Skip to content
Partly live · the department is being built

Growth engine

Don't just buy leads. Build the machine that creates them.

Two growth engines from one record: the clients you write, and the producers who write them.

Most CRMs start when the lead arrives. Evrment starts before the lead exists and keeps going long after the sale.

Clients

  1. 01Market
  2. 02Campaign
  3. 03Lead
  4. 04Conversation
  5. 05Appointment
  6. 06Sale
  7. 07Policy
  8. 08Client
  9. 09Retention
  10. 10Referral

Producers

  1. 01Recruiting market
  2. 02Candidate
  3. 03Interview
  4. 04Licensing
  5. 05Onboarding
  6. 06Training
  7. 07Production
  8. 08Development
  9. 09Leadership
Join the waitlist

The centerpiece

From one sentence to a running campaign.

Fourteen steps, each carrying the status it really holds today. Nothing launches and no budget moves until a person approves it.

  1. 01You

    The objective

    “I need more mortgage protection appointments.”

    In development

  2. 02Market Intelligence

    Here's what we're seeing

    What changed in your accounts, on the platforms and in the season — and why it matters to this objective.

    Planned

  3. 03Strategy

    Here's what I recommend

    A plan, a test budget and the criteria that will decide whether it worked.

    Planned

  4. 04Creative

    Concepts

    Hooks, copy, static and video concepts, scripts and shot lists, built around your offer and your voice.

    Planned

  5. 05Funnels

    The page and the form

    A landing page, a qualification form and a booking flow under your brand, with the consent language attached.

    Planned

  6. 06Review

    Approved, or needs revision

    Checked against your standards, carrier requirements, platform policies and disclosure rules, then flagged for a human.

    Planned

  7. 07You

    Approve

    Nothing launches and no budget moves until a person says so.

    In daily use

  8. 08Campaign Operations

    The campaign runs

    Structure, audiences, budgets and pacing inside the caps you set.

    Planned

  9. 09Leads

    Leads enter Evrment

    With their source, campaign, creative and consent record attached — not as a CSV someone emails you on Friday.

    In daily use

  10. 10Sales Operations

    AI engages and routes

    The first response, the nurture and the routing, inside quiet hours, consent and your internal do-not-call list.

    In daily use

  11. 11Producers

    Producers work the opportunity

    Script-first, with the lead's details filled in and every dial counted on the record.

    In daily use

  12. 12Producer Intelligence

    Call intelligence reads the conversations

    The objections and questions those leads raise come back as aggregate themes.

    Planned

  13. 13Finance

    Finance tracks the economics

    Spend against contacts, sets, shows, applications, issued policies, commission, chargebacks and persistency.

    In daily use

  14. 14Atlas

    Marketing learns, and Atlas recommends what's next

    Scale it, shift it, fix it, test something smaller — or leave it alone.

    Planned

Incentive alignment

An AI that's allowed to disagree with you.

Good executives push back. So does Atlas.

Most of the marketing world earns more when you spend more. Evrment is built to tell you when not to.

Atlas can say no, not yet, test it smaller, or fix this first. The human keeps final authority on every one of them.

Reasons it gives

  • Speed-to-lead is slipping.
  • Hundreds of leads are already unworked.
  • The calendar is full.
  • Show rate is falling.
  • Producers aren't trained on the new offer.
  • Tracking is broken.
  • The creative has fatigued.
  • The audience is saturated.
  • The test budget is too big for what it would prove.
  • The ad has compliance problems.
  • The change would exceed the approved budget.
  • The economics don't support scaling this yet.

