How Verzekeringskantoor Coenen went from good bursts to always-on with Willow Create
Wouter Coenen has posted with Willow since 2023. He always had the content. Willow Create gave it a way to keep it flowing without eating into his day.
Verzekeringskantoor Coenen is an independent insurance and credit broker in Haacht, Belgium. Founded in 1929, the firm is in its fourth generation under Wouter Coenen, advising individuals and local SMEs on insurance and credit. Its promise is simple: independent advice, and someone who genuinely defends the client's interests.
When Wouter posted, it worked
Wouter Coenen runs Verzekeringskantoor Coenen, a fourth-generation insurance and credit broker in Haacht. He started with Willow in August 2023, and when he found the time to post, the posts landed. A recap of the Aquilae off-site he attended reached 2,466 people on LinkedIn. A welcome note for Wendy, who joined the team in September 2025, drew 1,607 impressions. A look behind the scenes at the Haacht office picked up more than 1,300.
The standout went much further. A short post about visiting AG Insurance for its 200th anniversary reached 8,446 people and pulled 573 clicks back toward his business. For a broker whose company page counts its followers in the dozens, that is reach well beyond his own audience.
The pattern in his best work is clear. The posts that travel are about his people: a training day, an event, a new colleague, a weekend with the team. His clients buy a relationship, and the relationship is what they want to see.
A one-person job, around a full calendar
There was a catch. An insurance broker with a small team does not have a marketing department. Writing posts yourself, on top of client work, dossiers and a young family at home, is a lot to ask. So the account had its rhythms: strong weeks when Wouter found the time, and quiet weeks when he did not.
He had already built a consistent presence with Willow, but creating the content itself still took time he did not always have. A page that goes quiet for weeks slowly disappears, exactly when clients are deciding who to trust and candidates are deciding where to apply.
The material was always there
The expertise was never the problem. Wouter has a website with years of insurance content, sector magazines every quarter, and a calendar full of events and congresses. What was missing was a way to turn all of that into a steady stream of posts without it becoming another job.
That is what Willow Create does. It starts from what already exists. Wouter feeds in a magazine or a blog, and the posts come back ready to review, written in his voice and finished with an on-brand quote, list or carousel. He changes about one word in five, and publishes roughly a third of them exactly as written. The review takes minutes.
It freed up something specific. The time Wouter used to spend drafting educational posts now goes to the content that needs him present: the new hires, the team moments, the events. Willow Create keeps the informational cadence running. Wouter handles the human side.
Always on, and the numbers show it
The change showed up fast. Comparing the weeks before his first Willow Create post to the weeks after, Wouter's weekly impressions rose by +2,475% and his weekly engagement by +1,045%. His follower growth tripled. Across every company in Willow's Create test group, his account recorded the strongest weekly growth of any participant, well above the group averages of +224% on impressions and +171% on engagement.
Create also produced something Wouter would never have found time to build himself: a carousel telling the four-generation story of the firm, which earned 160 engagements at a 38% engagement rate. That kind of structured, high-effort post tends not to happen when social media is squeezed around a full client calendar. With Create, it happened.
“It’s genuinely a step up from before. And I like that it now goes further than just what’s on our website.”
Wouter Coenen · Owner, Verzekeringskantoor Coenen
A feed that shows who works there
The top posts are still the personal ones. They simply land harder now, because they are part of a regular feed rather than isolated moments in a quiet calendar. Between welcoming Wendy and Gilly and the steady stream of team content, Verzekeringskantoor Coenen now has a LinkedIn page that shows who works there, what the culture is like, and why someone might want to join. That matters twice over: for clients choosing who to trust with their cover, and for candidates weighing up a place to work while the firm keeps growing.
Three years in, it just runs now
For Wouter, the win is quieter than the numbers. The job that once felt like a burden now mostly takes care of itself. He still puts his name to the posts that matter, and he is no longer staring at a blank calendar on a Sunday evening. Willow has been part of how Verzekeringskantoor Coenen shows up online since 2023, and with Willow Create, his social media almost runs on its own.
