In insurance outreach, speed, scale, and compliance are all pulling on the same rope. If you move too slowly, competitors win the policy. If you move too fast without the right guardrails, you invite complaints, lawsuits, and reputational damage.

That tension is exactly what our recent webinar, “Outreach, AI, and the TCPA with CSG’s Jeff Piotrowski,” set out to unpack. Hosted by Andrew Bailey, the session brought together Matt Fraser, General Manager of Insurance at ActiveProspect, and Jeff Piotrowski, Chief Customer Officer at Customer Solutions Group (CSG), to dig into how carriers and agents can move leads quickly and ethically—at scale.

Key takeaways

• Consistency is the biggest barrier in insurance outreach—across how leads are acquired, worked, and followed up.
• Compliance enables speed, not the opposite. Strong consent and documentation unlock faster, multi-channel outreach.
• Data transparency is essential for smarter routing, segmentation, and decision-making across carriers, agents, and campaigns.
• Human + AI is the winning formula—AI enhances scale and efficiency, but human empathy still drives conversions.
• Systematic outreach beats individual agent variability, improving contact, quote, and bind rates.
• AB testing drives measurable lift, helping insurers optimize scripts, timing, and cross-channel workflows.
• Real-time routing and middleware tools eliminate bottlenecks and accelerate speed-to-lead.
• Opt-in and opt-out management matter equally—especially with new FCC “reasonable person” opt-out standards.
• Compliance is now a competitive differentiator, improving trust, customer experience, and legal defensibility.
• Visibility into downstream agent behavior remains a major gap—but fixing it unlocks huge efficiency gains.

Let’s dive deeper into the topics presented above.

The biggest outreach challenge: Consistency, not just speed

Asked what the biggest challenge is for insurance organizations trying to move leads quickly without sacrificing compliance, Jeff didn’t hesitate: Consistency.

Insurance carriers often operate across multiple channels:

• Captive agents
• Direct-to-consumer sales
• Independent agents and downline agencies
  

Each of those groups may:

• Acquire leads differently
• Work leads with their own cadence and scripts
• Use different outreach channels (phone, SMS, email)
• Track performance with varying levels of rigor
  

That fragmentation leads to two major issues:

1. Optimization is nearly impossible – When every team handles leads differently, it’s hard to know which part of the process is working (or failing).
2. Compliance becomes brittle – Without a systematic, consistent process, proving compliance—or adapting to new regulations—is much harder.
   

Jeff’s core point: A systematic, consistent process isn’t the enemy of speed—it’s the foundation of both speed and compliance. When your outreach logic is standardized, you can:

• Audit it
• Optimize it
• Adjust it as laws and regulations evolve

Compliance as a growth engine, not a brake

There’s still a strong stigma in the market that compliance is “red tape” that slows sales down. Both Jeff and Matt argued the opposite.

Jeff’s philosophy is simple.

That “golden rule” approach isn’t just ethical—it’s been good business. Over CSG’s 31-year history, despite making millions of calls and sending millions of texts, they’ve never had a TCPA lawsuit or regulatory inquiry.

When compliance is built into your outreach design:

• You can confidently use higher-performing channels like phone and SMS
• You reduce complaint risk and brand damage
• You open the door to more aggressive—but defensible—optimization
  

Jeff shared that when phone and SMS are used together in a compliant way, connection rates can double. In other words, strong compliance posture is a competitive advantage, not a constraint.

Where to start: Consent, centralization, and proactive auditing

For companies looking to operationalize compliance across multiple agents and campaigns, Matt recommended starting at the very beginning of the lead lifecycle:

1. Capture consent consistently

Whether leads are generated in-house or purchased from third-party vendors, you need:

• Clear, standardized disclosures
• Proof of what the consumer actually saw and agreed to
• Centralized storage of that proof
  

This is where tools like TrustedForm come in—documenting the exact page, timestamp, consent language, and interaction for each lead.

2. Don’t treat first-party and third-party leads differently

Many organizations rigorously validate vendor leads but get lax with their own internal forms. Matt stressed that first-party leads also need documented consent, both for compliance and for downstream optimization.

3. Audit before there’s a problem

With session replays and consent audits available, teams should proactively review disclosures and experiences—not just when a complaint lands. It’s much better to catch a broken form or weak language yourself than discover it after a plaintiff’s attorney does.

Once those pieces are in place, you’ve laid a scalable, compliant foundation that supports performance improvements instead of fighting them.

Why data transparency is non-negotiable

Data transparency was another major theme.

Jeff drew a sharp line between:

• Good data with a deployment strategy, which drives segmentation, routing, and compliance
• Good data without execution, which is essentially wasted cost
  

Good, usable data can:

• Improve upfront segmentation and routing
• Help choose the right outreach channel and cadence
• Inform scripting and messaging
• Protect against frivolous lawsuits by documenting consent and contact history

But he also highlighted a pervasive problem in the insurance space: limited visibility beyond three basic KPIs:

• Contacted (yes/no)
• Quoted (yes/no)
• Bound/sold (yes/no)
  

In many multi-agent or multi-agency environments, those are the only data points reported back up to the carrier. There’s no standardized insight into:

• How many contact attempts were made
• Over what time frame
• What channel mix was used
• What scripts or CTAs were tested
  

Without that, it’s incredibly difficult to know whether “bad performance” is a lead quality issue, a process issue, or both.

Both speakers argued that real-time, normalized feedback loops—whether through a connections provider like CSG or a middleware platform like ActiveProspect’s LeadConduit—are essential to:

• Eliminate variability
• Spot underperforming strategies
• Confidently shift budget toward what works

The power of disciplined A/B testing

CSG’s performance story isn’t built on a single “magic” channel or tool. It’s built on relentless A/B testing.

Their process:

• Start with a strategy informed by past best practices
• Immediately set up a champion vs. challenger test
• Change one variable at a time (extra call, different CTA, alternate SMS script, etc.)
• Let the data crown a winner
• Repeat
  

As Jeff put it, “We often confuse simple with easy.” A/B testing is simple conceptually, but hard to execute consistently when marketers are:

• Juggling budget constraints
• Onboarding vendors
• Dealing with state-by-state regulations
• Responding to internal requests from product, compliance, and leadership
  

That’s exactly where a systematic outreach partner (like CSG) and a centralized data layer (like LeadConduit) can help: They bake experimentation into the process rather than relying on individual agents or teams to figure it out on their own.

Middleware and lead routing: Fixing the “messy middle”

Matt spent time talking about the value of a middleware layer in the lead flow—especially in insurance, where procurement and integrations can move at glacial speed.

A platform like LeadConduit sits between lead sources and endpoints and can:

• Speed up integrations so you can test new vendors in weeks instead of months
• Enforce decisioning before leads hit your LMS or CRM, such as:
  • Checking for duplicates
  • Suppressing existing customers
  • Applying business rules or pricing logic
• Route leads to multiple endpoints in real time, such as:
  • A contact center like CSG for immediate outreach
  • A CRM or policy admin system
  • A marketing automation platform
    

This helps eliminate bottlenecks, avoid wasted spend, and ensure every qualified lead gets a fast, appropriate follow-up.

Opt-out is the new battleground

While many teams are familiar with opt-in technology, Jeff highlighted why opt-out management has become just as critical.

Recent FCC changes expanded the standard from strict keyword-based opt-outs (“STOP,” “UNSUBSCRIBE,” etc.) to a “reasonable person” standard. In other words, if an ordinary person would read a reply and interpret it as “stop contacting me,” it must be treated as an opt-out—even if the traditional keywords aren’t used.

