datalot.com
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Datalot: The Insurance Marketing Engine
From lead generation to a full-stack insurance marketing platform
Datalot isn't just a lead gen site anymore. Rebranded as Centerfield Insurance Services, it has quietly built a proprietary marketing engine that captures 80% of its traffic directly, bypassing the noise of organic search to own the insurance buyer's journey.
"They aren't playing the SEO game; they are building the infrastructure to bypass it entirely."
The Traffic Anomaly
Most marketing platforms rely on organic search. Datalot flips the script: 80% of their traffic is direct, with only 13% coming from organic search. This suggests a highly loyal user base returning to the dashboard, or a massive network of publishers feeding traffic directly into their ecosystem. It’s a moat built on retention, not discovery.
The Insurance Vertical Trap
While they position themselves as 'analytics-driven,' their keyword strategy reveals a brute-force approach to the insurance vertical. Ranking for 'life insurance leads' (980 volume) alongside branded dashboard terms shows they are capturing intent at both the provider and publisher levels. They are essentially the middleman optimizing the margin between lead cost and sale price.
The rebrand to Centerfield signals a maturation from a data broker to a full-service distribution platform. With a team of 192 and $33M in revenue, they have the scale to negotiate media buys and manage publisher relationships directly, cutting out the ad networks that typically eat into margins.
- Proprietary tech stack (React/Angular) suggests heavy investment in the dashboard experience for publishers and agents.
- Low Trustpilot score (2.4/5) hints at friction in the lead validation process or end-user dissatisfaction with offers.
- Strong social presence (Twitter/LinkedIn) indicates active B2B marketing, not just B2C lead gen.
The Verdict: A B2B Play in B2C Clothing
Datalot is less about selling insurance to consumers and more about selling qualified traffic to insurance agents. Their infrastructure is their product.
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5 keywordsHow is Datalot's SEO?
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Centerfield Insurance Services (Formerly Datalot) | Powerful Marketing Solutions for the Insurance Industry
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Reviews (20)
These are decent- ish leads but once in…
These are decent- ish leads but once in a while you get someone that definitely doesn’t fit your filters and getting refunds can take a second. Gus Viart is why I’m giving five stars. He’s good at his job!
This lead provider started out strong
This lead provider started out strong. I was closing every other transfer but it did not last long. A month later and I am still paying $60 + for single line auto policy $350 in premium that lapse when the first payment returns. All recent leads have no prior or 1 month prior or something that obviously makes them ineligible. Guess what??? Not refundable since They say the prospect told them they had prior coverage. Asking if they've ever been insured before is not the same as, do you have 6 months of uninterrupted coverage?
Lead Quality and Customer Service Going Downhill
Both the quality of the leads and the customer service have deteriorated in the last year. Our initial experience with Datalot was good, but recently we are getting leads who have been given unrealistic promises, are not actual homeowners or in escrow to purchase a home, but simply want generic rate quotes for hypothetical homes. Datalot used to give reimbursements fairly for bad leads, but now if the client is lying, not really interested in getting a quote and just ask you to call them back but never answer or various other issues, it is extremely unlikely to get approved for a refund. We have begun moving our lead generation money to other companies who provide better leads and better customer service.
writing from an employee POV
I'm writing from an employee perspective. The licensed agents are correct. I don't know how many times I've answered a call and the caller is calling about an ad they saw on TV or social media claiming $40 insurance. Although I know we don't have any agents that's offering $40 insurance, I have to keep the call going and attempt to transfer to an agent. They do it with auto, life, and Medicare insurance. Then they'll have people transferred from company to company then when they get to me they think I'm a licensed agent, but sadly I have to make them repeat everything ( a third or fourth time). As much as I want to blame the rude callers and "leads". I completely blame the company for how draining and depressing the job is for full time "verification specialists". They make us out to be liars and harassers. There shouldn't be a rule on how to get commission when you spend the whole day speaking to people who don't want to speak with you. You're lucky I was even able to get them to want to continue the call. Even the callers who really need the insurance can make you feel like shit. I used to think the licensed agents were rude until I realized that they're being scammed too, but paying for it. I understand why they hang up on us or ignore our calls when we try to transfer a lead to them. I don't know how many times I reached an agent that wasn't licensed for the caller's state. Can't speak for licensed agents who want to deal with Centerfield/Datalot, but avoid being a verification specialist for this job unless you have previous experience with debt collections. Also do part time, do not do full time.
Scam. Not as advertised.
They claim they generate their leads digitally on the internet. You'll come to find out all they are doing is cold call telemarketing.
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About datalot.com
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Technology Stack
datalot.com uses 13 technologies across their website including PHP, Amazon Web Services, AWS CloudFront, Zendesk, and more.
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PHP
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Amazon Web Services, AWS CloudFront
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Zendesk
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Traffic & Audience
datalot.com receives approximately 27.5K monthly visitors and ranks #1,359,911 globally. The website has a bounce rate of 54% with visitors viewing an average of 1.5 pages per visit. Users spend an average of 2:02 on the site.
The majority of datalot.com's traffic comes from .
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This page provides publicly available information about datalot.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit datalot.com directly at https://datalot.com.