Know which insurance lead sources are worth the money.
Built for independent P&C and life/health brokerages buying leads from aggregators and web forms: InsuredLead scores every lead each source sends, then shows you cost per quality lead, dead rate, and which sources are quietly wasting your spend — before you renew them.
This week’s summary
QuoteWizard is your cheapest source per lead but your most expensive per quality lead — nearly half its leads went dead. SmartFinancial cost more up front and returned your highest-intent leads this week.
| Source | Quality | Leads | Dead Rate | $ / Quality Lead |
|---|---|---|---|---|
SmartFinancial | 74 · Hot | 128 | 12.5% | $18.40 |
EverQuote | 66 · Warm | 96 | 21.9% | $22.10 |
Website Form | 58 · Warm | 41 | 9.8% | — |
QuoteWizard | 34 · Cold | 73 | 46.6% | $31.70 |
The cheapest source per lead is rarely the cheapest per bound policy
Three reasons independent agencies keep paying for lead sources that don’t pay them back.
You pay per lead, not per quality lead
Aggregators charge the same whether a lead binds or goes straight to voicemail forever. The cheapest source per lead is often your most expensive source per lead that actually closes.
No one selling you leads will tell you they're junk
An aggregator has zero incentive to flag that half of last month's batch went dead. Without your own scoring on top, you're taking their word for the quality you're paying for.
You can't compare sources on the same yardstick
Leads arrive from aggregators, Facebook ads, and your website in different shapes. Without one score across all of them, 'which source is best' is a gut feeling, not a number.
Every source, on the same yardstick
Because every lead is scored the moment it arrives, InsuredLead can roll those scores up by source and show you what each one is really returning — not the price on the invoice, but the cost of a lead worth calling.
See how the scoring works- Quality (average score)
- Every source gets an average 0–100 intent score across the leads it sent, on the same Signal Scale your inbox uses — so a high-cost source and a cheap one are finally measured the same way.
- Dead rate
- The share of a source's leads that went nowhere. A low price per lead stops looking cheap when you see how many of them never had a pulse.
- Cost per quality lead
- Enter what you pay a source and InsuredLead divides it by the leads actually worth calling — the number that tells you what a bindable lead really costs you there.
- Weekly plain-English summary
- A short written read on the week — e.g. which source was cheapest up front but most expensive per quality lead, and which quietly returned your best leads.
From connected sources to a real ROI number
No new CRM, no spreadsheet. Three steps to see which sources earn their keep.
Connect your sources
Point a webhook, forward your aggregator emails, or upload a CSV — one per source. Optionally add what you pay per lead to unlock cost per quality lead.
Every lead gets scored
As leads arrive, each is scored 0–100 on intent and urgency, tagged to the source it came from. No manual tagging or spreadsheet.
See each source's real ROI
The weekly Source Performance Report ranks every source by quality, dead rate, and cost per quality lead — so you renew what works and cut what doesn't.
Lead source ROI, answered
- How does InsuredLead measure insurance lead source ROI?
- It scores every lead a source sends on intent and urgency, then rolls those up per source: average quality score, dead rate, and — if you enter what you pay — cost per quality lead. Instead of judging a source by its sticker price per lead, you see what a lead that's actually worth calling costs you there.
- Which insurance lead source is best?
- There's no universal answer — it depends on your book, your market, and what you pay. That's the point: InsuredLead measures your sources on your leads, so 'best' becomes a number you can see (cheapest cost per quality lead, lowest dead rate) rather than a vendor's promise or a gut feeling.
- Do I have to tell you what I pay per lead?
- Only if you want the cost-per-quality-lead column. Without it you still get each source's average quality score and dead rate, which is enough to rank sources on quality alone. Add your cost per lead and you also get the true cost of a bindable lead from each one.
- Does this replace my lead sources or my CRM?
- Neither. InsuredLead doesn't sell or generate leads — it sits on top of the sources you already pay for and measures them. It's not a CRM or agency management system either; it answers one question those don't: which of your lead sources is actually worth the money, and which leads to call first.
See which of your sources is worth the money
Bring a week of real intake data with what each source costs you, and we’ll show you your source report — ranked by what actually binds — on a short call.