That creates big challenges for:

• Legacy systems that only look for exact keywords
• Brands sending large SMS volumes
• Teams trying to stay ahead of TCPA class action risk
  

CSG built an AI-based tool that detects intent-based opt-outs (including phrases and even emojis) and can sit on top of:

• In-house CRMs
• Existing SMS platforms
• Other outreach tools
  

The big idea: Opt-out intelligence should be layered into your stack, not bolted on as an afterthought.

AI in outreach: sidecar, not steering wheel

Both Jeff and Matt stressed that AI should be treated as a sidecar, not the main driver—at least for now.

Where AI is working well today:

• SMS nurture and education after a quote is delivered
• Benefit awareness campaigns for existing customers (e.g., ePay, online portal signup)
• AI voice for routing and after-hours support, especially as a smarter replacement for IVRs
  

Where humans still win:

• First impressions and high-stakes moments (initial outreach, claims, final coverage decisions)
• Complex conversations that require empathy and nuance
• Situations where trust and reassurance are central to the sale
  

Jeff summed it up: Don’t train your producers to be encyclopedias—AI already does that better. Train them to be empathetic humans who can guide consumers through choice overload.

Conclusion

In an industry where speed, accuracy, and trust can make or break a customer relationship, this conversation made one thing clear: The future of insurance outreach belongs to organizations that embrace transparency, automate intelligently, and treat compliance as a strategic advantage—not a hurdle.

By pairing clean, verifiable data with consistent outreach processes, layering AI where it truly adds value, and empowering human agents to deliver meaningful, empathetic conversations, insurers can finally break through the bottlenecks that have held the industry back for years.

As regulations evolve and consumer expectations rise, the carriers who invest now in compliant, data-driven, and scalable outreach will be the ones who win more policies, build stronger customer trust, and stay ahead of the competition.

DISCLAIMER: This page and all related links are provided for general informational and educational purposes only and are not legal advice. ActiveProspect does not warrant or guarantee this information will provide you with legal protection or compliance. Please consult with your legal counsel for legal and compliance advice. You are responsible for using any ActiveProspect Services in a legally compliant manner pursuant to ActiveProspect’s Terms of Service. Any quotes contained herein belong to the person(s) quoted and do not necessarily represent the views and/or opinions of ActiveProspect.

The post The future of insurance outreach: Data, AI, & compliance appeared first on ActiveProspect.

Artificial intelligence is transforming nearly every sector, and insurance is no exception. In ActiveProspect’s recent webinar, “How Insurance Carriers Use AI to Reach and Retain Consumers,” a panel of experts explored how Insurance carriers are leveraging AI to streamline operations, improve consumer engagement, and stay compliant in a complex regulatory environment.

The discussion featured Matt Fraser (GM of Insurance at ActiveProspect), Brandon Debenham (Sales Leader at Liberate), and John Henson (Founder at Henson Legal), moderated by Andrew Bailey from ActiveProspect. Together, they unpacked how AI is reshaping lead generation, compliance, and retention strategies—and what insurance carriers need to know to keep pace.

Key takeaways

Below are the main themes and takeaways from this insightful session:

• AI starts with easy wins – replacing outdated IVRs and streamlining claims intake.
• Biggest value = full integration – AI completing back-end tasks like payments or policy changes.
• Retention is a huge opportunity – faster service and personalization boost loyalty.
• Compliance is critical – AI voice counts as “artificial voice” under TCPA, so update consent and disclosures.
• Vet vendors carefully – check funding, data security, SOC 2/HIPAA/PCI compliance, and data usage policies.
• Outbound AI = higher risk – stricter rules, need clear scripts and off-ramps to humans.
• Train and monitor AI – treat it like a new employee, with testing and guardrails.
• Offer off-ramps – let consumers opt out or reach a human agent mid-interaction.
• Legacy systems are a hurdle – plan for latency and compatibility.
• Act now to stay ahead – early adopters will be better prepared as tech and regulations evolve.

Now let’s dive deeper into the topics presented above.

AI’s expanding role in Insurance carriers’ operations

One of the central themes was how AI is moving beyond hype to become a practical, revenue-driving tool for Insurance carriers. Brandon detailed how Liberate initially designed AI systems to handle claims intake, particularly during high-volume “catastrophe seasons” in Florida. At the height of hurricane season, the platform was filing one claim every six seconds—without human involvement.

However, the team soon discovered a broader application: Replacing outdated IVR systems with AI-driven voice interactions. By triaging inbound calls and routing them to the correct department in real time, carriers reduced wait times, improved service quality, and gained valuable insights into why customers were calling.

This shift shows how AI can start small—solving a straightforward operational pain point—and evolve into a strategic asset that enhances customer experience and organizational agility.

From IVR replacement to full integration

Panelists agreed that using AI to replace rigid IVR menus is an easy entry point for Insurance carriers. But the real long-term value comes from deep integrations with policy administration systems.

Brandon explained that the “magic” happens when AI systems can not only understand a customer’s intent but also complete back-end tasks—such as adding a vehicle to a policy or processing a payment—directly within carrier systems. This creates a seamless experience for the consumer and significant efficiencies for carriers.

Matt noted that while AI will not outperform a carrier’s top-performing human agents, it can level-set performance across teams, eliminate bottlenecks, and scale service capacity infinitely—especially critical during high-demand periods.

Compliance and risk mitigation: The non-negotiables

John, an attorney specializing in TCPA (Telephone Consumer Protection Act) and AI compliance, underscored the legal and regulatory risks of AI adoption. In early 2024, the Federal Communications Commission (FCC) clarified that AI-generated voice counts as “artificial voice” under the TCPA, placing it in the same regulated category as robocalls. This means AI-driven calls must meet strict consent, disclosure, and opt-out requirements.

Key compliance considerations discussed in the webinar included:

• Consent language: Traditional lead form disclosures covering autodialers are not sufficient for AI-generated voice. Consent language must explicitly mention AI or artificial voice technology.
• Required disclosures: AI-driven calls must include the caller’s identity, a callback number, and an opt-out mechanism within the first two seconds of pickup.
• Data security: Carriers should ensure their AI vendors adhere to standards such as SOC 2 Type II, HIPAA (if applicable), and PCI compliance for payment data.
• Vendor risk: Carriers must vet AI providers carefully to avoid “fly-by-night” vendors who lack financial stability, compliance expertise, or secure data practices.A dedicated contract review tool helps legal and compliance teams spot risky clauses, data use issues, and missing protections before agreements are signed.

Vendor selection: Moving past the hype

All three panelists reflected on the explosion of AI products at industry conferences in the past year. While many were “pretty wrappers” around existing technologies, the market is now maturing. Carriers are moving toward specialized AI platforms with deep use-case expertise rather than generic solutions.

Practical tips for carriers evaluating AI vendors include:

1. Assess financial stability: Ask about funding, staffing, and long-term plans to ensure the vendor will still be around in a year.
2. Demand proof of compliance: Look for SOC 2 audits, HIPAA and PCI adherence, and single-tenant data storage. If PCI is in scope, confirm where card data would live in a U.S. environment, Atlantic Net’s U.S. infrastructure.
3. Understand the data lifecycle: Ask what data trained the model, what happens to your data after ingestion, and whether you retain access if the contract ends.
   

By treating vendor selection as a compliance and operational decision—not just a technology purchase—carriers can reduce risk while reaping AI’s benefits.

