5 smart ways to promote F&I Online

AutomotiveArticleJune 9, 2026

Auto dealerships can realize F&I sales growth by enhancing the visibility of their website’s vehicle protection product information.

If your dealership is enrolled with Zurich’s F&I Online, you’re already ahead of a lot of your competitors. Surprisingly, many auto dealers still don’t offer detailed F&I product information on their websites. This despite data showing 57% of potential buyers, across the generations, prefer to research these products online ahead of a purchase. Younger consumers value this experience even more.¹

By sharing this information, you’re meeting the expectations of today’s consumers. Great! But are potential customers finding that information? If not, here are five smart ways to get the word out:

1. Make F&I product information easy to find

Help customers discover your vehicle protection products quickly. With lots of content on your website, clear and visible navigation is essential. Include links to your F&I products page on your main menu, finance and shopping drop-down menus, or anywhere vehicle protection is mentioned. And take advantage of the banner ads available from Zurich by placing them prominently across several pages, not just your home page.

Example of a banner ad available to Zurich customers.

2. Ensure email and text messages address specific needs

Personalized communication makes a big difference. Instead of merely linking to your vehicle protection product page, tailor your communications to the stage of the customer’s buying cycle. A few examples:

For someone inquiring about a new auto purchase, call out how protection products can alleviate high repair costs over the lifetime of a vehicle.
For customers with a vehicle in for service, send a follow-up text that points to an F&I product that would have covered that specific repair (for instance, Paintless Dent Repair for someone whose car is in for minor exterior damage).
If a customer lives in an area with high vehicle theft rates, share the benefits of Universal Security Guard^® or other available theft deterrent products immediately after a new vehicle sale, when owners are most concerned about protecting their cars.

3. Don’t discount good, old-fashioned physical mail

Email, text messaging and social media campaigns are valuable tools, but “digital fatigue” is very real. Customers can easily click the delete button, making it harder to get your message across. You need marketing tools to address that challenge and direct mail is one of the best solutions. One survey found direct mail leads all other marketing channels for return on investment, with an impressive 112% ROI.² Other data shows direct mail open rates between 70-90%, compared to 20-40% for emails.³ Zurich’s Direct Marketing program, available at no cost to our F&I customers, can help you set up a successful direct mail campaign.

4. Turn waiting time into discovery time with in-store advertising

Whether customers are just entering your store or finishing a transaction in the F&I office, don’t underestimate the allure of strong, simple point-of-purchase advertising for promoting vehicle protection products. Even if your sales professionals are the best in the business, sometimes a powerful slogan and eye-catching visuals can sway a customer more effectively. Utilize posters, banners, window clings and other ads to grab attention and illustrate the need for the products succinctly. Be sure to include a QR code that directs the customer to your vehicle protection page and the F&I Online products menu.

5. Social media: Use storytelling to make your sale

Whether your business relies on paid social media campaigns or organic posts, content that looks like an ad often gets ignored. People are most engaged by eye-catching images, compelling videos, statistics and — most of all — stories they can relate to. Consider highlighting a customer whose repair was covered by a vehicle protection product. Most importantly, encourage your employees to share dealership posts frequently and widely within their own networks.

These are just a few effective ways to promote vehicle protection product information and maximize the benefits of your F&I Online web page. Remember, consumer education is your greatest sales tool. Zurich is happy to discuss ways to best share the information customers want, and increasingly expect, to see on your website.

Not enrolled in F&I Online? Click here for details or submit a request for more information.

This article originally appeared in the Fall/Winter 2025 issue of Dealer Principal magazine.

1."Youngest F&I Shoppers Want Convenience." Auto Dealer Today. 4 June 2024.

2. Association of National Advertisers. Press release: “New ANA Study Shows Marketers Still Favor Email For Direct Ads.” 24 January 2022.

3. Hafner, Lee. “How this platform uses direct mail to boost benefits engagement.” Employee Benefit News. 19 August 2025.

The information in this publication was compiled from sources believed to be reliable for informational purposes only. All sample policies and procedures herein should serve as a guideline, which you can use to create your own policies and procedures. We trust that you will customize these samples to reflect your own operations and believe that these samples may serve as a helpful platform for this endeavor. Any and all information contained herein is not intended to constitute advice (particularly not legal advice). Accordingly, persons requiring advice should consult independent advisors when developing programs and policies. We do not guarantee the accuracy of this information or any results and further assume no liability in connection with this publication and sample policies and procedures, including any information, methods or safety suggestions contained herein. We undertake no obligation to publicly update or revise any of this information, whether to reflect new information, future developments, events or circumstances or otherwise. Moreover, Zurich reminds you that this cannot be assumed to contain every acceptable safety and compliance procedure or that additional procedures might not be appropriate under the circumstances. The subject matter of this publication is not tied to any specific insurance product nor will adopting these policies and procedures ensure coverage under any insurance policy. Insurance coverages underwritten by individual member companies of Zurich in North America, including Zurich American Insurance Company. Certain coverages not available in all states. Some coverages may be written on a non-admitted basis through licensed surplus lines brokers. Risk Engineering services are provided by The Zurich Services Corporation.