Supercede is revolutionizing the reinsurance industry with purpose-built software solutions, addressing a critical gap in enterprise technology. With $21.6 million in funding, Supercede is building specialized tools for an industry that has historically relied on generic enterprise software or inefficient in-house solutions. In this episode of Category Visionaries, I sat down with Jerad Leigh, CEO and Co-Founder of Supercede, to explore how they're bringing innovation to what he calls the "unsexy" but crucial world of reinsurance technology.

Topics Discussed:

• The opportunity in building "boring" enterprise software for reinsurance
• Why the reinsurance industry has been underserved by technology
• How Supercede leverages content marketing and community building
• The role of authenticity in B2B marketing and brand building
• Balancing professional credibility with creative marketing in a serious industry
• The evolution of their podcast strategy and content creation

GTM Lessons For B2B Founders:

• Embrace the unsexy: Jerad emphasizes that some of the best business opportunities exist in "boring" enterprise spaces that aren't getting attention from flashy consumer or AI startups. B2B founders should look for valuable problems to solve in industries that others might overlook due to their perceived lack of excitement.
• Build vertical-specific solutions: Generic enterprise software often falls short for specialized industries. Jerad notes that while solutions like Salesforce are powerful, there's significant value in building purpose-built solutions that address industry-specific workflows and challenges. B2B founders should deeply understand their vertical's unique needs rather than trying to force-fit horizontal solutions.
  Lead with authenticity in B2B: Despite operating in a serious industry,
• Supercede successfully employs creative marketing approaches like meme calendars with personalized notes. Jerad argues that authentic, personality-driven content can work well even in traditional B2B sectors - the key is finding the right balance between professional credibility and engaging creativity.
• Leverage content for category leadership: Supercede's podcast strategy demonstrates how content can establish category leadership. By creating the first reinsurance-focused podcast and consistently delivering valuable content, they've built relationships with senior industry leaders and helped educate the next generation of professionals. B2B founders should consider how content can help them own their category's conversation.
• Take calculated marketing risks early: Jerad advises that early-stage companies have more freedom to experiment with creative marketing approaches since they have less to lose. He suggests using this period to find an authentic voice and build a core group of passionate supporters rather than trying to appeal to everyone with "safe" messaging.

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

www.GlobalTalent.co