Socotra wanted to animate the insurance industry with a 21st-century app makeover. The company recognized that the sector needed an ecosystem of modern technology partners that enabled insurers to quickly and easily integrate third-party apps into their core system.

That’s where Socotra comes in. Socotra developed the App Marketplace to empower insurers to instantly connect to multiple software and data apps that improve every aspect of the insurance value chain, including data providers and platforms, rating, document management, payment processing, claims user interfaces, customer communications, eSignatures,and third-party app publishers.

Being born on the cloud, the platform is improved continuously: upgrades are automatic and free, without downtime or service interruptions. The flexible data model enables insurers to create nearly any type of insurance product with minimal effort.

That means that in 90 days, companies can build an entire insurance product and launch it.

While that may seem like a long time, it can take some of the larger providers, up to two years to do the same.

Socotra planned to debut its App Marketplace at InsurTech’s biggest conference: InsureTech Connect (ITC) in Las Vegas.

​But they needed a way to stand out from the bigger, more established players. They needed to ensure the insurance sector understood why Socotra’s App Marketplace was an industry game changer and show how much progress had been made over the past year.

A successful ITC Vegas 2022 event was essential…and it better not be boring.

That’s where Bospar came in.

In the six months leading up to the event, Bospar implemented an integrated marketing campaign – with nearly every channel in play.

To keep Socotra top of mind in the media, we took a rolling thunder approach, building out Socotra’s analyst program, conducting a breakthrough study on the economic value of speed-to-market, and producing a constant cadence of releases – all aimed to create a crescendo at ITC.​ Ahead of the conference, we drafted and pitched five press releases and embargo pitched a sixth, earning 46 pieces of coverage in the insurance trades – our target media. ​

It began in May with the announcement of Socotra’s acquisition of Avolanta, a startup with the only unified portal purpose-built for the insurance industry. While reporters were excited about the M&A news, we teased that this was just the beginning: wait until ITC!

We promoted that “wait until ITC” messaging with every news nugget we could devise. Every client win shout-out and associated press release sent to reporters was a tease. Ditto when we packaged a momentum announcement of smaller client wins.

We collaborated with Socotra’s entire marketing team to generate both attendee and media interest in the app marketplace and ensure events and the booth at ITC were well-attended.

To get the results we wanted, we knew it was key that media, analysts and ITC attendees understood why Socotra’s App Marketplace was unlike any other in the industry. If we made it too complicated, we might lose a lot of the insurers, especially the smaller managing general agents (MGAs).

So, we positioned the launch of Socotra’s App Marketplace as tantamount to the launch of the Apple App Store for the insurance industry.