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What are the various key performance indicators (KPIs) that a company dealing in insurance should concentrate on?

  • Joe Oates
  • DM Review Online, September 4, 2007

Question: What are the various key performance indicators (KPIs) that a company dealing in insurance should concentrate on to measure the performance of insurance agents who sell the policies?

Joe Oates' Answer: The KPIs to measure performance of insurance agents who sell insurance policies are similar to those of any other sales organization. The difference is that, instead of selling widgets, which are a one-time sale, insurance policies have a lifecycle and eventually incur the costs of paying a benefit.

KPIs that I have seen in insurance companies include the number of policies sold, the value of policies sold, number of policies renewed as a percentage of policies sold, the number of lapses as a percentage of policies sold, the percentage of policies that lapse within the first two years, performance to quota, benefits paid as a percentage of premium, etc.

These are just a few of the many KPIs that an insurance company should concentrate on, but hopefully it gives you an idea what you should consider. If you are doing a project for an insurance company,the sales and marketing managers of the company should be able to give you a much more detailed list.


Joe Oates is an internationally known speaker, author and consultant on data warehousing. Oates has more than 30 years of experience in the successful management and technical development of business, real-time and data warehouse applications for industry and government clients. He has designed or helped design and implement more than 30 successful data warehouse projects.

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