Cheapest Auto Insurance in Sarasota, Florida (2024)

State Farm is the cheapest liability-coverage insurer in Sarasota, with rates as low as $55 per month.

Janet Berry-Johnson
Janet Berry-Johnson
  • 8+ years writing about insurance, taxes, and personal finance

  • Certified public accountant

Janet applies her experience in personal finance, taxes, and accounting to make complex financial topics accessible. Her byline has appeared on numerous web media.

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Courtney Mikulski
Courtney MikulskiSenior Editor, Auto
  • 3+ years producing insurance and personal finance content

  • Main architect of the Insurify Quality Score

Courtney’s deep personal finance knowledge extends beyond insurance to credit cards, consumer lending, and banking. She thrives on creating actionable content.

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Updated April 15, 2024

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Situated on the Gulf Coast of Florida, Sarasota has a high risk of storm damage to vehicles and homes. Still, Sarasotans pay an overall average of $204 per month for car insurance, compared to the statewide average of $256. The city’s relatively low accident rate may contribute to its slightly lower insurance rates.

Here’s what you need to know about comparing quotes and finding affordable car insurance premiums in Sarasota.

Quick Facts
  • The average cost of car insurance in Sarasota is $167 per month for liability coverage and $241 per month for full coverage.

  • Florida requires drivers to purchase only property damage liability and personal injury protection coverages.

  • State Farm is the cheapest full-coverage insurer in Sarasota — its rates start at $64 per month.

3 of the cheapest car insurance companies in Sarasota

The right car insurance company for you depends on various factors, including the type of car you drive, your driving record, and your age.[1] Before committing to any company, it’s important to compare rates from multiple insurers to find the right fit for your needs.

To help get you started, here’s a list of some of the cheapest car insurance companies in Sarasota.

Insurance CompanyIQ Score
The Insurify Quality (IQ) Score uses more than 15 criteria to objectively rate insurance companies on a one-to-five scale. The Insurify editorial team researches insurer data to determine the final scores.
Full CoverageLiability OnlyBest For
State Farm4.5$80$69Teen drivers
GEICO4.2$82$71Senior drivers
Allstate4.2$139$121Coverage options
Disclaimer: Table data sourced from real-time quotes from Insurify's 50-plus partner insurance providers. Actual quotes may vary based on the policy buyer's unique driver profile.
  • Our editorial team spent 350 hours developing the Insurify Quality (IQ) Score and scoring insurance companies. The IQ Score objectively analyzes and calculates a score for insurers using more than 15 crucial criteria. Criteria are weighted by importance to the consumer — factors such as customer reviews and affordability influence the score more than availability and third-party ratings.

    We rate each company on a 1 to 5 scale based on five categories: financial ratings, customer satisfaction, affordability, customer support and transparency, and availability. We update ratings once a year or as more recent information becomes available.

    • Third-party financial ratings: We use data from AM Best, S&P, Moody's, and more to compare insurance companies’ credit and ability to pay out future claims.
    • Customer satisfaction: To calculate this score, Insurify analyzed more than 20,000 customer reviews across 155 car insurance companies. We also considered third-party ratings from J.D. Power, the National Association of Insurance Commissioners, and Trustpilot.
    • Affordability: Our data scientists analyzed more than 90 million real-time auto insurance rates from our partners across the United States, as well as available discounts, to calculate an affordability score.
    • Customer support and transparency: This measures coverage options, ease of claims filing, and the insurer's transparency surrounding discounts, coverages, and claims process.
    • Availability and reach: Insurify identified the number of states in which insurers offer coverage and company size by market share to score availability and reach.

Best insurer for teen drivers: State Farm

Compare personalized, real-time quotes
IQ Score
The Insurify Quality (IQ) Score uses more than 15 criteria to objectively rate insurance companies on a one-to-five scale. The Insurify editorial team researches insurer data to determine the final scores.
4.4
JD Power
J.D. Power data measures overall customer satisfaction and claims satisfaction based on a 1,000-point scale.
842
Liability Only
Liability-only insurance, sometimes called minimum-coverage insurance, pays for bodily injury and property damage to others in an accident the policyholder causes. It does not pay for the insured’s own damages.
$55/mo
Full Coverage
Full-coverage car insurance generally includes liability, collision, and comprehensive coverage, and may include other optional coverages such as uninsured motorist coverage. Collision covers a policyholder’s repair or replacement costs in case of an accident. Comprehensive covers damages caused by non-accident events. The average quote displayed here reflects policies with the following coverage limits: $50,000 bodily injury liability per person; $100,000 bodily injury liability per accident; $50,00 property damage liability per accident; $1,000 collision deductible; and a $1,000 comprehensive deductible.
$64/mo

State Farm is one of the top companies for auto insurance in Sarasota, offering competitive rates and comprehensive coverage.

