Overview
AWL, Inc. (formerly All Web Leads) is an insurance customer acquisition marketing and distribution company founded in 2005 and headquartered in Austin, Texas. The company connects consumers searching for insurance products with licensed agents and carriers through a proprietary closed-loop technology platform that qualifies and packages high-intent consumers as leads, clicks, and live calls.
AWL operates two primary divisions: InsuranceQuotes, a consumer-facing lead generation and comparison marketplace that serves 15,000+ agents across auto, home, health, life, Medicare, and small business insurance; and AWL Insurance Agency (AWLIA), a technology-driven independent agency with licensed agents specializing in Medicare and P&C products from top carriers. The platform processes approximately 100,000 consumer insurance inquiries daily across all 50 U.S. states.
Backed by Genstar Capital since 2015, AWL is one of the largest independent customer acquisition platforms in the U.S. insurance market. In 2015, AWL acquired insuranceQuotes.com (Bankrate's insurance division) for USD 165M, significantly expanding its consumer reach and content assets.
Products & Services
AWLiQ Platform
Agent-facing self-service marketplace where licensed insurance agents purchase leads, clicks, and live calls targeted to their specific consumer demographics and coverage lines.
Key Features
- Self-service campaign setup with demographic and vertical targeting
- Real-time lead, click, and live-call delivery via email or lead management system integrations
- Campaign monitoring dashboard with real-time performance adjustment
- Dedicated optimization specialists for each agent account
Target Users: Independent insurance agents and agencies
InsuranceQuotes
Consumer-facing lead generation and insurance comparison platform (acquired from Bankrate in 2015 for USD 165M). Provides consumer education content, real-time quote comparison tools, and agent matching across all major personal lines verticals.
Key Features
- Online quote comparison for auto, home, health, life, Medicare, and small business insurance
- Thousands of expert content articles for consumer insurance education
- High-intent consumer matching to carrier and agent networks
Target Users: Insurance consumers; insurance agents and carriers acquiring leads
AWL Insurance Agency (AWLIA)
Technology-driven independent insurance agency launched in 2018, specializing in Medicare and P&C insurance. Licensed agents represent 20+ top carriers, focusing on consultative sales of complex products.
Key Features
- Inbound and outbound licensed agent sales (80+ licensed agents)
- Over 100,000 active policies in force
- Medicare Advantage, Medicare Supplement, P&C personal lines
Target Users: Insurance consumers seeking direct policy purchase
At a Glance
- Founded
- 2005
- Headquarters
- Austin, TX, USA
- Employees
- 1000+
- Funding
- PE-Backed (Genstar Capital)
Category & Focus
- Category
- Distribution & Sales
- Subcategories
- Insurance Lead Generation Customer Acquisition Digital Marketing
- Insurance Verticals
- P&C Personal Health Life & Annuity Workers Compensation
- Target Customers
- Carriers, Agents/Agencies, MGAs/MGUs
Customers
- Top 10 U.S. property and casualty insurance carriers
- Several of the largest U.S. health insurers
- 15,000+ independent agents and agencies nationwide
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Last updated: 2026-04-09