Within the $140+ billion insurance industry, pet insurance’s share may seem paltry at $500 million. But the riches are often in the niches. That’s what PetPremium.com is banking on.

Started as a lead-generation website for insurance companies, PetPremium.com quickly morphed into a licensed insurance agency selling policies directly to U.S. consumers and earning more per customer than a mere lead-generation website can.

In this interview, you will learn how the company launched, made the transition to issuing policies and recovered from mistakes made along the way, as well as useful information about conversion rates, the monetary value of leads in the insurance industry and more.