See each quote request the day it lands, and which ones were bound.
Built for an independent property and casualty or life agency, whoever runs the marketing. TruLata reads your Google accounts, your Business Profile reviews and the quote requests from your own site's forms, runs the watching and the drafting on a schedule while your team services the book, and leaves approvals and compliance review with the agency.
Is this built for an insurance agency?
Yes. TruLata is built for an independent agency that writes personal lines, commercial lines, life, or all three, across the states it is licensed in, and an agency with several offices or several producers fits the same way. The marketing often falls to the principal or an account manager, fitted in between renewals and service work, and an agency with a marketing hire gets the same screen. Search, ads, content and the counting run on a schedule whether or not anyone had time this week, every quote request is counted from your own site, and one screen shows what happened and what it cost.
Most quote requests start with a date. A renewal notice with a higher premium on it, a home closing that needs proof of insurance before the lender will fund, a new car picked up on Saturday, a contract that asks a new business for a certificate of insurance before the first day on site. They search, read your reviews, look for an agency that quotes more than one carrier, and send a quote request to the one that looks like it will answer today.
An internet lead bought from an aggregator is a shared lead, the same driver or homeowner sold to several agents at once, and the first call is a race. A quote request from your own site's form is yours alone, and it is the kind the Leads view counts. The comparison with bought leads is on mechanism, not on a price we would have to invent. The book you already write is the other half of the growth: rounding out a home client with an umbrella or a life policy starts with an email your platform sends, and the screen reads that campaign's statistics live.
An aggregator internet lead
- The same driver or homeowner sold to several agents at once
- The first call is a race
A quote request from your own site
- Yours alone
- Counted in your Leads view the day it lands
- The line asked about, and the renewal date where your form asks
Most quote requests start with a date.
What does the screen show an insurance agency?
It leads with the quote requests. When someone submits the quote form on your site, the form handler appends the row to a lead sheet server-side and emails your team, whether or not a tracking tag fired. The Leads view reads that sheet newest first, and each row carries what your form recorded: the name, the contact details, the line asked about, auto, home, a business owner's policy, workers' compensation or term life, the renewal date where your form asks for it, and the source. Set what each request became from the screen, contacted, quoted, won or lost, or not a lead with the reason, and it stays on the row. A request that has sat two days without an outcome marked wears a note with the day count, so the speed of the first call is on the screen. The leads page covers the ledger and the daily watch behind it.
Then the reviews and the search. Google Business Profile gives your reviews, your rating and your listing performance through a manager invitation you can revoke, and the reviews card sits on the search view, because a shopper comparing two agencies near home reads the reviews before sending a quote request to either. Search Console gives the queries you appeared for, impressions, clicks and average position, two to three days behind; the positions are Search Console's own averages, not a rank tracker. GA4 gives sessions, sources, which line pages were read and the key events you count as a request, hours behind intraday. Google Ads gives spend, conversions and cost per conversion by campaign.
Where your agency management system or CRM has an API, it connects during setup like any other source, and the pipeline appears live, stage by stage, with a coming-soon card rather than a number until the data is trustworthy. Your email platform's campaign statistics are read live, so the renewal reminders and the cross-sell sends sit on the same screen as the quote requests. Your inbox and calendar stay outside the screen today and connect during setup where your engagement calls for them, and a quote request taken by phone counts as a lead where your CRM records it; a call-tracking platform you already run connects during setup like any other source with an API.
What runs while your team services the book, and what waits for a person?
Your Google Ads account is watched every morning. At 7:05 Eastern the ads change watch reads the account's change history and its user list, sets our own writes and routine churn aside, and raises a material change made by anyone else the same morning, including the recommendations Google applies on its own. Where we manage your search campaigns on all tiers, a budget or bid change is made within the limits set for your engagement and lands in the account's own change history. When the spend sits on auto and home quote campaigns, a setting switched on under any login reaches your team the next morning rather than at the end of the month.
