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Review Management for Insurance Agencies

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Riskado manages Google reviews for insurance agencies. We ask your genuine customers for reviews, watch for new feedback, reply without exposing private policy or claim details, and show approved reviews on your website. Our Reviews plan starts at $99 a month, and Reviews Plus starts at $199 a month. Everything we do is built around Google's review policy, the FTC's review rules, state insurance advertising law and, for captive agents, your carrier's approval process. Your reviews and review history stay with your agency, and the plans run month to month.

What we handle for your agency

Review management covers the steady, repeatable work that tends to slip when the office is busy. We set up a review request routine tied to ordinary customer moments, such as a completed service call, a policy review or a renewal conversation, so requests go out across your customer base rather than to a hand-picked few. We send the links by email or text in language your agency approves, in English, Spanish or both.

When a new review lands, we see it and act on it. Routine reviews get a calm, specific reply. Reviews that touch a claim, a cancellation, health information, a legal threat or a carrier dispute go into an approval queue, and nothing in that queue is posted until the person you name signs off. We also keep your approved reviews on your website with the reviewer's attribution, so a visitor sees real feedback rather than a hand-picked highlight reel.

Each month you get a report showing requests sent, delivery status, reviews received, how many reviews have replies, how quickly they were answered, open escalations and activity by channel. You can see who approved every sensitive reply.

What review management costs

Our prices are flat fees, quoted as starting prices:

  • Reviews, starting at $99 a month. A review request routine, a reply to every Google review and a monthly report.
  • Reviews Plus, starting at $199 a month. Everything in Reviews, plus replies on Yelp, Facebook and Nextdoor, handling of reviews that dispute a policy decision and a quarterly citation check of your agency's name, address and phone number across listings.
  • Citation and review cleanup, $150 one time. Included at no extra charge with either monthly plan.

If your agency already has our Google Business Profile plan at $149 a month, Google review replies are already part of it. Reviews or Reviews Plus adds the request routine, the other platforms and the reporting on top.

A fair way to judge the fee is to compare it with the staff time it replaces: sending requests, checking several sites for new reviews, drafting replies and keeping the website display current. Rankings, leads and quote volume are not guaranteed. Google decides local results mainly on relevance, distance and prominence (opens in a new tab), and good review work makes your public presence more accurate and useful without controlling where you appear.

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The terms: your reviews stay with your agency

Nothing on this page is a quote or a contract. Work starts with a signed written agreement that sets out the scope, price and timeline, along with a paid setup fee. The plans are month to month, and the prices in your agreement stay exactly as stated.

We transfer ownership of accounts to your agency as needed, and accounts your agency already owns, including a Google Business Profile, stay your own. Your review history, your approved reply library, your reports and your customer data belong to your agency. If you cancel, every review stays on your profile, and we hand over the reply library and documentation.

How we ask for reviews within Google and FTC rules

The request process is where most review trouble starts, so we build it to stay inside the lines. Google's Business Profile content policy (opens in a new tab) says businesses must not "discourage or prohibit negative reviews, or selectively solicit positive reviews from customers." The same policy bars offering "payment, discounts, free goods or services" in exchange for posting, changing or removing a review, and treats "unusual volumes or patterns of review contributions" as rating manipulation. Reviews must reflect a genuine experience, and customers should not be pressured to review while on the premises or asked for specific content.

In practice, that means every request we send:

  • Goes to genuine customers across ordinary interactions, not only the ones staff expect to be happy.
  • Carries no reward, discount or gift.
  • Asks for honest feedback, with no suggested star rating, wording or employee name.
  • Follows a steady schedule, so you never get an unnatural spike in reviews.

Federal rules point the same way. The FTC's Consumer Reviews and Testimonials Rule (opens in a new tab), published in the Federal Register on August 22, 2024 (opens in a new tab) and in effect since October 21, 2024, bans fake reviews, reviews from people with no real experience, undisclosed insider reviews, incentives tied to a particular sentiment and certain review suppression. The FTC's revised Endorsement Guides of June 29, 2023 (opens in a new tab) also treat suppressing or editing reviews in ways that distort customer opinion as deceptive.

Reviews matter because shoppers read them closely. According to BrightLocal's 2025 Local Consumer Review Survey (opens in a new tab) of 1,026 U.S. adults, consumers read detailed positive and negative experiences, compare several review sites, consider how businesses respond and increasingly see AI summaries. That survey covers local businesses in general, and an insurance agency is a local professional service. Shoppers are also moving: J.D. Power's 2025 U.S. Insurance Shopping Study (opens in a new tab) reported that 57% of auto insurance customers were shopping year over year, up from 49% the year before. A shopper comparing unfamiliar agencies reads your reviews for how you communicate, how fast you respond and how you handle a problem.

