Jen Junda spent a year evaluating tools. The year wasn't procrastination. She'd seen what happens when you pick wrong.

She'd watched tools get rolled out, used for a month, and left to rot. The team would go back to emailing files and hoping for the best. So when she finally found something that worked, she wasn't just buying software. She was betting her credibility on it.

"You haven't met a true partner until you've met the Paperflite team. From day one, before we even became a client, to today — they felt like we're a part of their company and they're a part of ours."

This is the story of how that happened.

The Baldwin Group advises more than three million clients on business insurance, employee benefits, and personal risk management. Their advisors don't just sell policies.

When content is inconsistent, outdated, or hard to find, the advisor pays for it before they say a word.

• Hundreds of advisors across multiple lines of business

• Content created centrally, consumed in the field
• A sales motion where showing up polished is the baseline, not the goal

Nothing was obviously broken.

But content lived in email threads, shared drives, and individual folders. Every advisor had their own version of the truth. Marketing was publishing into a void.

They sell confidence to businesses opening their first office, families buying their first home, executives taking a company public. Every interaction carries weight. Every piece of content is a signal of how seriously The Baldwin Group takes the relationship.

"Before we discovered Paperflite, our colleagues were sending multiple files via email. 

They'd spend hours searching for content, asking peers for the latest piece — and never actually knowing if that was the most up-to-date."

Content existed. Finding it was the problem.

It just lived wherever the last person who touched it left it. She spent a year evaluating. Jen knew something most buyers forget when they're deep in a vendor evaluation: a tool your team won't open isn't a solution. It's a sunk cost.

She needed something her advisors would choose to use. Not something she'd have to mandate in a company-wide email and follow up on twice.

"We've implemented systems in the past.

You implement it, roll it out, and it just doesn't get adopted. We wanted to be sure this time."

Most software gets implemented and left alone.

The Paperflite team had a different idea. Starting with onboarding and continuing every year since, they fly to The Baldwin Group's offices. Not for a quarterly review. Not to pitch an upsell. They spend real time with the teams, run sessions with advisors, and figure out what's working and what isn't. Together.

"You can't replicate in a Zoom call what happens when you're in the same room as someone's team. The 'world tour' is how this relationship stopped being transactional."

At some point the visits stopped feeling like check-ins.

They started feeling like visits to people you already work with.

The Baldwin Group's team started introducing the Paperflite team that way. Not as their vendor. As their colleagues. There's a running joke that Jen trains her team so well on the platform, she should just come work at Paperflite. She's heard it enough times that she probably has a response ready.

the World Tour.

They've given it a name somewhat dramatically

The relationship shows up in the product too. The Baldwin Group doesn't file tickets. They bring Paperflite a problem, and the Paperflite team figures out how to solve it. That's a different dynamic than most customer relationships — and it's produced real things. 

The Linkedin share was built to create more visibility around their brand and have content that can be readily shared on socials. Audio read aloud came from the team wanting a faster way to get through long reports. The contact card redesign came straight from Jen's feedback.

"They listened to our needs and continue to listen to us — trust me, we have a lot to say."

A product shaped by the people who use it most tends to work better for the people who use it most. The Baldwin Group knows this. So does Paperflite.

Before Paperflite, the marketing team had no idea what was landing.

"We'd publish content, push it out, and hope that it landed. With no real feedback loop, we didn't know what was being used, shared, or valued. Our effort and impact were disconnected."

Once they could see what advisors were opening, what prospects kept coming back to, what content was actually moving conversations forward — the work changed.

"Once we could finally see what was landing, the team started building things differently. It elevated and changed the work itself."

Not just better distribution. Better content. Because for the first time, they could see what people actually read.

Prospects started noticing something was different

One of The Baldwin Group's own prospects asked what tool they were using. Jen demoed it for them on the spot.

That's not adoption. 

That's pride.

Before

Advisors walking into meetings with whatever they could find in their inbox. Marketing publishing into silence. No way to know if the right content reached the right person, or any person at all.

After

One place for everything. Jen's team owns it, updates it, and knows what's getting used. Advisors walk in with content built for the client in front of them. Marketing makes decisions from real signals. And the tool itself has stopped being something people think about — it's just how work happens now.

A director of content strategy who spent a year looking and hasn't looked since. A marketing team that stopped guessing and started building from what they could actually see.

A sales floor where prospects ask to be shown the tool.

"A vendor sells you a product. The Paperflite team helped us build a unique experience that continues to evolve and keep up with the changing tech landscape. We chose it because of the people behind the scene."

"A vendor sells you a product. The Paperflite team helped us build a unique experience that continues to evolve and keep up with the changing tech landscape."