Bound premium and commission
Rank channels by policies actually bound rather than quotes requested.
For Commercial Insurance
Which channels produced bound policies?
Match bound policies and the commission they earned to the enquiries and campaigns that produced them, across renewal cycles measured in years.
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Commercial Insurance workspace FY2026
Commission traced to a channel
$696,000 58% of $1,200,000 paid
- Google Ads $396,000 · 33%
- LinkedIn Ads $168,000 · 14%
- Email marketing $132,000 · 11%
- Direct / Unknown $504,000 · 42%
Direct / Unknown is shown, never shared out across the channels above.
Google Ads · LeadFY2026 14 · (•••) •••-0134
Closed sale · FY2026 27$4,800
Matched · high confidence
The blind spot
What's actually happening
Quote requests are easy to generate and mostly do not bind. The ones that do are worth years of renewal commission, and quote volume tells you nothing about which channel produces them.
What you get
Built for Commercial Insurance.
Renewal value, not just year one
Run over a longer range and renewal commission traces back to the original channel.
Defensible for a carrier review
Only exact matches count automatically; anything weaker is flagged, not 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$1,200,000paid commission
Attributed to a channel$696,00058% of revenue
Average deal$4,800per paid sale
Match rate71%of sales matched
| Channel | Sales | Revenue | Share | % |
|---|---|---|---|---|
| Google Ads | 88 | $396,000 | 33% | |
| LinkedIn Ads | 31 | $168,000 | 14% | |
| Email marketing | 29 | $132,000 | 11% | |
| Direct / Unknown | 104 | $504,000 | 42% |
01
A bound policy is worth its renewals, not its first year
Commercial insurance economics are dominated by retention. A policy bound this year is worth its commission again next year and the year after, so the true value of a channel is several times what a single-year view suggests.
Because matching is on the client rather than on a session, running the report over a multi-year range credits renewal commission back to the channel that produced the original enquiry. That comparison usually justifies far more acquisition spend than a first-year view does.
02
Quote volume is the wrong optimisation target
Comparison-shopping traffic converts poorly and binds at the lowest premiums. Producer-led and referral enquiries bind at much higher rates and larger premiums, and they arrive in smaller numbers.
Ranking by bound premium and commission separates them. It is common for the channel producing the most quote requests to be near the bottom on commission, which is not visible at all in a cost-per-quote report.
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 Commercial Insurance.
They say
Our AMS export is not built for marketing analysis.
We say
It does not need to be. A client contact detail, a commission or premium figure, and a bind date is enough, and any column layout works.
They say
Most of our business comes from producers' own networks.
We say
That will show as Direct / Unknown, which is correct and worth measuring. Knowing that producer-sourced business is 42% of commission is a finding; hiding it inside a paid channel is a distortion.
They say
We are regulated and cannot share client data casually.
We say
Only a contact detail, an amount and a date are needed — no policy documents, no coverage detail. Data is encrypted, isolated per workspace, deletable in one click and covered by a DPA.
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 commercial brokerages and insurance carriers land on Enterprise — ten seats for the team and the highest monthly record allowance, since a year of closed deals is a lot of rows.
Enterprise
One business closing at volume
$499/mês
billed monthly
- 1 workspace · 10 seats
- 25,000 sales records / month (+$49 per 10,000)
- 24-month history
- Campaign drill-down and period comparison
- Single sign-on through your identity provider
- Your logo on every report
- Roles, permissions and guided onboarding
- Priority support
Questions
Questions we get about Commercial Insurance.
Anything else? Talk to us — a person answers, usually the same day.
Bound policies: a client contact email or phone, the commission or premium, and the bind date. Applied Epic, AMS360 and EZLynx all produce this.
Yes — run the report over a multi-year range and every renewal traces back to the channel that produced the original client.
Yes, with a line-of-business column. Commercial auto and cyber rarely come from the same channels.
Yes, with a producer column, which also shows which producers benefit most from marketing-sourced business.
Include the carrier's lead list as a source file and it attributes like any other channel.
No. If you already use them, that export is one of the two files.
Usually marketing, the agency principal and an operations lead. Enterprise includes ten seats sharing one record allowance.
As far as your exports go, which for renewal analysis should be several years.
Nearby
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