How to find insurance leads with Claude, step by step
- Export your book of business. Export your client list from your CRM or AMS as a spreadsheet. The columns can vary, since Claude reads the sheet and figures out the structure on its own.
- Open Claude Cowork and load the skill. Open the Claude Cowork desktop app where the free book of business look-alike skill is installed. A skill is a recipe, a repeatable process Claude runs the same way every time.
- Upload the file and ask for look-alikes. Upload your spreadsheet and type a request such as find more leads similar to my current book of business. Claude reads the context and selects the book of business look-alike skill.
- Choose how many clients to process. Claude asks how many clients to find look-alikes for. Each client generates five look-alike leads, so 50 clients produce 250 leads. Start with one to see how it works.
- Let Claude find and de-duplicate leads. Claude reads the spreadsheet, identifies each client's industry and location, and searches sources like Yelp, Yellow Pages, and the BBB for similar businesses. It skips any company already in your book.
- Let Claude enrich the leads. Claude looks up each lead's email, physical address, and phone number from websites, about pages, and Facebook, researching several leads at once like a team in your office.
- Open the finished Excel file. Claude builds an Excel file of new leads with company name, city, state, address, website, email, phone, an email subject line, and a full email you can copy, paste, and send.
What the book of business look-alike skill does
This is a free Claude skill built for commercial insurance brokers who want to find more leads similar to their current book of business. Inside Claude Cowork, a skill is a recipe, a repeatable process that runs the same way every time. Ben created this recipe so the same lead-finding steps happen consistently on any book you give it.
The idea is simple. You already know the kind of business you write well. The skill takes that proven book and finds more companies that look just like the ones you already serve, so your outreach starts from a position of strength instead of a cold list.
How Claude finds look-alike leads
After you upload your book and start the skill, Claude reads the spreadsheet first. Because every export is different depending on the CRM or AMS it came from, Claude figures out the columns on its own before doing anything else.
Claude then takes a client, for example Boudin Bakery in San Francisco with general liability, and searches for five look-alike bakeries in California. It looks at sources like Yelp, Yellow Pages, and the BBB. When it finds companies that are already in your book, such as Acme Bread, it treats them as a block list and skips them. Claude knows your whole book, so it will not hand you a prospect who is already your client.
How Claude enriches and packages the leads
Once the look-alike companies are found, Claude enriches each one with contact information. It searches online for the email address, physical address, and phone number, pulling from Yelp, Facebook pages, company websites, and about pages. It researches several leads at the same time, which Ben compares to having a group of people in your office doing the work at once.
Then comes the part Ben calls the coolest. Claude builds an Excel file of the new leads with the company name, industry, city, state, address, website, email, and phone number. As a bonus, it also writes outreach copy for each lead so you have something ready to send.
The email copy you get with every lead
Each lead arrives with an email subject line and a full email body you can copy, paste, and send. For a San Francisco bakery, the subject reads commercial insurance for San Francisco bakeries, and the email mentions that you have written commercial insurance for several artisan bakeries in the Bay Area, similar to that prospect, and would love to put together a competitive quote.
The copy references the coverage that fits the business, such as general liability, commercial property, or workers compensation, and closes with a low-pressure invitation to reply if a renewal is coming up. You get the lead, the contact info, and the message together, ready to go.