Pros
  • Competitive pricing, with many discounts available

  • Personalized service from a network of local agents

Cons
  • Can’t buy a policy online

  • Generally poor ratings from many trusted review sites

Read our State Farm review
Charles - April 15, 2024
Verified

What an Experience

It's too expensive.

Rose - April 15, 2024
Verified

So-So Customer Service

Mediocre. Calls to the office are neither answered nor returned. In addition, a recent rate increase has caused me to start shopping for another insurer.

Shawn - April 15, 2024
Verified

State Farm for the Win

Simply fantastic.

Best insurer for senior drivers: GEICO

Compare personalized, real-time quotes
IQ Score
The Insurify Quality (IQ) Score uses more than 15 criteria to objectively rate insurance companies on a one-to-five scale. The Insurify editorial team researches insurer data to determine the final scores.
4.3
JD Power
J.D. Power data measures overall customer satisfaction and claims satisfaction based on a 1,000-point scale.
835
Liability Only
Liability-only insurance, sometimes called minimum-coverage insurance, pays for bodily injury and property damage to others in an accident the policyholder causes. It does not pay for the insured’s own damages.
$57/mo
Full Coverage
Full-coverage car insurance generally includes liability, collision, and comprehensive coverage, and may include other optional coverages such as uninsured motorist coverage. Collision covers a policyholder’s repair or replacement costs in case of an accident. Comprehensive covers damages caused by non-accident events. The average quote displayed here reflects policies with the following coverage limits: $50,000 bodily injury liability per person; $100,000 bodily injury liability per accident; $50,00 property damage liability per accident; $1,000 collision deductible; and a $1,000 comprehensive deductible.
$65/mo

Boasting some of the lowest auto premiums in the city, GEICO is best for drivers looking for coverage and affordability.

Pros
  • Can purchase a policy online

  • Highly rated mobile app

Cons
  • Gap insurance not available

  • Limited number of agents in Sarasota

Read our GEICO review
Andy - April 15, 2024
Verified

Unexpected Rate Increase

I had an accident and they raised my rates to over $8,000 a year. I initially thought I was making normal upfront payments, but it turned out to be monthly payments.

Jerrett - April 15, 2024
Verified

Poor

Too expensive.

Randy - April 15, 2024
Verified

Good

It's a good company, but I feel the price keeps going up.

Best insurer for coverage options: Allstate

Compare personalized, real-time quotes
IQ Score
The Insurify Quality (IQ) Score uses more than 15 criteria to objectively rate insurance companies on a one-to-five scale. The Insurify editorial team researches insurer data to determine the final scores.
4.2
JD Power
J.D. Power data measures overall customer satisfaction and claims satisfaction based on a 1,000-point scale.
833
Liability Only
Liability-only insurance, sometimes called minimum-coverage insurance, pays for bodily injury and property damage to others in an accident the policyholder causes. It does not pay for the insured’s own damages.
$96/mo
Full Coverage
Full-coverage car insurance generally includes liability, collision, and comprehensive coverage, and may include other optional coverages such as uninsured motorist coverage. Collision covers a policyholder’s repair or replacement costs in case of an accident. Comprehensive covers damages caused by non-accident events. The average quote displayed here reflects policies with the following coverage limits: $50,000 bodily injury liability per person; $100,000 bodily injury liability per accident; $50,00 property damage liability per accident; $1,000 collision deductible; and a $1,000 comprehensive deductible.
$111/mo

Allstate car insurance is excellent for drivers who want coverage options tailored to their unique needs, including accident forgiveness.

Pros
  • Offers specialized coverage options

  • Various available discounts

Cons
  • Rates may increase significantly if you have a speeding ticket, accident, or DUI

  • Lower-than-average insurance shopping-satisfaction rating from J.D. Power[2]

Read our Allstate review
Bruce - April 15, 2024
Verified

Great experience, but needs to be less expensive

I feel that I can get a cheaper rate.

