Reference · Definitions and formulas
Selected insurance agency performance metrics, defined on one consistent basis.
Keelridge covers a broader monthly operating review than the formulas on this page. This reference publishes the methods behind the free tools and related Notes: retention, Book movement, account-manager contribution, and the comparison between operating and accounting records.
PUBLISHED BY KEEL RIDGE SOFTWARE · UPDATED AUGUST 31, 2026
The short answer
Measure one opening group forward. Keep customer movement separate from change on customers who stayed.
Retention should follow the same opening cohort to the ending date. Book movement should classify customers by whether they were present at each endpoint. Rate, exposure, coverage, and mix on retained customers belong in their own line. An AMS commission run-rate and general-ledger income should be compared, not forced to equal one another.
Where these measures fit
Keelridge covers the monthly operating review beyond these public formulas.
The detailed definitions below are the measures we can make useful as standalone tools today. The product connects them with financial, planning, new-business, and role-specific work views built from the same governed source package.
Agency P&L and EBITDA
Booked revenue, operating expenses, profitability, comparison-period movement, and the accounting rows behind the result.
Size, mix, movement, and renewal load
Book size, carrier and line mix, concentration, gained and lost customers, retained-Book movement, upcoming renewals, and retention by clients, premium, and commission.
Budget, pacing, and configured comparisons
Versioned annual plans, monthly actual-versus-plan pacing, and configured benchmark context with the peer tier, definition, period, and limits kept visible.
Genuine arrivals and a human-owned pipeline
New customers, premium, and commission tracked separately from remarkets, reactivations, acquisitions, and internal Book transfers when the source evidence supports the distinction.
Account-manager Book contribution
Personal retention, genuine gains and losses, retained-Book movement, rounding, Book size, and commission earning power in monthly, YTD, and year-over-year views.
My Book review and follow-up
Upcoming renewals, material premium-change flags, review state, snoozes, follow-up timing, and rounding candidates—then a return to the AMS for authoritative service work.
01 · Retention
Four retention measures answer four different questions.
Every denominator uses the same opening cohort. New customers and policies added during the period do not belong in a retention calculation.
Client retention
opening customers still active ÷ opening customers
Each customer counts once, regardless of account size. This is the cleanest measure of customer relationships retained.
Calculate client retentionPremium retention
retained annual premium ÷ opening annual premium
Weights the opening cohort by account size. Rate or exposure changes can make it move differently from client retention.
Compare the two measuresCommission retention
retained annualized commission ÷ opening annualized commission
Weights the same cohort by recurring agency economics. It is not the commission income posted in the general ledger during the period.
Policy retention
opening policies still active ÷ opening policies
Counts coverage lines rather than customers. A multi-policy account therefore has more weight than a single-policy account.
Calculate policy retention02 · Book movement
Reconcile the opening Book to the closing Book.
Use annual in-force premium on both snapshot dates. Classify by customer identity—not policy number—so a carrier remarket for the same customer does not become one false loss and one false gain.
Lost business
Opening premium attached to customers present at open and absent at close.
Gained business
Closing premium attached to customers absent at open and present at close. Organic new business, reactivation, and acquisition require additional classification.
Change on retained customers
The remainder for customers present at both dates. It combines rate, exposure, coverage, and mix unless more detailed evidence separates them.
03 · Account-manager performance
Measure the components before judging the person.
An assigned Book can improve or weaken for several reasons at once. Keep the result lines separate, apply a stated assignment rule, and show monthly, year-to-date, and year-over-year views on the same basis.
| Measure | What it shows | Important limit |
|---|---|---|
| Client and premium retention | Customers and recurring premium retained from the assigned opening Book. | Needs an assignment rule for accounts transferred between employees. |
| Lost business | Customers and opening premium that departed during the comparison period. | Presence does not explain why a customer left. |
| Gained or new business | Customers, premium, and commission credited to genuine arrivals. | A remarket, reactivation, acquisition, or internal transfer is not automatically organic new business. |
| Retained-Book movement | Premium change on customers who remained in the assigned Book. | Rate, exposure, coverage, and mix remain combined without additional evidence. |
| Rounding contribution | Additional policies or coverage added to existing customer relationships. | Count only source-supported additions; do not infer a sales action from policy count alone. |
| Commission contribution | Annualized commission associated with credited or assigned accounts. | State the attribution rule and do not substitute this for booked accounting income. |
04 · Source records
The formulas are simple. The inputs are distributed across reports.
A one-time calculation can be done manually. Repeating it reliably requires the same source mapping, dates, customer identity, and classification rules every month.
AMS Book of business
Dated customer and policy records, annual in-force premium, annualized commission, renewal dates, carrier and line information, and assigned account responsibility.
Income statement
Booked commission and other income, operating expenses, and the accounting period required for actual-versus-plan and Book-to-GL review.
Agency definitions
Mappings, exclusions, staff assignments, budget structure, and classifications that make one month's answer comparable with the next.
Free tools and the product
The public tools help with one calculation. Keelridge fills the operating views for you.
Manual, private, and useful on their own
Enter figures you already have to calculate retention or reconcile Book movement. The arithmetic runs in the browser and nothing entered is uploaded. These tools do not locate or reconstruct the inputs.
Recurring files become a monthly operating record
After setup, upload the regular AMS Book and income statement. Keelridge maps and validates the new period, derives the measures on the established basis, preserves monthly history, and updates Agency Performance and My Book after confirmation.
- No repeated manual entry of every metric
- Monthly, YTD, and year-over-year views
- Owner and account-team scope applied
- Source, period, definition, and limits kept visible
Reference questions
How the measures are used.
What insurance agency performance metrics should be reviewed monthly?
A useful monthly review covers financial performance against plan, client and premium retention, lost and gained business, change on retained customers, upcoming renewal load, and any book-to-accounting difference that still needs an explanation. Each measure needs a named period, source, and definition.
What files does Keelridge use to calculate these metrics?
The recurring workflow starts with a dated AMS book of business export and an income statement for the same reporting period. Agency mappings and definitions are established during setup. Keelridge validates each new file before updating Agency Performance and My Book.
Do agency owners have to calculate these figures by hand in Keelridge?
No. The public calculators are manual, one-question tools. Keelridge maps the regular source files, derives the measures on a consistent basis, preserves monthly history, and fills the owner and account-team views after the new period is confirmed.
Can one number measure an insurance account manager's performance?
No single number separates service, retention, customer flow, rate and exposure changes, rounding, and commission contribution fairly. Keelridge keeps those components visible and applies the same attribution rules across monthly, year-to-date, and year-over-year views.
Current product scope
Keep the definitions. Stop rebuilding the worksheet.
Keelridge is in pilot development for independent property and casualty agencies. It works alongside the AMS, keeps policy and service transactions in the authoritative system, and turns recurring operating and accounting records into role-appropriate review.