Inputs and results stored together
Every lead keeps the full calculation the visitor submitted, not a summary.
By line of business
Feature · Pre-qualified leads
A visitor works out their own coverage need on your website, then asks you to follow up. You receive a lead that already holds their income, debts, existing coverage or expected costs, plus the estimate the calculator produced.
A pre-qualified lead from InsuranceQuoteWidget is a contact record that carries everything the prospect typed into one of your needs calculators and every result it produced, together with their consent, the page they were on and how they found you. You see the coverage gap before you dial, so the first conversation starts with the prospect's own numbers.
How it works, step by step
On your page, the prospect fills in a needs calculator. Results update live as they type, with plain-language definitions beside each field.
Below the result, your lead form asks for name, email and/or phone, an optional message and the consent wording you wrote.
Inputs, results, page URL and campaign attribution are stored together with the contact, so nothing has to be re-keyed.
Contacts are matched per agency by email, then phone. A returning visitor's new calculation is appended to their existing record.
An email alert goes out, the contact appears in your built-in contacts list, and (on plans with webhooks) the lead is posted as JSON to your CRM or HighLevel.
What you get
Every lead keeps the full calculation the visitor submitted, not a summary.
Matched by email, then phone; repeat calculations stack on one record.
The visitor's agreement is stored with each submission, in wording you write.
Email alert, built-in contacts and, where webhooks are included, your CRM or HighLevel.
Leads come from your own pages and land in your own isolated workspace.
A captured lead is a name and a phone number. A pre-qualified lead also tells you the need: the prospect's own figures for income, mortgage balance, savings, care costs or premium budget, and the coverage gap the calculator estimated. Before you call, you already know whether there is a real problem worth solving and roughly how large it is.
On a life insurance needs calculator, for example, the record holds annual income, years of income to replace, mortgage balance, other debts, education fund, savings and existing life insurance, alongside the recommended coverage and how it was built up. A prospect who already carries enough coverage looks very different on paper from one with a large gap and a young family.
Pre-qualified does not mean pre-approved. The calculator produces an estimate of need, never a quote, rate or underwriting decision. What it gives you is a reason to prioritise one callback over another and a starting point for a proper fact-find.
Each submission stores the visitor's contact details and optional message, their consent, the calculator used, every input and every result, the time it was submitted and the page URL. It also stores campaign attribution: UTM tags, ad click IDs, referrer, landing page and first-touch source, so you can see which campaigns produce real needs.
The same fields travel in the webhook payload, so whatever reaches your CRM matches what you see in the built-in contacts list. See lead attribution for how the campaign data is captured.
Open by confirming what the prospect already told you rather than asking for it again. Reference the estimate as their starting point, check the assumptions behind it, and move straight into the questions a calculator cannot answer: health, carrier preferences, budget and timing. The call starts at question five instead of question one.
A disability lead that shows a monthly shortfall against essential expenses, or a long-term care lead with a funding gap and a care start date fifteen years out, gives you a natural, specific opening. It also tells you when a lead is better served by another line, which is where cross-selling begins.
Keep it compliant: the figure is the prospect's own estimate, not a promise of what a policy will pay or cost. Avoid language that suggests approval, savings or a guaranteed premium.
Write consent language that fits how you contact people. If you call or text with an autodialer, prerecorded or artificial voice, or send marketing texts, the TCPA requires specific prior consent. The lead form records the visitor's agreement with each submission; the wording is yours to set with your compliance contact. This is not legal advice.
Also confirm you are licensed and appointed in the states where your website will generate leads, since licensing varies by state. Read more on our compliance page.
Plan capacity matters too. If an account goes over its plan's contact limit, new leads are not saved; the visitor still sees a success message and you are emailed, at most once a day, so you can upgrade. The insurance calculators are part of the Enterprise plan, which has no contact limit.
All features
Each lead is posted as JSON to a webhook you paste in: HighLevel, Zapier, Make or any HTTPS endpoint.
One div and one script puts a calculator on any agency website or HighLevel funnel, isolated from your site's styles.
Bundle several calculators into one embed: a floating launcher, tabs, popup buttons or a card grid.
Themes, colour palettes, custom fonts, light and dark modes and custom CSS make every calculator look like your agency.
FAQ
Answers first, details after.
Yes. The calculator runs on your website and each submission is stored in your agency's own isolated workspace; InsuranceQuoteWidget is software, not a lead vendor. Volume depends entirely on your own traffic, so this complements purchased leads rather than replacing them overnight.
No. The calculator estimates a coverage need or cost from what the visitor entered; it does not underwrite, quote or check eligibility. Treat the numbers as the prospect's starting point and verify them in your fact-find before recommending anything.
Contacts are de-duplicated within your agency by email address first, then phone number. The new submission is appended to the existing contact, so you can see how their figures changed between visits rather than juggling two records.
Yes. Results appear as they type, and the lead form sits below the result. That is deliberate: people who see a useful number are more willing to ask for help, and those who leave details have already shown real intent.
An email alert is sent for every new lead unless you switch it off. The contact also appears in your built-in contacts list, and on plans with webhooks the lead is posted to your CRM or HighLevel as soon as it is submitted.
All live insurance calculators do, including life insurance needs, human life value, disability, long-term care, annuities and the HSA tools. More lines are in development and appear on the calculators page as they are released.
Each plan has a contact limit, shown on pricing. The Enterprise plan, which includes the insurance calculators, has unlimited contacts. Submissions are also rate limited per minute to block form spam.
The form collects name, email and/or phone, an optional message and consent, and you control the consent wording. The calculator's inputs already supply the qualifying detail, so most agencies find extra questions unnecessary.
The inputs often reveal a second need. A life lead with a large mortgage and no disability benefit, or an HSA lead nearing 65, points to the next conversation. Pair calculators in a multi-calculator widget to surface both.
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