Equisoft is a global SaaS provider for insurance policy administration, losing organic ground in the UK to more locally-established rivals. I ran a strategy-first engagement to find out why, and to build the plan to fix it: pivoting Equisoft from "global provider" to the primary UK authority on insurance compliance and AI in insurance.

I ran a SWOT analysis against five UK competitors — Open GI, SSP, PA Solutions, Guidewire, and Oracle OIPA — to find where their content was thin.

The pattern held across all of them: Open GI has strong UK visibility but generalist content with no regulatory depth; SSP has established presence but broad messaging and no vertical specialisation; PA Solutions has long industry history but an outdated content rhythm (their last blog post was 2024).

None of them were writing about regulatory outcomes or speed-to-market — they were all still selling on software features.

That gap became the whole strategy: Equisoft wins not by out-featuring the incumbents, but by owning the regulatory and AI-adoption conversation nobody else was having.

From there I built a prioritised content planner mapping topic, angle, primary and secondary keywords, internal linking, and search intent for each piece.

For example, an Oracle OIPA comparison piece pitched as informational-and-commercial, or a Guidewire vs. Equisoft head-to-head aimed squarely at commercial intent. Each brief carried real search volume data (e.g. "FCA Consumer Duty technology requirements" at 880/month UK) and named the specific competitor gap it was built to exploit.

The output was a phased 90-day rollout: Month 1 fixed the technical foundation (UK-specific landing pages, site architecture, internal linking, keyword mapping); Month 2 pushed a Consumer Duty compliance deep-dive as a gated lead magnet with LinkedIn amplification and FCA-related backlink outreach; Month 3 launched the AI-focused flagship pieces — an Agentic AI playbook and the Guidewire comparison guide — to establish market leadership before competitors could react.

Each content brief followed the same four-layer structure — keyword intelligence, competitor gap analysis, semantic clustering, and a named conversion anchor — so writers had everything they needed to produce a ranking asset without further research.

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