Digital transformation and shifting customer behaviors have compelled the insurance industry to fundamentally rethink its marketing paradigms. The objective of this research is to design and structure a smart marketing model based on online customer experience within the Iranian insurance industry. This study is applied in nature and employs a mixed-method approach (combining qualitative and structural methods). In the first phase, key components and dimensions of smart marketing and online customer experience were identified and screened using the "meta-synthesis" method and a systematic review of literature and documents (2015–2025). In the second phase, the relationships between these components were analyzed, and their hierarchical structure was mapped using the "Interpretive Structural Modeling (ISM)" technique and a panel of insurance industry experts. The results indicate that components such as "technological infrastructure," "digital leadership," and "regulatory frameworks" occupy the foundational levels of the model and exert the greatest influence on the system, whereas "customer loyalty" and "marketing performance" appear as the model's ultimate outcomes at the upper levels. By presenting a coherent, localized framework, this research provides a strategic tool for insurance industry managers to optimize the digital customer journey and leverage data-driven analytics, thereby creating sustainable competitive advantage in the smart business landscape.