The Helix Intel Playbook: Turning Insurance Companies into Your GTM Strategy

Adding 100,000 buildings to a platform in one year isn’t just about having great technology – it’s about finding the right distribution channel. In a recent Category Visionaries episode, Helix Intel founder Jon DeWald revealed how partnering with insurance companies transformed their go-to-market strategy.

Understanding the Insurance Industry’s Pain Point The breakthrough came when Jon identified a critical industry challenge: insurance claims were outpacing premiums at an alarming rate. “What’s happening in the insurance industry right now is there is a substantial increase in risk happening, meaning that claims are increasing and they’re outpacing premiums,” Jon explains.

The Shift to Preventive Solutions This crisis created an opportunity for a new approach. “Insurers are really driving towards helping properties understand what they have and then potentially paying for some or all of a problem before it becomes a claim,” Jon shares. This shift from reactive to preventive solutions opened the door for Helix Intel’s platform.

Building the Distribution Channel Rather than selling directly to property managers, Helix Intel positioned themselves as a solution for insurance companies. “We provide solutions for insurers who then in turn provide our solutions to the customers that they insure,” Jon explains. This B2B2C model dramatically reduced customer acquisition costs.

The Power of Strategic Corporate Investment The strategy gained credibility through strategic partnerships. “Our seed round was led by a company called Munich Reventures based out of San Francisco, and they’re the largest reinsurance company in the world,” Jon notes. This partnership provided both capital and industry validation.

Speaking the Language Success required mastering insurance industry terminology and priorities. “It is a different language, and you probably say that about every industry,” Jon reflects. “Having the ability to understand and communicate value to each one of them is instrumental.”

Aligning Incentives The key to making this strategy work was creating value for all parties. Jon emphasizes his focus on “The ability to align incentives… It’s why do I want it and why do they want it and what’s in it for everybody, and then how do you align them?”

Results That Speak Volumes The effectiveness of this distribution strategy is clear: “So far this year, we’ve added over 100,000 buildings onto our platform,” compared to approximately 15,000 the previous year. This dramatic growth came with remarkably efficient unit economics, surprising even seasoned investors with their low burn rate.

For B2B founders, Helix Intel’s approach offers valuable lessons in leveraging existing industry players as distribution channels. Instead of trying to disrupt or compete with insurance companies, they positioned themselves as enablers of industry transformation.

The strategy worked because it solved a real problem: insurance companies needed ways to reduce claims, and Helix Intel’s platform provided the solution. By embedding themselves in the insurance process, they gained access to a massive distribution network without the typical costs of direct customer acquisition.

As Jon puts it, “We’re in this unique space where we don’t compete with anyone. We’re really a new business model and a new ecosystem that collaborates.” For founders looking to scale in traditional industries, this collaborative approach to distribution might be the key to unlocking rapid, sustainable growth.