Launching an AI risk product into a market with no shared view of the risk

A cyber-risk intelligence company selling to insurers was launching an AI risk detection capability.

Sales was hearing a lot about AI risk, but the market had no shared view of it, and neither did we. So we listened before writing anything.

With a colleague, I interviewed five insurance organisations: one carrier, three specialty MGAs, and one major broker. I wrote the questions, ran the interviews, and used Claude to find the threads across the transcripts.

Two of the MGAs had strong views, but the picture was clear. Nobody could assess AI risk before the claims arrived, nobody agreed whether it should be its own line, and beyond a thin layer of common ground there was little consensus. The one thing everyone agreed on: the biggest gap was visibility.

“A lot of underwriters don't have the expertise to get into the black box of a platform.”Cyber practice leader, major broker

I wrote The Wild West of AI Risk from those interviews: candid perspectives from across the market, ending on the case for visibility. It drew 102 downloads.

I organised an invite-only briefing, built the deck, and secured the attendees: twelve senior people from the market. The room echoed the paper. Strong opinions, little consensus, and real interest in seeing the exposure.

Then a partner webinar with a five-strong panel of carriers, MGAs, and brokers. I secured and coordinated the panellists, booked the dry runs, and ran the platform setup.

I built the landing pages and automations, and ran the ads and outbound that brought in 266 registrants.

By launch, the narrative had formed: AI risk is the wild west and nobody knows the answer yet, but whatever the answer, you need visibility.

It ran through our account-based programme to 179 target accounts. 36% engaged before launch, 11 meeting requests came in during launch week, and they are still in play. It became the company's highest-performing campaign to date, on £1.4k spend.