Outbound AI: The next frontier and its legal challenges

While inbound AI applications are relatively low-risk, outbound AI presents more regulatory hurdles. As John noted, the TCPA and Telemarketing Sales Rule (TSR) overlap but differ in key areas, creating gray zones for carriers.

For outbound campaigns, carriers must ensure:

• Explicit consumer consent for AI-generated calls.
• Scripts and disclosures that comply with TCPA/TSR requirements.
• Systems to recognize and honor revocations of consent—even when expressed in nonstandard language.
• Clear “off-ramps” to connect consumers with human agents upon request.
  

The panel also touched on emerging state-level laws and the importance of anticipating future regulatory shifts when designing AI strategies.

AI for retention: The unsung opportunity

While lead acquisition often dominates the conversation, the panel emphasized that retention is where AI can drive the biggest financial impact. By applying AI to service channels—claims, billing, policy updates—carriers can resolve requests faster, improve customer satisfaction, and ultimately boost retention.

Brandon highlighted how AI sentiment analysis can detect consumer frustration mid-call and automatically escalate to a human agent, preserving the customer relationship. This kind of proactive service turns AI from a cost-saver into a loyalty-builder.

Integrating AI with legacy systems

One recurring challenge is integrating AI tools with carriers’ older infrastructure. Many carrier APIs were built decades ago and may not support real-time response speeds required by AI. Panelists suggested that as carriers modernize their tech stacks, AI’s potential will expand dramatically.

This modernization trend extends beyond consumer-facing systems to distribution infrastructure, where carriers are replacing manual spreadsheets and legacy tools with platforms like Producerflow to automate producer licensing, appointments, and compliance tracking across their agent networks.

In the meantime, carriers adopting AI must plan for latency, data flow, and system compatibility. Strategic pilots and phased rollouts can help identify bottlenecks before full-scale deployment.

Pitfalls to avoid when implementing AI

The panel identified several common missteps that carriers should avoid:

• Using old consent language: Update disclosures to reflect AI-specific outreach.
• Underestimating training needs: Like a new employee, AI systems require time to be trained, tested, and optimized—expect a 60–120 day ramp-up.
• Ignoring consumer off-ramps: Ensure your AI can detect “stop” or “do not call” requests and seamlessly route to human agents.
• Treating AI as plug-and-play: AI is a strategic capability, not a magic switch. Success requires ongoing monitoring, iteration, and compliance reviews.

By addressing these pitfalls early, carriers can accelerate adoption while safeguarding their reputation and customer trust.

The bigger picture: AI’s evolution in Insurance

As the webinar wrapped up, each panelist shared a forward-looking takeaway.

The consensus was clear: AI in Insurance is at an inflection point. Carriers that adopt thoughtfully—balancing innovation with compliance—will gain a decisive edge in both customer acquisition and retention.

Final thoughts

ActiveProspect’s webinar underscored that AI is no longer a futuristic concept for Insurance carriers; it’s a present-day tool with measurable impact. From replacing outdated IVRs to enabling real-time claims processing, AI is reshaping how carriers engage consumers and manage operations.

Yet, success depends on more than just technology. Carriers must update consent language, vet vendors rigorously, and build guardrails to ensure compliance. Those that invest in the right infrastructure today will be positioned to offer faster, smarter, and more personalized service tomorrow.

As the panelists repeatedly emphasized, the industry is still in the early innings. But by embracing AI now—starting small, learning quickly, and scaling responsibly—insurance carriers can future-proof their business and set a new standard for customer engagement.

DISCLAIMER: This page and all related links are provided for general informational and educational purposes only and are not legal advice. ActiveProspect does not warrant or guarantee this information will provide you with legal protection or compliance. Please consult with your legal counsel for legal and compliance advice. You are responsible for using any ActiveProspect Services in a legally compliant manner pursuant to ActiveProspect’s Terms of Service. Any quotes contained herein belong to the person(s) quoted and do not necessarily represent the views and/or opinions of ActiveProspect.

The post The future of Insurance: Using AI to drive growth and stay compliant appeared first on ActiveProspect.

For insurance business owners and managers, a steady flow of qualified leads is the lifeblood of growth. Whether you’re selling health, life, auto, or home insurance, success hinges on connecting with consumers who are actively shopping for coverage. While organic marketing and referrals remain important, many insurance companies today turn to one powerful solution: Buying insurance leads online.

If you’ve landed here, chances are you already know you need more leads and are ready to evaluate your options. Let’s break down why buying insurance leads makes sense, where to buy them, and best practices for getting the most out of your investment.

Why buy Insurance leads online?

When done right, buying insurance leads delivers speed, scale, and predictability that organic methods often can’t match. Here are the key advantages:

• Faster pipeline growth – Instead of waiting for SEO campaigns or referrals to trickle in, you can buy Insurance leads today and start feeding your sales funnel immediately.
• Targeted prospects – Most lead providers allow you to filter by location, demographic, or insurance type, so you only pay for leads that fit your ideal customer profile.
• Scalable model – Whether you’re a local agency or a national carrier, you can dial lead volume up or down depending on your sales capacity.
• Test and learn – Purchased leads are a great way to test new markets, products, or campaigns without overcommitting budget.
  

Of course, not all leads are created equal. That’s why knowing where to buy insurance leads is just as important as how you manage them.

Where to buy Insurance leads: Top providers

If you’re researching “where to buy insurance leads,” here are six trusted providers frequently used by Insurance lead buyers.

QuoteWizard (a LendingTree company)

QuoteWizard connects consumers shopping for insurance with agents across the U.S. They offer shared and exclusive leads, plus inbound call options. Because they’re part of LendingTree, they benefit from strong brand recognition and a steady stream of online traffic.

EverQuote

EverQuote is one of the largest online Insurance marketplaces, generating millions of consumer quote requests each month. Agents and carriers can purchase leads for auto, home, health, or life insurance. Their platform provides real-time delivery, so you get fresh, high-intent leads instantly.

QuinStreet

QuinStreet is a leading performance marketing company with deep roots in the insurance space. Buyers can purchase real-time, consent-based leads across auto, home, life, and health insurance verticals. With robust filtering, advanced analytics, and seamless integrations into major CRMs, QuinStreet helps insurance businesses scale efficiently while maintaining quality and compliance.

SmartFinancial

SmartFinancial specializes in high-quality, real-time leads with a strong focus on transparency. You can filter by geography, policy type, and even consumer profile. Their integrations with major CRMs make it easy to route leads directly to your sales team.

NextGen Leads

NextGen Leads is known for its real-time, exclusive health and Medicare leads. Their bidding platform lets you control pricing and volume, giving you flexibility to manage cost-per-lead while maintaining quality.

Datalot

Datalot goes beyond lead delivery by connecting consumers directly to agents via warm transfers and call routing. This live-call model can deliver higher conversion rates, since you’re speaking with prospects while they’re actively shopping.

How to buy Insurance leads: Best practices

Buying insurance leads isn’t just about choosing the right provider. It’s about building a system that ensures compliance, protects your brand, and maximizes ROI. Here are some best practices:

Verify consent with TrustedForm

When buying insurance leads, you inherit the compliance risk of contacting them. Independent proof of consent is critical. ActiveProspect’s TrustedForm provides real-time, third-party certificates that document when, where, and how each consumer gave permission to be contacted. This protects your business from TCPA exposure and builds trust with prospects.

Scrub leads with LeadConduit

Not every purchased lead belongs in your CRM. ActiveProspect’s LeadConduit lets you filter, validate, and enrich leads in real time before they reach your sales team. You can:

• Remove duplicates across vendors
• Validate phone numbers, emails, and right party contacts
• Scrub litigators or DNC-listed contacts
• Enrich data with risk and demographics for better routing and decisioning
  

This ensures your reps only spend time on leads with the highest conversion potential. Check out all LeadConduit’s available add-ons here!

