From Allstate to AI: Sarah Caputo’s Journey to Fraction Method and the Future of Marketing Strategy

In this episode of Founders Journey, Jeff Shi sits down with Sarah Caputo, a powerhouse marketing leader whose career has spanned Fortune 500 insurance giants, insurtech startups, and now her own venture, Fraction Method. Sarah shares how she built her career without a college degree, rising through the ranks at Allstate, spearheading digital transformation, and leading the marketing function at Plank, an AI-powered insurtech platform that was recently acquired.

The conversation dives deep into Sarah’s evolution from agency life to in-house strategy, the strategic challenges of marketing intangible products like insurance and SaaS, and the importance of data and operational efficiency. She opens up about the volatility of the post-COVID insurance landscape, why traditional marketing org structures are becoming obsolete, and how AI, machine learning, and better contract transparency are changing the game.

Sarah also discusses how she’s using Fraction Method to advise marketing teams, cut technology waste, and guide firms through tech stack decisions—all with a passion for aligning ethics, business outcomes, and customer experience. Whether you’re a legacy carrier, B2B SaaS leader, or insurtech founder, this episode delivers actionable insights into modern marketing, martech strategy, and digital transformation.

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Jeff Shi :

https://www.linkedin.com/in/jeffshiva/

Sarah Caputo :

https://www.linkedin.com/in/sarahcaputo/

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