Excel Impact
Excel Impact is a private Miami-based performance marketing firm that helps insurance carriers, brokerages, and IMOs/FMOs acquire customers at scale via leads, calls, and clicks across auto, home, health, Medicare, life, and final expense verticals.
- Company typePrivate
- Founded2013
- HeadquartersMiami, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Excel Impact does
Excel Impact is a private performance marketing and customer acquisition firm that helps insurance brands — carriers, brokerages, and IMOs/FMOs — acquire customers at scale across the auto, home, health, Medicare, life, and final expense insurance verticals. Founded in 2013 and headquartered in Miami, Florida, the company operates as a remote-first organization spanning North America, South America, and Europe. Its offerings center on three core products: Leads (premium data leads delivered via a real-time auction marketplace), Calls (consumer-initiated IVR and warm-transfer calls), and Clicks (targeted online traffic).
The company's underlying platform combines proprietary data and targeting technology with owned-and-operated insurance websites — including the dominant Burialinsurance.com domain — generating 700K+ unique monthly visitors and a cumulative 20M+ leads and 12M+ clicks over its operating history. Built-in compliance for TCPA, CCPA, and CAN-SPAM, along with SOC 2 certification achieved in June 2026, positions the company to serve regulated insurance buyers with enterprise-grade data handling requirements.
Excel Impact monetizes through transaction-based pricing — Cost Per Lead and revenue share models — both for direct advertiser partnerships and an affiliate publisher network that supplies traffic across email, social, native, and search channels. The company has been recognized six times on the Inc. 5000 list, ranked #16 on Deloitte's 2017 Technology Fast 500, and operates as a bootstrapped, founder-led private company with three co-founders (Alex Matseikovich as CEO, Rodolfo Marrero as CTO, and Craig Sturgill) maintaining leadership.
Excel Impact firmographics
Firmographics- Name
- Excel Impact
- Legal name
- Excel Impact, LLC
- Website
- https://excelimpact.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Excel Impact is a private Miami-based performance marketing firm that helps insurance carriers, brokerages, and IMOs/FMOs acquire customers at scale via leads, calls, and clicks across auto, home, health, Medicare, life, and final expense verticals.
- Ownership category
- akta.pro rank
Excel Impact industry classification
Industry- Product category
- Insurance Lead Generation and Performance Marketing
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242), Advertising Material Distribution Services (541870), Insurance Agencies and Brokerages (524210)
- SIC
- Services-Advertising Agencies (7311), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Digital Distribution & Comparison Platforms (Aggregators/Marketplaces) (FSAGAGAA)
- akta.pro secondary industries
- Insurance Leads, Introducers & Referral Networks (FSAEAMAB), Medigap Marketing, Lead Gen & Compliance (CMS/Do-Not-Call/TPMO) (HLAEADAE)
Keywords
Where Excel Impact is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Excel Impact business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Lead Generation: Generation and sale of premium quality data leads via real-time auction marketplace. Targets insurance verticals including Health, Medicare, Life, Final Expense, Auto, and Home.
- Inbound Calls: Consumer-initiated inbound calls (IVR and warm transfer) delivered directly to advertisers' phones.
- Clicks/Traffic: Highly-targeted consumers searching for insurance products and services online. Traffic monetization through affiliate partnerships.
- Affiliate Partner Revenue Share: Revenue share models alongside CPL options for affiliate partners driving traffic across insurance verticals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Cost Per Lead (CPL) model |
| Transaction based/ take rate | Pay-as-you-go | Revenue Share model |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Excel Impact product offering
Product offeringCore offering
Excel Impact generates and sells premium quality insurance leads via a real-time auction marketplace, delivers consumer-initiated inbound IVR and warm transfer calls to advertiser phones, and drives highly-targeted insurance search traffic through owned-and-operated websites and precision digital marketing. The company's products—Leads, Calls, and Clicks—are sold to insurance carriers, brokerages, and IMOs/FMOs across Health, Medicare, Life, Final Expense, Auto, and Home verticals on a Cost Per Lead or revenue share basis.
Product overview
Excel Impact operates as a performance marketing and customer acquisition platform offering three core products: Leads (premium data leads via real-time auction marketplace), Calls (consumer-initiated inbound IVR and warm transfer calls), and Clicks (targeted traffic from consumers searching for insurance). The company also owns Burialinsurance.com as a sub-brand for final expense insurance lead generation. All products are delivered through a combination of data science, proprietary technology, and partnership-focused marketing operations across the insurance industry verticals of Health, Medicare, Life, Final Expense, Auto, and Home.
Differentiator
Problem solved
Functional benefit
Brands
- Burialinsurance.com: Top domain name owned by Excel Impact for final expense insurance marketing, assisting agents, brokers, and carriers achieve scalable growth in the final expense market.
Products and services
- Leads Premium quality data leads available via Excel Impact's real-time auction marketplace, enabling insurance brands to acquire targeted consumers searching for their products and services across Health, Medicare, Life, Final Expense, Auto, and Home verticals.
- Calls Consumer-initiated inbound calls delivered via IVR (interactive voice response) and warm transfer services directly to clients' phones, providing high-intent insurance leads ready for conversion across insurance verticals.
