Sales funnel calculator for insurance agencies
The tool
The question it answers: How many new clients does our funnel yield a year, and where should we improve?
Runs in your browser, and the numbers you enter are not sent to a server.
How it's calculated
- Call = leads × contact rate. Meeting = calls × meeting rate. Signed client = meetings × signing rate. Each percentage is of the stage before it.
- New clients per year = signed clients per month × 12, and the overall conversion = signed ÷ leads.
- The stage worth improving: the tool adds 10 percentage points (capped at 100%) to each stage separately, calculates how many clients a year that adds, and shows the stage with the largest gain.
- Because the calculation is multiplicative, this is usually the stage with the lowest rate. It is an arithmetic model only: improving another stage may be easier in practice.
Starting values: The tool opens with 80 leads a month and rates of 60%, 35% and 30%. These are illustrative starting values, not an average and not a target.
How to use the result
Define once what counts as a lead, what counts as contact, what counts as a meeting and when it is “signed”. Without a fixed definition you cannot compare month to month.
Take real numbers from the last quarter and enter them. With few leads a month, swings are natural, so it is better to look at a longer period.
Check what you can actually change at the stage the tool points to. Then follow the same numbers month after month, and compare yourself with yourself.
What the result does not say
- The result is not an average, an industry measure or a target, and your agency should not be compared with it. Compare the agency with itself over time.
- The funnel is simple: four stages with no distinction between lead sources or product types. If your process differs, adapt the definitions.
The tool illustrates a result from the numbers you enter. It is not an industry measure, a comparison with other agencies or a promise of savings or results.
Frequently asked questions
What counts as a “lead” and what counts as “signed”?
That is your definition, and the tool does not set it. What matters is to define it once, write it down and not change it midway, so periods can be compared.
Why doesn't the tool show “good” conversion rates for the industry?
Because we have no reliable figure shared across agencies. The rate depends on the lead source, the product, the team and how you define a lead, so the meaningful comparison is with yourself.
Further reading
The article that explains the topic in depth:
Further reading
More articles related to this tool:
How to Choose a CRM for an Insurance Agency: Buyer's Guide, Checklist and Comparison
A buyer's guide for insurance and pension agencies: criteria, demo questions, and a fair picture of spreadsheets, generic CRMs and insurance-specific systems, sourced from the vendors' own sites.
How to Cut Lead Response Time in an Insurance Agency: Measurement, Routing and a Routine
Not just “answer faster”: how to measure response time, route leads, handle after-hours leads, and build a weekly routine that shortens it. With a free calculation model.
Terms used in the tool
Short definitions in the glossary:
More tools
- Agency admin hours-saved calculator
- Sales pipeline health check for your agency
- Lead response time model: what a faster reply could change
- CRM and automation readiness check for your agency
Want to see these metrics on your own agency?
We will show how leads, handling stages and processes are counted in one system, without rebuilding a spreadsheet every month.
