Connected Conversations in Insurance | Episode 6 ft. Kelby Steele
On a recent episode of Connected Conversations on Insurance, I had a virtual sit-down with Kelby Steele, the founder of LeadForce360. If you’re in the insurance world and looking for ways to grow your business more efficiently, this one’s worth a listen. We talked about everything from using automation to narrowing your focus, and Kelby was generous with real, actionable insights that are making a difference right now.
The Journey into Insurance
Kelby’s path into the insurance world wasn’t exactly planned. As he put it:
“I fell on my face, bro, straight into the insurance industry.”
Kelby Steele, Founder of Leadforce360
Coming from a background in software and digital marketing—especially from his time in tech-heavy Seattle—Kelby had no intentions of getting into insurance. But when a friend asked for help automating processes at their agency, he jumped in. One thing led to another, and suddenly he was building something much bigger.
His story is a reminder that unexpected opportunities can often lead to the most rewarding paths, especially when you’re willing to bring your existing skills into a new space.
Innovating Lead Generation
One of the things that really stood out in our chat was Kelby’s take on the lead generation status quo. According to him, most lead providers operate like a fast-food chain:
“It’s like a McDonald’s drive-thru. They just take orders.”
Kelby and his team at LeadForce 360 are doing things differently. Their approach is centered around exclusivity and precision—offering insurance agencies high-quality, well-qualified leads that aren’t shared with five other agents.
“We don’t share leads,” Kelby said. “There’s an option for live transfers or data leads.”
That means agencies get to work leads that are theirs alone—something that goes a long way toward improving close rates and cutting wasted time.
Leveraging Technology
Of course, none of this works without the right tech. LeadForce360 is built with automation in mind. It integrates with popular CRMs like AgencyZoom to make the handoff between lead generation and sales as seamless as possible.
“We want to synchronize with those systems to streamline the whole process,” Kelby explained.
The platform even allows users to get hyper-specific with targeting—choosing exact business classes and geographies. The result? Leads that fit your niche and hit your inbox in as little as six minutes.
The Importance of Niching Down
Kelby also shared his perspective on specialization, something I hear more and more from forward-thinking agency owners.
“I told this agent to niche down and become an expert in just a few things.”
It’s advice that paid off. By focusing in, the agent was able to share relevant expertise, create stronger relationships, and drive more referrals. If you’re spread too thin trying to be everything to everyone, this part of the episode will hit home.
Advice for the Modern Insurance Agency
Throughout the conversation, Kelby dropped plenty of real-world advice for today’s agency leaders. One of the big takeaways? Know your numbers.
Understand your law of averages, know how many leads it takes to close a deal, and be ready to explain why your agency is different.
“You can’t just be an order-taker anymore,” Kelby emphasized. “You have to be a solution provider.”
He also gave a heads-up that you can test drive the LeadForce360 platform with a free account—and yes, they’ll even send you a lead so you can see it in action.
Connect with Kelby
This conversation shed light on where the industry is headed—and how the right tech and strategy can make all the difference. Head over to LeadForce360.com to learn more, and take advantage of their free lead offer to see it for yourself.
And if you haven’t already, make sure to subscribe to Connected Conversations on Insurance—we’ve got more great guests and insights coming your way this fall.