Momentum | Every AR found in their town

Proposal · October 2026

Every AR found in their town. Approved once, deployed across the network.

A digital partner for Momentum’s appointed representatives. Momentum’s marketing team markets Momentum. We market the AR: one compliance-approved template, one monthly fee with the website included, and a view across the whole network.

Prepared for

Alistair Body, Momentum Broker Solutions

Prepared by

Luke Howells, Unpick

October 2026

Confidential

01 · The brief

Half the network wants to grow. All of it needs to look right.

Around sixty of your ARs are actively looking for more business. The other sixty are running comfortable books. You took on 24 new brokers in the last twelve months and you’re recruiting more. Your marketing team is three people, and their priority is, rightly, the Momentum brand.

That’s not a “build some websites” brief. It’s two problems and a recruitment opportunity.

Every AR website is a financial promotion under your permissions.

Right now they’re built one at a time and checked one at a time. On the ones we looked at, they’re missing the basics.

The growth-minded sixty have nowhere to go.

A one-off website doesn’t produce enquiries, and your marketing team is built to market the network, not 120 individual firms. The brokers who want more business have no route to it inside Momentum.

“Join Momentum and your digital presence is handled” is a line other networks don’t offer.

Networks compete for brokers. A programme that comes with joining is a reason to choose you.

02 · In one line

Your ARs’ websites can’t be found by anyone searching for what they sell.

We looked at two, in South Wales and Bristol. Eighteen product lines between them, and not one has its own page. One has no analytics, the tool that shows how many people visit a site and what they do there, and no enquiry form. The other has analytics, but its quote button sends visitors off to a separate website, so it can’t count a single enquiry. These aren’t design opinions. They’re the difference between being found and not.

03 · What we found

Presentable. Not built to be found.

We reviewed two AR sites in detail: how they’re built, what’s on each page, and how they show up when someone nearby searches for a broker. The aim isn’t to criticise the work. It’s to show what one-at-a-time building produces.

Eighteen product lines, zero pages

Fleet, motor trade, property, manufacturing, air conditioning and more are all listed on a single services page, and none has a page of its own. Someone searching “fleet insurance” plus their town lands on nothing these firms have built.

No enquiry form on one, no enquiry data on either

One site’s only contact route is phone, email or an off-site quote link. The other has a form, but its main button sends visitors to a separate quote system, so the analytics can’t see the enquiry.

Strong reviews nobody sees

Five-star Google ratings from 27 and 13 reviews. Neither website shows a single one.

Not in the local results

One broker doesn’t appear on the first page of Google for “business insurance broker” in its own city. The firms that do are there because their websites clearly match what’s being searched for and are set out in a way Google can read, not because they have more reviews. The firm in third place has fewer reviews than our AR.

Missing the labels Google reads first

Websites carry hidden labels in their code that tell Google and AI assistants such as ChatGPT exactly what a business is: “insurance broker, this town, these hours, these reviews”. Neither homepage has them. Neither has a main heading marked as one for Google, or the short summary that shows under the link in search results. And the page title, the blue link people click in Google, starts with the word “Home” on both.

The same news on both sites, two minutes apart

Both publish the same ready-made articles, supplied to many sites at once, and none of their own news. Google gives little weight to copied articles, so they do nothing to help either firm be found. One broker’s new office, acquisition and anniversary appear everywhere except its website.

What we’re not saying. The current sites are professional at the level they were commissioned. This is about what a network programme can do that one-at-a-time building can’t.

04 · The programme

One template. Approved once. Deployed across the network.

Why this works as a programme and not as 120 separate projects.

Regulated content approved once, then locked

We build one AR website template with your compliance team. Status disclosure, complaints procedure, FOS and your AR wording are written, signed off and locked, so no AR can edit them. Each AR site is that template with their own details, photos and product lines. Your team checks only what’s genuinely theirs at go-live, and gets an alert whenever anything changes.

Built to be found locally

Every site names the AR’s town in its page title and in the hidden labels Google reads. Each AR also gets a Google Business Profile, the listing with the map, opening hours and reviews that appears when someone searches for a business, set up and kept current. On Growth, every product line the AR sells gets a page of its own, localised to their area and built from master versions your compliance team has approved.

Measured identically

Every site counts its visitors and enquiries the same way, and records where each enquiry came from. It’s set up to current ICO guidance on cookies and consent. For the first time, Momentum can compare like with like across the network.

Reviews requested properly

Every AR gets automated review requests. They go to every client, carry no incentive and are never filtered by sentiment, which is what the fake-review rules that came into force in 2025, and Google’s own policy, require. The strong reviews your ARs already have become the first thing a visitor sees.

05 · What Momentum gets

Oversight you can evidence, and a view you don’t currently have.

Oversight you can evidence

In 2024 the FCA reviewed around 270 principal firms. Fewer than a third checked AR websites. The good practice it named was alerts on changes to AR websites and a review when each promotion goes live. This programme does both as standard. You get one approved template, a change log for every site, an alert whenever anything changes, a record kept for six years, and regulated wording removed the day an AR leaves.

A monthly network league table

Every AR is ranked each month on the same measures: reviews, Google profile, site health (whether the site is fast, secure and working properly) and, for ARs on the programme, enquiries by product line and region. It’s anonymised, so each AR sees its own position against the network and no one else’s name. Momentum sees the network. It improves as more ARs join.

A recruitment line

“Join Momentum and your website is handled, approved and built to be found.” Networks compete for brokers, and this is a reason to choose you that your marketing team doesn’t have to deliver.

