Insurance affiliate programs pay in one of two ways. Some share the broker's commission for as long as a referred customer keeps the policy. Others pay a fixed fee for each qualified lead. This guide explains both models, who tends to offer each, and what to check before you join. Truvo pays a fixed referral fee per qualified lead.
What is life-of-policy revenue share?
When you refer a customer who buys insurance, the broker earns a commission from the carrier, often annually for as long as the policy stays in force. With life-of-policy revenue share, the broker passes you a portion of that commission each period the policy renews. So a single referral can pay you in year one, year two, year three, and beyond, as long as the customer remains insured.
Contrast that with a per-lead referral fee, where you are paid a fixed amount for each qualified quote request, whether or not the customer buys. Same referral, different payment shape.
How do the two models compare?
Revenue share depends on retention and on the customer actually buying. Insurance retention is high, so a share can pay for years, but it only starts once a policy binds. A per-lead fee pays sooner and pays on every qualified quote request, so it rewards volume and lead quality rather than the sale.
Model | Pays when | Depends on the sale | Best for |
|---|---|---|---|
Per-lead referral fee | When a qualified quote request lands | No | Non-licensed referral partners |
Revenue share | Each renewal while the policy stays in force | Yes | Licensed partners and agencies |
Which model earns more depends on what you refer. If your customers buy and keep coverage, a share can compound. If you send many quote requests, a per-lead fee pays on each one and is easier to forecast. Non-licensed partners should also check the compliance side: many states allow a fixed referral fee but not compensation that depends on the sale.
Who offers each model?
Recurring, life-of-policy economics are most common among brokers and agency models, because they are the ones earning ongoing commissions from carriers. Lead-generation marketplaces and referral programs usually pay a fee per lead or per sale, and a fixed per-lead fee is the common choice for partners who do not hold an insurance license.
Truvo, an AI-native broker covering auto, home, renters, pet, and umbrella, pays partners a fixed referral fee for every qualified lead. The fee does not depend on whether the customer buys a policy, and it is not a share of premium. Other programs may offer recurring structures to licensed partners, so always confirm the exact terms, the trigger, and how long payments continue before you commit.
What should I check before joining a program?
Ask these questions of any program:
- What triggers a payment: a qualified lead, a sale, or each renewal?
- Is the amount fixed, or a share of premium? Does that fit your license status?
- How is attribution tracked and protected if the customer comes back later?
- What is the typical retention and conversion you see?
- How and when are payouts made, and what does reporting look like?
- How is customer data handled, and is it ever resold?
The headline figure matters less than the combination of trigger, amount, conversion, and reporting. A fixed fee on a partner that converts and reports well beats a large share that rarely pays out.
Why does conversion matter as much as the model?
Any payout only accrues on referrals that actually happen. A program with a clear payout structure but weak conversion leaves money on the table. This is where AI-native brokers can have an edge: combining automated carrier comparison with licensed advisors tends to turn more referrals into quote requests and policies. Truvo's model leans on exactly this pairing.
The bottom line
Revenue share pays a slice of commission for as long as a customer stays insured. Per-lead referral fees pay a fixed amount for each qualified quote request. The right one depends on your license status, your volume, and what you refer. Truvo pays a fixed referral fee per qualified lead. Explore the partner program at partners.truvo.com to see the full terms.