AWL
AWL (All Web Leads, Inc.) is an Austin-based insurance distribution technology business that operates a dual-division model: generating leads, clicks, and calls for 15,000+ insurance agents via InsuranceQuotes/AWLiQ, and writing policies directly through the AWL Insurance Agency representing 20+ carrier partners across auto, home, health, Medicare, and life verticals.
- Company typePrivate
- Founded2005
- HeadquartersAustin, United States
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What AWL does
AWL (legal name: All Web Leads, Inc.) is a privately held, Austin-based insurance distribution technology business founded in 2005 by two software developers. The company operates a dual-division model: InsuranceQuotes.com functions as a customer acquisition marketing division that generates leads, calls, and clicks for tens of thousands of insurance agents, agencies, brokers, and carriers across auto, home, small business commercial, life, Medicare, and under-65 health verticals, while the AWL Insurance Agency (AWLIA) is a wholly-owned insurance distribution platform that employs licensed agents writing policies on behalf of more than 20 carrier partners. Underpinning both divisions is the AWLiQ platform, a proprietary Customer Acquisition as a Service (CAaS) technology stack that the company describes as the "brain and central nervous system" of the business, combined with proprietary real-time targeting that has matched millions of high-intent insurance consumers with agents across 16+ years.
The company's revenue model combines two transaction-fee streams: (1) lead generation revenue from selling leads, clicks, and calls to external insurance agents and agencies through AWLiQ, and (2) insurance agency commissions earned by AWLIA's licensed agents (with uncapped commission structures) on the more than 100,000 active policies the agency has written. An in-house 600+ representative contact center, created in 2010 and operating 7 days a week, converts online leads into live phone-bound consumers to improve agent conversion economics. AWL serves 15,000+ external agents through AWLiQ and represents 20+ carrier partners across all major personal lines of insurance.
Operationally, AWL employs over 1,000 people (some sources cite 1,100+), has been consistently named one of Austin's Best Places to Work, and transitioned to a fully remote work model in August 2024. The business is founder-controlled with no disclosed external institutional funding, no parent company, and no acquisitions or divestitures in the disclosed record. Recent strategic moves include the 2018 launch of AWLIA (vertical integration into policy distribution), the August 2024 transition to remote operations, and the 2024 hire of a new CFO with public-company financial leadership experience from Elevate Credit.
AWL firmographics
Firmographics- Name
- AWL
- Legal name
- All Web Leads, Inc.
- Website
- https://awl.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- AWL (All Web Leads, Inc.) is an Austin-based insurance distribution technology business that operates a dual-division model: generating leads, clicks, and calls for 15,000+ insurance agents via InsuranceQuotes/AWLiQ, and writing policies directly through the AWL Insurance Agency representing 20+ carrier partners across auto, home, health, Medicare, and life verticals.
- Ownership category
- akta.pro rank
Where AWL is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AWL business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Lead Generation Sales: AWL generates revenue by selling leads, clicks, and calls to insurance agents, agencies, brokers, and carriers through the InsuranceQuotes platform and AWLiQ system. Agents pay for high-intent consumer connections.
- Insurance Agency Commissions: The AWL Insurance Agency (AWLIA) writes policies through its 300+ licensed agents representing over 20 carriers, earning commissions on each policy sold. Commission structure includes uncapped commissions with no caps or limits.
- Contact Center Services: The AWL Contact Center turns online leads into live consumers on the phone, ready to speak to an agent, supporting the customer acquisition process.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Lead and call packages for insurance agents |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels4 records
AWL product offering
Product offeringCore offering
AWL is an insurance distribution technology business that connects consumers searching for insurance with licensed insurance agents through two integrated divisions. InsuranceQuotes generates and sells leads, clicks, and calls to insurance agents, agencies, brokers, and carriers across auto, home, small business, life, Medicare, and health verticals, while the AWL Insurance Agency (AWLIA) employs 80+ licensed agents who write policies on behalf of 20+ carrier partners. The proprietary AWLiQ and CAaS platforms power real-time matching and campaign management for 15,000+ agents.