Balance quantity and quality

It’s tempting to chase low-cost leads, but price doesn’t tell the whole story. A $40-$60 exclusive lead that converts is far more valuable than ten $2-$5 leads that never pick up the phone.

Focus on cost per bind, not cost per lead.

Build feedback loops with vendors

Share your disposition data (what happened after contact) with your lead providers. This allows them to refine targeting and improve quality over time. Vendors that embrace transparency will welcome this feedback.

Diversify without diluting

Don’t put all your eggs in one basket. Work with multiple lead providers, but avoid spreading yourself so thin that you can’t manage quality. Aim for a balance: A handful of strong partnerships across both aggregators and direct lead generators without sacrificing control.

LeadConduit helps carriers break the bottleneck by scaling direct lead vendors alongside aggregators—speeding up the process to connect, test, and launch new partners.

Clicks with data: Unlocking the next wave of efficiency

In auto and home insurance especially, clicks make up a large portion of the market. After a consumer fills out a lead form, it’s common for lead generators to display a “click panel” or “click wall” on the Thank You page—often curated by MediaAlpha, QuinStreet, or Transparent.ly. Here, consumers can click on a carrier’s banner (for example, Progressive) and be redirected directly to the carrier’s quote or bind page.

LeadConduit can pre-fill this click data into the carrier’s environment in real time, sparing the consumer from re-entering their information. This creates a frictionless experience, boosts conversion rates, and drives efficiency to bind. For lead generators, it’s an immediate way to monetize traffic; for carriers, it’s a faster, more customer-friendly path from click to policy.

Final thoughts

For Insurance business owners and managers, buying Insurance leads online is one of the fastest ways to fuel predictable growth. But the secret isn’t just knowing where to buy Insurance leads—it’s how you manage them once they arrive.

By partnering with trusted providers like QuoteWizard, EverQuote, QuinStreet, SmartFinancial, NextGen Leads, and Datalot, and by implementing best practices with tools like TrustedForm and LeadConduit, you can reduce compliance risk, boost ROI, scale efficiently with more lead partners, and empower your team to focus on what truly drives impact: Building a powerful D2C channel and accelerating policy growth.

The Insurance market is competitive, but with the right partners and systems in place, buying Insurance leads can be your growth engine for years to come.

The post The best places to buy Insurance leads online appeared first on ActiveProspect.

In our webinar “Insurance Perspective | Navigating 2025’s Shifting Landscape,” we delved into the evolving world of insurance lead generation, exploring the industry’s current state and how compliance and technology are shaping its future.

Industry experts Matt Fraser, GM of Insurance at ActiveProspect, and Brock Thompson, Vice President of QuoteWizard by LendingTree, shared their insights and experiences in navigating the complex terrain of lead generation.

Key takeaways

Below are some of the key takeaways from our Insurance-specific webinar:

• The one-to-one consent rule being knocked down by the courts left both buyers and sellers scrambling, leading to a focus on maintaining compliance and understanding customer intent.
• Compliance is crucial and remains at the forefront of lead generation practices, even after the one-to-one rule was rescinded.
• Feedback loops are becoming more consistent and granular, helping marketers and buyers make better decisions and adjust to industry changes.
• The insurance industry is cyclical, and while there is budget and appetite, it is more thoughtful and focused on the right customer and the right product.
• The impact of external factors, such as tariffs, new car technology, and state regulations, on insurance profitability and lead generation strategies is significant.
• There is a need for better alignment and understanding between marketers and carriers to ensure that data is used beneficially rather than weaponized.

Let’s take a closer look at the topics presented above.

Q1 in review: The rollercoaster of compliance and uncertainty

Diving into the first quarter, it’s clear that the landscape was anything but calm. As Matt points out, the one-to-one consent compliance issue took center stage, with a new administration bringing about a whirlwind of changes.

The real drama, however, unfolded when the courts delivered a last-minute blow to one-to-one consent, leaving both buyers and sellers scrambling to navigate the new terrain. Budgets and volumes were in flux, creating a significant amount of uncertainty. Meanwhile, TCPA litigators were quick to adapt, shifting their focus to target those who didn’t comply with the new regulations. It’s a clear reminder that the legal and regulatory environment can change rapidly, and staying informed is crucial.

Navigating one-to-one consent and its impact on buyers and carriers

Brock highlights how the team at QuoteWizard and LendingTree went the extra mile to prepare for one-to-one consent.

They conducted extensive testing, customer surveys, and mapped out consumer journeys, all while having in-depth discussions with carrier partners. The goal was to reduce excess calls and avoid distractions from primary products, while still offering consumers choice and timely information.The balance between these objectives was a key focus, especially in a comparative market like QuoteWizard.

They spent significant time analyzing the market, collaborating with acquisition partners, and refining the consumer experience. This preparation led to a better understanding of their customers and how to empower them to make the right decisions at the right time, aligning closely with carrier partners’ acquisition goals.

However, the flip side was the persistent litigation. Brock was surprised by how many companies were unprepared if one-to-one consent had gone through. The market became saturated with lawsuits. To counter this, Brock and his team spent 15 months tightening their processes, working with partners like ActiveProspect to implement robust monitoring, guardrails, and feedback loops.

This proactive approach allowed them to quickly address issues and position themselves for a stronger, more compliant 2025.

QuoteWizard’s compliance strategy: Tracing customer journeys and partnering for success

Brock emphasizes that compliance “starts with understanding your own processes.” It’s crucial to know how you acquire customers and whether you can trace their journey back to the point of origin. If you can, you need to ensure that this point of origin is fully compliant.

At QuoteWizard, they track, monitor, and collaborate with internal and external compliance teams and legal counsel to ensure they are always putting their best foot forward.

However, the challenge increases as you move upstream and work with third-party companies. This is where partners like ActiveProspect come in, helping to bridge the gaps and capture essential data. This way, they ensure that customers receive what they requested, are treated with respect, and that matches are made with the customer’s best interest in mind.

Once the customer moves downstream, the focus shifts to their performance and feedback. How are they responding to our outreach—whether by phone, email, text, or direct mail? What are they saying about our services? This feedback is crucial for making necessary adjustments. Sometimes, it’s as simple as tweaking the language or setting different expectations. Other times, it involves changing processes.

Regardless, compliance acts as the fulcrum of the business. According to Brock, as long as you have a solid compliant foundation, you can make quick adjustments while maintaining the overall effectiveness of your operations.

Choosing the right contact strategies

According to Brock, “it first starts with confidence.” You need to be confident that the customer wants something you offer—whether it’s a single product or multiple options that could benefit them. This confidence is the foundation of compliant engagement. It involves ensuring that your TCPA language, your partner’s TCPA language, and your processes are all sound.

With a solid foundation, you can start to get creative. This creativity comes from a deep understanding of your customer and your acquisition partners. As a facilitator, you need to determine the best way to meet their needs. What are the customer’s goals? What are your goals? How can you align with them? Each step should have a feedback loop to ensure continuous improvement.

If you approach this with honesty, transparency, and vulnerability, it’s like building a relationship with a human. By doing so, you can foster a strong relationship with your customer and your buyer.

The importance of feedback loops

In Brock’s opinion, the landscape of feedback loops has significantly improved over the past few years. Four to seven years ago, obtaining and integrating information was a major challenge. The buying feedback loop was loose, and stitching together data, tracing it back to its source, and breaking it down by state or demographic was incredibly difficult. While it’s still not perfect, the situation has markedly improved.

