This 12-year-old insurance lead generation agency reaches roughly 650K unique visitors per month, owns a consumer database with 2M+ records, and generates a standout 71% cash-flow margin. Advertiser budgets typically range from $100K to $250K annually.

The numbers: The $9.9M asking price is based on approximately $3.29M revenue / $2.32M cash flow, or about 3.0x revenue and 4.3x cash flow. Website Closers says revenue and SDE continue to grow YoY, and the seller may consider financing for a qualified buyer.

How it works: The business generates insurance leads across auto, home, life, health and small business using email, paid social, display and remarketing. It owns its CRM, email platform and 2M+ record consumer database, while an in-house team handles technology, paid media, campaign strategy and data analysis.

The seller situation: The owner still works roughly 40 hours per week across strategy, client management and business development, so this is not currently a hands-off operation. Paid media also contributes to traffic, making it important to separate the economics of the owned database from traffic that must continually be purchased.

Worth asking: What percentage of the 650K monthly uniques and $2.32M cash flow comes from the owned email/database audience versus paid acquisition, and how concentrated is revenue among the largest advertisers?