Fees and retainers, not enquiries
Rank channels by the revenue they produced rather than the forms they filled.
For Personal Lines Insurance
Which channels produced bound policies and premium?
Match bound policies and the commission they earn, renewal after renewal, to the campaigns that produced the policyholder.
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The blind spot
What's actually happening
A bound policy pays commission for as long as it renews. Judging a channel on the first year's commission understates it by most of its value.
Long decisions, credited properly
An enquiry that becomes a client months later still credits the campaign that produced it.
Defensible to a partner or board
Only exact matches count automatically; anything weaker is flagged rather than assumed.
The number you can take into a budget meeting
Not impressions, not leads, not cost per click. Closed revenue, by the channel that produced it, for a period you choose — with the portion we could not trace shown rather than quietly shared out across your paid channels.
FY2026
Total revenue $500,000
Attributed to a channel $295,000 59% of revenue
Average deal $806
Match rate 75%
| Channel | Sales | Revenue | Share |
|---|---|---|---|
| Google Ads | 187 | $155,000 | |
| Meta Ads | 74 | $60,000 | |
| Referral partners | 96 | $80,000 | |
| Direct / Unknown | 249 | $205,000 |
Retention is the difference between two identical-looking channels
Two channels can bind policies at the same cost while one produces households that renew for eight years and the other produces price-shoppers who leave at the first increase.
Because the match is on the policyholder, every renewal credits the original channel. That single change usually reorders which channel an agency considers its best acquisition source.
Cross-sold policies belong to the channel that opened the household
An auto policy that becomes auto plus home plus umbrella is worth several times the original, and the campaign that produced the household is never credited for the second and third policy.
Matching on the household means those cross-sales attribute correctly, and it usually reveals which channels produce households worth cross-selling to at all.
What changes when you can prove it
You stop defending the budget and start growing it
"We generated 400 leads" invites an argument. "This channel closed $186,400 last quarter, here is the reconciliation" ends one. The teams that can show closed revenue by channel are the teams that get the next increase approved, because they are asking with evidence rather than with conviction.
You can cut the wrong channel without a fight
Killing spend is politically harder than adding it, because someone always owns the channel being cut. A number that reconciles to the sales export takes the argument out of the room — you are not overruling a colleague's judgement, you are reading the same ledger they are.
Your reporting survives the finance review
Platform-reported conversions do not reconcile to revenue, and eventually someone in finance notices. Reporting built from your own closed-sales export starts from the number finance already trusts, which is why it holds up when it is checked.
You answer in an afternoon, not a quarter
Because this reconciles exports rather than tracking visitors, it works on months that have already closed. You are not instrumenting now to learn something in ninety days — you can answer for last quarter today, which is usually when the question is being asked.
What personal lines insurance usually push back on
Our commission is small per policy.
Which is why renewals and cross-sales must credit the original channel — that is where the value actually is.
Carrier systems are not exportable.
Your agency management system is what matters, and a CSV of bound policies or commission is enough.
Policyholder data is regulated.
Only a contact detail, an amount and a date are needed. No policy numbers, no coverage detail, no claims data.
Pricing
Flat monthly pricing with no per-call, per-minute or per-form fees. The number here is the number on the invoice. Most personal lines insurance land on Growth.
Starter
A single business getting started
$49/mo
billed monthly
- 1 workspace · 1 seat
- 500 sales records / month
- 6-month saved history
- Phone + email matching with confidence tiers
- Assisted column mapping
- Your logo on every report
- CSV export
Growth
Most popularA business scaling ad spend
$199/mo
billed monthly
- 1 workspace · 2 seats
- 5,000 sales records / month
- 13-month history (year over year)
- Campaign drill-down and period comparison
- PDF + shareable read-only report
- Your logo on every report
- Priority support
Enterprise
One business closing at volume
$499/mo
billed monthly
- 1 workspace · 10 seats
- 25,000 sales records / month (+$49 per 10,000)
- 24-month history
- Campaign drill-down and period comparison
- Your logo on every report
- Roles, permissions and guided onboarding
Agency
Reporting on many clients at once
$799/mo
billed monthly
- 10 client workspaces (+$25/mo each)
- 10 seats
- 10,000 sales records / month per workspace
- 24-month history
- White-label reports — our mark removed entirely
- Roles, permissions and guided onboarding
Questions personal lines insurance ask
Bound policies or commission: a policyholder email or phone, the amount, and a date.
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