How to prospect for insurance clients: a weekly system for your advisers

Prospecting is finding new people to talk to, before they've asked to talk to you. An agency runs on it, and it's the first thing to slip when an adviser has a good month or a bad one.

Your job comes down to a weekly number for each adviser, more than one source behind that number, and a team that knows the rules on contacting strangers. In Singapore those rules come from the PDPC, with MAS adding its own on advertising and conduct.

As of November 2026.

Ask each adviser which two or three they're running. If the answer is one, you've found the risk.

Work back from a monthly goal through their own rates. These numbers are made up to show the sums, and your advisers' rates will differ.

1. Say the goal is 4 cases a month.
2. If 1 in 2 closing meetings signs, that's 8 closing meetings.
3. If 2 in 3 first meetings reach a closing, that's 12 first meetings.
4. If 3 in 4 appointments turn up, that's 16 appointments set.
5. If 1 in 4 conversations books an appointment, that's 64 conversations a month.
6. 64 divided by 4.33 weeks is 14.8, so about 15 new conversations a week.

A new adviser won't know their rates yet, so start from your estimate and swap in their own numbers after 8 weeks. Once you've got a few months of data, compare booking rates by source and move hours towards the one that books best.

Go through conversations first and cases second, because a case closed now started weeks ago. A good month can hide a week with no new conversations, and that gap shows up as an empty month later.

Bring these to the one-on-one:

• How many new conversations did you have against your number?
• Which sources did they come from?
• Which referrals did you ask for, and who said yes?
• Which contacts need a Do Not Call check before you reach out?

Good moments to ask come right after a client signs, after the adviser has helped with a claim, and at the end of a review. Keep the words about the person and leave products out:

• "Who do you know who might want the same conversation we just had?"
• "Would you be comfortable introducing me? A quick message from you works best."

A client's introduction in a group chat or message means the friend knows who's coming. To rely on consent for later marketing messages, the friend's own agreement has to be clear and on record. A number passed along by a client isn't that.

Keep the first contact to who they are, who introduced them and which firm they represent. MoneySense tells clients to expect a representative's name, company and the products they're authorised to advise on, so it helps to be ready with all three.

• "Hi Mei Ling, this is Daniel from [firm]. Jason said you'd be open to hearing from me. Is now a good time for two minutes?"
• "Hi Mei Ling, following up from last week. Happy to leave it if now isn't the time. Just reply and I won't message again."

Names here are made up. No script on this page recommends a product, and what suits a client comes from a proper fact-find.

These apply to marketing messages sent to Singapore numbers. PDPC's guidelines say the rules cover "voice calls, SMS, or any data applications (such as 'Whatsapp', 'iMessage' or 'Viber')" using a Singapore number.

• A sender needs valid confirmation that the number isn't on the relevant register, and a check is valid for 21 days.
• No check is needed if the person gave clear and unambiguous consent to that message, evidenced in written or other accessible form. PDPC says verbal consent alone isn't enough.
• PDPC treats a message to a Singapore number that asks for marketing consent as a specified message itself.
• Every marketing message has to say who sent or authorised it and how to contact them.
• A marketing voice call can't conceal the caller's line identity.
• After a withdrawal of consent, the sender has 21 days to stop.
• PDPC says an invitation to an event, seminar or course could be a specified message.

Some messages fall outside. A reply to someone who asked for information isn't generally a specified message. Neither is a message in an ongoing relationship whose sole purpose relates to that relationship, such as a change to a client's policy. PDPC says once-off transactions don't establish an ongoing relationship.

Two points are for you as the leader. Under the PDPA, someone who authorises another person to promote their services "is deemed to have authorised the sending of any message" that person sends to promote them, so check with your firm how it applies to your team. And PDPC says sole practitioners without a UEN, naming insurance agents, can open a Registry account with Singpass, with 1,000 free credits a year on each main account.

MAS's Guidelines on Standards of Conduct for Digital Advertising Activities took effect on 25 March 2026. They cover representatives as digital marketers, and MAS says it has seen representatives use "deceptive practices (e.g., catfishing) to solicit leads" on social media.

MAS's May 2026 information paper lists good practices it expects firms to benchmark against:

• Representatives disclose their name and representative number on their social media accounts and digital advertisements.
• Representatives seek prior approval for self-created marketing materials.
• Agency leaders and representatives who engage crowd pullers attend mandatory training before each roadshow.

It also restates that representatives shouldn't "apply aggressive or pressure sales tactics", and that customers need sufficient time to consider a recommendation. A weekly number never overrides that, so say so when you set one.

• Relying on one source until it dries up.
• Asking for referrals once a year when every good client moment is a chance.
• Taking a friend's number without the friend knowing who'll call.
• Skipping the Do Not Call check because the message went by WhatsApp.
• Messaging from a profile that doesn't say who the adviser is or which firm they represent.
• Following up after someone has said no.

Each set, opening and closing is one tap on your adviser's phone, or /log in a private Telegram chat, and the board moves within seconds. The pledge sheet works down from a yearly FYC goal and a case size to sets, openings, closings and cases a month and a week.

Needs you today lists anyone with no entry for 3 days, then whoever's furthest behind their weekly goal. It logs activity and doesn't check numbers against the Do Not Call Registry. See how pledges work.

• PDPC, Advisory Guidelines on the Do Not Call Provisions (revised 1 February 2021), pdpc.gov.sg, read 2 November 2026
• PDPC, Advisory Guidelines on Key Concepts in the PDPA (revised 29 April 2026), pdpc.gov.sg, read 2 November 2026
• PDPC, Check numbers against the Do Not Call Registry, pdpc.gov.sg, read 2 November 2026
• Personal Data Protection Act 2012, Part 9, read 2 November 2026
• Personal Data Protection (Do Not Call Registry) Regulations 2013, read 2 November 2026
• MAS, Guidelines on Standards of Conduct for Digital Advertising Activities (issued 25 September 2025, in effect 25 March 2026), read 2 November 2026
• MAS, Information Paper on Good Practices of Market Conduct Controls in the Financial Advisory Industry (26 May 2026), read 2 November 2026
• MoneySense, Financial advisory process, read 2 November 2026