About
Insurify, America’s largest insurance comparison platform, makes it simple to compare, buy, and manage coverage in one place, saving consumers money with AI-driven, real-time, personalized quotes.
Industry
Insurance
Platform
Custom
Challenge
Insurify’s in-house attribution survey hadn’t evolved with the business: a single-question format that offered limited insight, asks that required critical engineering resources, and little ability for marketing to adapt in a fast-moving growth environment.
Results
With Fairing, Insurify gained a nimble, two-tier attribution survey that required very little engineering support and came with Fairing’s expertise, helping the team build a reliable, useful measurement system that kept pace with new trends and their rapid growth.
The Hidden Burden of Building In-House
Insurify built an in-house survey embedded directly into the quote experience to capture attribution data from highly qualified customers at a critical moment. At first, it seemed like a simple, effective way to gather insights, but what began as a seemingly straightforward internal build quickly turned into an obstacle.
The first limitation was depth. The in-house survey only allowed for a single question, with no ability to add follow ups for more granular data like ‘Which influencer?’ The result was surface-level attribution data that gave the team a pulse on performance, but not the granularity required to optimize campaigns.
The larger challenge was iteration. Updates to the in-house survey required engineering support, one of the most valuable and limited resources in any company. While marketing recognized the importance of refining their attribution data, survey updates naturally took a back seat to high-impact product priorities. Over time, the tradeoff became clear: every hour spent maintaining the survey was an hour not spent building features that drove product differentiation.
As Insurify’s growth accelerated, that tradeoff became harder to ignore. The team regularly adjusts their marketing mix, sometimes launching multiple new channels in a single month. Marketing was moving faster than the survey could evolve. “If we had waited until we had perfect measurement for all of the new channels, we wouldn't have launched many of them yet,” Sutkowski explained.
To stay nimble and maintain confidence in their data, the marketing team needed more than just a simple in-house survey, they needed a solution designed to evolve with their pace of experimentation and growth.
Insurify’s Non-Negotiables for a New Survey
When Insurify began evaluating alternatives, the team came in with a clear set of requirements:
Flexibility to add follow-up questions and edit responses quickly, without engineering support.
Data integrity through features like response randomization to ensure reliable attribution.
Seamless design that felt native to the Insurify experience.
Data availability to connect seamlessly to their internal database for easy analysis.
Some vendors promised a quick implementation, but lacked the functionality required to maintain data integrity. Others offered a polished survey experience, but fell short on the strategic guidance Insurify was looking for. Fairing was the first solution to deliver on every front.
What Set Fairing Apart
Fairing met all of Insurify’s requirements, but two qualities stood out most: expertise and agility.
More than just a survey platform, Fairing is dedicated to building best-in-class attribution surveys backed by data. Shortly after implementation, the Insurify team began noticing “ChatGPT” and “AI search” appearing frequently in their “Other” responses. They suspected AI-driven recommendations were becoming a meaningful discovery channel, but weren’t sure how to phrase it in a way that would resonate with customers.
Fairing stepped in immediately, drawing on thousands of write-in responses from across its network to recommend “AI Recommendation” as the most effective wording. Insurify added the response that same day and quickly confirmed their hunch: a noticeable and growing share of new customers were citing LLMs as their path to the site. “Fairing brings an expertise to the space that helps us execute the survey more effectively,” said Sutkowski.
Equally important was Fairing’s agility. From onboarding onward, the partnership felt collaborative rather than transactional, with Fairing working alongside Insurify to adapt quickly and iterate as needs evolved.
Putting Fairing to the Test
To evaluate Fairing’s impact, Insurify ran a structured test, splitting traffic between their in-house survey, Fairing, and a control group with no survey at all. Across 10 key metrics, Fairing surpassed the in-house version and proved its value in the flow.
In addition to lifting sales compared to both the control and in-house survey, Fairing delivered an unexpected benefit - a notably higher quote open rate. As Sutkowski explained, “Given what we saw in the Fairing test, we’re now hypothesizing how we could change how the quote page loads for everyone, even those who never see the survey.” What started as a survey test is now shaping Insurify’s product roadmap.
Looking Ahead
For Insurify, the shift from an in-house survey to Fairing was more than a tooling change, it was a change in velocity. Marketing can now launch and track new channels in days rather than months, with full confidence in the integrity of the survey data. “With Fairing, we spend less time maintaining the tool and more time analyzing the data and acting on it,” Sutkowski shared.
Had they stayed with their in-house survey, the team acknowledges they would still be facing the same bottlenecks: limited insights, rigid tooling, and ongoing fights for engineering attention. At the end of the day, engineering should be focused on building features that drive product differentiation, not maintaining a survey. Fairing enables teams to keep their focus where it matters most.
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