How we answer negative reviews

Insurance reviews turn negative for familiar reasons: a premium increase, a nonrenewal or cancellation, a claim denial or delay made by the carrier, a coverage disagreement, a billing problem, trouble reaching someone, or confusion about whether the agency or the carrier made a decision. A single review cannot show whether a carrier's decision was right, and a public reply is the wrong place to argue it.

Our replies acknowledge the frustration, avoid confirming that the reviewer is a customer and move the conversation to a private channel. A typical reply reads like this:

"Thank you for sharing your concern. We are sorry this experience was frustrating. Because insurance matters involve private policy and claim information, we cannot discuss the details here. Please contact our office at [channel] and ask for [role], so we can review the matter with you."

When the agency cannot match the name to a customer, the reply says so gently and still invites a private conversation. No reply includes policy numbers, claim numbers, addresses, vehicle details, health information, premium amounts, underwriting facts or internal correspondence. None calls the reviewer dishonest, threatens legal action or suggests a review could affect coverage.

Privacy law is part of the reason. The Gramm-Leach-Bliley Act (opens in a new tab) applies to companies offering insurance and requires them to safeguard sensitive customer information. Connecticut's Insurance Information and Privacy Protection Act, Chapter 705 (opens in a new tab), defines personal information broadly to include individually identifiable information gathered in connection with an insurance transaction.

Testimonials, state advertising rules and carrier approval

A review on Google is customer feedback. A review quoted on your website or in an ad can become insurance advertising, and that brings state rules into play. We show reviews about service, such as communication and responsiveness, and we keep them away from claims about what a policy covers, pays or costs. Testimonials need to be genuine, accurately reproduced and applicable to what is advertised, a standard the NAIC's model advertising materials (opens in a new tab) set out for Medicare Supplement advertising.

State law sets the outer limits:

Captive agents usually answer to a carrier as well. Carrier brand rules can cover logos, slogans, product claims, disclaimers, social accounts, testimonials and the use of outside vendors. Allstate's corporate code resources (opens in a new tab) point personnel to its Digital Media and Social Media policies, and State Farm's community guidelines (opens in a new tab) restrict commercial messaging in its public channels. Before we publish carrier-branded review content, your agency gets the current marketing and social media rules from your carrier, and we build the request wording, reply templates and website display to match. Final wording on testimonials and advertising is yours and, where required, your carrier's or compliance adviser's to approve.

What your agency prepares and approves

Setup goes quickly when these are ready:

  • Access to each Google Business Profile your agency already has.
  • Your correct agency name, address, phone number, website, hours, categories, service areas and languages.
  • The customer moments where a review request fits.
  • Approved email and text wording, or approval of the drafts we write.
  • Your policy on complaints, claim questions, privacy issues and suspected spam.
  • Carrier brand requirements and approval contacts, if you are a captive agent.
  • A named person who approves sensitive replies, and a private channel for escalations.
  • Your record retention and customer data policy.
  • Website access, and access to your CRM or agency management system where a connection makes sense.

When we connect review requests to your agency management system, we use a customer event such as a completed service or a renewal conversation as the trigger, and we keep policy and claim details out of the review platform.

Your agency keeps final say over policy and claim matters, carrier statements, client privacy, legal escalation and any testimonial we publish. We run the schedule, the alerts, the drafts, the routine replies, the reporting and the website display.

Questions agencies ask about review management

Can an insurance agency ask only happy customers for reviews?

No. Google's policy forbids selectively soliciting positive reviews, and the FTC rule targets suppression that misrepresents overall feedback. Our request routine goes to customers across ordinary interactions, whatever the outcome.

Can employees or family members review the agency?

Reviews from staff, owners or relatives are conflicted under Google's policy, and the FTC rule restricts undisclosed insider reviews. We send requests only to genuine customers, never to your team or their families.

Can a bad Google review be removed?

A review can be reported to Google when it breaks Google's content policy, such as spam, a conflict of interest or content unrelated to a real experience. Negative but genuine reviews stay up, so the useful step is a calm public reply and a private follow-up.

Is review management available in Spanish?

Yes. We write request messages, reply templates and reports in English, Spanish or both, and your agency approves the wording in each language.

Talk with us about reviews for your agency

If you would like a price for your locations and the platforms you use, contact Riskado and tell us whether you are an independent or captive agency. Our other services for agencies, including web design and local SEO, are listed on the for agencies page.