Asking for more

Scenario · sample data
You
I want more IUL appointments in Texas.
Atlas
Before we add spend, three things. Speed-to-lead is averaging 14 minutes. The current campaign still has 286 unworked leads. Producer calendars are full Tuesday to Thursday. I recommend a reactivation push on the existing leads this week, and a small test campaign once capacity opens.Review plan

Being told no

Scenario · sample data
Atlas
I recommend pausing Campaign 4.
You
Why?
Atlas
Cost per lead is fine, but show rate has slipped for nine days and the ad is creating an objection producers keep having to correct. Replace the offer before adding budget.See the evidence

Scenario. Atlas's recommendations are simulated in the current build.

Planned

Marketing asks "can we get more leads?" Atlas asks "should we?"

More leads into an overloaded floor makes the business worse: slower follow-up, wasted spend, burnt leads. Evrment can weigh speed-to-lead, unworked leads, calendar availability and close capacity because it can see the operation, not just the ad account.

  • Capacity-aware spend guidance
    Planned
  • Human activity measured separately from AI
    In daily use
  • Daily digest and briefings
    In daily use
How Atlas reads the whole businessGet early access to the growth engine

The AI marketing department

A marketing department, not a marketing feature.

No new AI units. The workforce stays at eight: Vega is the CMO and owns the growth engine, and its functions are desks the department works at.

Who owns it

  • AtlasCoordinates across departments.
  • VegaThe AI CMO. Owns the growth engine.
  • ShieldReviews before anything launches.
  • LedgerKeeps score. Ledger does not move money.

Marketing doesn't live on an island.

  • CRM
  • Sales
  • Training
  • Compliance
  • Finance
  • Retention
  • Recruiting

The desks

  • 01Strategy· Vega

    Turns an objective into a plan, a test budget and the criteria that decide whether it worked.

    • Vega, the AI CMO
      In development
    • Capacity-aware spend guidance
      Planned

  • 02Market Intelligence

    Continuous watch on your connected accounts, platform and policy changes, public ad libraries where permitted, search and seasonal trends, and the regulatory changes that touch how you advertise. Every report says what changed, why it matters and what to do.

    • Always-on market intelligence
      Planned

  • 03Campaign Operations

    Structure, audiences, geography, budgets, placements, tests and pacing.

    • The Ads workspace
      In development
    • Connected ad accounts
      Planned
    • Governed budget changes
      Planned

  • 04Creative

    Hypotheses, copy, static and video concepts, hooks, scripts, storyboards, shot lists and calls to action.

    • Vega, the AI CMO
      In development
    • Creative hypotheses, variants and tests
      Planned

  • 05Funnels

    Landing pages, forms, qualification, thank-you and booking flows, with variants and conversion tests — under your brand, your offer, your audience, your history and your rules. Never a generic AI page.

    • Agent site, digital card and booking links
      In daily use
    • Landing pages and funnels built to your brand
      Planned

  • 06Lifecycle

    Nurture, reactivation, retention, referrals, reviews, birthdays and holidays.

    • Campaigns with lifecycle mapping
      In daily use
    • Customer care, referral, birthday and policy-review automation
      In daily use

  • 07Recruiting Marketing

    Recruiting content, ads and funnels, licensed and unlicensed paths, and interview booking.

    • Recruit to producer, as one lifecycle
      In daily use
    • Recruiting as acquisition
      Planned

  • 08Attribution & Analysis

    Source to outcome, in plain English, with known, assisted and unattributed kept apart.

    • Source, campaign and UTM capture on every lead
      In daily use
    • Closed-loop attribution
      Planned
    • Finance HQ: lead P/L, expenses, annual view
      In daily use

  • 09Review· Shield

    Ads, forms, pages and messages checked against your agency's standards, carrier advertising requirements, platform policies, and consent and disclosure rules, before anything launches.

    • The audit spine
      In daily use
    • Review of ads, forms and pages before launch
      Planned

What the department knows about your agency

  • Your brand and your voice
  • Your products and your carriers
  • The states you are licensed in
  • Your audiences
  • Your team's capacity
  • Each producer's strengths
  • Your lead and client history
  • Your compliance policies
  • Past creative and what it did
  • Your budget and your targets
  • Your recruiting criteria
  • Your objection library

All of that is the agency's own uploaded content. Evrment ships no other agency's playbook, and it never will.

