All Web Leads
All Web Leads is a privately held, Austin-based online lead generation company that operates the AWLiQ platform connecting consumers seeking insurance with 15,000+ licensed agents across six verticals (Auto, Home, Health, Medicare, Life, Small Business), and also runs a captive 300-agent insurance agency writing 100,000+ policies.
- Company typePrivate
- Founded2008
- HeadquartersAustin, United States
- Headcount251–500
- GTM typeB2B
- OfferingServices
What All Web Leads does
All Web Leads (AWL, Inc.) is a privately held, Austin-based online lead generation company founded in 2008 that connects consumers seeking insurance with licensed insurance agents. The company operates the AWLiQ platform, which functions as a two-sided marketplace where 15,000+ agents purchase leads, clicks, and calls to acquire customers across six insurance verticals: Auto, Home, Health, Medicare, Life, and Small Business. AWL distributes through a consumer-facing website (awl.com), dedicated vertical landing pages, and inbound phone support, generating consumer traffic through digital marketing and search optimization.
AWL monetizes via two distinct streams. On the agent side, the AWLiQ platform charges usage-based fees for leads, clicks, and calls — a transaction-driven model with pricing negotiated per agent. On the agency side, the wholly owned AWL Insurance Agency employs 300+ licensed agents representing over 20 carriers and earns commissions on 100,000+ active policies written. This dual-model structure — third-party lead marketplace plus captive agency — gives AWL exposure both to lead resale economics and to carrier commission streams across multiple insurance product lines.
The company is founder-influenced (Jim Waltrip) with Bill Daniel serving as President and CEO. AWL has been recognized as one of Austin's Best Companies to Work For and reports over 1,000 employees ('AWLers'). Operations are concentrated entirely in the United States. The only disclosed capital event is a $5M SSM Partners investment in 2008, indicating largely organic growth funded through operating cash flow. Notable inorganic activity includes the 2015 acquisition of InsuranceQuotes.com, which expanded consumer-facing lead capture assets.
All Web Leads firmographics
Firmographics- Name
- All Web Leads
- Legal name
- AWL, Inc.
- Website
- https://allwebleads.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- All Web Leads is a privately held, Austin-based online lead generation company that operates the AWLiQ platform connecting consumers seeking insurance with 15,000+ licensed agents across six verticals (Auto, Home, Health, Medicare, Life, Small Business), and also runs a captive 300-agent insurance agency writing 100,000+ policies.
- Ownership category
- akta.pro rank
All Web Leads industry classification
Industry- Product category
- Insurance Lead Generation
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Insurance Leads, Introducers & Referral Networks (FSAEAMAB)
- akta.pro secondary industries
- Retail (Personal Lines) Insurance Brokerage (FSAEADAA), Individual Health Insurance Brokerage & Distribution (FSAIAEAL)
Keywords
Where All Web Leads is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
All Web Leads business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Lead Generation - Agent Side: Insurance agents pay to purchase leads, clicks, and calls through the AWLiQ platform. This is a transaction/usage-based revenue model where agents pay per lead or per engagement.
- Insurance Agency Operations: The AWL Insurance Agency writes active policies through 300+ licensed agents representing 20+ carriers. Revenue is generated through insurance policy commissions when policies are sold and bound.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels2 records
All Web Leads product offering
Product offeringCore offering
All Web Leads (AWL) connects consumers seeking insurance with licensed insurance agents and carriers through its proprietary AWLiQ platform, where agents and agencies can purchase real-time leads, clicks, and inbound calls across six insurance verticals (Auto, Home, Health, Medicare, Life, and Small Business). The company also operates an in-house AWL Insurance Agency staffed by 300+ licensed agents placing policies with 20+ carrier partners, maintaining 100,000+ active policies under management and creating a vertically integrated insurance marketplace.
Product overview
All Web Leads (AWL) operates as a lead generation and customer acquisition platform connecting consumers seeking insurance products with licensed insurance agents. The core offering consists of the AWLiQ platform, which serves as a marketplace for agents to purchase leads, clicks, and calls. AWL operates across six insurance verticals (Auto, Home, Health, Medicare, Life, and Small Business), and maintains its own insurance agency (AWL Insurance Agency) representing over 20 carriers with 300+ licensed agents. The company serves consumers ranging from new college graduates to families and seniors, aiming to simplify the insurance shopping experience.
Differentiator
Problem solved
Functional benefit
Brands
- AWLiQ Platform: Lead generation platform for insurance leads, clicks and calls connecting agents with consumers
Products and services
- AWLiQ Insurance Lead Generation Platform Proprietary B2B platform where licensed insurance agents and agencies purchase real-time exclusive leads, clicks, and inbound phone calls across six insurance verticals (Auto, Home, Health, Medicare, Life, and Small Business). The platform serves as the primary revenue-generating product connecting consumer insurance demand with agent and carrier supply.
