Authentic distribution update

Breaking down our ICP across all channels

Today at Authentic we’re actively working with clients across these three channels. We’re outlining the value propositions and ideal customer profile (“ICP”) by channel here since we’ve been fortunate enough to receive inbound interest across all three! 

Reminder: We are changing where insurance is bought… moving from traditional carriers to tailored affinity programs or captives, beginning with small business groups. Products are tailored specifically for our partner’s affinity group, taking the guessing out of insurance for small businesses 

ICP Note: Authentic has an appetite guide for platforms that service small businesses across food & bev, fitness, wellness, retail, etc. “Main street small business” is a good way to think about the types of groups we serve… 

🖥️ Channel #1: Software Companies

1. ICP: Vertical or horizontal SaaS companies that service small businesses in target endmarkets 

2. Value proposition (platform)

   1. Profit: net new profit stream

   2. Product: authentic brings the platform closer to the “all in one” operating system

3. Value proposition (smbs)

   1. Price: software bundling / discounts

   2. Experience: vendor consolidation, prefilled application

   3. Product: tailored product based on endmarket. No longer “misinsured” 

4. Examples: Mindbody, PushPress, ZenPlanner (Daxko), SpotOn, etc. 

🥖 Channel #2: Franchisors

1. ICP: Franchisors or large franchisee group owners in target endmarkets 

2. Value proposition (platform):

   1. Compliance: easy administration and compliance certification

   2. Profit: net new profit stream

   3. Relationship: new value add service for franchisee

3. Value proposition (smbs):

   1. Compliance: tailored program to comply with FDD

   2. Experience: very easy to buy and manage insurance online

   3. Price: profit sharing back to the franchisee group / rate reduction 

4. Examples: Sylvan Learning Center, We Rock the Spectrum, 10th Planet Jiu Jitsu, etc.

🧍 Channel #3: Agents

1. ICP: Brokers that service franchises, associations or other affinity programs

2. Value proposition (brokers):

   1. Platform: Brokers have a software platform that facilitates small business transactions (save time and $) 

3. Value proposition (smbs):

   1. Product: tailored product based on endmarket

   2. Experience: very easy to buy and manage online

   3. Price: profit sharing back to the group / rate reduction

4. Examples: Larger agents (Brown & Brown) and smaller agents (Rountree agency)

As businesses continue to get more comfortable with embedded financial products, it’s important that we meet them where they are today. Trusted advisors, be it an agent, consultant, or franchisor, have a valuable role to play in the Authentic value-chain and can benefit from our bespoke insurance solutions and world-class technology.