Product overview
AWL is an insurance distribution technology business with two primary divisions: (1) InsuranceQuotes — a customer acquisition marketing division that generates leads, calls, and clicks for insurance agents across auto, home, small business commercial, life, Medicare, and under-65 health verticals; and (2) AWL Insurance Agency (AWLIA) — a technology-driven insurance distribution platform representing top carriers in Medicare health and Property/Casualty products. The AWLiQ platform powers real-time consumer-agent matching for 15,000+ agents, while AWLIA employs 80+ licensed agents to write policies. Together, these products form an end-to-end insurance distribution ecosystem spanning lead generation through policy issuance.
Differentiator
Problem solved
Functional benefit
Brands
- InsuranceQuotes: Customer acquisition marketing division that creates leads, calls and clicks for tens of thousands of insurance agents, agencies, brokers and carriers across auto, home, small business commercial, life, Medicare and under 65 health verticals.
- AWL Insurance Agency (AWLIA)
Products and services
- InsuranceQuotes Customer acquisition marketing division that creates leads, calls, and clicks for tens of thousands of insurance agents, agencies, brokers, and carriers across auto, home, small business commercial, life, Medicare, and under-65 health verticals.
- AWL Insurance Agency (AWLIA) Technology-driven insurance distribution platform representing top carriers in Medicare health and preferred Property/Casualty insurance products, with 80+ licensed agents writing consumer policies.
- AWLiQ Platform Proprietary platform where 15,000+ insurance agents purchase leads, clicks, and calls, using real-time targeting to match high-intent consumers with agents across auto, home, life, health, Medicare, and small business verticals.
- Agent Portal Secure self-serve agent portal where insurance agents sign up, log in, set up campaigns, target consumers, manage leads and calls, and make real-time campaign adjustments.
- AWL Contact Center Operation of 600+ representatives that convert online insurance leads into live phone-ready consumers transferred to licensed agents, operating seven days a week.
- Health Insurance Comparison Consumer shopping experience for individual and family health plans, helping consumers evaluate affordable coverage options and understand ACA eligibility through AWL's network of 9 of the top 10 U.S. health insurance carriers.
- Auto Insurance Comparison Consumer shopping experience for auto insurance, working with 20 of the top U.S. auto insurance carriers so drivers can compare multiple options to save time and money, plus agent-side lead delivery.
- Home Insurance Comparison One-stop shopping experience for homeowners and renters working with the top 15 U.S. home and renters insurance carriers to find coverage at the best prices, including bundling savings.
- Medicare Plan Guidance Expert guidance for Medicare-eligible individuals comparing Medicare Supplement and Medicare Advantage plans from the top 8 providers in the U.S., managing out-of-pocket expense decisions.
- Life Insurance Comparison Comparison experience for consumers researching life insurance products to support financial security and family protection.
- Small Business Insurance Comparison Fast and easy quote experience for small business owners across general liability, BOP, commercial auto, and workers compensation coverage lines.
Quantifiable outcome
- Successfully matched millions of high-intent insurance consumers with agents over 16+ years
- +2 more outcomes
Companies that use AWL
Customer profileNamed customers2 records
Segments7 records
Ideal customer profiles2 records
AWL technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
AWL partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Auto Insurance CarrierscoreAWL works with 20 of the top U.S. auto insurance carriers to provide comprehensive shopping experiences for drivers comparing auto insurance quotes.
- Home Insurance CarrierscoreAWL works with the top 15 U.S. home and renters insurance carriers, helping homeowners and renters find coverage at best prices with one-stop shopping.
- Health Insurance CarrierscoreAWL works with 9 of the top 10 health insurance carriers in the U.S. and helps consumers understand ACA eligibility.
- Medicare Plan ProviderscoreAWL works with the top 8 providers of Medicare Supplement and Medicare Advantage plans in the U.S.
- InsuranceQuotes.com PartnerscoreInsuranceQuotes serves tens of thousands of insurance agents, captive and independent agents, agencies, brokers and carriers across auto, home, small business commercial, life, Medicare and under 65 health verticals.
