With more than 12 years of experience in performance marketing for insurance, Brent Husmoe serves as General Manager of Health Insurance (U65) at DMS (Digital Media Solutions). Known for his team-first approach and ability to turn complex challenges into consistent wins, Brent is focused on strengthening DMS as a top-tier partner for agencies and carriers navigating the under-65 market.
In this Q&A, Brent shares his perspective on the growing U65 opportunity, how DMS's owned-and-operated properties create a distinct competitive advantage and what it takes to build a high-performing, compliant partnership in today's health insurance landscape.
Q: You came to DMS with deep roots in performance marketing for insurance. What drew you to this role, and what opportunity do you see in the U65 space?
What drew me to this role is the unique opportunity to lean on my decade of performance marketing experience to help implement institutional best practices. DMS already possesses a massive competitive advantage with its strong foundation of owned and operated website traffic. My goal is to optimize this high-intent traffic to drive additional market share and be a top vendor for agencies and carriers.
Looking at the U65 space, the opportunity is massive right now. With shifting healthcare regulations and rising employer coverage costs, more individuals are navigating the private health insurance market. By leveraging DMS search assets we can capture these consumers at the exact moment of intent, scaling market share while delivering highly qualified leads to our partners.
Q: How does DMS's approach to under-65 health insurance lead generation differ from what's typically available in the market?
Our primary differentiator lies in our distribution control and intent-driven strategy. DMS generates proprietary traffic through an extensive, owned and operated portfolio. For our partners, this translates directly into higher contract rates, superior conversion metrics and predictable, scalable volume.
Q: Compliance is a major topic in the U65 space right now. How does DMS think about it, and what does your process actually look like in practice?
At DMS, compliance is a foundational pillar of our business. Every lead we generate is fully documented using independent verification tools through our partnership with Jornaya, while also utilizing TrustedForm to provide an unalterable certificate of authenticity that guarantees absolute transparency and consumer consent.
Q: What does a strong partnership with DMS look like on the U65 side, and what sets top-performing clients apart?
A strong U65 partnership with DMS is rooted in deep data transparency and a continuous feedback loop. Top-performing clients set themselves apart by sharing granular downstream performance data, such as contact rates, quotes and CPAs. This visibility allows our media teams to optimize campaigns precisely, shifting budget toward the highest-yielding search terms and ad creatives to drive predictable, compliant scale.
Q: How does DMS use its data and technology to help health insurance advertisers scale efficiently in such a competitive market?
DMS helps agencies and carriers scale by connecting them with consumers actively searching for insurance online. We leverage our owned web properties to capture high-intent shoppers, then use our technology to route them to licensed agents instantly. This maximizes sales efficiency and delivers consistent, high-converting volume.
Q: When you’re not working, how do you like to spend your time?
Outside of work, I spend most of my time with my wife, our two sons and golden retriever. Our evenings and weekends are usually packed with family time either driving the boys to practice or rooting for them at their hockey and baseball games.
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