In 2024 and 2025, feedback loops are becoming more popular and sophisticated. AI is now capable of scanning data for trends, anomalies, and similarities, and API integrations are making data collection and analysis more efficient. Although we’re not yet at real-time feedback, we’re much faster than we were a few years ago, no longer dealing with delays of months.

However, there are still areas where people fall short:

1. The usage of the data. Are you leveraging it to make better decisions and improve your strategies?
2. Tracking this data upstream to ensure that your language and processes remain compliant as regulations like the TCPA and TSR evolve. Staying informed about the latest regulatory shifts is crucial for using feedback loops effectively.

Moreover, the regulatory landscape is changing. States are now taking the lead, creating a complex 51-state (including DC) regulatory environment. This raises questions about how these regulations will interact, especially in areas where state lines are close. Ensuring consistency in language, processes, and feedback loops across these jurisdictions is a significant challenge.

According to Brock, this is where marketers and responsible businesses must come together. By staying informed and adaptive, we can navigate these changes and maintain compliance while fostering strong, data-driven relationships with our customers.

How tight and honest feedback loops can transform the Insurance industry

What Brock really wants to see in the industry is more instantaneous and granular feedback, and a better understanding that data can be used for benefit rather than being weaponized. Himself and others in the industry prefer to use data to become smarter, not to leverage it against others, though he understands the hesitancy around this.

Tight, vulnerable, and honest feedback loops can help insurers stay ahead of the game, making more informed decisions and adapting to changes more effectively.

Budgets and channel trends: What’s growing and what’s shifting?

Brock highlights that in the Property and Casualty (P&C) world, there’s a recurring cycle we go through. Post-COVID, feedback loops and adjustments have become more consistent, helping marketers mitigate the peaks and troughs of this cycle. However, external factors like inflation, tariffs, and losses remain challenging. While vehicle losses are decreasing due to advanced safety features, home losses are becoming more expensive due to higher material costs and severe weather events.

Despite these unpredictable elements, there is a clear appetite and budget from carriers, agencies, and buyers. It’s not the Wild West, but it’s also not as restrictive as it was in 2022 and 2023. The focus is on the right customer and the right product, ensuring a thoughtful approach.

In this environment, marketers must be more conscious of budgeting and work closely with carriers to understand and adapt to these evolving dynamics.

The key to navigating a complex compliance landscape

Brock highlights that the strategies for marketers, distributors, and organizations need to be adaptable. The key is to stay aligned with both customer and buyer expectations, whether in P&C, health, or Medicare. This involves navigating the three-dimensional shifts in the compliance landscape, including state and federal regulations. 

By staying informed and integrating all these elements, we can ensure consent-based marketing, aligned strategies, and effective feedback loops.

According to Matt, the key is finding the right balance. At the end of the day, you need a scalable business across the board. Volume is crucial because it’s a numbers game, and it always will be. The goal is to improve those numbers continuously.

Conclusion

As compliance, technology, and consumer expectations continue to evolve, one thing is clear: the insurance industry must stay agile to thrive. By investing in smarter acquisition tools, tightening feedback loops, and maintaining transparency throughout the lead journey, marketers and carriers alike can build stronger relationships and drive better outcomes. The path forward requires not just compliance—but confidence in every step of your funnel.

Want to see these strategies in action? Watch the full episode of the webinar for deeper insights, or book a free demo to see how ActiveProspect can help you protect your brand, improve lead quality, and scale with confidence.

The post Confidence & compliance: How insurance marketers are adapting to lead gen shifts appeared first on ActiveProspect.

In our recent webinar, “The power of data: How data enhances lead generation and buyer performance,” Matt Fraser, our GM of Insurance, had the opportunity to engage in a stimulating discussion with Jennifer Linton, the CEO and founder of Fenris. The primary focus of their discussion was the role of data enrichment in enhancing lead generation, buyer performance, and conversion rates.

In their conversation, they also explored an essential tool in the market, ActiveProspect’s LeadConduit, and how it enhances lead distribution, filtering, and real-time decision making.

Key takeaways

Here are the main takeaways from our Insurance-specific webinar, “The power of data: How data enhances lead generation and buyer performance:”

• Data enrichment can significantly improve lead management and customer acquisition processes.
• Real-time data integration is crucial for optimizing the customer journey and reducing friction.
• The insurance industry, in particular, benefits from early data verification and predictive analytics.
• Different verticals have unique data needs, but all benefit from accurate and timely data.

Let’s dive deeper into these topics and explore our experts’ perspectives.

What is Fenris?

Fenris is a technology company that provides data enrichment and predictive intelligence purpose built for the insurance and financial services industries. Their platform helps insurers, lenders, and other providers transform lead acquisition, quoting, and conversion.

At its core, Fenris enables real-time decisioning during the workflow by:

• Enriching leads with verified, pre-fillable data.
• Scoring and prioritizing prospects based on fit and likelihood to convert.
• Delivering signals that reduce application friction and accelerate quoting.
• Empowering sales and underwriting teams with contextual insights.

Fenris uses AI-driven analytics and their proprietary dataset to deliver real-time insights on individuals and small businesses, helping companies make smarter, faster decisions while reducing friction for the end user.

​​How are carriers in the P&C space leveraging data?

As Jennifer explains, in the P&C (Property & Casualty) space, Fenris works with a diverse range of stakeholders, including carriers, MGAs (Managing Generals Agents), agencies, brokers, marketplaces, and even embedded insurance providers. These entities connect to Fenris’ API and are provisioned with one of their 20 or so data products, which span auto, home, and small business insurance.

They primarily use Fenris’ services for two key reasons:

1. Early data integration: Traditionally, the insurance industry has robust data, but it is often applied too late in the process, typically during the underwriting phase. By this point, significant investments have already been made to acquire the lead. Fenris changes this by bringing data into the acquisition process much earlier. This early integration reduces friction, increases efficiency, and improves the customer experience, much like how tools such as a Cyprus tax calculator help simplify complex financial assessments for consumers. 
2. Predictive analytics: Fenris’ predictive platform is a game-changer, with a patent-pending approach that combines extensive data assets with advanced machine learning. Clients can augment their own predictive analytics capabilities by leveraging the platform to maintain and deploy their models in the cloud. This allows them to pull real-time scores and insights, optimizing every step of the customer acquisition journey.

This results in better close rates, higher customer lifetime values, and more efficient cost of acquisition.

How can other verticals leverage data enhancements during the lead purchase experience?

As Matt explains, at ActiveProspect we service a number of verticals. We have a significant home services business that includes solar and roofing contract work, along with subverticals like higher education, legal, and mass tort, and various segments within insurance. Each of these areas has distinct approaches to lead buying, with different outputs and outcomes.

Despite these differences, however, all these verticals start with a consumer who is interested in a product or service and is providing their information. This information helps businesses understand who is coming through their lead flow and allows them to segment leads effectively. They might route leads to different contact center agents based on the consumer’s demographics and specific needs, tailoring their contact strategy accordingly.

According to Jennifer, another key element that is uniquely shared across all these categories is the speed-to-lead requirement.

How LeadConduit helps buyers in all verticals leverage data

LeadConduit is ActiveProspects’ lead management platform, designed to provide lead buyers with a seamless and efficient way to connect with sellers, marketing partners, and third-party solutions. This enhances lead distribution, filtering, and real-time decision-making.