- WeWorkminorAWL provides their remote workforce with access to a collaborative space at WeWork for meetings, brainstorming sessions, and collaborative projects.
Scale indicators10 records
Recent moves7 records
Expansion highlights4 records
AWL competitors and assessment
Company assessmentDirect peers
- EverQuote: Public online insurance marketplace that connects consumers with insurance agents across auto, home, and life verticals via lead generation. Closest direct competitor to AWL's InsuranceQuotes business model, with overlapping carrier relationships and consumer-targeting technology.
- MediaAlpha: Public programmatic customer-acquisition platform for insurance and other verticals, operating a real-time bidding marketplace for insurance leads. Comparable in technology approach (real-time targeting) and carrier-side monetization to AWL's AWLiQ platform.
- QuinStreet: Public performance-marketing company with significant insurance vertical exposure, generating clicks and leads for insurance carriers and agents. Direct peer in selling high-intent insurance consumer traffic to carriers and agents through online marketing.
- SelectQuote: Public insurance distribution platform specializing in life, auto, home, and Medicare leads converted through captive agents. Closely comparable to AWL's combined lead-generation plus captive agency model (InsuranceQuotes + AWLIA).
- LendingTree: Public online marketplace that originated in lending and expanded into insurance lead generation across auto, home, and life. Comparable as a high-intent consumer marketplace monetizing clicks and leads to multiple insurance carriers and agents.
- SmartFinancial: Public insurance lead generation and distribution platform focused on auto, home, and commercial lines, operating a captive agent call center. Closely mirrors AWL's combination of digital lead generation plus licensed agent conversion.
- GoHealth: Public Medicare-focused health insurance marketplace with captive agent call centers that converts leads from digital marketing into Medicare Advantage and Supplement policies. Directly comparable to AWL's AWLIA Medicare distribution arm.
- Policygenius: Insurance marketplace (owned by Zillow Group) focused primarily on life and disability insurance, combining consumer education content with agent matching. Comparable to AWL's content-driven InsuranceQuotes funnel and multi-carrier lead-gen approach.
Emerging players
- Insurify: Digital insurance comparison platform that matches consumers with carriers and agents across auto and home. Overlaps with AWL's consumer-facing InsuranceQuotes.com vertical focus, though smaller scale and narrower vertical mix.
Broad incumbents
- Bankrate (Red Ventures): Major consumer finance and insurance content and lead generation platform owned by Red Ventures, generating insurance leads across multiple verticals. Comparable lead-gen model at much larger scale, with broader financial services reach than AWL.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
AWL social profiles
Digital presenceAWL compliance and trust
Trust signalCompliance5 records
AWL financial estimates
Financial estimateRevenue estimate
Valuation estimate
AWL leadership team
Management profileNumber of profiles
Profiles7 records
AWL subsidiaries and ownership
Company hierarchySubsidiaries2 records
AWL funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AWL M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AWL
What does AWL do?
AWL is an insurance distribution technology business that connects consumers searching for insurance with licensed insurance agents through two integrated divisions. InsuranceQuotes generates and sells leads, clicks, and calls to insurance agents, agencies, brokers, and carriers across auto, home, small business, life, Medicare, and health verticals, while the AWL Insurance Agency (AWLIA) employs 80+ licensed agents who write policies on behalf of 20+ carrier partners. The proprietary AWLiQ and CAaS platforms power real-time matching and campaign management for 15,000+ agents.
Is AWL a public or private company?
AWL is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AWL founded?
AWL was founded in 2005. It employs 1,001 to 5,000 people.
Where is AWL based?
AWL is headquartered in Austin, United States, in the North America region.
How does AWL make money?
Three revenue lines are on record. Lead Generation Sales are the primary driver. The others are insurance Agency Commissions and contact Center Services.
Who are AWL's main competitors?
Direct peers on record are EverQuote, MediaAlpha, QuinStreet, SelectQuote, LendingTree, SmartFinancial, GoHealth and Policygenius. Insurify is listed as an emerging player. Bankrate (Red Ventures) is listed as a broad incumbent.
Does AWL have an API?
No public API is recorded for AWL.