Closed loop

The marketing department that knows what happened after the click.

An outside ad manager usually sees impressions, clicks, cost per lead, and maybe a booked appointment. That is where their view ends.

Evrment sees the lead answer or not, book, show, apply, get issued, stay on the books, pay a commission, get charged back, refer someone. The cheapest lead is not always the best business, and a campaign with a higher cost per lead can produce better contact, show, placement and persistency.

Ad platforms increasingly accept downstream outcomes back from the advertiser so delivery can learn which leads became customers — Meta's conversions interface for CRM data is the best-known example. Evrment's record is exactly the data that loop needs, from first contact through persistency. That connection is planned, not built.

Don't optimize for leads. Optimize for business.

  • Source, campaign and UTM capture on every lead
    In daily use
  • Closed-loop attribution
    Planned
  • Downstream outcomes sent back to ad platforms
    Planned
  • Connected ad accounts
    Planned
Why a booked appointment is not a result

Finance HQ

What are your leads actually making you?

Spend, leads, contacts, sets, shows, applications, issued policies, commission, chargebacks, persistency, net — with the cost of each rung beside it.

How the money side works
  • Finance HQ: lead P/L, expenses, annual view
    In daily use
  • Continuity: persistency and policy health
    In daily use
  • Commissions, comp levels and deposits
    In daily use
  • Closed-loop attribution
    Planned

Every figure carries how it was arrived at: calculated from your records, estimated from your own rates, attributed to a source with a confidence, or unknown. Evrment never dresses an estimate up as a fact.

The control room

One place to see what marketing is doing to the business.

Today's numbers, what needs attention, what is recommended, what changed in the market, and how the campaigns compare on business rather than on price.

Plain English

The acronyms, translated into a decision.

An agency owner should not have to learn an ad platform's vocabulary to know whether to keep spending.

CTR
1.8%

Click-through rate

CPM
$18.40

Cost per thousand impressions

CPC
$1.02

Cost per click

CVR
11.4%

Landing page conversion rate

CPL
$25.00

Cost per lead

Cost per lead rose this week mostly because Creative A fatigued and landing-page conversion fell. Lead quality held. Replace the creative before touching the audience.

Sample figures · the readout is the point, not the numbers

Market intelligence

An operating system that doesn't forget to check.

Continuous monitoring of the accounts you connect, the platforms you advertise on, public ad libraries where that is permitted, and search and seasonal patterns. Every report is written the same way: what changed, why it matters, what to do.

Planned

  • Platform change

    An ad platform updated its policy for financial-services advertisers

    Why it matters
    Your mortgage protection creative uses a claim style the updated policy treats differently.
    What to do
    Review the three live creatives against the new wording before the next flight.

  • Creative fatigue

    Creative A's frequency is climbing while click-through falls

    Why it matters
    The same audience is seeing the same ad too often, so cost per lead drifts up without anything being broken.
    What to do
    Rotate in the two approved variants and let Creative A rest.

  • Seasonal shift

    Interest in your final expense angle rises in this part of the year

    Why it matters
    Search and seasonal patterns in your own accounts suggest the window opens before your current flight starts.
    What to do
    Move the flight forward, at the existing budget, and hold the test budget back.

Sample feed items. Monitoring covers the accounts you connect, the platforms you advertise on, and public sources where that is permitted — not everything, everywhere.

Anomaly watch

You shouldn't find out three weeks later.

The failures that quietly cost the most are the ones nobody was watching for.

Planned
  • Spend spike
  • Broken tracking
  • Delivery stopped
  • Cost-per-lead spike
  • Landing-page conversion drop
  • Lead quality shift
  • Duplicate leads
  • Form or page failure
  • Pacing drift
  • Unexpected geography
  • Creative fatigue
  • Missed follow-up
  • Opt-outs or complaints rising
  • Weak downstream outcomes

Governance

Autonomy with governance.