George - April 15, 2024
Verified

What's Next?

Like most insurance companies, the rates keep going up. I spent over two months settling a claim.

James - April 14, 2024
Verified

Good

Allstate continually raises the rate at every renewal.

How to get the cheapest car insurance in Sarasota

Finding affordable car insurance can be a challenge, but you can use these strategies to lower your rates:

  • Increase your deductible. Increasing your deductible is a straightforward way to reduce your premiums. When you increase your deductible, you shift more of the liability when filing a claim onto yourself. Just make sure you can afford the out-of-pocket costs if you ever file a claim.

  • Take advantage of discounts. Most insurance companies offer discounts on insurance policies for safe driving, good grades, and completing defensive driver courses. Be sure to ask about any discounts you qualify for when shopping for car insurance.

  • Bundle policies. Bundling auto and home policies with the same insurer often results in discounted rates. Many insurers also offer bundling discounts for auto and renters insurance.

  • Drive your current car for as long as possible. Driving an older vehicle can often result in lower car insurance premiums since new vehicles cost more to repair or replace if damaged or stolen.

  • Compare rates. Shopping around and comparing rates from the best companies is one of the easiest ways to save money on car insurance.

Get Cheap Car Insurance in Sarasota

Minimum-coverage rates start at $55/mo.

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Cheapest liability-only car insurance in Sarasota: State Farm

Liability-only car insurance only covers damages and injuries you cause in a car accident — it doesn’t cover any damage to your vehicle. This makes it more affordable than full-coverage auto insurance, but you’ll have to pay to repair or replace your car out of pocket after an accident.

On average, Sarasota drivers pay $167 per month for minimum coverage. Here’s a list of some of the lowest liability-only rates available in Sarasota.

The below rates are estimated rates current as of: Monday, April 1 at 12:00 PM PDT
Insurance CompanyAverage Monthly Quote
State Farm55
GEICO57
Hugo61
Allstate96
Safeco105
Mile Auto107
Travelers114
Mercury119
Liberty Mutual125
Direct Auto128
Midvale Home & Auto142
Progressive144
Infinity162
Foremost170
Dairyland172
AssuranceAmerica188
Bristol West222
National General248
The General254
Disclaimer: Table data sourced from real-time quotes from Insurify's 50-plus partner insurance providers and quote estimates from Quadrant Information Services. Actual quotes may vary based on the policy buyer's unique driver profile.

Cheapest full-coverage car insurance in Sarasota: State Farm

Full-coverage car insurance covers legal liability and any damage to your vehicle in an accident or other event. This type of coverage is typically more expensive than liability-only plans, which only cover expenses when you injure another person or damage their property.

People who drive newer, more expensive vehicles or are financing their vehicle purchases would benefit from full-coverage car insurance. On average, Sarasota drivers pay $241 per month for full coverage.

Here’s a list of the lowest full-coverage auto insurance rates in Sarasota.

The below rates are estimated rates current as of: Monday, April 1 at 12:00 PM PDT
Insurance CompanyAverage Monthly Quote
State Farm64
GEICO65
Hugo69
Allstate111
Travelers133
Mercury139
Safeco143
Mile Auto148
GAINSCO175
Infinity189
Liberty Mutual191
Midvale Home & Auto204
Direct Auto205
Progressive205
National General249
Foremost250
AssuranceAmerica257
Dairyland306
Bristol West318
The General361
Disclaimer: Table data sourced from real-time quotes from Insurify's 50-plus partner insurance providers and quote estimates from Quadrant Information Services. Actual quotes may vary based on the policy buyer's unique driver profile.

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Car insurance requirements in Florida

Florida is a no-fault car insurance state, meaning you must carry minimum personal injury protection (PIP) and property damage liability coverage to pay for your medical expenses and other accident-related damages, regardless of who causes an accident.

Here are the minimum coverage limits that Florida requires for drivers:[3]

CoverageMinimum Requirements
Personal injury protection$10,000
Property damage liability$10,000
Disclaimer: Table data sourced from real-time quotes from Insurify's 50-plus partner insurance providers. Actual quotes may vary based on the policy buyer's unique driver profile.

