How leads are scored
Page lives at advisoratlasleads.com/how-leads-are-scored. Linked from every lead detail page next to the fit score. v1 draft prepared 2026-06-02. AAL voice. Em dashes hard-banned.
How leads are scored
Every lead in the marketplace shows a fit score, a price, and a row of journey-signal chips. This page explains where those come from, so you can decide whether a lead is worth your money before you click buy.
What the fit score is
The fit score is a 0 to 100 integer that summarizes how closely a lead matches the profile of a consumer who is likely to be a fit for an annuity-based retirement income discussion. It is not a probability of close. It is not a forecast. It is a composite of the data the consumer entered into their retirement map plus the journey signals they answered during their session.
A high fit score means the lead has a meaningful retirement income gap, has indicated some openness to an annuity discussion, and is timing-appropriate for a near-term conversation. A low fit score means one or more of those dimensions is missing or unknown.
The data that goes in
Six signals plus two structural inputs.
Structural inputs (set the base price). Wealth band, A through E, from the consumer's reported liquid assets. Intent tier, either planning (the consumer opted in to a future match) or asked (the consumer asked to be introduced now). These two together return the base price from the published matrix at /pricing.
Journey signals (adjust the price and the fit score). Timing, the consumer's stated retirement horizon. Specialist history, whether the consumer is currently shopping, has an advisor, or has never spoken to one. Annuity posture, the consumer's stated familiarity with annuities. Rollover status, whether the consumer has an old 401(k), 403(b), or IRA that has not been rolled over. Income gap band, the size of the income shortfall the consumer's map showed. Plan odds band, the strength of the consumer's plan as the map measured it.
The six signals appear on the lead card as chips, in a fixed order, so you can read them before you commit. Null answers render as a dimmed dash and do not penalize the fit score.
The price you pay
Base price comes from the wealth times intent matrix, published at /pricing. Journey signals act as deterministic multipliers on the base, clamped to a $100 floor and a $700 ceiling. Final price equals base price times the product of the applicable multipliers, then clamped.
You can see the decomposition on the lead detail page: base, each multiplier applied, the final clamped number. Every advisor sees the same price for the same lead at the same point in time. There is no quote-and-haggle. There are no volume discounts. The price on the card is the price you pay.
Calibration
The multiplier values are version-controlled in our pricing engine. We tune them from real outcome data, quarterly. Active advisors receive fourteen days notice before a change takes effect. We do not retroactively reprice purchased leads.
What this score is not
It is not a recommendation. It is not a guarantee. It is not a regulatory blessing. You are the licensed professional. You decide whether the lead is a fit. The score is a summary, not a verdict.
Linked from every lead detail page next to the fit score. Also surfaced during advisor onboarding at step 4 (pricing acknowledgment). Update notifications go to all active advisors when multipliers change.