One of the key benefits of LeadConduit for buyers is the ability to add important steps to the lead buying process before purchasing the lead. For instance, you can perform duplicate checks and TCPA compliance checks in real time.

Additionally, LeadConduit offers a curated marketplace that enables powerful add-ons, such as Fenris, to be integrated into your workflow. This is a significant advantage for buyers, particularly in the insurance industry, as it allows you to leverage third-party services like Fenris easily and quickly, without the usual procurement hassles and time delays.

New LeadConduit add-ons coming soon

As Jennifer explains, based on customer feedback across various industries, ActiveProspect will soon integrate two products by Fenris with LeadConduit.

Customer 360

With Customer 360, you need to provide the name and address of the individual. Fenris has a robust database of around 216 million adults and 130 million households, which allows for highly accurate matching. This capability significantly narrows down a large search to a single, precise record.

Once the match is made, four key processes occur:

1. Address cleansing and verification: This ensures the address is accurate and up-to-date, which is crucial for maintaining data hygiene. This is particularly important for lead management, remarketing, retargeting, prefilling forms, and CRM integration.
2. Individual demographics: You receive detailed information about the individual, such as their marital status, whether they are a definite or probable homeowner or renter, and how long they have been at their current location. This is especially useful for the home services industry.
3. Household demographics: This data set provides insights into the household, including the number of generations living there and the age ranges of any children. It also identifies up to 20 hobbies, which can be valuable for targeted marketing.
4. Financial wherewithal: For the financial services industry, this category provides household financial data, including income, net worth, and liabilities. It also includes detailed mortgage information, such as the name of the title company, lender, and balance.

All this data is aggregated into a single, easy-to-use package, eliminating the need to gather information from multiple sources. You can choose to use as much or as little of the data as you need, all at a set price. This innovative approach avoids the common issue of nickel-and-diming, offering a comprehensive and robust view of the customer.

Property Details

The second product is Property Details, which is an aggregation of data from various sources. As Jennifer explains, there are approximately 3,200 counties in the US, each with its own local process for property assessment and tax collection.

This is the data that gets pulled, primarily from public records:

• Address cleansing and verification: It starts by cleansing and verifying the address to ensure data hygiene, which helps with de-duplication and other data management tasks later on.
• Building characteristics: The property details include building characteristics such as square footage, type of construction, year built, and roof type. These details are particularly useful in the home insurance industry, as they help qualify homeowners more accurately and efficiently.
• Precise bathroom counts: One unique feature is the precision in bathroom counts. For example, if a property has 3.5 bathrooms, it provides that exact information rather than rounding up to 4, making it more helpful and accurate.
• Valuation records: The data package includes valuation records, providing both market and assessed values. You’ll receive land and improvement values, similar to what you might see on a county tax bill, helping you track changes over time and including mortgage data.

All this information is delivered as a comprehensive payload, and you can choose to use as much or as little of it as you need.

Three key benefits of gathering customer data

According to Jennifer, there are three reasons why getting this kind of data is important:

1. Enhanced customer and agent experience: By validating information upfront, you can improve the customer and agent experience. Instead of asking numerous questions, you can pull up some information and go through it together, which builds trust and shows that you are investing in the process.
2. Increased accuracy: The data can often be more accurate than self-supplied information.
3. Optimized lead management: Knowing this information from the start allows you to structure the customer journey to optimize the lead. If you don’t have a suitable product for a particular individual based on their profile, risk classification, or pre-screening, you can prioritize the lead or even resell it if it doesn’t fit your in-house offerings.

Conclusion

The power of data enrichment is transforming the landscape of lead generation and buyer performance. By integrating real-time data and predictive analytics early in the customer journey, businesses can achieve significant cost savings, enhance customer experiences, and optimize lead management.

Whether in the insurance industry or other verticals, the ability to make data-driven decisions is proving to be a game-changer, leading to higher close rates, increased customer lifetime value, and more efficient lead acquisition processes.

Watch the entire episode now and check out our webinar library for more expert content.

DISCLAIMER: This page and all related links are provided for general informational and educational purposes only and are not legal advice. ActiveProspect does not warrant or guarantee this information will provide you with legal protection or compliance. Please consult with your legal counsel for legal and compliance advice. You are responsible for using any ActiveProspect Services in a legally compliant manner pursuant to ActiveProspect’s Terms of Service. Any quotes contained herein belong to the person(s) quoted and do not necessarily represent the views and/or opinions of ActiveProspect.

The post From click to conversion: The role of data enrichment appeared first on ActiveProspect.

In the recent webinar “Harmonized Compliance: Consent Strategies for CMS Medicare and TCPA”, our Director of Privacy, Security, and Compliance, Benjamin Farrar delves into the complexities inherent in the new Federal Communications Commission’s (FCC) one-to-one consent and Centers for Medicare and Medicaid Services (CMS) Medicare rules.

His guests, John Henson, Attorney at Troutman Amin, and Chris Deatherage, General Counsel at Apollo Interactive, add their invaluable expertise to unravel these intertwining regulations.

Understanding the CMS ecosystem

As Chris explains, health insurance carriers that have direct contracts with the Centers for Medicare and Medicaid Services (CMS) often outsource their enrollment marketing activities to sales agents, brokerages, or marketing agencies. Most carriers do not manage these processes internally. CMS exercises its regulatory authority over these carriers, as they are the contracted parties. 

Although CMS does not have direct control over the marketing affiliates or field marketing organizations associated with these carriers, it extends its influence by imposing regulatory requirements on the carriers. These carriers are then responsible for ensuring that the third-party marketing organizations (TPMOs) they work with also adhere to these stipulations.

What are the new CMS requirements?

According to our expert speakers, a significant shift looms on the horizon for TPMOs. By October 1, they will be required to acquire the express written consent of beneficiaries before disclosing their personal data to other TPMOs.

As John explains, TPMOs are “any organizations or individuals that are compensated to perform lead generation, marketing, sales, and enrollment-related functions as part of the chain of enrollment in a Medicare Advantage (MA) or Part D plan.”

This deadline is four months before the TCPA one-to-one consent deadline on January 27. It’s crucial to address this now, not just because of the looming October 1 deadline, but also because any leads you contact or data you share after this date must have prior express consent.

Waiting until October to implement this means you’ll need consent in real time as new leads come in, essentially starting with a clean slate. If your sales cycle lasts 6 to 8 weeks, you should start preparing now to ensure you have a ready pool of contacts and can transfer their information by October 1, as John suggests.

Similarities and differences between CMS and TCPA one-to-one consent requirements

As John expresses, the TCPA one-to-one consent requirement mandates that each consumer explicitly grants permission to individual sellers (lead buyers or goods and service providers), often facilitated through selectable checkboxes labeled with options like “I consent to have seller A, seller B, seller C contact me.” This requirement is set to take effect on January 27.

Similarly, CMS has introduced a rule that aligns with the TCPA’s changes, even referencing them directly. However, a key difference lies in the scope of these regulations: the TCPA’s changes primarily govern the conditions under which consumers can be contacted by phone or text message, while the CMS rule pertains to if and how consumer data can be shared with other TPMOs.

This distinction is crucial as it extends beyond mere consent for communication technologies.

As Chris highlights, it’s also crucial to note that the TCPA and CMS rules differ significantly in their definitions of key terms. The TCPA specifically defines a “seller,” which often does not align with the definition of a “TPMO” under CMS regulations.

Typically in the insurance industry, the “seller” refers to the entity issuing the insurance policies, such as Humana, United Healthcare, Anthem, Elevance – these are the carriers. On the other hand, a TPMO is not a carrier; it is the agency or individual responsible for enrolling the beneficiary. This distinction marks a significant point of divergence between the two sets of regulations.

