When should I reach out to a CFO about renewal?

Several months before the renewal, while there's still time to market the account.

How to get a meeting with a CFO for a commercial insurance and benefits review

A retail producer's guide to getting CFO meetings: pick companies with a reason to review, lead with benchmarks, invite to peer events and time it to the renewal.

The short answer

Target growing mid-size companies with a reason to review, such as a new CFO, hiring or expansion; lead with a benchmark, not your agency; invite CFOs to a peer roundtable; reach out months before renewal; and follow up briefly.

Why CFOs take insurance meetings

CFOs sign off on commercial insurance and benefits spend, often one of the larger line items after payroll. They take meetings when there's a clear reason: a renewal coming up, costs rising, or the company changing.

1. Pick companies with a reason to review

Growing mid-size companies are the best fit. Look for a new CFO, fast hiring, new locations, an acquisition or a funding round.

2. Lead with their numbers, not your agency

Offer a benchmark: what similar companies pay, where costs are heading, and two or three questions to ask at renewal.

3. Invite, don't pitch

A roundtable with senior finance executives or a small dinner gets more yeses than a cold call. CFOs like meeting peers.

4. Time it to the renewal

Reach out several months before the renewal, when there's still time to market the account.

5. Follow up briefly

Two short follow-ups, then stop. If they reply "not now," ask when the renewal is and set a reminder.

ProducerSpark finds the CFOs, attaches the reason to reach out, and runs the invitation campaign from one sentence in Claude: "Find me the top 20 CFOs at growing mid-size companies that are due for a commercial insurance and benefits review."