The Fount Blog
AI Growth, underwritten
Our working notes on marketing AI, insurance marketing, growth economics and engineering for marketing outcomes - from causal inference to agentic workflows, publisher platform updates and dynamic creative optimization.
All posts
Unit Economics·5 May 2026·5 min read
Pricing a customer the way an actuary prices a policy
Customer lifetime value in insurance is premium times expected policy lifetime times underwriting margin. Treating CLTV as a pricing problem, with vintages, credibility, and margins for error.
Read the note →Attribution & Causal Inference·7 April 2026·9 min read
UTM hygiene at 80 campaigns: a field report
What it actually takes to impose a UTM taxonomy on dozens of live campaigns across multiple platforms: the failure modes, the naming convention that survived contact, the validator, and the unglamorous backfill that made CRM joins possible.
Read the note →Attribution & Causal Inference·3 March 2026·10 min read
Why your ad platform numbers will never match your CRM
Ad platforms and your CRM count conversions with different windows, identity models, and clocks, so they will never reconcile to the dollar. How to read the gap, pick a system of record, and stop chasing a match that cannot exist.
Read the note →Unit Economics·20 January 2026·7 min read
The Seduction of CPL as a Metric
Cost per lead optimizes for cheap leads, not profitable policyholders. A unit-economics framework for insurance acquisition that prices leads off lifetime underwriting profit instead.
Read the note →