The same five rungs the rest of the workforce runs on, applied to marketing. Marketing is where an AI can spend real money, so the bounds are explicit.

  1. 01Observe

    Studies campaigns, leads and outcomes, and says nothing until something matters.

  2. 02Recommend

    Pause, shift, test, fix, scale — or don't.

  3. 03Draft

    Builds the campaign, the creative and the funnel. Nothing launches.

  4. 04Execute low-risk

    Small moves inside the bounds you set — for example, shifting a small share of spend between creatives you already approved.

  5. 05Execute approved

    Launches and larger changes, after a human approves them.

Ad spend is money. No AI unit changes spend above an approved bound, and Ledger does not move money. The approvals queue and the audit spine these would run on are live today; the spend controls are not.

  • Approvals and the staged autonomy ladder
    In daily use
  • The audit spine
    In daily use
  • Governed budget changes
    Planned

Review

Nothing reaches the public without a review and a human.

Marketing creates, Shield reviews, a human approves, the campaign launches, and the audit record stays.

  1. Marketing creates
  2. Shield reviews
  3. A human approves
  4. The campaign launches
  5. The audit record stays

Shield checks against your agency's own standards and flags for a human. It does not make a legal determination and it does not decide a compliance question for you.

  • Review of ads, forms and pages before launch
    Planned
  • Script-first dial session and the compliance linter
    In daily use
  • The audit spine
    In daily use

What the review covers

  • Carrier advertising rules
  • State rules where you are licensed
  • TCPA and consent language on forms
  • Your internal do-not-call list
  • SMS and email rules
  • Platform ad policies
  • Required disclosures
  • Income, rate and guarantee claims
  • Testimonial claims
  • Licensed-state limits on what you can offer
  • AI-generated content, marked as such

Before you buy

Before the next dollar goes to new leads, look at what the agency already paid for.

Untouched leads, no-contacts, missed callbacks, no-shows, stale opportunities, past clients due a review, referral moments and inactive recruits — all subject to consent, opt-out, quiet hours and your internal do-not-call list.

Counts only. Evrment never invents a dollar value for an opportunity.

  • Use what you own, before the next dollar
    Planned
  • Campaigns with lifecycle mapping
    In daily use
  • Your internal do-not-call list
    In daily use
  • TCPA quiet hours, lead-local
    In daily use

What you already own

Leads never worked
286
No-contacts past their lap
412
Missed callbacks
37
No-shows
19
Policy reviews due
64
Referral moments
23
Recruits gone quiet
11

Interface preview · sample data

Retention is marketing

The cheapest next opportunity already trusts you.

The cheapest next opportunity is someone who already trusts the agency: policy reviews, anniversaries, beneficiary reviews, birthdays, referrals, education and service. Those touches run on the customer-care schedule today.

  • Customer care, referral, birthday and policy-review automation
    In daily use
  • Continuity: persistency and policy health
    In daily use
  • Book of business, policies and the servicing queue
    In daily use
  • Client portal
    In development
How continuity works

The second engine

Measure recruiting by producers, not applications.

Which campaigns produce applicants is vanity. Which campaigns produce producers who stay active is the business.

  • Recruit to producer, as one lifecycle
    In daily use
  • Recruiting as acquisition
    Planned
  • Agent site, digital card and booking links
    In daily use
  • Licenses by state and the carrier vault
    In daily use
  1. 01Recruiting ad
  2. 02Applicant
  3. 03Qualified
  4. 04Interview
  5. 05Licensing
  6. 06Onboarding
  7. 07Training
  8. 08Active
  9. 09Producer
  10. 10Development
Recruit to producer, as one lifecycle

The second it arrives

A lead is worth the most in its first few minutes.

Here is what the system knows about a lead the moment it lands, before anybody touches it.