- AWL Insurance Agency In-house insurance agency staffed by 300+ licensed agents placing policies for consumers with 20+ carrier partners across multiple lines of business, reportedly maintaining 100,000+ active policies. Operates as the company's vertically integrated distribution arm that monetizes leads internally in addition to third-party agent sales.
Companies that use All Web Leads
Customer profileSegments2 records
Ideal customer profiles3 records
All Web Leads technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
All Web Leads partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- 20+ Insurance CarrierscoreAWL Insurance Agency has relationships with over 20 insurance carriers. The 300+ licensed agents represent these carriers when writing policies for consumers. This carrier network enables AWL to offer consumers quotes across multiple insurance verticals including auto, home, health, Medicare, life, and small business.
Scale indicators5 records
Recent moves4 records
Expansion highlights5 records
All Web Leads competitors and assessment
Company assessmentDirect peers
- QuinStreet: Public performance-marketing company that runs large-scale lead-generation and comparison platforms across insurance (auto, home, life, health) and other verticals. Closest publicly comparable peer given similar dual-sided marketplace model connecting consumers with insurance agents/providers.
- MediaAlpha: Public customer acquisition marketplace for insurance carriers and agents, running real-time bidding for insurance leads. Highly comparable transactional lead-marketplace model with overlapping customer base.
- GoHealth: Health insurance marketplace focused on Medicare and individual health plan distribution via licensed agents. Directly comparable in the Medicare/health vertical AWL serves.
- SelectQuote Insurance Services: Direct-to-consumer insurance distribution platform specializing in term life, auto, home, and Medicare. Comparable dual model of acquiring consumers and selling/shopping them to carrier partners.
- SmartFinancial: Insurance comparison platform that connects shoppers with agents across auto, home, life, and health. Comparable consumer-facing lead-gen and agent-matching operating model.
- EverQuote: Public online insurance marketplace that connects consumers with local insurance agents across auto, home, and life. Directly comparable business model to AWL's AWLiQ platform, including agent-side lead purchasing.
Emerging players
- HealthMarkets: Insurance agency distributing individual health, Medicare, and supplemental plans via a nationwide agent network. Comparable to AWL's in-house agency model in the health and Medicare verticals.
- Insurify: AI-driven insurance comparison platform with agent-matching across auto, home, and life. Comparable consumer-facing insurance marketplace with a modern tech stack.
Broad incumbents
- Bankrate (Red Ventures): Large financial-services comparison platform owned by Red Ventures that generates insurance leads across multiple verticals. Larger, broader incumbent with overlapping lead-gen product set.
- LendingTree: Public lead-generation marketplace operating across financial services including insurance. Comparable marketplace model though broader span across lending/credit products.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
All Web Leads social profiles
Digital presenceAll Web Leads financial estimates
Financial estimateRevenue estimate
Valuation estimate
All Web Leads leadership team
Management profileNumber of profiles
Profiles4 records
All Web Leads subsidiaries and ownership
Company hierarchySubsidiaries2 records
All Web Leads funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
All Web Leads M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about All Web Leads
What does All Web Leads do?
All Web Leads (AWL) connects consumers seeking insurance with licensed insurance agents and carriers through its proprietary AWLiQ platform, where agents and agencies can purchase real-time leads, clicks, and inbound calls across six insurance verticals (Auto, Home, Health, Medicare, Life, and Small Business). The company also operates an in-house AWL Insurance Agency staffed by 300+ licensed agents placing policies with 20+ carrier partners, maintaining 100,000+ active policies under management and creating a vertically integrated insurance marketplace.
Is All Web Leads a public or private company?
All Web Leads is a private company. It is classified as private equity controlled and is currently operating.
When was All Web Leads founded?
All Web Leads was founded in 2008. It employs 251 to 500 people.
Where is All Web Leads based?
All Web Leads is headquartered in Austin, United States, in the North America region.
How does All Web Leads make money?
Two revenue lines are on record. Lead Generation - Agent Side is the primary driver. The others are insurance Agency Operations.
Who are All Web Leads's main competitors?
Direct peers on record are QuinStreet, MediaAlpha, GoHealth, SelectQuote Insurance Services, SmartFinancial and EverQuote. Emerging players are HealthMarkets and Insurify. Broad incumbents are Bankrate (Red Ventures) and LendingTree.
Does All Web Leads have an API?
No public API is recorded for All Web Leads.
What industry is All Web Leads in?
All Web Leads's product category is Insurance Lead Generation. Its primary akta.pro industry code is FSAEAMAB, Insurance Leads, Introducers & Referral Networks, with a secondary code of FSAEADAA, Retail (Personal Lines) Insurance Brokerage. Its NAICS code is 5242 and its SIC code is 6411.