Retention

A broker whose site produces enquiries, and who has someone to email about it, isn’t looking at other networks.

Your data position. Each AR controls its own client and enquiry data, and we process it on their behalf. Momentum receives only aggregated, anonymised reporting, with small numbers suppressed so no individual client or enquiry can be identified.

What it costs Momentum. Nothing, by default. ARs pay for what they use, and we pay Momentum nothing. That’s written into the agreement, so there’s no commercial interest to declare. For new joiners, there’s an option to fund their first six months as part of your recruitment offer. It’s set out in section 07.

06 · What an AR gets

Start with the essentials. Add more as the numbers justify it.

One monthly fee with the website included. There’s no upfront build cost. Each step up is one email.

Essential

£350 a month + VAT

A website on the Momentum-approved template, localised to your firm
Hosting, security, backups and updates
Google Business Profile set up and kept current
Automated review requests
An enquiry form with tracking, so you know where enquiries come from
30 minutes of content changes a month
Your position in the monthly network league table

Email support, answered within two working days.

Growth

£650 a month + VAT

Everything in Essential, plus:

A page for every product line you sell, localised to your area, so you’re found for fleet, motor trade or property in your own town, not just your firm’s name
A quarterly call to review your numbers

For firms that want more enquiries.

Network modules

From £560 a month + VAT

Add to either tier at a 20% network rate:

Social media, 12 posts a month, £640
Blog and SEO content, articles written so the AR is found in search, £640
Paid search, the Google ads that appear above the normal results, run with our specialist media buyer, £560

Take one, or build your own mix.

Full partner

From £2,500 a month + VAT

Our full service at our standard rate: website, enquiry handling, follow-up, tracking, content, social and paid media, run as one system with a monthly report on what each new client cost.

For larger ARs who want a marketing team without hiring one.

Twelve months. The website is included in the fee, so twelve months is how it works. Paid by direct debit.

Founding rate. The first 25 ARs keep their price for 24 months. In return, we can use their results, anonymised, in network reporting and case studies.

What we guarantee. Your site is live within 15 working days of compliance sign-off, your review requests are running, and your report arrives on time. If we miss any of these, that month is free. We don’t guarantee rankings or enquiries, because nobody honestly can.

You own it. Your domain, your data, your analytics and your ad account. Leave, and you keep all of it.

07 · The rollout

Five first. Then twenty. Then the network.

If twenty ARs signed next month we couldn’t deliver properly, and failing in front of your network is worse for both of us than starting small. So we’re phasing it, and we’re saying so.

Phase 1 · Months 1 to 3

Pilot with five

Five ARs you choose. We build the template and get it approved with your compliance team. Five sites go live, counting visitors and enquiries from day one. Where we can, we’ll also measure how many people visit each pilot AR’s current website before the new one goes live, so there’s a starting point to compare against. That depends on the platform the current site is hosted on and the access we can get to it. Pilot ARs can leave at day 90 if we haven’t delivered what we committed to. A £500 + VAT build fee applies if they do. In return, they give us monthly feedback and agree to be a reference site.

At the end

Five live sites, real enquiry data and a compliance process that has been run end to end.

Phase 2 · Months 4 to 9

The twenty

The growth-minded firms you can name today, launched with Momentum’s endorsement through an event, a webinar or your BDMs, so it isn’t twenty separate sales conversations. The founding rate applies. The monthly league table starts.

Phase 3 · Month 10 onwards

The network and every new joiner

Open to every AR. For new joiners, the programme becomes the default website route in your onboarding pack, and they can opt out. You choose how joiners pay:

Option AThe joiner pays from month one, like any AR.

Option BMomentum funds the joiner’s first six months of Essential, at £2,100 + VAT per joiner, as part of your recruitment offer. After six months the AR carries on at their own cost or leaves.

What we need from Momentum

A named compliance contact, with an agreed turnaround for approving the template.
The five pilot ARs.
A route to the network: an event, a webinar or your BDMs.
Agreement on how the programme sits alongside the marketing support you already describe to ARs.
Your decision on new joiners: Option A or Option B.

08 · What you should know

Two things we’d rather say now.

One of our founders is a partner at an insurance broker

Matt Howells, who designed the model behind this proposal, is a partner at Vizion Insurance Brokers. It’s why he understands how ARs make money and what compliance actually involves. He has no involvement in any AR account and no access to AR data. Luke owns every relationship. Any AR who’d rather not proceed on that basis can say so, and that’s fine.

Your current web arrangement

The sites we looked at were built professionally at the price they were commissioned. This programme does something different. It’s approved once, measured everywhere and run every month. How the transition is handled is Momentum’s call. We’re not trying to displace anyone.

09 · Why Unpick

We understand the AR model because we’ve lived in it.

Insurance from the inside

Commission structures, compliance sign-off and why a broker’s website produces nothing. We know this because one of us has spent twelve years in it.

Templates that deploy

We’ve just delivered a two-site system where the second deployment cost 28% of the first. That’s the economics this programme runs on.

We’ll tell you when something’s wrong

Nobody commissioned the findings above. We looked because we wanted to know what we were proposing to fix.

Thanks for reading.

This is a starting position. If the tiers are wrong, the phasing is too cautious, or there’s something about the network we’ve missed, tell us and we’ll adjust. The one thing we’d ask is that you pick the five, and let’s prove it.

Let’s talk it through

Luke Howells · Unpick luke@unpickdigital.com