Insurance lead scoring, with the arithmetic shown

A lead score is only useful if a producer can see why it came out that way. Here is a complete rule set, four worked records, and an honest account of what the number does not mean.

These are CovioIQ's actual rules, not a generic illustration. The worked scores on this page are checked against the real scoring code every time the site is built, so if a point value changes and this page does not, the build fails.

The whole rule set

Six groups. Every lead starts at 40 and the final score is kept between 1 and 99, so no lead is ever a zero or a certainty.

Everyone starts here

Base score

Where the lead came from

Referral, existing client, or partner broker	+20
Walk-in	+10
Website, Google Ads, Facebook	+5
Cold call or cold outreach	−10

What they already are to you

Already a client	+10
Prospect	+5
Marked inactive	−20

Whether anyone has spoken to them

3 or more activities logged in the last 30 days	+15
1 or 2 in the last 30 days	+8
No activity ever logged	−5

Whether you can reach them

Email and phone both on file	+5
Neither on file	−10

What they already hold

Two or more policies

Four worked records

A referral who has been called three times

Workings: 40 base, +20 referral, +5 prospect, +15 for three activities, +5 email and phone on file

Reading it: Everything the rule set can see is positive. If this one is not closing, the reason is not in the data.

A cold call nobody has followed up

Workings: 40 base, −10 cold outreach, +5 prospect, −5 no activity ever logged, −10 no email or phone

Reading it: Low, and two of the four deductions are about your record rather than the lead. Adding contact details moves this 15 points without speaking to anybody.

An existing client with three policies

Workings: 40 base, +20 came from an existing client, +10 already a client, +8 one recent activity, +5 contact details, +5 holds three policies

Reading it: The highest scores in most books are cross-sell, not new business. That is usually the right answer.

A web lead marked inactive a year ago

Workings: 40 base, +5 inbound web lead, −20 marked inactive, nothing for activity and nothing for contact details

Reading it: Worth seeing why nothing is added or removed for activity here. Something was logged once, so the "never contacted" penalty does not apply, but nothing recent means no bonus either. Silence is not the same as absence.

A rule score is not a probability

This is the distinction the industry blurs most often, usually on purpose. An 85 above does not mean an 85% chance of closing, and a 20 does not mean a 20% chance. They are points from a table you can read. Nothing here was trained on outcomes, nothing has been calibrated against how often those leads actually converted, and no accuracy figure is published because none has been measured.

What a rule score is genuinely good for is ordering a list. If you have forty leads and two hours, working down from the top is better than working down from whichever one is newest. That is the whole job.

It also has a property a trained model does not: when a producer disagrees with a score, you can show them the line that caused it. A model that says 85 and cannot say why gets ignored by the third week, which is a more common failure than inaccuracy.

What it deliberately does not use

No email opens, no website visit tracking, no click behaviour, no bought demographic data. Partly because a brokerage that has not integrated its email has none of that, and a score that needs data you do not have is a score that reads 40 for everyone.

Mostly because of what the remaining factors have in common: every one of them is something a broker can look at and verify. Where a lead came from, whether they are already a client, whether anybody has called them, whether you can reach them. A producer can argue with those, which is the point.

See it on a real list

The demo runs on a sample book, with scores and their reasons beside each contact.

Open the live demo How lead scoring works