Know what every click, lead and call is worth to your book.
The profitability layer brings your post-bind profitability models and actuarial customer value into your marketing. Every click, lead, call, agent conversation, quote and bind gets an expected economic value in near real time, and everything else in Fountlabs is judged on it.
A customer gains value at every step.
A click on a search ad is worth something. A started quote is worth more, a nine-minute call about bundling more again, and a bound policy is worth its expected contribution over its life, after losses and expenses.
Fountlabs prices each step with your own models, so you know what you're buying while you're still buying it, instead of finding out at renewal.
The cheapest lead is rarely the best one.
We have yet to see an account where the cheapest lead source and the most profitable one were the same source. Put cost and value next to each other and the budget conversation changes. You stop asking how to get leads cheaper and start asking how much a lead is worth paying for.
| Source | Costs | Worth | Margin |
|---|---|---|---|
| Brand search | $12 | $210 | +$198 |
| Safe Driver Search | $38 | $170 | +$132 |
| Comparison sites | $41 | $86 | +$45 |
| Meta prospecting, Texas | $29 | $24 | -$5 |
| Lead partner B | $18 | $9 | -$9 |
Your actuaries already know what a customer is worth.
Pricing and retention models usually live with actuarial and finance and get looked at once a quarter. Fountlabs connects them to marketing data as it arrives, so the value of a customer is there when a bid, a test or an audience is being decided.
Expected 3-year value of a bound auto policy, by where it came from
Bring your own models
Use your pricing, retention, loss and lifetime value models as they are. Where you don't have one, we'll work with your team on a segment-level estimate of premium, retention and loss ratio, which gets you most of the value.
Allowable acquisition cost, by segment
Set what you can afford to pay for a policy by product, state and channel, derived from expected lifetime contribution. Cost per lead then falls out of the calculation as a constraint instead of leading it.
Values that learn from the book
As policies renew, cancel and claim, expected values are checked against what actually happened and corrected, and you can see by how much.
Used everywhere
Agents answer with it, experiments are judged on it, audiences are priced with it and quotes from AI assistants are checked against it. There is one view of what a customer is worth, and everyone uses it.
Part of one system.
The profitability layer sits directly on the data layer and under everything else. It is the reason every capability above it can be judged on growth economics instead of activity.
Profitability layer
Your post-bind profitability models and actuarial customer value, wired into your marketing. Every click, lead, call, quote and bind carries an expected value in near real time, and everything above it is judged on that.