MediaAlpha vs All Web Leads (AWL)
Both of these are built for buyers with volume — agencies, IMOs and carriers rather than a solo producer buying twenty leads a week. Both sell form leads and calls, and neither publishes a rate card.
The structural difference is who sets the price and who else is in the market with you.
Not published
Pricing not published — the marketplace is auction-based, so cost is set by bidding rather than a rate card.
Publicly traded (NYSE: MAX) programmatic customer-acquisition marketplace that routes clicks, calls and leads between publishers and insurance buyers across P&C, health and life.
- Lead types
- Term life, Final expense
- Formats
- Exclusive real-time, Shared, Inbound call
Not published
Pricing not published; quoted by rep.
Large customer-acquisition company that sells leads and calls to a network of 15,000+ agents through its AWLiQ platform and also operates its own licensed insurance agency. Verticals include auto, home, health, life, Medicare and small business.
- Lead types
- Term life, Final expense, Medicare
- Formats
- Shared, Exclusive real-time, Inbound call, Live transfer
Where they actually differ
| Comparison axis | MediaAlpha | All Web Leads (AWL) |
|---|---|---|
| Pricing mechanism | Auction-based programmatic marketplace, so cost is set by real-time bidding rather than a rate card. Costs move with competition. | Quoted by rep. Minimums and deposit terms not published. |
| Who you buy from | A marketplace routing clicks, calls and leads between publishers and insurance buyers. | A customer-acquisition company selling to a network of 15,000+ agents through its AWLiQ platform. |
| Competing interests | Publicly traded as NYSE: MAX, with audited disclosures about the business. | Also operates its own licensed insurance agency selling in the same market, which gives it direct feedback on what converts and also puts it in the market. |
| Scale claim | Cites 130M+ consumer referrals annually. | Cites a network of 15,000+ agents. |
| Life specificity | Marketing is P&C-first with little final expense specificity. | Life sits behind auto and health in company emphasis. |
| Who runs quality control | You manage bidding and quality control yourself, via programmatic API delivery. | Rep-managed account; no return policy published on the public site. |
Choose MediaAlpha if
You have in-house media buying and want to set your own price rather than negotiate one. Auction access plus API delivery suits an IMO with an analyst watching cost per acquisition daily. It is the wrong tool for a single agent, and final expense specificity is thin.
Choose All Web Leads (AWL) if
You want one large, established supplier covering both leads and calls with a rep managing the account instead of a bidding dashboard. The long operating history matters in a category with high turnover. Note that the company also runs its own agency, and get pricing, minimums and return terms in writing since none are published.
Everything here comes from each vendor’s public record, last checked 2026-08-28 and 2026-08-28. Neither company paid to appear and neither had any say in what this page says. Pricing and terms change without notice — confirm directly before you buy.