- Clicks Highly-targeted consumers actively searching for insurance products and services online, driving traffic through precision digital marketing campaigns and Excel Impact's owned-and-operated websites across insurance verticals.
- Burialinsurance.com Owned-and-operated insurance lead generation website for final expense insurance, serving as the top domain name in this segment of the life insurance market and acquired by Excel Impact on 2016-08-19.
Quantifiable outcome
- 700K+ unique website visitors per month
- +4 more outcomes
Companies that use Excel Impact
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
Excel Impact technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
Excel Impact partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Media AlphacoreMedia Alpha is highlighted as a trusted partner, with feedback stating 'Excel™ is fast, flexible and easy to work with. Their commitment to partnerships and focus on data driven quality set them apart in the space.' Jeff Sweetser, Sr. Director of Supply Partnerships at Media Alpha, provided testimonial.
- Connie HealthcoreConnie Health partners with Excel Impact for Medicare lead generation, with feedback stating 'Excel has consistently been a top tier partner for us across many aspects - high quality leads, data-driven optimizations, and account representatives that are always eager to help!' Joe Cuce, Marketing Manager at Connie Health, provided testimonial.
- Healthcare SolutionscoreHealthcare Solutions is a partner highlighted on the website with testimonial: 'Excel™ provides high quality traffic and customer service sets themselves apart from other companies in the online marketing space today.' Marianne Liberatore, VP of Sales at Healthcare Solutions, provided testimonial.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Excel Impact competitors and assessment
Company assessmentDirect peers
- EverQuote: Online insurance marketplace that drives high-intent shoppers to carriers and agents across auto, home, life, and health; competes with Excel Impact for insurance demand and as a supply-side publisher.
- SelectQuote: Insurance distribution platform that buys large volumes of leads (life, health, Medicare, auto) to feed its agent salesforce — operates as both a customer and a competitor in insurance lead supply.
- SmartFinancial: Online insurance comparison marketplace that purchases leads from publishers and affiliates across home, auto, life, and health insurance verticals.
- QuinStreet: Public performance-marketing company that operates large insurance lead-generation marketplaces (including Media Alpha-adjacent businesses) and competes directly for insurance carrier and agency acquisition spend.
- LeadProsper: Insurance-focused lead distribution and tracking platform that connects buyers and sellers across verticals including health, life, Medicare, and auto — directly comparable in product and customer base.
- Media Alpha: Operates a real-time bidding platform for insurance customer acquisition, matching carriers and agents with high-intent shoppers — the same demand-side Excel Impact monetizes against.
Broad incumbents
- LendingTree: Large lead-generation platform spanning financial services including insurance; an established incumbent competing in similar customer acquisition categories with broader vertical reach.
- Red Ventures (Bankrate/Insurify): Owns major insurance and financial services lead-gen brands (Bankrate, Insurify) and operates owned-and-operated domain traffic comparable to Excel Impact's Burialinsurance.com strategy.
Others
- ActiveProspect: Lead compliance and consent-management platform (TrustedForm) widely used by insurance lead buyers; adjacent infrastructure partner in the same insurance lead generation ecosystem.
Regional players
- Connie Health: Medicare-focused insurance services company referenced as a customer of Excel Impact; illustrates a downstream Medicare buyer comparable to others in Excel Impact's Medicare vertical.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Excel Impact social profiles
Digital presenceExcel Impact compliance and trust
Trust signalCompliance1 record
Excel Impact financial estimates
Financial estimateRevenue estimate
Valuation estimate
Excel Impact leadership team
Management profileNumber of profiles
Profiles6 records
Excel Impact funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Excel Impact M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Excel Impact
What does Excel Impact do?
Excel Impact generates and sells premium quality insurance leads via a real-time auction marketplace, delivers consumer-initiated inbound IVR and warm transfer calls to advertiser phones, and drives highly-targeted insurance search traffic through owned-and-operated websites and precision digital marketing. The company's products—Leads, Calls, and Clicks—are sold to insurance carriers, brokerages, and IMOs/FMOs across Health, Medicare, Life, Final Expense, Auto, and Home verticals on a Cost Per Lead or revenue share basis.
Is Excel Impact a public or private company?
Excel Impact is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Excel Impact founded?
Excel Impact was founded in 2013. It employs 101 to 250 people.
Where is Excel Impact based?
Excel Impact is headquartered in Miami, United States, in the North America region.
How does Excel Impact make money?
Four revenue lines are on record. Lead Generation is the primary driver. The others are inbound Calls, clicks/Traffic and affiliate Partner Revenue Share.
Who are Excel Impact's main competitors?
Direct peers on record are EverQuote, SelectQuote, SmartFinancial, QuinStreet, LeadProsper and Media Alpha. Broad incumbents are LendingTree and Red Ventures (Bankrate/Insurify). ActiveProspect is listed as an others. Connie Health is listed as a regional player.
Does Excel Impact have an API?
No public API is recorded for Excel Impact.
What industry is Excel Impact in?
Excel Impact's product category is Insurance Lead Generation and Performance Marketing. Its primary akta.pro industry code is FSAGAGAA, Digital Distribution & Comparison Platforms (Aggregators/Marketplaces), with a secondary code of FSAEAMAB, Insurance Leads, Introducers & Referral Networks. Its NAICS code is 5242 and its SIC code is 7311.