Datalot Inc.

Founded in 2009 and based in Brooklyn, New York, Datalot Inc. provides advanced digital marketing solutions specifically designed for the insurance industry, facilitating seamless connections between consumers and insurance carriers. Datalot Inc. specializes in digital marketing services for the insurance sector, enhancing customer acquisition for carriers.

In June 2021, Centerfield Media Holdings, LLC, a portfolio company of Platinum Equity, acquired Datalot Inc. from Lightyear Capital for undisclosed financial terms. The acquisition aimed to strengthen both companies' positions in the digital insurance market. Datalot was founded in Brooklyn, US, in 2009 and has completed a total of 3 deals by June 29, 2021.

Centerfield Insurance Services, previously known as Datalot, specializes in providing digital marketing solutions tailored for the insurance industry. The company's primary offerings include customized marketing campaigns that connect consumers actively seeking insurance with various insurance carriers. These services utilize advanced algorithms to optimize media spending based on real-time consumer behavior, ensuring effective management of inbound customer flow for carriers. Centerfield's clients include major property and casualty (P&C) insurance carriers across the United States, benefiting from enhanced customer acquisition and conversion rates through targeted strategies.

The company employs trained concierge representatives for live consumer qualification, ensuring professional interactions and improved service outcomes across various insurance sectors including auto, home, and health insurance. Centerfield Insurance Services operates on a business-to-business model, primarily engaging with insurance carriers through partnership agreements. The revenue structure consists of fees associated with marketing services and technology solutions, enabling carriers to optimize their sales processes and digital media expenditures. Clients may enter into customized service agreements defining the specifics of engagement, including marketing campaigns and utilized technology tools.

The proprietary telephony platform facilitates efficient routing of leads to suitable agents, maximizing conversion potential for clients while allowing carriers to maintain control over media spend and customer engagement strategies. In June 2021, the acquisition of Datalot by Centerfield Media Holdings, LLC is expected to enhance both companies' service offerings in the digital insurance sector. The acquisition aims to extend market reach and product diversification, although specific upcoming products or geographic expansions have not been detailed. The recent acquisition will support strategies for extending their positions within the digital insurance market.