Leveraging expert content to grow the sales funnel

Varma needed to reach small and medium-sized enterprises with clear, relatable advice on YEL insurance — a product that can feel complex and impersonal. Generic corporate messaging wasn't building the trust required to drive action.

Vapa created a six-part video series featuring Varma's own experts explaining YEL insurance concepts in a clear and approachable way. Each video tackled common misconceptions directly, positioning Varma's team as trusted advisors rather than a faceless institution. The content was designed to guide viewers to a calculator tool to apply what they'd learned.

The series generated over 170,000 views, drove 178 conversions to the YEL calculator, and directly resulted in 4 closed deals.