# Insurance proposal template

An insurance proposal is the document an agent, broker or carrier sends a prospective client to win the account: what the client needs, the coverage recommended, the price, and why to choose you.

Updated 2026-10-16. Source: https://sellunfairly.com/guides/insurance-proposal-template/

Live example: https://sellunfairly.com/sample/ (A sample benefits proposal for a made-up employer)

## The structure, section by section

1. **The recommendation.** What you propose and what it costs, in one sentence.
2. **What we heard.** The client’s situation and goals in their own words, from the discovery conversation.
3. **Coverage recommended.** Each line with carrier, limits, deductibles and the reason it fits.
4. **Price.** Premium by line and in total, with the options that move it.
5. **Compared to today.** What changes from the current program, in cost and coverage.
6. **Why us.** The service team, how claims are handled, and proof from similar clients.
7. **Timeline and next step.** The dates that matter and the one thing to do next.

## What the good ones do

- Open with the recommendation and the price. Buyers look for both before anything else.
- Use the client’s own data (census, locations, loss history) so it reads as theirs, not a brochure.
- Keep disclosures and fine print available, but out of the way of the decision.
- Track who opens it, so you follow up with the person reading the price section, not the one who forwarded it.

## Questions

### What goes in an insurance proposal?

The recommendation, the client’s situation and goals, the coverage recommended by line, the price and options, a comparison to the current program, why to choose you, and the next step.

### How do I make an insurance proposal stand out?

Build it on the client’s own data, lead with the recommendation and price, let them explore options themselves, and make it easy to forward to the people who sign.

### Can I send an insurance proposal as a website?

Yes. A proposal site carries the same content as a PDF, adds live numbers and tracking, and can still print to a PDF for the file.

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Sell Unfairly designs high-ticket sales proposals as interactive, tracked websites. https://sellunfairly.com/