On Launch, Growth and Command, the content engine researches and drafts on your cadence: the questions a policyholder asks at renewal, what a new business needs in place before it signs a lease, how an umbrella policy sits on top of home and auto. Each topic passes a demand gate on real search volume and what already occupies the result page, the research cites current sources, the dedupe reads the titles already published on your site, and each piece is filed as a Google Doc in your Drive with a featured image. Auto-publish is a per-client setting and approval is optional. Approvals and compliance review stay with the agency: with auto-publish off, each piece waits as a draft until the agency approves it. On Command, the outbound engine sources prospects weekly to the target profile set with you, such as contractors or restaurants for a commercial lines book, finds a deliverable address or routes the prospect to a contact-form path, and drafts into a review-first queue; a person releases each send, or the queue releases on the schedule set for the engagement, and every send is logged with the draft, the mailbox and the time.
Every day at 7:20 Eastern, on an instance whose forms feed the sheet, the lead watch runs five checks across the sheet, GA4 and Ads: the tracking tag still loads, requests with no GA4 form event, paid requests with no Ads conversion, a campaign that was spending and has gone to zero, and organic traffic with no requests at all. The quote requests that landed on your sheet are checked against the conversions Google counted, so a quote form that stopped submitting is flagged the next morning rather than at the end of the quarter. Every night at 12:01 Central a fallback snapshot is baked, and a failed pull leaves the previous page up rather than an empty one.
What stays with a person is the judgement: the limits on spend, what the agency publishes, and anything that answers a shopper or a policyholder. A content piece with auto-publish off waits as a draft until the agency approves it. From the screen you can set a lead outcome, request a website change, and request a content, keyword, category or targeting change; each request goes to the team as a logged ticket, and the engine's writes to your ad accounts and your site go through their APIs and land in each account's own change history. Quoting, binding and the conversation about coverage stay with your licensed staff.
While your team services the book
- Ads change watchReads the change history and the user list, raises material changes the same morning
- Lead watchA quote form that stopped submitting, flagged the next morning
- Content draftsOn Launch, Growth and Command; with auto-publish off, each waits for the agency
- Prospect sourcingOn Command, for a commercial lines book
- Fallback snapshotBaked nightly, so a failed pull leaves the previous page up
Quoting, binding and the conversation about coverage stay with your licensed staff.
Can I see it before I sign anything?
Yes, with your name and email in front of it. The demo is the same engine code every client runs, pointed at a fictional company called Meridian so it can be public. Every number is invented, and the screen says so. Open the Leads view, the Google Ads view and the search view and you are looking at the screen an insurance agency gets, with your sources in place of Meridian's.
Then put your own agency in the seat; that part is yours. You write policies across the states you are licensed in, the service desk is busy every day of the month, and whoever runs the marketing does it around renewals. That is the agency this page, the setup and the tiers are written for, and what changes is the work that used to wait for a slow afternoon: the scheduled work runs whether anyone had time, every quote request is counted from your own forms, and one screen shows what happened and what it cost. Part of it runs on your own numbers during setup: the first pull, the answer-engine baseline and the ads watch run on your accounts in the first two weeks, before most of the engines are switched on. If you want the work done as a service rather than run as a system, the services side is the other door.
One thing about the search view is worth knowing before you open it. Ranking is not earning, so the view puts the quote requests your own forms took beside the queries and positions that earned them. A position there is Search Console's average for that query, not a rank tracker's guess. That is what the screen holds the work to: which quote requests were bound, not where a keyword sat.
Which tier fits an insurance agency?
Starter includes the TruLata dashboard, full analytics, leads, search visibility, the AI visibility program, managed Google Ads search, the assistant and briefings and support tickets. The content engine is on Launch, Growth and Command. Meta ads are on Growth and Command. The outbound engine, for a commercial lines book sourced to a target profile, is on Command. Command adds the outbound engine, ad creatives and your full marketing team, always on.
Seats are three on Starter, three on Launch, ten on Growth and unlimited on Command, so producers and account managers each sign in with a seat of their own. Starter is $400 a month, Launch $650, Growth $1,200, and Command is scoped per engagement. Every tier is month to month with nothing metered, and committing annually takes twenty to twenty-five percent off the monthly. The pricing page carries the same figures as every other page.
Where each engine sits
- Everything in Starterthe TruLata dashboard, full analytics, leads, search visibility, the AI visibility program, managed Google Ads search, the assistant and briefings and support tickets
- Content engineLaunch, Growth and Command
- Meta adsGrowth and Command
- Outbound engine, for a commercial lines bookCommand
- Seats, one for each producer and account managerthree on Starter, three on Launch, ten on Growth and unlimited on Command
Want it run for you?