  • Source and lead group
  • Campaign and creative
  • The offer the lead responded to
  • The timestamp it arrived
  • The consent record and its version
  • Location and lead-local time zone
  • The product line it came in on
  • The routing context

The instant response is still held to quiet hours on the lead's own clock, the consent on the record and your internal do-not-call list. Fast and compliant, not fast or compliant.

Routing criteria

  • Licensed state
  • Product authorization
  • Language
  • Availability right now
  • Current capacity
  • Ownership rules
  • Team

Routing never uses protected characteristics. The rules are visible, editable and auditable, and every routing decision is written to the audit log.

  • Lead routing rules
    Planned
  • Campaigns with lifecycle mapping
    In daily use
  • The audit spine
    In daily use

Many parts. One purpose.

Marketing learns from sales. Sales learns from marketing. Finance keeps score.

This is what makes marketing inside the operating system different from marketing beside it.

  1. 01Marketing runs an angle.
  2. 02Leads arrive with their source, creative and promise attached.
  3. 03Call intelligence hears what those leads ask.
  4. 04Producer intelligence sees which objections are rising.
  5. 05Marketing learns the ad set an expectation.
  6. 06Creative changes.
  7. 07Training preps producers for the new conversation.
  8. 08Shield flags it if the ad keeps forcing corrections — fix the source, not only the producer.
  9. 09Finance measures the downstream economics.
  10. 10Persistency by source informs the next dollar.

Evrment surfaces relationships worth investigating. It does not tell you one thing caused another.

Marketing as an agency asset

Keep your agency if you love them.

Evrment is being designed to give an outside partner a scoped seat with approved performance context, while the attribution, the history and the memory stay with the agency. Agencies and lead vendors can keep doing exactly what they do — Evrment manages their leads too.

  • Scoped access for an outside marketing partner
    Planned
  • Marketing memory
    Planned

When an outside partner leaves, the reasoning usually leaves with them.

Evrment is being built to keep the hypotheses, the tests, the results, the decisions and what happened downstream, so the agency never relearns the same lesson twice.

Evrment manages leads from vendors, ads, organic, referrals, imports, partners, reactivation and recruiting in one place. Whatever created the lead, the record is the same.

Two different bills

Media spend, and the cost of managing it.

A growing agency often pays for the software that manages leads, and then pays someone else to create them: a monthly management fee, creative, landing pages and reporting, before a dollar of ad spend. And the owner still ends up managing the marketing.

Evrment is being built so more of that work happens inside the agency's own operating system. Ad platforms still charge for media. What changes is how much of the strategy, creative, funnel work, monitoring and analysis you have to rent.

Media spend and marketing management cost are two different bills. Evrment is aimed at the second one.

Already part of acquisition

The parts of the funnel that are already real.

Acquisition is not only the ad. These are the pieces already running in the product that decide whether a paid lead ever becomes business.

  • 01

    Consent at the point of capture

    Booking pages already store a consent record, and the consent language and where it came from travel with the lead into every outbound path. A lead you can't legally contact is wasted spend.

    • Agent site, digital card and booking links
      In daily use
    • Your internal do-not-call list
      In daily use
    • TCPA quiet hours, lead-local
      In daily use

  • 02

    Lead vendor scorecards

    Lead groups already keep every vendor file separate. Tying them to downstream outcomes and lead P/L lets you compare vendors and campaigns on business rather than on price.

    • Leads and lead groups
      In daily use
    • Finance HQ: lead P/L, expenses, annual view
      In daily use
    • Lead vendor and campaign scorecards
      Planned

  • 03

    Duplicate and resale awareness

    The importer already reports duplicates across files instead of dropping them. Surfacing that a vendor keeps selling you people you already own is a money story.

