Architecture, not agency workInsurance · Mortgage

Client acquisition, built as infrastructure.

We design, build and run end-to-end acquisition systems for insurance agencies and mortgage firms. Then we build custom AI on top, so every lead is answered, qualified and booked without adding headcount.

i.Two industries only. Insurance and mortgage.
ii.One partner per market. We never work with your competitors.
iii.You own the system. Built in your accounts, not ours.
iv.Exclusive leads. Never shared, never resold.
The briefing

How the system is built, in the founder’s words.

A short walkthrough of the Built to Scale™ system: how demand is generated, how AI qualifies and books every lead, and what an installation looks like inside your agency or brokerage.

I.The Built to Scale™ system

Every structure needs a foundation, integrated systems and room to grow.

Most firms are sold a campaign. We design the whole building: the demand, the backend that converts it, the strategy that compounds it, and the AI that runs on top. Every level is engineered to carry the one above it.

Section A–ABuilt to Scale™, elevation view
▽ +04Intelligence Custom AI AI agents built on top of the system to respond, qualify, book and re-engage around the clock. Response agents · Appointment setting · Lead scoring · Call intelligence ▽ +03Compounding The Partner Suite™ Ongoing strategy that turns a working system into a growing one. Weekly strategy · Conversion consulting · Offer optimization · Capacity planning ▽ +02Conversion The Growth OS™ The operating backend. One system and one login for every lead and agent. CRM · Routing · Speed-to-lead automation · Scheduling · Reporting ▽ +01Demand The Acquisition Engine™ Demand generation engineered for exclusive, appointment-ready prospects rather than raw volume. Paid acquisition · Creative · Qualifying funnels · Outbound systems ▽ ±00Foundation Diagnostic & architecture Every engagement starts with an audit of your market, pipeline and agent capacity. Revenue-leak audit · Market exclusivity · System blueprint
II.Custom AI

AI that works because the system underneath it does.

An AI agent is only as good as the leads, data and workflows it sits on. We don't resell off-the-shelf tools. We build custom AI on top of your acquisition system, trained on your products, scripts and qualification rules, and accountable to the same numbers.

Explore Custom AI →
New lead · Home insurance review · SMS
Text message · Today 2:41 PM
AI agent · 6 seconds after form Hi Michael, this is Coastline Insurance Group. Thanks for requesting a home insurance review. To start, who is your current home insurer?
Michael Travelers. Been with them about 6 years.
AI agent Thank you. Roughly how old is the roof on the home? It’s one of the biggest factors in what carriers will offer and how coverage is priced.
Michael Around 14 years I think.
AI agent That’s helpful. Roofs in that range can affect eligibility and how a claim is paid out, so it’s worth reviewing. What’s the property address?
Michael 418 Larkspur Lane, Tampa, FL 33606
AI agent Got it. A licensed member of our team can call to go over your current coverage and any potential gaps you may have. I have today at 4:15 PM, tomorrow at 10:00 AM, or tomorrow at 1:30 PM. Which works best for you?
Michael Tomorrow at 10 works.
AI agent You’re confirmed for tomorrow at 10:00 AM with Daniel, a licensed advisor. He’ll have your current policy details and roof information ready. A text confirmation is on its way.
Current insurerTravelers, 6 yrs Roof age~14 years Property418 Larkspur Ln, Tampa FL Review callTomorrow, 10:00 AM
A.01

Instant response

Every new lead is engaged by text or voice within seconds, at any hour, while intent is highest.

A.02

Qualification agents

Conversational qualification against your criteria, including eligibility, timeline, household and coverage needs.

A.03

Appointment setting

Qualified prospects are booked straight into the right agent’s calendar, with reminders and rescheduling handled automatically.

A.04

Scoring & routing

Leads are ranked by likelihood to close and routed by licence, state, language and live agent capacity.

A.05

Pipeline reactivation

Aged and unconverted leads are re-engaged at scale, turning past spend into this month’s appointments.

A.06

Call intelligence

Agent calls are transcribed, scored and benchmarked against your top performers, so coaching rests on evidence.

III.Industries

Two industries. Studied in depth.

Insurance and mortgage each carry their own compliance rules, buying cycles and agent economics. Because we work nowhere else, every system starts from what already performs in your vertical.

IV.Selected results

The numbers make the argument.

All results →
Featured · RevenueNo. 02 · Kenny
$60,000
 in revenue added within 57 days of launch

We plugged Kenny into the Built to Scale™ system and replaced the campaigns he had been running himself. Lead volume rose 87.5% while cost per lead fell 64.2%.

150Leads $8.11Cost per lead −64.2%CPL change
Read the case study →
Campaign report: 150 leads at $8.11 cost per lead
Exhibit: account report, first 57 days. 150 leads, $8.11 CPL, $1,216.49 spend.
V.How we work

Survey. Draw. Build. Refine. In that order.

01 Diagnostic

Survey the site

We audit your acquisition, backend and sales process to find where revenue leaks and what capacity your agents really have.

02 Architecture

Draw the plans

We design the system for your market and build the funnels, qualification, routing, CRM and AI in accounts you own.

03 Launch

Open the doors

We go live with end-to-end tracking. Leads are answered, qualified and routed from the first hour.

04 Optimize

Refine and extend

Weekly reviews cut cost per lead and lift appointment rate. When results hold, we scale spend and capacity together.

VI.Agency OS · Client reporting

Every lead, dollar and appointment. Live.

Every partner gets Agency OS, our own client dashboard. It shows spend, cost per lead, appointment rate, AI activity and pipeline by agent as it happens. You never wait for a monthly report to know where you stand.

