Turn your expertise into the content your prospects are already looking for.
Firsthand researches your clients' industry every week and drafts the post in your voice, with a real number and a real source behind every claim. You edit for five minutes and publish.
First 5 posts free. No card required.
You wrote one post. It took two hours. It got three likes.
So you stopped. Meanwhile the business owners you want as clients are on LinkedIn every week, deciding which broker feels like an advisor. Your years of niche knowledge earn nothing, because they never leave your head.
Writing is slow
Two quiet hours loses to every client facing thing on the calendar. Friday afternoon never arrives.
The ideas run dry
Past "call me for a quote" there is nothing obvious to say, so nothing gets said.
Generic tools sound generic
You tried it once. It came back as corporate mush that sounded like everyone else, so you never published it.
The advice line is real
One wrong sentence feels like an E&O exposure. The safest post is no post.
Expertise you never share is pipeline you never see.
Commercial insurance is still a relationship business. That has not changed. Where the relationship starts has.
of small business owners now buy insurance without an agent or broker. The easy business is leaving the channel.
Next Insurance small business surveyof small businesses saw premium increases last year. Trust, not habit, now decides who renews.
J.D. Power 2024 Small Commercial Insurance Studyof a B2B buying journey is finished before the buyer ever speaks to a seller. The referral still happens. They check you out first.
Gartner B2B buying researchYour clients don't read insurance news. They read their own.
The prospect decides who feels like an advisor before the first meeting. The broker who is visibly expert in the client's world starts every relationship two steps ahead.
Friday afternoon, without Firsthand
- Blank page. You open LinkedIn, read three posts, close the tab.
- The one idea you had is about a coverage form, written for other brokers.
- A generic tool gives you something that could have been written by anyone.
- You are not sure whether the sentence about coverage crosses a line, so you delete it.
- Nothing goes out. Again.
Friday afternoon, with it
- Seven ideas are waiting, built on what happened in your clients' industry this week.
- Each one carries the outlet, the date, and the link.
- The draft sounds like you, because it was trained on what you have already written.
- A tripwire tells you which sentence needs a second look before it goes out.
- You edit for five minutes and publish.
Turn your expertise into the content your prospects are already looking for.
Write for your clients' world, not about insurance
Firsthand researches their industry every week and hands you the draft. A recall, a rule change, an input price. Real numbers, real sources.
In your voice, protected
Trained on your own writing, so posts sound like you on your best day. Guardrails you control keep every one on the information side of the advice line.
Fifteen minutes a week
That is the whole cost of showing up. One new commercial account pays for years of it.
Built for one trade, not adapted to it.
It starts with one client type, described properly
Seven questions in your language, not a marketer's. Which handful of clients would you happily clone. What was happening in their business when they first called. Which words do you use that they do not.
Build one for contractors and another for trucking, then choose which one you are writing to before you start.
Build your first profileTheir world, scanned weekly. Not yours.
Insurance news is what brokers read and what nobody else does. The scan runs per client profile, against their industry, local first. A profile that says Ontario gets Ontario.
No funding rounds, no executive appointments, no state of the industry pieces. A quiet week comes back short and says so, rather than padding the list.
See this week's storiesThe first three lines decide everything else
Ten openings per draft across four formats, measured against the fold. Anything that would wrap wrong on a phone is thrown away before you see it. The fold marker counts visible lines, not characters, because a line break costs a whole line.
Write ten openingsEvery writing tool can make things up. This one refuses to.
Hog prices are up, feed is up too
Good news on paper. But feed costs are climbing at the same time, and operators bank the higher price without running the other side of the ledger.
A card that cannot cite its figure is deleted before you see it
The outlet, the date, and the link travel with the statistic all the way into the draft and the editor. Checked in code, not asked for in a prompt.
No figure without a source
Every statistic carries its outlet, its date, and its link. A card that quotes a dollar amount or a percentage with nothing behind it is deleted before you ever see it. Checked in code, not asked for in a prompt.
No experience you did not have
It will not write "the site visits I do every week" unless your profile says you do them weekly. Where a post would be stronger with a first hand detail it does not have, it leaves you a blank to fill rather than inventing a number you would then have to defend.
Publish with the advice line where you can see it.
Checked against what the rules actually say. Ontario's RIB Act on misrepresenting the terms, benefits or advantages of a policy, RIBO's advertising guidance, and Guidance 006 on online conduct.
Nothing here states what a policy covers, names an insurer, or quotes a price. Publishes normally.
- Leans on fear
- Generalises about policies
- Quotes or advises in the feed
- A statistic with no source
- States what a policy covers
- Guarantees an outcome
- Names a price or a saving
- Names an insurer
- Compares against other brokers
- Reads as a client testimonial
The sentence, and why it was caught
Findings quote the exact words, say which rule they tripped and why, and propose the rewrite. One click sends it back through the draft.
"one claim away from losing the yard"
RIBO's advertising guidance names scare tactics. The line is between describing a real consequence and manufacturing dread to sell.
Keep the consequence, lose the adjective. The specific number is frightening enough on its own.
Two modes, and you choose
Advisory shows you and never blocks, which is right if you are the only person who signs off. Enforced hands the rules to the drafting pass so the sentence mostly never gets written, and holds anything that still trips until someone signs their name to it.
A record nobody can quietly edit
Every check, the exact text it ran against, and who approved it. Insert only, enforced at the database level, including by us. Sign off is keyed to the exact words, so editing an approved post puts it back in the queue.
It is a tripwire, not a legal review, and it does not replace your brokerage's own supervision.
One new commercial account pays for years of it.
- Weekly research into your clients' industry, per client profile
- Post ideas with the outlet, date, and link on every number
- Drafts in your voice, imported from your own LinkedIn writing
- Ten hooks per draft, measured against the fold
- The compliance tripwire, configurable to your brokerage
- An editor that shows the post as it will actually appear
Fifteen minutes a week, in your own voice.
Define one client type properly. Read what happened in their world this week. Say what you think about it. Firsthand does the rest.
Write your first postFirst 5 posts free. No card required.