Motorcycle insurance
acquisition platform

At an Ontario insurance agency, an existing relationship with a rider-training organization was producing highly qualified prospects, but lead sharing relied on a basic Google Form and lacked a purpose-built sales workflow.

A form captures a name and a number. Assigning leads, tracking them through a pipeline, following up, and seeing what actually closed takes more than that.

A lead is only worth what happens after it arrives. So the customer-facing experience and the team’s follow-up process had to be designed together.

This is a business problem, an acquisition problem, and an implementation problem at once. The software was only one part of it.

I planned, designed, built, maintained, and trained the team on the system.

That covered the customer-facing landing experience, the admin dashboard, the referral links and information materials shared with the rider-training partner, and showing four internal users how to work from it.

I built it during my time at the agency, and it launched in 2019. I then kept maintaining and expanding it as my responsibilities progressed.

• A customer-facing landing experience, built with HTML, CSS, JavaScript, and PHP, replacing a basic Google Form
• A PHP admin dashboard for the team
• Lead assignment
• Pipeline tracking
• Conversion reporting and closing statistics
• Follow-up tools
• Referral links and information materials for an established rider-training organization
• Training for four internal users

Prospective clients arrive from referral sources, including the rider-training partner, at a customer-facing landing page. Automated capture puts each lead into the PHP dashboard, where it is assigned, tracked through the pipeline, and followed up until it closes. Conversion reporting and closing statistics show what is working.

More than 1,000 qualified leads in the first year.

The platform launched in 2019. Four internal users worked from the dashboard, and I kept maintaining and expanding the system as my responsibilities progressed.

It was built for an employer, so there is no demo link.

Certain organizational and partner details have been generalized to respect employer confidentiality.