Agency OSOverview · This monthSample interface · illustrative data
Leads312+18% vs last month
Cost per lead$7.40−9% vs last month
Spend$2,310Month to date
Appointments9430% of leads
Leads per dayLast 30 days
AI activity · today● Live
3:12 PMNew lead responded to in 8 secondsEngaged
3:09 PMProspect qualified: family plan, starts this monthQualified
2:58 PMAppointment booked with Advisor 02, 3:30 PMBooked
2:41 PMAged lead from October re-engagedReactivated
2:20 PMCall scored 92 against top-performer benchmarkReviewed
VII.In our partners’ words
“We’re actually excited to follow up.”
“This is exactly what we needed, honestly.”Agency partner, on leads arriving at $8 against their standard $40 cost per lead.
Exhibit: unedited message thread from the partner
Exhibit: unedited message from the partner.
“Exclusivity is the whole thing. Nobody else in my territory is working these leads, so I’m not the fourth call they’ve had that morning.”
Medicare Specialists, NECEO
“Lead quality is what changed. My producers stopped filtering junk and started quoting households we actually want to write.”
P&C Agency, FLOwner
“Tracking finally matches reality. When I see 22 bound in the dashboard, my AMS says 22. That was never true with our old vendor.”
Health & Medicare Agency, OHOperations Director
“Kickoff Monday, running by the end of the week. I’d budgeted a month of setup and it just didn’t need one.”
Life & Final Expense Agency, ILPrincipal
“Having recently started with the Sore Thumb team, we’ve seen a huge boost in our sales. The team is very professional in every area and takes on board everything we say.”
Carlos AlvarezDirector
“Brian has been great to work with. Communication is always there. I’m happy with the results so far, and financially it just makes sense for me.”
Seth FennOwner
Brian O'Neill, founder
VIII.A note from the founder

“I trained as an architect. Every structure needs a solid foundation, integrated systems and the capacity to grow without collapsing. When the firm I worked for went bankrupt, I saw that businesses need the same thing. Most are sold campaigns. What they need is infrastructure.”

Sore Thumb was built on that principle. We engineer acquisition systems that scale predictably, and we hold ourselves to one standard: our partners should stand out in their market like a sore thumb.

Read Brian’s story →
The diagnostic call

Find out what your pipeline is leaving on the table.

We audit your acquisition, backend and sales process in a single working session. If we don’t identify at least $100,000 in recoverable revenue or missed opportunity, we will map your complete growth architecture at no cost.

One partner per marketLimited onboarding each monthNo obligation
Architecture, not agency workInsurance · Mortgage

Client acquisition, built as infrastructure.

We design, build and run end-to-end acquisition systems for insurance agencies and mortgage firms. Then we build custom AI on top, so every lead is answered, qualified and booked without adding headcount.

{{ l.k }} {{ l.d }}
i.Two industries only. Insurance and mortgage.
ii.One partner per market. We never work with your competitors.
iii.You own the system. Built in your accounts, not ours.
iv.Exclusive leads. Never shared, never resold.
The briefing

How the system is built, in the founder’s words.

A short walkthrough of the Built to Scale™ system: how demand is generated, how AI qualifies and books every lead, and what an installation looks like inside your agency or brokerage.

I.The Built to Scale™ system

Every structure needs a foundation, integrated systems and room to grow.

Most firms are sold a campaign. We design the whole building: the demand, the backend that converts it, the strategy that compounds it, and the AI that runs on top. Every level is engineered to carry the one above it.

Section A–ABuilt to Scale™, elevation view
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II.Custom AI

AI that works because the system underneath it does.

An AI agent is only as good as the leads, data and workflows it sits on. We don't resell off-the-shelf tools. We build custom AI on top of your acquisition system, trained on your products, scripts and qualification rules, and accountable to the same numbers.

Explore Custom AI →
New lead · Home insurance review · SMS
Text message · Today 2:41 PM
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III.Industries

Two industries. Studied in depth.

Insurance and mortgage each carry their own compliance rules, buying cycles and agent economics. Because we work nowhere else, every system starts from what already performs in your vertical.

IV.Selected results

The numbers make the argument.

All results →
Featured · RevenueNo. 02 · Kenny
in revenue added within 57 days of launch

We plugged Kenny into the Built to Scale™ system and replaced the campaigns he had been running himself. Lead volume rose 87.5% while cost per lead fell 64.2%.

150Leads $8.11Cost per lead −64.2%CPL change
Read the case study →
Campaign report: 150 leads at $8.11 cost per lead
Exhibit: account report, first 57 days. 150 leads, $8.11 CPL, $1,216.49 spend.
V.How we work

Survey. Draw. Build. Refine. In that order.

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VI.Agency OS · Client reporting

Every lead, dollar and appointment. Live.

Every partner gets Agency OS, our own client dashboard. It shows spend, cost per lead, appointment rate, AI activity and pipeline by agent as it happens. You never wait for a monthly report to know where you stand.

Agency OSOverview · This monthSample interface · illustrative data
Leads312+18% vs last month
Cost per lead$7.40−9% vs last month
Spend$2,310Month to date
Appointments9430% of leads
Leads per dayLast 30 days
AI activity · today● Live
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VII.In our partners’ words
“We’re actually excited to follow up.”
“This is exactly what we needed, honestly.”Agency partner, on leads arriving at $8 against their standard $40 cost per lead.
Exhibit: unedited message thread from the partner
Exhibit: unedited message from the partner.
Brian O'Neill, founder
VIII.A note from the founder

“I trained as an architect. Every structure needs a solid foundation, integrated systems and the capacity to grow without collapsing. When the firm I worked for went bankrupt, I saw that businesses need the same thing. Most are sold campaigns. What they need is infrastructure.”

Sore Thumb was built on that principle. We engineer acquisition systems that scale predictably, and we hold ourselves to one standard: our partners should stand out in their market like a sore thumb.

Read Brian’s story →