Uncovering critical unknowns for individuals and the marketplace

According to Chris, it’s crucial to align closely with your lead buyer base, and if you’re a lead aggregator, your lead source base as well.

This is particularly important because, unlike the TCPA, which requires only the end consent for a seller regardless of who else is involved, CMS focuses heavily on data transfer. You must consider how many TPMOs are involved in your chain and determine how many entities in your current funnel require explicit consent.

If the chain between the initial point of generation and the final caller includes too many entities, obtaining one-to-one TPMO consent for all involved may not be practical. Therefore, it’s essential to critically evaluate your funnel to determine which entities need to be included and whose names need to be disclosed.

According to Chris, inbound calls provide some flexibility in sourcing information from the caller, but are not as available for onward data sharing. The drawback is the lack of immediate access to consumer data, which can be more convenient for organizations wanting to initiate outbound contact at a time that suits them best.

Thus, while both inbound calls and data  leads offer distinct advantages, they also come with very different requirements.

For example, imagine you’re handling a call in Alabama and can’t assist the consumer, but you know Chris in California can. You could ask the consumer, “I’m unable to help you, but I can connect you to Chris who can. May I transfer you to him?” If the consumer agrees, you can proceed with the transfer. However, what you must not do is add, “If Chris can’t help you, I’ll also send your information to Ben.” This is not permissible because the assistance must be immediate.

You cannot plan to transfer the consumer’s information down a chain; it must be a direct connection to the person who can provide immediate help.

John also highlights how crucial it is to have a thorough understanding of your lead flow and its trajectory. It’s no longer just about knowing that the lead will eventually reach a major lender or insurance company. The focus should also be on the pathway it takes to get there, ensuring that both the consumers and you, as the lead generator, are protected throughout the process.

According to Chris, It’s also crucial to understand that in the context of the TCPA, you might think that avoiding the use of auto-dialers, pre-recorded messages, or artificial voices, and scrubbing against the DNC list makes any contact permissible if the number isn’t listed. 

However, this isn’t the case with CMS regulations.

One last thing to note, as John explains, is that many companies in this sector depend on independent contractor agents, which poses challenges under the new CMS rule. This rule treats TPMOs at the entity level.

For instance, if John and Chris are both agents or brokers at Apollo Insurance, John can share your information with Chris if you’ve consented. However, if they are independent contractors at Apollo, John will need your explicit consent to share your information with Chris, even though they are under the same parent company.

John notes that many firms are reevaluating their strategies due to this. Some of John’s clients are moving away from using data leads for their divisions that utilize independent contractors, opting instead to rely on warm transfers.

Exploring consent considerations for inbound calls and transfer scenarios

For an inbound call, when the consumer initiates contact, transferring is permissible, as John says. Under CMS guidelines, you can transfer the call as long as the recipient is able to immediately resolve the consumer’s issue.

The TCPA also allows for this transfer, but the person receiving the transfer isn’t authorized to call the individual back without their consent. So, in the case of an inbound call, you have to ask for the consumer’s consent in order to call them back.

What about outbound calls?

As Chris explains, for outbound calls, regulations from both TCPA and CMS are relevant. The caller must have obtained prior express written consent under TCPA before making the call to the consumer, unless exceptions related to “regulated technology” or Do Not Call (DNC) scrubbing apply.

If the call involves transferring the consumer to another party, such as in scenarios where your service acts as an agency connecting consumers with agents or brokers, you must also secure CMS consent during the call before making that transfer. Essentially, this situation requires dual consent: one from TCPA and another from CMS.

Capture and store documentation of consent with TrustedForm

TrustedForm is the ultimate compliance solution for documenting TCPA consent on digital lead capture forms.

TrustedForm helps brands:

• Document TCPA consent and capture exactly when and where your contacts have requested communication.
• Access and store proof of consent for five years in case they need it to address potential litigation.
• Optimize the consent capture process by enabling users to identify and categorize TCPA consent language for different lead vendors.
• Know if consent was properly presented by a lead publisher/seller.

Takeaways

The webinar “Harmonized Compliance: Consent Strategies for CMS Medicare and TCPA” discussed the implications of the CMS Medicare and TCPA one-to-one consent capture on lead generation. While the new CMS requirements were announced in April and will go live in October, the panelists stressed the need for companies to understand these changes and implement compliance measures promptly.

The webinar also delved into the challenges and potential solutions for capturing consent in lead generation, especially in the context of the new CMS one-to-one consent requirements. Whether companies are focusing on data leads, outbound transfers, or inbound calls, the panelists stressed the importance of obtaining appropriate consent before sharing data.

The panelists highlighted the high stakes of non-compliance, urging companies to take these regulations seriously and implement rigorous compliance measures.

In conclusion, while the CMS Medicare and TCPA one-to-one consent capture rules present significant challenges for lead generation and performance marketing industries, they also provide an opportunity for companies to review and enhance their compliance measures.

As Benjamin noted, this is a key time for companies to “start proactively reaching out and having those conversations for either outside legal advice or internally with their technology groups.”

DISCLAIMER: This page and all related links are provided for general informational and educational purposes only and are not legal advice. ActiveProspect does not warrant or guarantee this information will provide you with legal protection or compliance. Please consult with your legal counsel for legal and compliance advice. You are responsible for using any ActiveProspect Services in a legally compliant manner pursuant to ActiveProspect’s Terms of Service. Any quotes contained herein belong to the person(s) quoted and do not necessarily represent the views and/or opinions of ActiveProspect.

The post Exploring the interaction between CMS and TCPA one-to-one consent requirements appeared first on ActiveProspect.

As a lead buyer in the insurance space, identifying where your leads are coming from can be critical to effectively targeting your audience and improving your sales. One of the strongest data points that can help you achieve this is originating domain.

If you’re not leveraging this aspect of lead information, then you’re missing out on a crucial tool that can help you understand lead intent irrespective of which vendor is sending the leads to you.

In this blog post, we’ll explore how originating domain can help insurance companies understand which websites provide the leads that are working best for their business, and how they can actively purchase more from those domains to increase sales and margins.

What is originating domain and why is it important?

Originating domain refers to the URL of the website or landing page, which can include landing page plugins, where the lead information was initially entered that generated the lead. This information is crucial because it tells you where your leads are coming from and, more importantly, what their intent might be.

For instance, leads originating from “Win-A-Free-Ipad.com” may have a different intent level than leads coming from “Get-Medicare-Quotes.com.”

Understanding this distinction is important because it can help you target leads that are more likely to convert. As a result, you can better tailor your sales approach and generate higher conversions.

How to leverage originating domain with TrustedForm Insights

Lead buyers often lack visibility into the actual site where the lead originated. Therefore, they are forced to trust only in the identifiers (referred to as SubIDs) supplied by the vendor. 

However, this is a critically flawed approach. Lead vendor data usually isn’t a reliable way to evaluate lead spend or quality, only resulting in poor lead-buying choices.

Fortunately, ActiveProspect has solved this problem. We independently verify the website (or site identifier) where the lead originated, so that lead buyers can use it to optimize their lead acquisition campaigns.

With ActiveProspect’s TrustedForm Insights, you can:

• Identify the best lead sources for your business by tracking leads back to the site that generated them.
• Avoid wasted spend for leads that do not meet your criteria.
• Ensure the leads you’re purchasing are interested and actively searching for your product or service.

Simply put: TrustedForm Insights helps you gain insights into every lead you purchase, so that you can make better-informed decisions and buy more intelligently.

