No established customer journey
The new insurance business needed a brand, website, lead process, and compliance-ready communications.
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Insurance Lead System Case Study
Launching a Complete Insurance Lead System
About 50% Lower Cost per Lead During 2025 Open Enrollment
Call-in leads cost about $50 each. During 2025 open enrollment, MTS used Meta campaigns to bring in leads at about $20–$25 each, then routed inquiries into automated CRM follow-up and the agent pipeline.
Before / Built / After
From a new business to a connected lead workflow
Meta Ads connected to agent follow-up
MTS built the website, launched Meta Ads campaigns, and connected inquiries to automated CRM follow-ups and an agent pipeline.
Lower-cost leads with a clear follow-up path
Meta campaigns brought in leads at a lower cost, while automated follow-up helped agents respond and track each inquiry.
The starting point
The Challenge
RightFit Insurance needed a clear brand and customer-facing website so prospective customers could understand its offering and get in touch.
For 2025 open enrollment, the team wanted a lower-cost alternative to call-in leads, plus a defined agent pipeline, automated follow-up, and communications structured for compliance.
Project Highlights
What MTS Changed
Brand positioning and identity
Established a clear look and message for the new company.
Insurance website
Created a customer-facing place to learn and submit inquiries.
Meta Ads campaigns
Ran campaigns to generate insurance inquiries during 2025 open enrollment.
Automated CRM follow-up
Routed new inquiries into a structured follow-up workflow.
Agent workflow and pipeline
Defined how inquiries move through the team.
Compliance communications
Built policies, disclosures, and customer messages into the journey.
The result50%Lower cost per lead versus the ~$50 call-in source $20–$25 Automated Follow-Up
Lower lead cost, with follow-up built in
The Meta campaigns provided a more affordable source of inquiries, with a clear next step for agents in the CRM.
Cost per Meta lead during 2025 open enrollment, versus about $50 for call-in leads.
New inquiries entered the CRM for structured follow-up and agent handoff.
See the project
View the Work
Explore the live RightFit site and the customer-facing side of its open-enrollment lead system.
Project services
Services Used
Client results vary. Results reflect this project’s scope, market, reporting period, and campaign conditions.
Client Perspective
In the Client’s Words
Before working with the team, we were relying heavily on third-party lead vendors, and the process was expensive, high-volume, and inconsistent in quality. Since launching the new RightFit website and Meta campaigns, we’ve seen higher-quality ACA inquiries from people who are actively looking for coverage assistance, and our cost per lead to date has been less than half of what we were paying certain lead vendors.
The website itself turned out great. It’s cleaner, easier to use, and does a much better job explaining who we are, the services we provide, and how people can get help. Overall, the new website and campaigns have given us a much stronger way to generate our own leads instead of depending so heavily on purchased leads.
Your next step
Connect Your Website and Lead Workflow
MTS helps growing service businesses bring their website, CRM, and follow-up process together.
Discuss Your Lead System