AWL

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.

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

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core 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

Named customers2 records

Segments7 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Auto Insurance CarrierscoreOthersAWL works with 20 of the top U.S. auto insurance carriers to provide comprehensive shopping experiences for drivers comparing auto insurance quotes.
• Home Insurance CarrierscoreOthersAWL 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 CarrierscoreOthersAWL works with 9 of the top 10 health insurance carriers in the U.S. and helps consumers understand ACA eligibility.
• Medicare Plan ProviderscoreOthersAWL works with the top 8 providers of Medicare Supplement and Medicare Advantage plans in the U.S.
• InsuranceQuotes.com PartnerscoreChannel Partner/ Reseller/ DistributorInsuranceQuotes 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.
• WeWorkminorStrategic or Co-development PartnerAWL 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

Direct 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

• LinkedInlinkedin.com/company/all-web-leads-inc-

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AWL