The Lead Engine scores every active carrier in the FMCSA universe and surfaces the best sales opportunities. Lead Score tells you who to call. Risk Score tells you how to price them.
Lead Score (0–100)
The overall sales priority — the single number to sort your pipeline by. Computed from three core signals: Reachability + Timing + Risk Quality, capped by risk quality gates. Distress and Placability are still calculated and displayed but do not feed the lead score.
Lead Score = 100 − ((100 − Reachability) + (100 − Timing) + (100 − Risk))
70+ Excellent — Top-priority outreach
50–69 Good — Strong opportunity
30–49 Fair — Worth reviewing
< 30 Low Priority — Future pipeline
Core Scores (feed Lead Score)
Reachability
Contact data quality: email, phone, address, MCS-150 freshness, business presence.
HIGH • MODERATE • LOW
Timing
How close to an insurance decision window. Urgency, not quality.
HOT • ACTIVE • WARM • MILD • NONE
Risk Quality
Pass-through from the Risk Engine — safety, compliance, and operational quality.
PREFERRED • STANDARD • CAUTION • HIGH RISK
Supplementary Scores (displayed, not in Lead Score)
Placability
How easy to place in standard markets. Centered at 50, adjusts by risk quality, stability, and compliance. Use to gauge quotability.
STRONG • GOOD • AVERAGE • BELOW AVG • POOR
Distress
Urgency from real disruption — cancellations, lapses, revocations, coverage gaps. Only carriers with actual distress signals score here.
SEVERE • ELEVATED • MODERATE • MILD • NONE
Scores vs. Band Labels
Each sub-score has two parts that measure different things:
- The number (0–100) is a percentile rank — where this carrier stands relative to all 2.2M carriers. A timing score of 100 means this carrier ranks higher than 99% of carriers on timing signals.
- The band label (HOT, ACTIVE, WARM, etc.) reflects the actual raw signal strength — how close to expiration, how severe the distress, etc. This is not derived from the percentile.
- Why they can differ: Two carriers can both score 100 (top percentile) but show different bands. For example, "100 / HOT" means the carrier is days from expiration, while "100 / ACTIVE" means they have a strong timing signal but slightly further out. Both rank at the top, but the raw urgency is different. Use the band to understand the signal; use the score to prioritize your pipeline.
Risk Score (0–100)
The carrier's safety, compliance, and operational quality from the Risk Engine — independent of lead timing. Higher = cleaner, safer fleet. Use Lead Score to decide who to call, and Risk Score to decide how to price them.
Lead Types
- Renewal (0–30d): Imminent renewal window with risk ≥ 80 and placability ≥ 50. Highest-priority outreach.
- Pipeline (31–90d): Renewal approaching with good risk profile. Build the relationship now for the bind later.
- Lapsed Quotable: Clean carriers without active insurance (avg risk 93.5). Needs coverage — ready to quote today.
- Distressed Quotable: Genuine distress signal (cancellation, lapse, revocation) with a quotable risk profile.
- Hard Renewal: Renewal approaching but risky or difficult to place. Non-standard market likely.
- Hard Market: High distress with poor placability. E&S or specialty market only.
- Market Watch: Mild timing or distress signal with good risk and placability. Not urgent — monitor for escalation.
- Low Priority: No active signal — future pipeline candidate.
Suppression Gates
Lead Score is capped when risk quality is poor — prevents wasting outreach on unplaceable accounts:
- Tier 10 violations (DUI/drugs): capped at 40
- Revocation + instability: capped at 35
- Tier 8–9 violations: capped at 55
- Very poor risk (< 40): capped at 30
Lead Tiering (A, B, C, D)
- Tier A: Risk Score ≥ 85 with pristine insurance history.
- Tier B: Risk Score 70–84. Core standard market.
- Tier C: Risk Score 50–69. Requires review.
- Tier D: Risk Score below 50 or chronic instability.
Pro Tips
- Sort by Lead Score to find the best opportunities right now (driven by Reachability + Timing + Risk).
- Filter by Renewal type for the cleanest, easiest outreach targets.
- Distress & Placability are supplementary — use them to gauge urgency and market fit, but they don't move the Lead Score.
- Insurance Switches shows how often a carrier changes insurers — high switchers are actively shopping and receptive to quotes.
- Click "View Risk Profile" to see the full safety, compliance, and insurance history before reaching out.