Keep in mind that Floridas minimum requirements are quite low compared to other state requirements. Consider adding these coverages for more protection:

  • illustration card https://a.storyblok.com/f/162273/x/665da91bf7/comprehensive-coverage.svg

    Comprehensive coverage

    Comprehensive insurance provides coverage when theft, vandalism, falling objects, or weather events damage your vehicle.

  • illustration card https://a.storyblok.com/f/162273/x/169fdfde11/liability-coverage.svg

    Collision coverage

    Collision insurance kicks in after an accident or when you hit a mailbox, even if you’re at fault.

  • illustration card https://a.storyblok.com/f/162273/100x100/9997698e9e/emergency-roadside-service.svg

    Roadside assistance coverage

    Roadside assistance provides coverage for towing, jumpstarts, or tire changes on the side of the road when your vehicle breaks down.

  • illustration card https://a.storyblok.com/f/162273/x/abffe6238f/financial-protection.svg

    Gap coverage

    Gap insurance covers the difference between your total loss settlement and what you owe on your auto loan if you finance your vehicle.

Cheapest car insurance for drivers with an incident

Incidents such as at-fault accidents, driving under the influence (DUI), speeding tickets, and other traffic violations can increase car insurance rates significantly. When you have one or more incidents on your driving record, insurance companies view you as higher risk and charge more for auto coverage.[1]

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Cheapest car insurance for drivers with a speeding ticket: State Farm

Speeding tickets can be costly in more ways than one. Not only do you have to pay the ticket, but your car insurance rates will likely increase, too. On average, Sarasota drivers with speeding tickets pay $197 per month for liability insurance.

If you’ve received a speeding ticket and are looking for the cheapest car insurance in Sarasota, below is a table of some of the lowest premiums available.

The below rates are estimated rates current as of: Monday, April 1 at 12:00 PM PDT
Insurance CompanyClean Driving RecordWith Speeding Ticket
State Farm5563
GEICO5766
Hugo6179
Allstate96111
Safeco105134
Mile Auto107141
Travelers114135
Mercury119162
Liberty Mutual125158
Direct Auto128154
Progressive144175
Infinity162197
Dairyland172208
AssuranceAmerica188235
Bristol West222263
National General248290
The General254307
Disclaimer: Table data sourced from real-time quotes from Insurify's 50-plus partner insurance providers and quote estimates from Quadrant Information Services. Actual quotes may vary based on the policy buyer's unique driver profile.

Cheapest car insurance for drivers with an at-fault accident: State Farm

Like a speeding ticket, an at-fault accident can increase your auto rate. The amount it increases depends on the severity of the accident and your insurance company.[4]

Sarasota drivers with at-fault accidents pay an average of $213 per month for liability coverage. The table below shows the cheapest car insurance quotes in Sarasota for drivers with an at-fault accident on their record.

The below rates are estimated rates current as of: Monday, April 1 at 12:00 PM PDT
Insurance CompanyClean Driving RecordWith Accident
State Farm5568
GEICO5771
Hugo6176
Allstate96120
Safeco105145
Mile Auto107153
Travelers114145
Mercury119172
Liberty Mutual125169
Direct Auto128166
Progressive144188
Infinity162195
Dairyland172220
AssuranceAmerica188248
Bristol West222278
National General248317
The General254329
Disclaimer: Table data sourced from real-time quotes from Insurify's 50-plus partner insurance providers and quote estimates from Quadrant Information Services. Actual quotes may vary based on the policy buyer's unique driver profile.

Cheapest car insurance for drivers with a DUI: State Farm

Driving under the influence of alcohol can have serious consequences, including hefty fines and increased car insurance rates.[4] Drivers with DUIs in Sarasota pay an average of $246 per month for minimum coverage.

Here’s a table showing some of the lowest car insurance premiums available for Sarasota drivers with a DUI.

The below rates are estimated rates current as of: Monday, April 1 at 12:00 PM PDT
Insurance CompanyClean Driving RecordWith DUI
State Farm5583
GEICO5786
Hugo6184
Allstate96145
Safeco105159
Mile Auto107170
Travelers114172
Mercury119185
Liberty Mutual125189
Direct Auto128194
Progressive144218
Infinity162245
Foremost170257
Dairyland172260
AssuranceAmerica188284
Bristol West222336
National General248375
The General254384
Disclaimer: Table data sourced from real-time quotes from Insurify's 50-plus partner insurance providers and quote estimates from Quadrant Information Services. Actual quotes may vary based on the policy buyer's unique driver profile.

