Profiles & Risk: Matt Heilman, CRO at Martin: Insurance Filings, SERFF, AI & the Philly Sports Debate

In this special Insuretech Connect episode of Profiles & Risk, Nick sits down with Matt Heilman, Chief Revenue Officer at Martin, to unpack what it really takes to get an insurance product to market. From the complexities of SERFF (System for Electronic Rate and Form Filings) to how AI is reshaping compliance — but still can't replace the human expertise needed to navigate "drawer regulations" — this conversation goes deep on the intersection of insurance, technology, and regulatory relationships.

Topics covered:
0:00 — Welcome & Introductions
1:13 — What Does Martin Do?
3:02 — Understanding SERFF
6:07 — AI in Insurance Compliance
10:15 — Product Lifecycle & Governance
12:33 — E&S vs Admitted Complexity
15:00 — Eagles & Sixers Talk
16:15 — Where to Find Matt

Key takeaways:

• Martin & Company has been navigating insurance product filings for 30+ years, from paper filings to digital platforms
• AI can accelerate compliance checks from hours to minutes, but human judgment remains essential
• "Drawer regulations" — unwritten rules at state departments — still require experienced professionals to navigate
• Standing up a single admitted state can take hundreds of hours without the right expertise
• Martin's new product governance platform aims to cut that time dramatically

Catch Matt and the Martin team at InsurTech Connect (ITC) in Las Vegas — happy hour at Rhythm & Riffs, 5:00–7:00 PM Pacific. You can also find them at Target Markets, AICP, and NANIC.

Connect with Matt on LinkedIn or through the ITC app.