Once you understand what leads are working best for your business, you can actively try and purchase more from those domains by bidding up on the ping/post auction and thus increase your sales while improving margins. On the flip side, when you find domains that are not successful with your outbound efforts, you can choose not to bid on them or reject them on the post, regardless of which vendor is sending the lead to you.

Larger companies in the business will often ask lead vendors to provide them with the domains where consumer opt-ins are being collected. By leveraging TrustedForm Insights, you can ensure that the leads being sent to you are only coming from the domains on your approved list. This level of control ensures that you are not wasting resources reaching out to consumers who are not interested in your offerings.

The use of originating domain is not limited to the insurance industry and is just as critical in many other verticals. It is an essential tool for identifying which lead sources are fruitful. By using this data point intelligently, businesses can save money and improve their chances of success.

If you’d like to learn more about the superpower of originating domain, check out this whitepaper now!

Final thoughts

Insurance brands and lead buyers in the industry must use every tool available to them to increase their chances of success. Originating domain is one of the most powerful tools at their disposal for understanding consumer intent irrespective of which vendor is sending them in.

By leveraging originating domain, insurance brands can better approximate the intent of their leads, only purchase from successful domains, and steer clear of those that don’t convert.

Using TrustedForm Insights can help guarantee that the leads sent from vendors are in fact coming from domains that the brands have approved. The result is more sales and improved margins, and in a competitive marketplace, every advantage counts. Knowing where every lead comes from can give insurance brands the edge they need to thrive.

Don’t miss out on this essential tool – start putting it to work in your business today!

The post Originating domain: The key to unlocking lead intent for smarter lead-buying appeared first on ActiveProspect.

In the realm of lead generation, data is king. Vendors and buyers strive to extract valuable insights from their lead conversions to enhance their marketing strategies and drive better performance. One powerful tool in this pursuit is the Sub-Id (Sub-identifier), also known as Source ID or SubSource ID. 

These unique identifiers enable buyers to segment their lead purchases, providing invaluable feedback to vendors and allowing for data-driven optimizations. With Sub-Ids, lead vendors can easily identify the sources of their leads, optimize their campaigns, and improve their overall ROI. 

In this blog post, we will delve into the concept of Sub-Ids and explore how ActiveProspect empowers lead vendors and buyers to leverage this information effectively.

Why are Sub-Ids important?

Sub-Ids are a valuable tool for lead vendors seeking to gain critical insights into their campaign performance. By adding unique identifiers to their click URLs, vendors can effectively monitor their lead sources and determine which ads and placements are generating the most traffic. This information can then be analyzed to optimize campaigns and efficiently redirect resources toward generating more leads. 

A Sub-Id represents a variation of the same concept — an identifier that allows buyers to categorize their leads based on various sources, sub-sources, or any other relevant attributes, and enables vendors to provide buyers with more detailed and comprehensive information. 

Below we will dive into the benefits for vendors and buyers, and discuss how ActiveProspect can empower both.

Benefits for vendors

For lead vendors, Sub-Ids serve as a window into the effectiveness of their marketing campaigns. By leveraging these identifiers, vendors can gain deep insights into what is working and what is not, allowing them to fine-tune their upstream marketing strategies. This feedback loop enables vendors to make data-driven decisions, optimize their lead generation efforts, and ultimately provide better quality leads to their buyers.

Benefits for buyers

On the buyer’s side, Sub-Ids empower them to take control of their lead ecosystem. Sub-Ids help buyers analyze the performance of different lead sources and sub-sources, identifying which segments are delivering the desired results and which ones are underperforming. Armed with this information, buyers can make informed decisions about their lead purchases, reallocating their budget to the highest-performing segments and optimizing their ROI.

Leveraging ActiveProspect

For lead buyers

ActiveProspect recognizes the importance of transparency and clarity in the lead generation process. ActiveProspect provides buyers with a holistic view of their lead sources by capturing and presenting originating domain information alongside Sub-Ids.

With ActiveProspect’s LeadConduit, lead buyers can seamlessly manage and distribute leads, validate data in real time, and improve lead quality. Furthermore, if you wish to obtain the originating domain, you can do this by leveraging TrustedForm Insights.

By utilizing ActiveProspect, lead buyers can streamline their operations, increase efficiency, and maximize the ROI by only buying the right leads at the right price.

For lead vendors

Lead vendors can leverage ActiveProspect’s robust features to enhance their lead generation and distribution processes. ActiveProspect provides lead vendors with the ability to track and learn from Sub-IDs, which enables them to gain valuable insights into lead performance, optimize their strategies, and only the most effective lead sources. 

ActiveProspect’s reporting and analytics capabilities provide detailed information on Sub-ID performance, enabling vendors to refine their lead generation techniques, improve lead quality, and maximize their revenue potential. By leveraging Sub-IDs within ActiveProspect, lead vendors can gain a competitive edge, make data-driven decisions, and drive success in the dynamic lead market.

Final thoughts

Sub-Ids are an indispensable tool for lead vendors and buyers who aim to maximize ROI by optimizing their campaigns and purchasing decisions. 

With ActiveProspect, vendors have access to a comprehensive suite of lead-tracking capabilities and robust integrations that simplify the management, tracking, and optimization of campaigns. Lead buyers can streamline their operations, increase efficiency, and maximize the ROI by only buying the right leads at the right price.

If you are a lead vendor or a lead buyer, ActiveProspect has an excellent solution waiting for your Sub-Id tracking needs.

Improve your ROI and leverage Sub Ids with the power of ActiveProspect.

The post How to leverage Sub-Ids in your lead acquisition campaign appeared first on ActiveProspect.

If you’re an insurance carrier, do you know where the data leads you’re purchasing are being generated? Does the Centers for Medicare & Medicaid Services (CMS) require you to document where these consumer leads are coming from?

For insurers who abide by CMS marketing regulations, verifying a lead’s website of origin is no longer optional. In the words of CMS, “[Insurers] are responsible for first tier, downstream or related entities’ (FDRs) adherence to all terms and conditions of the organization’s contract with CMS, including compliance with all applicable Medicare laws and regulations, when acting on the plan’s behalf… This requires FDRs to identify the origin of the enrollment lead.” 

Luckily, you can now document exactly where and when your leads were generated with our TrustedForm tool!

The TrustedForm Script lives on thousands of web forms globally and tracks the consumer’s interaction with the web form, while capturing event level data points. This means that with TrustedForm, you can accurately capture the domain for every individual lead that enters your system — and no longer have to rely on your downstream to pass you information about where your lead was generated. Since TrustedForm collects your first-party data, you can easily identify the website of origin without relying on anyone else!  

If you’re not familiar with it, TrustedForm is the industry standard for documenting consent and certifying the authenticity of internet leads. While many businesses across industries use TrustedForm to prove consumer consent and remain compliant with the Telephone Consumer Protection Act (TCPA), all too many are unaware that TrustedForm data offers far more than just this compliance! 

Every lead documented via TrustedForm also gathers valuable information about the lead generating event itself. Information like:

• Originating domain URL 
• Lead age
• Geolocation
• Browser
• Device type
• Time spent on form

So, whether you’re looking to document a lead’s origin to comply with CMS standards, document and verify proof of consumer consent to contact, or you’re just interested in learning more about your leads to make smarter purchasing decisions, TrustedForm offers it all. 

Contact us below to schedule a personalized TrustedForm demo today!

The post How Insurers Can Verify a Lead’s Website of Origin appeared first on ActiveProspect.