Using social media as a set of empowering tools for companies to communicate, collaborate and interact with customers, creates value and shares knowledge. The main purpose of the present research is to design and implement a marketing model based on social media in life insurance using the foundation's data technique. In the current research, it is a qualitative study in terms of creating a theory that explains the action and reaction of a phenomenon. The current research is qualitative in terms of its purpose, apart from descriptive research, and in terms of research strategy, foundational data analysis and the approach governing the analysis and collection of information. The current research method is qualitative and using the foundation data method. The data of this research was obtained through semi-structured interviews with the snowball technique, which reached theoretical saturation for interviews with eight expert university professors in ethical digital marketing and eight expert managers in the marketing industry. After performing the three stages of open, central and selective coding, the paradigmatic model of the research was developed. Data consolidation was confirmed based on the criteria of reliability, review by members, triangulation of data sources, analysis of negative cases and transferability. The findings of this research are 146 concepts in the form of 28 subcategories and six main categories. Market analysis in this research was identified in four categories of competitor analysis and learning from them, market leadership, intellectual leadership, and customer behavior,