You have two doors. Managed TruLata is our team running the program on your accounts, and every change we make lands in your account's own change history, which the same 7:05 Eastern watch reads and sorts as ours. Approvals and compliance review stay with the agency on that door too. Local services marketing is TruLata's agency work for the same buyer, search and paid search with a daily account watch among it.
What an agency's screen reads, and how fresh it is.
| What | Where it comes from | How fresh |
|---|---|---|
| Quote requests | Your site's forms, appended to a lead sheet server-side and emailed to your team; the Leads view reads it newest first | Live, the moment the form is submitted |
| Reviews, rating, listing performance | Google Business Profile, with our Google account as a manager you can revoke | Refreshed on its own schedule, separate from the Ads and GA4 lag |
| Spend, conversions, cost per conversion | Google Ads, by campaign | Intraday lags hours; change history read daily at 7:05am ET |
| Sessions, sources, pages, key events | Google Analytics 4 | Hours behind intraday |
| Queries, impressions, clicks, average position | Search Console; its own average positions, not a rank tracker | 2 to 3 days behind |
| Renewal and cross-sell email statistics | Your email platform | Live |
| Quote pipeline | Your agency management system or CRM, where it has an API | Live; a coming-soon card until the data is trustworthy |
| The page itself | Snapshot on open, live pull behind it when older than 5 minutes, nightly bake at 12:01am CT | Header stamp says when the data was pulled |
On the first of the month, when renewals land and shoppers start comparing, the quote requests from your forms are live, the Google Ads numbers still run hours behind, and Search Console runs two to three days behind. The header stamp says when each pull ran, the Refresh button forces a new one and never shows an error, and a failed pull leaves the previous page up rather than a blank one.
Questions, answered.
Do you count quotes that start with a phone call?
When your CRM or agency management system records the call as a lead, and a call-tracking platform you already run connects during setup like any other source with an API. The requests the screen counts are submissions from your own site's forms, written to a sheet server-side as they land and read newest first.
Who approves what the agency publishes?
The agency does. Approvals and compliance review stay with the agency. Auto-publish is a per-client setting and approval is optional; with auto-publish off, each content piece waits as a draft, filed as a Google Doc in your Drive, until someone at the agency approves it. On Command, prospect emails leave from a review-first queue that a person releases, or that releases on the schedule set for the engagement, and every send is logged with the draft, the mailbox and the time.
Can I see which campaign a quote request came from?
The page it came from is one click into the request, and the sheet behind it records the source and, where the form captures them, the traffic source, the landing page, the referrer and any UTM or gclid for each submission. You set what the request became on the same row. Google Ads shows conversions and cost per conversion by campaign, hours behind during the day, and GA4 shows sessions by source on the same lag.
Does it replace the internet leads I buy?
It counts a different kind of lead. An aggregator lead is a shared lead, the same shopper sold to several agents at once. The leads on the screen are quote requests from your own forms; a bought lead shows in your pipeline where your CRM or agency management system records it. Whether you keep buying is your call; the comparison on the buying leads page is on mechanism, not on a marketplace price we would have to invent.
Will anyone change my ad budget without me knowing?
A budget or bid change is made within the limits set for your engagement, and every change in the account lands in Google's own change history, which the watch reads at 7:05 Eastern every morning and sorts by who made it. Recommendations Google applies on its own are raised the same morning. Who has access to the account is read directly every day, because change events do not log it.
What does it cost for an insurance agency?
Starter is $400 a month, Launch $650, Growth $1,200, and Command is scoped per engagement. Seats are three on Starter, three on Launch, ten on Growth and unlimited on Command. Every tier is month to month with nothing metered, and a managed strategy retainer sits on top of any tier, scoped with you rather than priced on this site; <a href="/product/managed">the managed page</a> says what our team takes on.
See it running
before you decide.
The demo is the real product on a fictional company, with your name and email in front of it. Pricing is three published tiers.
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- Refreshed when you open itLive data on page load, never a monthly PDF
- Counted from your own formsLeads recorded server-side, compared daily with Ads and GA4
- Seen in AI answersHow often ChatGPT, Gemini, Claude and Grok name you, measured
- Every send loggedProspect emails leave from a review-first queue, and every send is logged.