Arity, the Chicago-based mobility data and analytics company founded by The Allstate Corporation, has launched a new platform designed to help insurers manage customer acquisition across the increasingly fragmented network of channels and partners they use to generate new business.
Arity Lead Platform gives carriers a central layer through which they can manage acquisition sources, marketplaces, partners, agents and internal systems. It allows insurers to define how acquisition budgets are allocated, where leads are routed and how distribution activity is managed, while also connecting agent and CRM workflows.
The launch comes as insurers increasingly rely on a broad mix of publishers, lead providers, marketplaces, call suppliers, agency networks and other distribution partners. With these activities often managed through separate technologies, carriers can struggle to see how acquisition spending ultimately translates into customers and commercial outcomes.
Arity’s platform is designed to bring those activities together without requiring insurers to replace the systems they already have in place. Reusable connectors allow carriers to link existing acquisition partners and technologies, while configurable rules give them control over purchasing, routing, budgeting and distribution decisions.
The platform’s intelligence layer, Arity Pulse AI, then uses the data generated across those activities to identify performance trends and provide recommendations. The system is designed to keep those recommendations within the rules and controls established by each carrier.
This creates a feedback loop between acquisition activity and its eventual results. Rather than assessing individual channels or stages of the customer journey in isolation, insurers can use data from agent activity, acquisition spend and downstream outcomes to inform future decisions.
The technology builds on more than a decade of Arity’s work connecting insurers with acquisition partners, including publishers and marketplaces. The company says Lead Platform is designed to work alongside existing insurer infrastructure and relationships.
Founded by The Allstate Corporation in 2016, Arity uses mobility data, analytics and technology to develop solutions for insurance and other industries. Its insurance products span areas including pricing, driving risk, customer acquisition and marketing.
Arity is set to showcase Lead Platform and its AI-powered acquisition capabilities at ITC Vegas 2026. The demonstration will focus on how carriers can bring acquisition sources together, manage purchasing and distribution, integrate agent workflows and measure activity against subsequent business outcomes.
Arity president Gary Hallgren said, “Customer acquisition has become too important to manage as a series of disconnected decisions. Carriers have an opportunity to outperform by connecting acquisition activity to business outcomes and using what they learn to improve acquisition performance. Arity Lead Platform puts carriers at the center, giving them control over how acquisition decisions are made across their ecosystem and helping them turn more of their investment into long-term value.”
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