How AdjusterPro Rebuilt Its Marketing Team From the Inside and Started Gaining Ground on Bigger Competitors

AdjusterPro’s Endless Customers Journey

Co-founders Dan Kerr and Adam Gardiner started AdjusterPro in 2005 in a garage with a cell phone. Today, the fully remote company of about 45 people provides insurance adjuster licensing, exam prep, and continuing education across the country.

From the start, AdjusterPro won by creating excellent, free educational content. Over time, the company drifted from that approach, and fell behind on video and AI.

When the co-founders stepped back into day-to-day leadership in 2025, they found a marketing team without a clear plan.

As Adam Gardiner, co-founder and Chief Visionary Officer, described it:

“We found marketing in, you know, demoralized, confused. Ineffective. Right. Even though we had good people.”

At the same time, larger competitors with much bigger marketing budgets had moved into the insurance adjuster training space.

Coming home to what worked

Adam discovered Endless Customers and passed it to Dan, who listened to the audiobook on a 10-hour drive. What struck Dan wasn’t that it was new. It was that it described what AdjusterPro had done in its early years.

Dan Kerr, co-founder and Chief Revenue Officer, explained:

“The principles of endless customers … our principles that we really had been embracing instinctively from the very beginning.”

Already longtime users of EOS, Dan and Adam decided to go all in with coaching from IMPACT, with Dan serving as the integrator for the work.

How they implemented

With coaching from IMPACT, AdjusterPro:

• Got the right people in the right seats, making difficult team changes and using commitment to the Endless Customers plan as part of evaluating fit.

• Hired a content manager from within, choosing a writer from its product development team who already knew the product and culture, after a structured, work-based hiring process with IMPACT’s coaches.

• Brought on a videographer through the same rigorous process, where candidates created a video specifically for the role.

• Kicked off with an Alignment Day to bring the full company into the work.

• Started answering hard questions, including direct comparisons with competitors that the company had avoided in the past.

• Focused on AI visibility, creating content that helps AI tools accurately understand and represent AdjusterPro.

Results

About nine and a half months in, Dan and Adam described a company that works very differently:

• A dedicated content team: an in-house content manager and videographer, both chosen through a rigorous process.

• Sales and marketing working together: two departments that barely communicated now collaborate toward shared goals.

• Content built around real questions: the team shifted from topics it wanted to talk about to the questions buyers actually ask.

• Traction against bigger competitors: by focusing on AI and buyer questions instead of chasing backlinks, AdjusterPro is starting to compete with companies that dramatically outspend it.

Dan described the change:

“Those departments were absolute silos nine months ago, and that is not the case today.”

Why coaching mattered

The first few months weren’t easy. After years of shifting direction, some of the team was skeptical of another new initiative. Dan said coaching was what kept the work from stalling.

He explained:

“The coaches really helped us to bear down on that and to persevere through some of that initial resistance and get through to the other side.”

IMPACT’s coaches also helped AdjusterPro vet its content manager and videographer candidates, using a hiring process Dan described as “much more structured, much more rigorous, much more demanding of the candidate.”

For Adam, the value is accountability across competing priorities. As he put it: “We’ve got these 23 initiatives, right? From what I’m seeing, you’ve only done eight, right? That is so helpful.”

What’s next

AdjusterPro is still early in its journey, with plenty of work ahead:

• Continuing to build its library of articles and videos

• Creating more honest, head-to-head comparison content

• Strengthening the connection between content and sales

• Bringing more of the team to Endless Customers events

Adam summed up where they stand:

“Now we’re starting to have real traction against some of those massive competitors.”

Want results like this in your business?

If you’re competing against companies with bigger budgets, AdjusterPro’s story shows that the right people, a clear plan, and honest answers to buyers’ questions can help you win ground you couldn’t buy.

Curious where your business stands today? Take the free Instant Diagnostic to see how buyers and AI see you, or schedule time to talk with our team about what the Endless Customers Coaching Program could look like for you.