Fixing the Broken Incentives in Lead Generation
In the health insurance industry, customer acquisition is the lifeblood of sustainable growth. For an agency to grow, you need a steady stream of qualified customers searching for insurance that you can convert into sustainable policies. Lead generators and marketing affiliates play a crucial role in supporting agencies and carriers to achieve their goals. Yet, lead generation has operated under a model riddled with misaligned incentives for too long. The traditional ecosystem favors lead sellers, not the agencies or agents tasked with converting those leads into customers. This misalignment doesn’t just hurt businesses; it erodes consumer trust and drains operational efficiency.It’s time to confront the reality: the economics of legacy lead generation are broken—and they’re costing the industry.