    • CSV importer with saved vendor mappings
      In daily use
    • Lead vendor and campaign scorecards
      Planned

  • 04

    Every producer is a channel

    Agent sites, digital cards and booking links are landing pages with attribution, and every producer has them on day one. Client and recruiting campaigns can point at them.

    • Agent site, digital card and booking links
      In daily use
    • Source, campaign and UTM capture on every lead
      In daily use

  • 05

    Content from what the founder already does

    Vega writes filming briefs, hooks and scripts. The leader films; the system handles the rest. Vega's drafts run on a simulation today, and nothing publishes without approval.

    • Vega, the AI CMO
      In development
    • Creative hypotheses, variants and tests
      Planned

  • 06

    Phone reputation is part of acquisition

    Paid leads die on a spam-labelled number. Number health and branded calling belong in the funnel story, not in a settings page nobody opens.

    • Number reputation and branded calling
      In development

  • 07

    Speed-to-lead with guardrails

    The instant response still respects consent, quiet hours on the lead's own clock and your internal do-not-call list. Fast and compliant, not fast or compliant.

    • Campaigns with lifecycle mapping
      In daily use
    • TCPA quiet hours, lead-local
      In daily use
    • Your internal do-not-call list
      In daily use

Objectives

What the department is being designed to go after.

Objectives the department is being designed for. None of these is a live integration with an ad platform.

    • Mortgage protection
    • Final expense
    • IUL
    • Term and whole life
    • Annuity and retirement conversations
    • Policy reviews
    • Cross-sell
    • Referrals
    • Reactivation
    • Recruiting — licensed
    • Recruiting — unlicensed
    • Events and webinars
    • Anything your agency defines

    Designed for requests like

    What you'll be able to ask for.

    Plain language, to the department that can see the rest of the business.

    • “Generate more mortgage protection leads”
    • “Bring cost per lead down without hurting quality”
    • “Find out why show rate dropped”
    • “Give me ten new ad concepts”
    • “Build a Spanish campaign”
    • “Generate licensed-agent recruiting leads”
    • “Reactivate old leads before we spend”
    • “Which campaign is producing issued business”
    • “What should I pause”
    • “Where should the next $2,000 go”
    • “Why do Campaign A's policies lapse more”
    • “Build a campaign around this video”
    • “Turn this objection into an ad”
    • “What changed on the ad platforms this week that matters to us”
    • “Are we ready to scale spend”
    • “Where are we wasting money”

    Honest status

    What you can actually use today.

    This page describes a department that is mostly ahead of the product. Here is the part that is not.

    • Campaigns with lifecycle mapping

      Your copy at every step, mapped to where each person actually is.

      In daily use

    • Customer care, referral, birthday and policy-review automation

      The touches after the sale run on a schedule instead of on memory.

      In daily use

    • Agent site, digital card and booking links

      Every producer has a front door on day one.

      In daily use

    • Source, campaign and UTM capture on every lead

      Where a lead came from travels with the lead, from the moment it lands.

      In daily use

    • Leads and lead groups

      Every lead keeps its source, its batch and its whole history.

      In daily use

    • Finance HQ: lead P/L, expenses, annual view

      Production is not profit. Lead spend is tied to what it actually produced.

      In daily use

    • Approvals and the staged autonomy ladder

      Five rungs, approval gates and role permissions. Nothing acts above the rung you set.

      In daily use

    • The audit spine

      Actor, module, action, subject and a before-and-after diff on every change, exportable.

      In daily use

    • Vega, the AI CMO

      Drafts content, hooks, scripts and ad copy for your approval. Nothing publishes on its own.

      In development

    Everything else on this page carries the status it really holds. Vega drafts on a deterministic simulation today, and nothing it writes publishes without your approval.

    The full roadmap

    One record, every module

    How it fits the rest of the system

    Build your acquisition department before your competitors do.

    Join the waitlist for early access, launch updates and founding-user benefits. No spam, and you can leave any time.

    Join the waitlistSee how it works

    Want to see it early? Request a private preview