Cheapest car insurance for seniors: State Farm

Car insurance companies may charge seniors more for insurance due to several factors. On average, older drivers tend to be more risky than younger drivers due to their slower reaction times, decreased flexibility and vision, and a higher risk of medical emergencies.[5]

Senior drivers in Sarasota pay an average of $139 per month for liability coverage and $201 per month for full coverage. To help you get the best deal, the below table illustrates the lowest car insurance rates available to senior drivers in Sarasota.

The below rates are estimated rates current as of: Monday, April 1 at 12:00 PM PDT
Insurance CompanyLiability OnlyFull Coverage
State Farm4350
GEICO4552
Allstate7890
Mile Auto83115
Safeco90122
Travelers90105
Mercury98114
Direct Auto100159
Liberty Mutual103157
Progressive105150
Dairyland140249
AssuranceAmerica142194
Bristol West179257
National General205206
The General211299
Disclaimer: Table data sourced from real-time quotes from Insurify's 50-plus partner insurance providers and quote estimates from Quadrant Information Services. Actual quotes may vary based on the policy buyer's unique driver profile.

Cheapest car insurance for teens: GEICO

Insurance companies often consider teen drivers as high risk because they’re less-experienced drivers. As a result, they usually have to pay higher premiums for coverage.[1]

Insuring a teen driver in Sarasota costs an average of $256 per month for liability coverage and $370 per month for full coverage. Below is a table showing the cheapest car insurance quotes for teens in Sarasota, so they (and their parents) can save money on their policies without sacrificing quality.

The below rates are estimated rates current as of: Monday, April 1 at 12:00 PM PDT
Insurance CompanyLiability OnlyFull Coverage
GEICO8395
State Farm87102
Hugo102116
Allstate157181
Safeco175238
Travelers191223
Mile Auto192266
Liberty Mutual196300
Mercury204239
Direct Auto218349
Progressive240342
Infinity252295
Dairyland258460
Foremost283417
AssuranceAmerica337461
Bristol West342490
The General375532
National General442444
Disclaimer: Table data sourced from real-time quotes from Insurify's 50-plus partner insurance providers and quote estimates from Quadrant Information Services. Actual quotes may vary based on the policy buyer's unique driver profile.

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Learn More: The Insurify Guide to Car Insurance Discounts

Learn More: The Insurify Guide to Car Insurance Discounts

Sarasota car insurance quotes by credit tier

Florida allows car insurance companies to use your credit history when determining your premiums.[6]

Insurance companies view drivers with poor credit as riskier and more likely to file claims than drivers with good or excellent credit. This means people with poor credit scores usually pay higher premiums for car insurance than people with better scores.

The following table shows the average monthly quotes for each credit tier.

Rates by Credit Tier

Disclaimer: Table data sourced from real-time quotes from Insurify's 50-plus partner insurance providers. Actual quotes may vary based on the policy buyer's unique driver profile.

Is car insurance more expensive in Sarasota?

Car insurance is more expensive in Sarasota than the national average due to various factors, including:

  • A high number of uninsured drivers: Florida has a high rate of uninsured motorists, which can drive up the cost of coverage for everyone else.

  • Severe weather: Florida may be the Sunshine State, but it experiences a lot of severe weather events, including hurricanes, thunderstorms, and lightning.[7] These weather events can damage vehicles, driving up the number of claims and causing insurance companies to charge more in the state.

  • Influx of yearly tourists: Florida experienced its highest estimate of tourists in a single quarter at the beginning of 2023.[8] This influx of drivers unfamiliar with Florida roads may contribute to more claims and higher insurance costs.

But car insurance rates vary significantly by ZIP code within Florida, depending on several factors such as population density and the average cost of car repairs in the area.[1] For example, cities with higher populations and more tourists tend to have higher rates due to the increased risk of accidents and claims.

Despite these factors, Sarasota is an affordable city for car insurance compared to cities like Riverview and Spring Hill.

More cities in Florida

To see how car insurance rates differ among some of the most popular cities in Florida, consider the table below, which shows the average monthly premium for full-coverage and liability-only policies in some other Florida cities.

