Why did we do that?
Insurance marketing teams make hundreds of decisions a quarter and remember very few of them. The ledger records every budget move, campaign change, test, pause and audience, with who made it, why, and what happened to policies, premium and losses afterwards.
Every decision on the record, with the result measured in policies and margin.
Every decision, on the record.
Ask why about any decision from last quarter and the answer is usually in someone's head, a Slack thread or a slide nobody can find. In Fountlabs it's on the record. Changes made in Fountlabs are logged as they happen, changes made in your ad platforms are picked up when they sync, and anyone can add the reasoning.
- Who changed what, when, and why
- The result, measured on policies and margin rather than leads
- Linked to the campaign, test or audience it touched
- Kept when people move on
Your agents read it before they answer.
Because the ledger sits under the agents, they know what's been tried. Ask why Florida leads dropped and they check whether someone paused a creative or changed a bid that week before looking anywhere else. Ask whether to bring back a lead partner and they'll tell you why you stopped.
Most of the time, the answer to “why are the leads down?” is a decision somebody made. The ledger is where you find it in seconds instead of by Wednesday.
James paused them on 9 September after quote to bind fell to 4% three weeks running. Since then we've saved about $18k a month and binds haven't moved. Their earlier policies were also running a projected loss ratio of 0.74.
If you want to give them another go, I'd set it up as a capped test with a loss ratio limit, so it stops itself if the same thing happens.
Stop repeating expensive mistakes
The test that blew up the loss ratio two years ago is on the record, with the numbers, so nobody runs it again by accident.
Learn what actually works
Line up every decision of a kind, every bid increase on comparison sites or every new lead partner, and see what each one did to the book.
Hand over cleanly
When someone leaves or a new agency starts, the history of the account comes with it instead of walking out the door.
Answer the board
When someone asks why cost per policy jumped in March, show them the decisions that drove it and what your team did next.
Part of one system.
The ledger sits between the capabilities that act and the layers that measure. Every test, audience, budget move and assistant sale writes to it, and every result is priced by the profitability layer underneath.
Marketing ledger
A running record of every budget move, campaign change, test and result, with who made it, why, and what it did to the book. Your agents read it before they answer, and so can the next person in the job.