The insurance agency KPIs worth tracking every week

New business against goal

Premium and policy count written this week, this month and year to date, each against a goal. Track both, since a month of large commercial policies and a month of many small auto policies can show the same premium and mean very different things for the workload.

Close rate

Policies sold divided by households quoted. Look at it per producer and per lead source. A low close rate on one lead source often means the leads are poor, not the producer.

Speed to lead and contact rate

How long it takes from a new lead to the first call attempt, and what share of leads you actually speak with. These two numbers sit upstream of everything else: a lead that's never reached can't be quoted or sold.

Policies per household

Total policies divided by customer households. Customers with more than one line tend to be easier to keep, and this number shows whether your producers are rounding out accounts or writing single policies.

Retention and cancellations

Of the policies up for renewal this period, how many renewed. Alongside it, track cancellations with the reason: non-payment, moved to another carrier, sold the vehicle, and so on. Non-payment cancellations are often preventable with a call before the cancellation date.

Phone activity

Inbound calls answered and missed, outbound calls placed and talk time by agent. Missed calls during business hours are a staffing signal; a producer with little talk time and few sales is a coaching conversation.

How to review them

1. 1Pick a fixed time each week and look at the same numbers in the same order.
2. 2Compare with last week and the same week last year, not just the goal.
3. 3For each number that moved, find the sales or calls behind it before deciding why.
4. 4Choose one thing to change this week, and check it next week.

Insurance CRM reports daily, weekly, monthly and year-to-date sales against goals by producer, carrier and line, and every number opens the sales behind it.