transformation of the insurance lead

Why are you here?

• Insurance marketing is huge!• $4 Billion+ a year• More and more of it spent online

Our industry’s wild ride

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Ian Smith

• Industry Veteran – First employee at QuoteWizard– 8 years of experience– Resident Super Geek

• Currently VP of Operations– Hack the business– Run our business intelligence unit– Evangelize people in Vegas

Outline

1. Insurance Leads2. Video Games

Why Video Games?

• A similar story to Insurance Lead Gen• More mature than Online Lead Gen• A Huge Industry

Who is this?

Nolan Bushnell and Pong

Atari 2600 home console

Atari 2600 for the home console

• Launched in 1977• Over 30 Million units sold• 136 first-party games• 381 third-party games• Created the home video game industry

Flaws that hurt the 2600

• No platform security – Anyone could make games– Court ruling prevented litigation

• Broken feedback loop with huge demand– Electronic Games didn’t start until 1981– No way to prevent sales of bad games– No way to punish bad publishers– Massive glut of third party games

What does this have to do with insurance?

The past four years

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• High Paying• Small Buyer• Little Feedback

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• Low Paying• Big Buyer• No Feedback

What did that do to payouts?

Leads and Average Payout

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1400000• Demand outstripped • Offers focused on low payout, high volume• Growth became linked to volume

What’s going on here

1. New type of customer, new level of demand2. No feedback loop3. Too many ‘aggregators’

Too many ‘aggregators’

All Lead Buyers

Aggregator

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Too many ‘aggregators’

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Too many ‘aggregators’

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Pub All Lead Buyers

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Too many ‘aggregators’

Pub All Lead Buyers

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Pub All Lead Buyers

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We’ve seen this story before

1. No platform security 2. Broken feedback loop with huge demand

How did things change?

After the 2600

• They built security into their platform• They limited volume to match buyer demand• They offered a higher quality product

• Nintendo came along

How things have changed for us

Insurance Lead Gen Today

1. Customer feedback loop2. A secure platform

1. Customer feedback loop

• Buyers providing lead and publisher feedback• Aggregators can optimize• Incentives aligned:– Laser focus on CPA Goals– Payouts follow performance– Buyers are satisfied

ID Close Rate

Pub. 1 2.50%

Pub. 2 7.10%

Pub. 3 0.85%

Pub. 4 1.30%

Pub. 5 2.20%

Pub. 6 5.13%

2. A secure platform

All Lead Buyers

v

v

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In Summary

• Insurance Leads have never been in a better place

• Buyers are expanding based on performance• Publishers, bringing high intent consumers,

are being paid to expand• Consumers are talking to more agents and are

more likely to buy

1. We’re privately held and financed2. We’re profitable3. We’re moving up – fast– Doubled Team– Doubled Agents

4. We’re trying to do something great– We want to be transparent– We want to be helpful– We want to talk to you

I want to meet you

Questions?

Web: http://quotewizard.comEmail: ismith@quotewizard.comTwitter: @QuoteWizard

Thank You!