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.
No card required Nothing to install Cancel anytime
Personal Lines Insurance workspace FY2026
Commission traced to a channel
$295,000 59% of $500,000 paid
- Google Ads $155,000 · 31%
- Meta Ads $60,000 · 12%
- Referral partners $80,000 · 16%
- Direct / Unknown $205,000 · 41%
Direct / Unknown is shown, never shared out across the channels above.
Google Ads · LeadFY2026 14 · (•••) •••-0134
Closed sale · FY2026 27$806
Matched · high confidence
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.
What you get
Built for Personal Lines Insurance.
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.
A worked example
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.
Total revenue$500,000paid commission
Attributed to a channel$295,00059% of revenue
Average deal$806per paid sale
Match rate75%of sales matched
| Channel | Sales | Revenue | Share | % |
|---|---|---|---|---|
| Google Ads | 187 | $155,000 | 31% | |
| Meta Ads | 74 | $60,000 | 12% | |
| Referral partners | 96 | $80,000 | 16% | |
| Direct / Unknown | 249 | $205,000 | 41% |
01
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.
02
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.
Why it matters
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.
Honest answers
The pushback we hear from Personal Lines Insurance.
They say
Our commission is small per policy.
We say
Which is why renewals and cross-sales must credit the original channel — that is where the value actually is.
They say
Carrier systems are not exportable.
We say
Your agency management system is what matters, and a CSV of bound policies or commission is enough.
They say
Policyholder data is regulated.
We say
Only a contact detail, an amount and a date are needed. No policy numbers, no coverage detail, no claims data.
Pricing
Flat monthly pricing. No per-call fees.
The number here is the number on the invoice — no per-call, per-minute or per-form fees. Most personal lines agencies and brokerages land on Growth — thirteen months of history to compare a month to the same month last year, and a PDF you can put in front of whoever holds the budget.
Most popular
Growth
A 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
Questions
Questions we get about Personal Lines Insurance.
Anything else? Talk to us — a person answers, usually the same day.
Bound policies or commission: a policyholder email or phone, the amount, and a date.
Yes — a renewal credits the channel that produced the policyholder.
Yes, when matched to the same household contact.
Yes, with a product column.
Yes — a referral list is a source file.
Encrypted, isolated per workspace, deletable, DPA available.
Yes. Nothing had to be installed at the time.
Policy or commission rows analysed in a calendar month. Quote rows do not count.
Nearby
Also worth reading.
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See how it worksWealth Management
Match funded relationships and the fees they generate to the enquiries that produced them, across a decision measured in months and built on trust.
See how it worksStart today
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