Building Brands Podcast · Building Brands Marketing

No BS, You Get What You See

·21 min·2 clips

Allison's most viral video was her raw frustration about an insurance company contract issue.

This episode of the Building Brands Podcast features host Brayden Pope interviewing Allison DePaoli, founder of the independent health insurance brokerage Alteak. They explore how Allison built a distinct brand in the traditional health insurance industry by prioritizing client-specific solutions and authentic marketing. Allison explains that Alteak operates as a boutique firm without the financial ties to specific carriers that constrain larger brokerages. This independence allows them to create customized, multi-year healthcare strategies guided by client needs rather than standard packages. A major employer pain point Allison identifies is not only high costs but also employees facing long wait times for doctor appointments, leading to more expensive emergency room visits. She describes implementing an on-site clinic for a midsize employer with about 700 employees, which was staffed by a physician—a rarity for a company of that size. By tracking clinic visits and assigning productivity values, they calculated a first-year productivity savings of $267,000 for the employer. In another case, Alteak won a client by sourcing a specific medication, reducing the cost from about $16,000 to $7,000. Allison shares that one of their highest-performing content pieces was an organic video where she expressed clear frustration with an insurance company over a contract issue. The brand also uses unconventional imagery, like a pink skeleton, to engage its audience on social media. Allison admits her personal communication style is direct, snarky, and sarcastic, which she has fully embraced within her brand's voice. She recalls a pivotal compliment from a client who said, "I actually think she gives a **** about us," which she considers the best feedback possible. A key lesson she learned was that attempting to be overly polished and corporate early on did not work for her business. Allison believes AI cannot replace the human element in business and that authentic marketing is becoming ever more critical. The tone is conversational and educational, focusing on practical business and marketing insights drawn from real-world experience. Listeners interested in brand differentiation within traditional industries or in B2B marketing strategies would find this episode valuable. Those seeking highly technical details on health insurance or who prefer formal, impersonal business discussions might find it less aligned with their interests.

As heard by us

A practical health-insurance conversation built around real savings, workflow, and plainspoken marketing.

This episode follows Allison DePaoli, founder of Alteak, as she argues for a more modern take on health insurance than the usual broker model.

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Why you'd press play

See how a health-insurance founder frames a modern alternative to traditional brokers, where real savings and authentic marketing both matter.

Read the full recommendation in PlayNext →

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