A comparison or guide site about insurance collects quote requests and passes them to insurers, agencies and intermediaries. Unlike a loan enquiry, an insurance request has a date that matters: when the current policy runs out. Markmatix will treat that date as an event, not just another field.
Note Markmatix will not sell insurance leads, and it is not being built for the US market. It is for publishers, starting in Italy and built for the EU, who generate the requests.
The fields of a quote request
Markmatix will provide a standard insurance schema, with validation and versions: the line of cover, such as motor or home, the renewal date, and for motor cover the Italian no-claims class. Each publisher will be able to add its own fields.
With a shared schema, the connector to a partner will be written once and work for every publisher that deals with it. A new request in the same vertical from the same email or phone within 30 days will be flagged as a duplicate.
The renewal date starts the flow
Markmatix automations will be versioned definitions: a starting event, conditions, actions and waits. One of the starting events will be the date in a field, such as the policy renewal date.
A flow could start, for example, 30 days before renewal: an email to the contact, a tag, an alert on Telegram. The email will go only if the contact has given consent to the publisher's own marketing. If they then ask for a new quote, that will be a new request, with its own consent.
Insurers and intermediaries: consent decides
In the consent record every tick box will be a row that is never edited: purpose, exact wording with its fingerprint, version, date, IP address, page. Consent to pass data on can be asked for a single recipient or for a category, such as "insurers and insurance intermediaries".
Before every delivery Markmatix will check the partner against the consent. A partner that is not covered will not get the lead, even if a rule would pick it. Withdrawals and erasure requests will reach the partners that received the request on their own.
The score does not assess risk
Each request will first go through quality checks on email and phone, then fixed rules, then an AI score that explains its reasoning.
The score will assess the authenticity and quality of the data, never insurance risk, for any line of cover. Health, income and debts will not be among its signals. For life and health cover there is a specific rule: Annex III, point 5(c) of Regulation (EU) 2024/1689, the AI Act, lists as high-risk the AI systems intended for risk assessment and pricing in relation to natural persons in life and health insurance. Risk and price stay with the insurer.
Routing and revenue
Each request will run through a cascade of rules: vertical, area, score, daily and monthly caps, partner opening hours. For each vertical and partner you will choose whether the lead is exclusive or shared. The exit could be a click through to the partner or a data transfer, with a log of every delivery.
Revenue will come back through postbacks: one address per network, a ledger of changes (accrued, confirmed, reversed, paid) and an automatic comparison with network reports. Revenue will be broken down by source, site, partner and period, with the reversal rate.
The line with insurance distribution
Passing customers to insurers borders on insurance distribution (IVASS, in Italy). Markmatix is a collection and routing tool; where the boundaries with insurance distribution lie is for a lawyer to set. Partners' phone calls and opt-out registers such as Italy's Registro pubblico delle opposizioni are also, in the project document, points to check with a lawyer. Lenders sit behind a different line, covered on the loans page.
Updated 3 November 2026