What Reliable Partners does

Reliable Partners, LLC operates a performance marketing network that intermediates between publishers generating inbound customer calls and advertisers seeking qualified leads in the insurance industry. The company is headquartered in Princeton, New Jersey, and was founded in 2016 by professionals with prior experience as both advertisers and publishers within affiliate networks. Its core product offering centers on three performance pricing models: Pay Per Call (PPC), where advertisers pay only for qualified inbound calls; Cost Per Lead (CPL), where advertisers pay for pre-screened leads matching their ideal customer profile; and Cost Per Acquisition (CPA), where advertisers pay solely on completed sales. A complementary publisher-facing metric, Revenue Per Call (RPC), structures publisher compensation to maximize quality call delivery.

The network operates exclusively within insurance verticals, addressing ACA/Health, Medicare, Final Expense, Auto, Home, and Life insurance products. Onboarding for both advertisers and publishers is conducted through website-based application forms, with dedicated review teams responding within one business day. The underlying technology is described as performance marketing network infrastructure focused on call tracking and lead qualification; no proprietary AI, API, or SDK capabilities are disclosed. Pricing is quote-based and not publicly disclosed, with advertiser monthly budget tiers ranging from under $5,000 to $100,000+.

Reliable Partners generates revenue through transaction-based take rates across its three pricing models, monetizing the spread between amounts paid to publishers and amounts charged to advertisers. The company serves two primary customer segments: insurance advertisers (carriers, agencies, and brokers) seeking high-intent leads and calls, and publisher traffic partners seeking to monetize call volume from paid search, social, SEO, email, and traditional media channels. The company has 1-10 employees, no disclosed funding, no parent company, and no named strategic partnerships or enterprise customers.

Name

Reliable Partners

Legal name

Reliable Partners, LLC

Website

https://reliable-partners.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Reliable Partners operates a performance marketing network connecting insurance publishers with advertisers via Pay Per Call, Cost Per Lead, and Cost Per Acquisition models across ACA/Health, Medicare, Final Expense, Auto, Home, and Life insurance verticals.

Ownership category

akta.pro rank

Product category

Performance Marketing Network

NAICS

Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (541830)

SIC

Services-Advertising (7310)

akta.pro primary industry

Affiliate Marketing & Partner Networks (BPAMALAI)

Keywords

• Performance marketing network
• Pay per call
• Cost per lead
• Cost per acquisition
• Lead generation services

Headquarters

HQ city

Princeton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Pay Per Call (PPC): Revenue generated when publishers deliver phone calls to advertisers. Publishers are paid based on Revenue Per Call (RPC) while advertisers pay only for qualified calls that reach them directly.
2. Cost Per Lead (CPL): Revenue generated when publishers deliver leads that meet advertiser-specific business criteria. Quality-screened leads matched to advertiser ideal customer profiles.
3. Cost Per Acquisition (CPA): Revenue generated when actual sales occur. Advertisers pay only when a sale is completed, representing the lowest-risk model with proven ROI.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Reliable Partners operates a performance marketing network that connects publishers generating inbound call traffic with insurance advertisers seeking qualified customer interactions. The company delivers three transaction-based pricing models — Pay Per Call (PPC), Cost Per Lead (CPL), and Cost Per Acquisition (CPA) — and applies a publisher-facing Revenue Per Call (RPC) metric to align incentives across both sides of the network. Service focus is concentrated in insurance verticals including ACA/Health, Medicare, Final Expense, Auto, Home, and Life insurance.

Product overview

Reliable Partners operates as a unified performance marketing network offering three interconnected service models: Pay Per Call (PPC), Cost Per Lead (CPL), and Cost Per Acquisition (CPA). The platform functions as an intermediary connecting publishers (who generate customer calls, leads, or conversions) with advertisers (who pay for qualified customer interactions). Revenue Per Call (RPC) serves as the publisher-facing metric that aligns incentives across the network. The service focuses on insurance verticals including ACA/Health, Medicare, Final Expense, Auto, Home, and Life insurance.

Differentiator

Problem solved

Functional benefit

Products and services

• Pay Per Call (PPC)

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Emerging players

• PartnerStack: Partnership and affiliate management platform for SaaS and B2B brands. Comparable as a performance-based publisher-advertiser intermediary, but focused on recurring-revenue B2B programs rather than insurance call/lead flow.
• Invoca: Call tracking and conversation analytics platform serving advertisers including insurance carriers. Adjacent rather than directly competitive — Invoca provides the analytics layer that performance call networks like Reliable Partners rely on, and increasingly competes for call-routing budgets.

Direct peers

• MediaAlpha: Public insurance customer acquisition marketplace connecting carriers and distributors with consumer leads via real-time bidding. Highly comparable to Reliable Partners as both operate performance-based insurance lead/call marketplaces, though MediaAlpha is significantly larger and vertically focused across P&C and health.
• LeadsMarket: Performance marketing network specializing in insurance lead generation across health, life, auto, and home. Closely comparable in vertical focus and CPL/CPA revenue model, competing for the same insurance advertisers and publishers.
• RingPartner: Pay-per-call affiliate network connecting inbound call buyers with publishers across verticals including insurance, home services, and legal. Closely comparable on revenue model (PPC/RPC) and publisher-advertiser marketplace mechanics, though with broader vertical coverage.

Broad incumbents

• Clickbooth (Awin): Affiliate marketing network (acquired by Awin) specializing in CPA and CPL campaigns across verticals. Comparable on performance-based pricing models and publisher-advertiser matching, with much broader vertical and geographic reach.
• Impact: Enterprise partnership management and affiliate marketing platform serving brands and publishers globally. Overlaps with Reliable Partners on performance-based publisher-advertiser economics, though Impact focuses on SaaS-driven partnership automation rather than call-based lead flow.
• EverQuote: Public online insurance marketplace aggregating consumer requests for auto, home, and life insurance. Comparable as an insurance customer acquisition channel, though EverQuote operates consumer-facing comparison UI rather than a publisher-advertiser intermediary network.
• QuinStreet: Public performance marketing company with deep insurance vertical exposure (auto, home, life, health). Overlaps with Reliable Partners on insurance lead generation but operates at much greater scale across multiple verticals including financial services and education.
• Commission Junction (CJ Affiliate): One of the largest global affiliate marketing networks, serving advertisers and publishers across all verticals including insurance. Comparable as a performance-based intermediary, but operates as a generalist platform with far greater scale and brand recognition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/reliable-partners-llc

Revenue estimate

Valuation estimate

Number of profiles

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 Reliable Partners