CityFull CoverageLiability Only
Cape Coral$264$203
Clearwater$298$234
Daytona Beach$277$202
Fort Lauderdale$340$256
Fort Myers$266$190
Gainesville$243$158
Jacksonville$301$202
Jupiter$292$221
Miami$363$272
Orlando$312$221
Disclaimer: Table data sourced from real-time quotes from Insurify's 50-plus partner insurance providers. Actual quotes may vary based on the policy buyer's unique driver profile.

Sarasota car insurance FAQs

Check out the average cost of car insurance in Florida while you compare quotes in Sarasota to help find the best car insurance prices in your area. Below are the answers to common questions about car insurance in Sarasota to help you find the right coverage.

  • How much is car insurance in Sarasota?

    The average cost of car insurance in Sarasota is $167 per month for liability coverage and $241 per month for full coverage.

  • Which company has the cheapest car insurance in Sarasota?

    The cheapest car insurance companies in Sarasota include State Farm, GEICO, and Hugo, with liability rates starting at $55, $57, and $61 per month, respectively.

    While these insurers have average rates less than the city average, the best way to find the cheapest car insurance is by comparing quotes from multiple companies to find the coverage that meets your specific needs at a price that fits your budget.

  • What are the best car insurance companies in Sarasota?

    Some of the best car insurance companies in Sarasota include GEICO and Allstate. Not only do these companies have higher-than-average J.D. Power satisfaction ratings in Florida, but they also have lower-than-average rates and high IQ Scores.[9]

  • What factors affect the cost of car insurance in Sarasota?

    Your credit history, age, vehicle, and gender are personal factors that affect the cost of car insurance. Local factors like accident and theft rates, the cost of car repairs, and the cost of medical care can also affect car insurance rates.[1]

  • How much car insurance do you need in Florida?

    Florida requires $10,000 for property damage liability and $10,000 for personal injury protection.[3]

Methodology

Insurify data scientists analyzed more than 90 million quotes served to car insurance applicants in Insurify’s proprietary database to calculate the premium averages displayed on this page. These premiums are real quotes that come directly from Insurify’s 50+ partner insurance companies in all 50 states and Washington, D.C. Quote averages represent the median price for a quote across the given coverage level, driver subset, and geographic area.

Unless otherwise specified, quoted rates reflect the average cost for drivers between 20 and 70 years old with a clean driving record and average or better credit (a credit score of 600 or higher).

Liability-only premium averages correspond to policies with the following coverage limits:

  • Bodily injury limits between state-minimum rates and $50,000 per person, $100,000 per accident
  • Property damage limits between $10,000 and $50,000
  • No additional coverage
Full-coverage premium averages correspond to the same bodily injury and property damage limits in addition to:
  • Comprehensive coverage with a $1,000 deductible
  • Collision coverage with a $1,000 deductible

Quotes for Allstate, Farmers, GEICO, State Farm, and USAA are estimates based on Quadrant Information Services’ database of auto insurance rates.

Sources

  1. III. "What determines the price of an auto insurance policy?."
  2. J.D. Power. "2022 U.S. Insurance Shopping Study."
  3. Florida Department of Highway Safety and Motor Vehicles. "Florida Insurance Requirements."
  4. III. "Do auto insurance premiums go up after a claim?."
  5. III. "Senior driving safety and insurance tips."
  6. Online Sunshine. "626.9741 Use of credit reports and credit scores by insurers.."
  7. Florida Department of Transportation. "Severe Weather Awareness."
  8. Visit Florida. "Florida Visitor Estimates and travel Industry Trend Indicators."
  9. J.D. Power. "2023 U.S. Auto Insurance Study."
Janet Berry-Johnson
Janet Berry-Johnson

Janet Berry-Johnson, CPA is a freelance writer with a background in accounting and income tax planning and preparation. She's passionate about making complicated financial topics accessible to readers. She lives in Omaha, Nebraska with her husband and son and their rescue dog, Dexter. Visit her website at www.jberryjohnson.com.

Courtney Mikulski
Edited byCourtney MikulskiSenior Editor, Auto
Courtney Mikulski
Courtney MikulskiSenior Editor, Auto
  • 3+ years producing insurance and personal finance content

  • Main architect of the Insurify Quality Score

Courtney’s deep personal finance knowledge extends beyond insurance to credit cards, consumer lending, and banking. She thrives on creating actionable content.

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