enquiry flow; you agree the content with your legal adviser.
We often see insurance websites made up of three separate parts: a website builder, an embedded calculator from a service provider and a form that sends emails. Each part works on its own, but the path between them loses customers and data.
We build these parts as one. Dogcare24 runs as its own Next.js application: calculator, online sign-up, invoice upload and the backend behind it, which passes new sign-ups and submitted invoices on to the team. More on this under Funnel development and Software development.
The projects in this industry show four different ways of doing business online:
| Service | Our price |
|---|---|
| Website | from €2,500 for a simple site |
| Funnel with calculator and backend | from €4,500 |
| Software development for portals and platforms | from €5,000 |
| SEO and AI SEO | from €1,500 per month |
We work out which building blocks you need in the free intro call. If you first want to know where your website stands today: the initial analysis is free.
Case studies
Unfallpro24
Website and SEO for a portal that connects accident victims with a vehicle assessor and has the claim settled with the other party's insurer: a claim report with photo upload that takes one minute to fill in, a free 0800 hotline, a page for assessors who want to become partners, and ten guide articles on questions such as assessor fees and loss of use.
unfallpro24.de ↗
Englert Finanzen
Website for an insurance and financial services office with branches in Alzenau and Groß-Umstadt: pages for private and business customers, financing and real estate, a section for buying simple insurance online, such as supplementary dental insurance, tools such as a living space calculator, and a page for applicants.
englert-finanz.de ↗
PolicenTransfer
Website for a digital marketplace through which brokers, insurers, broker pools and underwriting agencies (Assekuradeure) transfer insurance portfolios: a separate page for each of these four target groups, seven service pages from portfolio updates to business succession, and an enquiry for consultation.
policentransfer.de ↗
FAQ
A funnel with a calculator and its own backend starts at €4,500 with us. The price depends on how many tariffs and questions the calculator covers, which interfaces are connected and what should happen after the enquiry, such as emails, CRM entries or documents. After the intro call you get a fixed quote.
Yes, if the insurer or pool offers an interface for sign-up. Otherwise the flow ends with a complete enquiry that your sales team takes over. At Dogcare24, the calculator gets to the premium in around two minutes, after which customers sign up directly online.
Yes, especially for the questions that portals only answer superficially: special cases, specific target groups, detailed costs. In the fourth quarter of 2025, Dogcare24 had 13,826 search terms in the top 100 and 77,402 clicks from organic Google search, in a topic with strong competition for the top positions.
Besides the Impressum (legal notice), above all the initial information (Erstinformation) required by § 15 of the Versicherungsvermittlungsverordnung (German Insurance Mediation Ordinance): among other things, your status as a broker or agent, your registration number, whether you give advice, how you are paid and which dispute resolution bodies are responsible. We plan space for this in the website and the enquiry flow. You agree the binding texts with your legal adviser or your IHK (chamber of industry and commerce).
Yes. Not everyone needs their own premium calculator. For many brokers, a website with clear pages on the lines of insurance, appointment booking and the initial information is enough, from €2,500. For Englert Finanzen in Alzenau, for example, we built a website with pages for private and business customers and a section for buying simple insurance online. We add a calculator or a custom flow when it pays off for your business.
For competitive topics, in months rather than weeks. At Dogcare24, clicks from Google rose from 8,627 in April 2025 to 29,528 in March 2026, an increase of 242% in eleven months. Leads from organic search rose from 22.5 per day in December 2025 to almost 50 in October 2026.
