How we calculate our numbers

Maverick cites specific numbers across the site (sub-$130 median CPA, 100% retention since launch, 38 states active, $30 entry pricing, and so on). This page documents how each number is defined and calculated. If you're an agent evaluating us, you can read this and decide for yourself whether our claims are honest.

When a vendor publishes a number without explaining how it's derived, you should assume the calculation flatters them. We tried to write this page the way we'd want a vendor to write theirs for us.

Sub-$130 median cost per acquired customer

Definition: Cost per acquired customer (CPA) is total lead spend divided by bound policies, computed per agency on a trailing 90-day window.

How we get it: Each Maverick agency has a known monthly lead spend (their per-lead invoice total). They self-report bound policies attributable to Maverick leads through their portal or CRM webhook. We compute CPA = spend / bound policies for each agency monthly, then take the median across all active agencies in the trailing 90 days.

Why median, not average: Median is the typical experience. Average gets pulled up or down by outliers. A few top-quartile agencies with 25% close rates would flatter an average; the median tells you what a typical agency on the platform actually pays per bound policy.

Caveats: Self-reported bound rates carry the usual self-reporting limits. We can verify the spend side fully; we trust agency reporting on the close side. We exclude agencies in their first 60 days from the median calculation because the ramp-up window distorts the number.

100% retention since launch

Definition: No agency that has signed up with Maverick has canceled since the company launched in 2024.

How we count it: We define an agency as "retained" if they have not terminated their working relationship with Maverick. Agencies who pause their volume (seasonal slowdowns, producer turnover) but resume later count as retained. Agencies who never resumed would count as churned. So far, none have.

Caveats: The launch-to-now window is real but short relative to longer-tenured competitors. We'll update this number honestly if and when an agency churns. It's not a marketing claim we'll quietly drop; it's a number we'll change.

38 states with active territory

Definition: States in which at least one Maverick agency is currently under agreement with a defined ZIP-code territory.

Coverage detail: Some states have one agency covering a metro region (100-200 ZIPs); others have multiple agencies covering different ZIP clusters within the state. We don't yet operate in every state. If your state isn't covered, we'll either offer adjacent-state ZIPs (sometimes a fit, sometimes not) or put you on the wait list for an open territory in your geography.

$30 entry / $20 Scale per-lead pricing

Definition: Per-interested-reply pricing. An interested reply is a homeowner who responds to outbound outreach with engagement (asking about pricing, carriers, the process, sharing renewal dates or current premiums, or requesting a callback). The reply itself is the qualifying event, not an explicit quote request.

Tiers: Entry tier is $30 per interested reply. Scale tier ($20 per interested reply) unlocks at 300+ leads per month committed volume.

What you do NOT pay for: Sends that don't reply. Replies that are unsubscribes, "not interested" messages, auto-replies, bounces, or wrong-recipient responses. The "I paid for a lead I couldn't reach" failure mode common in marketplace shared-lead models is removed at the pricing layer.

5 to 10% overdelivery above committed volume

Definition: If an agency signs up for 100 interested replies per month, we deliver 105 to 110. The extra 5 to 10 are free.

Why: Some replies don't pan out (fake info, dead numbers, leads who change their mind before the call). Rather than running a dispute process and negotiating credits, we deliver extra volume to absorb the noise. The same dollar that would have bought 100 leads gets you 110.

30 to 45 day renewal-window targeting

Definition: Maverick reaches homeowners 30 to 45 days before their home insurance policy renewal date.

How we know the renewal date: Our proprietary homeowner database includes renewal-date enrichment from public-record property data and partnership feeds. We continuously update freshness through several data partnerships.

Why this window: A homeowner inside the 30-45 day pre-renewal window is actively evaluating options. They're more likely to engage with outreach than a homeowner randomly contacted at month 7 of their policy year. The renewal-window timing is the single largest reason Maverick replies convert at rates above typical cold outreach.

21 days from agreed scope to first batch

Definition: Calendar days from the moment we have written agreement on pricing, territory, and copy to the day the first email batch goes out.

What happens in that window: Domain authentication (SPF, DKIM, DMARC alignment). Copy approval against your agency's brand. ZIP list finalization. Inbox warmup so deliverability is strong from send 1. Most of the 21 days is the warmup; it's not optional and it's the difference between landing in primary inboxes versus spam folders. If we tried to compress it, the first batch would underperform and every subsequent batch would carry the deliverability tax.

100-500 ZIPs per agency

Definition: Each agency under agreement with Maverick has an exclusive ZIP-code territory. Typical sizes range from 100 ZIPs (focused local book) to 500 ZIPs (regional book). The cap exists because territories above 500 ZIPs tend to outpace the agency's ability to follow up on replies in real time, which hurts close rates. No other Maverick agency runs against your ZIPs while your engagement is active.

275M+ homeowner contact database

Definition: Total individual contact records in Maverick's proprietary homeowner database, enriched with property-level data and renewal-date metadata. The database is built from public-record property data, several private data partnerships, and continuous freshness operations. We don't share the database itself; we use it to drive personalized outbound from our infrastructure on behalf of agency clients.

Sub-5-minute support response

Definition: Median response time on agency support requests submitted through our Slack channel during business hours (Monday through Friday, 8am to 6pm Central). Off-hours responses are slower (typically same-day for non-urgent issues, within 2 hours for urgent ones).

When numbers change

Statistics on this site are reviewed quarterly. When something changes materially, we update both the underlying data source and the published number on the same day. Significant version history (e.g. the date we left the launch year, the day we add a new state) goes here.

If you find a number on the site that doesn't match what's documented here, that's a bug. Send it to thomas@maverickmarketingllc.com and we'll either fix the page or correct the methodology.

Industry benchmarks we cite

When we cite competitor pricing, industry CAC ranges, or close-rate benchmarks, the sources are external and named on each article. Common references:

• Deloitte 2026 Insurance Industry Outlook (CAC benchmarks by channel)
• U.S. Bureau of Labor Statistics (producer compensation, fully-loaded labor cost multipliers)
• NerdWallet, Bankrate (average home insurance premium)
• Sonant, Firefly Agency (new-business commission rates)
• EverQuote, QuoteWizard, SmartFinancial, Datalot, Hometown Quotes, ZipQuote agent-facing pricing pages (May 2026 capture)
• Insurance Lead Reviews, Insurance Leads Guide, Insurance Forums (third-party vendor reports + agent forum threads)
• ANA / DMA 2025 Response Rate Report (direct mail benchmarks)
• U.S. Census Bureau ACS, USPS (homeowner count, ZIP-code count)