In this episode of The Press Playbook, host Kendall Aldridge sits down with Samantha Davis, Account Manager at BAM, to break down how the team helped AI-powered life insurance brokerage Modern Life announce its $20M Series A funding round.
The conversation walks through the strategy behind the pitch, how BAM identified the right reporter at Axios, and why flexibility and relationships played a critical role in the success of the announcement.
Below are the key moments and takeaways from the episode, or listen where you please:
Episode Overview
Guest: Samantha Davis, Account Manager at BAM
Client Featured: Modern Life
Topic: Series A funding announcement and media strategy
Key Placement: Axios (exclusive)
Outcome: 30+ pieces of coverage across startup, VC, insurance, and wealth management outlets
Key Moments & Takeaways
⏱️ 00:00–03:30 — Setting the Stage
Kendall introduces Press Playbook and explains the goal of the series: showcasing how BAM secures meaningful media placements for clients and the strategy behind them. Samantha shares her role at BAM and the types of clients she works with across fintech, insurance, and other sectors.
⏱️ 03:30–05:15 — The Client & the News
Samantha introduces Modern Life, an AI-powered life insurance brokerage, and explains the core news hook: the company’s $20M Series A funding round, led by Thrive Capital.
⏱️ 05:15–06:45 — Crafting the Pitch
Samantha breaks down how the pitch went beyond funding numbers to focus on:
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How Modern Life is using AI to modernize a traditional industry
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Why that angle mattered to reporters
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How the messaging differentiated Modern Life from legacy competitors
⏱️ 06:45–08:20 — Choosing the Right Reporter
Rather than pitching broadly to AI reporters, BAM targeted a fintech reporter at Axios who regularly covers funding in adjacent insurance categories. Samantha explains how prior relationships and beat alignment helped secure interest.
⏱️ 08:20–10:05 — What Made the Pitch Work
Key elements included:
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Clearly naming well-known lead investors
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Providing enough detail upfront to minimize back-and-forth
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Including the full press release directly in the pitch
The goal was to make it easy for the reporter to say yes and move quickly.
⏱️ 10:05–11:45 — Flexibility & Relationships
Samantha shares an important relationship-driven tactic: offering flexibility on timing rather than forcing a fixed announcement date. This helped secure an Axios exclusive and reinforced trust with the reporter.
⏱️ 11:45–12:30 — Results & Impact
After the Axios exclusive went live, BAM expanded the announcement and secured 30+ additional pieces of coverage across:
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Startup media
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VC-focused publications
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Insurance and wealth management outlets
⏱️ 12:30–14:30 — Common Founder Mistakes
Samantha highlights a recurring issue she sees with founders: focusing too heavily on product excitement without clearly explaining the bigger problem being solved or why the story matters now.
⏱️ 14:30–16:15 — What Founders Should Know About PR
The episode closes with a key takeaway: strong storytelling and media trust take time. Samantha explains why preparation, timing, and relationships are essential to earning meaningful coverage.
Final Takeaway
This episode of The Press Playbook shows how a thoughtful, relationship-driven media strategy can turn a single funding announcement into widespread, credibility-building coverage. From identifying the right reporter to crafting a pitch that highlights what truly matters, the conversation offers practical insight into how BAM approaches earned media for venture-backed startups.
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