Online quoting on your insurance agency website

An agency website can offer quotes in four ways. You can use a quote request form, a rater's consumer quoting portal, a link that pulls the shopper's current policy, or the carrier's own quote start for captive offices. Live prices on your own site need a rater subscription and carrier logins that someone keeps current. For most small offices, a short form and a fast call back do the job, and the other tools are add-ons.

Key facts

• Nearly half (48%) of new auto policies are now bought digitally, and shoppers collect 3.5 quotes on average (J.D. Power, 2026).
• EZLynx Consumer Quoting turns a website application into a new applicant in the agency's EZLynx account, then shows live quotes or a message that an agent will call (EZLynx support).
• Canopy Connect lets a shopper sign in to their current carrier and share policy details, declarations pages, drivers and claims history with the agent (Canopy Connect).
• GEICO's local agent pages carry a ZIP code quote start that names the agent (GEICO agent page).

What are the options for quoting online?

There are four, and they differ in what the shopper does and what lands with you.

Shoppers who compare 3.5 quotes will not wait long for yours. Whatever you choose, the reply speed matters as much as the tool. See how fast to respond.

Option 1: a quote request form

A form is the simplest option and works for every agency, captive or independent. The shopper gives you enough to start, and a person calls to finish the quote.

Ask only for what you need on the first call:

• Name, mobile number and email.
• ZIP code.
• The line of business: auto, home, renters, business or life.
• Current carrier and renewal date, if they know them.

Leave out driver's licence numbers, dates of birth for every driver and other sensitive details. Collect those on the call, inside your agency management system. Each extra field gives the shopper a reason to stop.

If you plan to text the shopper, add a consent checkbox with plain wording, and store each answer. Our guide to texting leads legally covers what the wording needs.

Option 2: consumer quoting from a comparative rater

A comparative rater runs one application against several carriers. Some raters offer a consumer-facing version you link from your website. EZLynx calls its version Consumer Quoting.

According to EZLynx's support article, the shopper completes a rating application on the agency's portal. The submission creates a new applicant in the agency's EZLynx account. The agency then chooses whether shoppers see live quotes at once or a message that an agent will contact them.

Live quotes depend on setup. The article says every carrier login for Consumer Quoting must be set, and a default answer must be set for every carrier question.

Live prices need upkeep: EZLynx says each carrier needs a default answer for every question, or that carrier's quotes will fail (EZLynx support).

Before you switch it on, check three things. Which lines does your rater quote for consumers? Which of your carriers return live prices?

Then ask whether your carrier agreements allow showing their rates on your site. Only your carriers can answer that.

Option 3: a link that pulls the shopper's current policy

Data intake tools skip the long form. Canopy Connect is one example. The shopper picks their current carrier and signs in, or uploads a document such as a declarations page. The agent then gets the current policy, drivers and claims history.

Canopy says the shopper must sign in with their own carrier and grant permission before any data is shared. It also says it does not sell or resell data, and that only the agent the shopper chose can see it (Canopy Connect).

You can send the link by text or email after a call, or place it on your website. Canopy lists integrations with raters, customer relationship management (CRM) systems and agency management systems. Check that yours is on the list.

Some shoppers will not want to enter a carrier password on a third-party screen. Canopy lets you configure the link to skip the login and ask form questions instead.

Option 4: carrier quote links for captive offices

A captive office can usually link to the carrier's own quote start. GEICO's local agent pages show a ZIP code box and a line that says the quote comes from that agent.

Ask your carrier three questions. Which quote link credits your office? Can you place it on your own website? Will you see the quote in the carrier's system?

Quotes and policies inside carrier systems are outside your website's reach, so your site can't track them reliably. Our guide to carrier websites and agency websites covers what each site can do.

What should you check before adding any quoting tool?

Check four things:

1. Where the data goes. Each tool stores what the shopper types. The National Association of Insurance Commissioners (NAIC) data security model law asks licensees to "develop, implement and maintain an information security program" (NAIC). Ask whether your state has adopted it.
2. Consent. If you will call or text, the form needs consent wording that matches what you do.
3. Who replies, and how fast. A live price on screen still needs a person to bind the policy.
4. Tracking. Record which quotes came from the website, so you can tell whether the tool earns its cost. Our call tracking guide shows how.

Our website design service includes the quote form, and any rater or intake link is scoped with the site.

Which option should you choose?

Start with a short form that reaches a person quickly. Add a policy data link if your office spends a lot of time re-keying current policies. Add consumer quoting if you use a rater that supports it and someone will maintain the carrier logins. Captive offices should start with the carrier's quote link and their own form side by side.

Test the form on your own phone, then look at the last month of inquiries. For more on getting forms filled in, see our conversion guide.

If you want help choosing, book a website strategy call and we will look at how quotes reach your office today.