How Kickstand Helped a Property Management Company Secure Workers’ Comp by Cleaning Up Their Digital Footprint
By updating their online information to match their actual operations, Kickstand Insurance helped a property management company in Connecticut secure workers' comp insurance after repeated denials.
Understanding Insurance Denials: Why your online presence matters
Insurance is all about accurately measuring risk. Insurance companies use every available source of information, including your digital footprint, to assess the risk of covering your business. What you put online tells a story about your business—and if that story is outdated, it can work against you.
What many businesses don’t realize is that even one small, outdated detail online can be a huge red flag for an insurance underwriter. If your online information doesn’t accurately reflect what your business does, it can lead to unexpected denials or higher premiums.
The Challenge: Repeated insurance denials
A property management company with a $1.6 million payroll kept getting denied for workers’ comp insurance. Frustrated, they came to us for help.
We took a close look at their situation and found the issue: an old web page on their site mentioned that they did fire damage repair and restoration. These services are considered high-risk, which likely caused insurance companies to deny coverage.
The company explained that they no longer offered these services—the web page was outdated!
That was the problem: an old web page was causing all these headaches.
The Solution: Remove misleading info online
With a new job starting in just 24 hours, the company needed insurance right away. They removed the entire page from their site. This quick action eliminated the high-risk impression, clearing the path for a new insurance application. Once we did that, we reapplied for insurance, and it was approved immediately.
The Result: Insurance secured, Business moving forward
Although the deadline was tight, Kickstand was able to find insurance for this large company and they were able to take on a new client to help grow their business. The key was finding and removing any digital information that could mislead insurance companies regarding the risks that their employees face.
The Takeaway: Keep your online information up-to-date
Leaving outdated or vague information on your website can make insurance companies think you’re riskier than you are, which can lead to denials or higher premiums. Even something you may think is minor could be a red flag for an insurance underwriter. Make sure to review and update your website, social media, and ads regularly—at least once a year.
Snapshot
- Industry: Property Management
- State: Connecticut
- Payroll: $1.6 million
- Challenge: Couldn’t get workers’ comp insurance to take on new clients
- Kickstand solution: Removed outdated, high-risk services from the website. Secured a new policy within a tight deadline.
Does your website pass the insurance check?
Here are some key things to look out for to make sure your online presence matches what you really do:
Are you listing services you don’t provide anymore?
If your website or social media show your team performing services you no longer do, insurance companies won’t know it’s outdated. Make sure everything you advertise is accurate and current.
Is your language clear and specific?
Terms like “restoration” can mean different things. Be specific about what you do. Avoid vague terms that could imply risky work. Avoid using terms like "etc." or "more" that leave insurance companies guessing about your activities. Being clear helps underwriters understand your true risk level.
Have you addressed outdated reviews?
If old reviews mention services you don’t offer anymore, address them. While you may not be able to remove the review, simply add a note saying you no longer do that kind of work.
Are you clear about who handles the work?
If your website shows pictures or mentions work being done by subcontractors, insurance companies might think your own employees are doing it. Make sure to inform your insurance company about any subcontracted work to make sure they have the correct details about your operations.
Note: The information provided in this blog is intended for general informational purposes only and is not a substitute for professional legal or insurance advice. Laws and regulations regarding workers' compensation insurance are complex and vary by state and by specific circumstances. Therefore, readers are encouraged to consult with a qualified legal or insurance professional to obtain advice with respect to any particular issue or problem they might have.
Mordechai Kamenetsky, co-founder and lead agent of Kickstand, is recognized as an expert in workers' compensation. He is passionate about helping small businesses manage risks and lower their workers' comp costs. In his articles, he educates readers and clients on the intricacies of workers' comp insurance.
