This page provides a plain language summary alongside the formal Statement of Work. The summary is provided for convenience and does not replace, modify, or override the formal agreement. In the event of any conflict, the formal Statement of Work controls.
Plain language on the left. The formal agreement on the right. Same partnership, two ways to read it.
This is a technology and marketing consulting partnership.
I build and run the systems for both your businesses. CRM, automation, lead management, advertising strategy, content.
You do what you do best: sit across from people and close.
The same system, the same approach, applied to both the insurance practice and the wellness practice. I’m not doing insurance work. I’m not doing health work. I’m building the infrastructure that gets people to your door and keeps them coming back.
Formal agreement language
The Services described herein constitute technology consulting (NAICS 541512) and marketing consulting (NAICS 541613).
Agency provides CRM platform implementation, marketing automation configuration, lead acquisition workflow design, digital advertising strategy, sales pipeline optimization, business process automation, and reporting, applied identically across all Client business lines regardless of industry vertical.
The Services described herein constitute technology consulting (NAICS 541512) and marketing consulting (NAICS 541613).
Agency provides CRM platform implementation, marketing automation configuration, lead acquisition workflow design, digital advertising strategy, sales pipeline optimization, business process automation, and reporting, applied identically across all Client business lines regardless of industry vertical.
Before anything else, I audit your existing lead list for consent compliance. Then two things go live within 14 days.
Speed-to-lead: A new lead comes in from your ads. Within 60 seconds they get a text, an email, and a booking link. 24/7.
Stale lead revival: The leads sitting in your pipeline right now get a re-engagement sequence. People who already raised their hand. You already paid to acquire them. We wake them up.
Formal agreement language
Agency will deploy the first live components of its proprietary system upon the Effective Start Date. This is the core promise of the engagement: leads get responded to in under 60 seconds, starting within the first 14 days.
Deliverables (within 14 days of Effective Start Date):
Agency will deploy the first live components of its proprietary system upon the Effective Start Date. This is the core promise of the engagement: leads get responded to in under 60 seconds, starting within the first 14 days.
Deliverables (within 14 days of Effective Start Date):
While speed-to-lead is running and producing results, I work with your team to understand how each business operates day-to-day.
Then I configure and deploy the rest of the system: CRM, lead routing, qualification forms, ad strategy, wellness practice automation, cross-referral tracking, follow-up automation, team training, and data migration.
All within 90 days of Phase 1.
Formal agreement language
With the speed-to-lead system live and producing results, Agency will configure and deploy the remaining system components. This engagement covers both Client businesses. Agency provides identical categories of technology and marketing consulting services to each business line. Both businesses receive full system buildout.
System components deployed during Phase 2 (within 90 days of Phase 1 completion):
With the speed-to-lead system live and producing results, Agency will configure and deploy the remaining system components. This engagement covers both Client businesses. Agency provides identical categories of technology and marketing consulting services to each business line. Both businesses receive full system buildout.
System components deployed during Phase 2 (within 90 days of Phase 1 completion):
After the system is built, this is what runs every month for $1,000:
• Pipeline revival. Re-engaging leads that went quiet
Formal agreement language
The Monthly Retainer includes the following ongoing services after initial system deployment: Pipeline Revival, Competitive Intelligence, Launch Coverage, Content Engine, Canadian Data Sovereignty, Automated Follow-Up System, Campaign Optimization.
These services are included in the Monthly Retainer and do not require additional payment.
The Monthly Retainer includes the following ongoing services after initial system deployment: Pipeline Revival, Competitive Intelligence, Launch Coverage, Content Engine, Canadian Data Sovereignty, Automated Follow-Up System, Campaign Optimization.
These services are included in the Monthly Retainer and do not require additional payment.
Ad spend management stays with you. I design the strategy and the creative, you control the budget.
Anything requiring a professional licence is yours. Insurance, financial advice, health advice. That’s your expertise, not mine.
Same with talking to your clients directly or doing graphic design and video production beyond drafts.
Formal agreement language
The following are outside the scope of this engagement:
The following are outside the scope of this engagement:
Monthly retainer: $1,000, plus a 5% processing and administration fee, plus applicable GST/HST. That keeps the whole system running. Servers, hosting, maintenance, monitoring, optimization, reporting.
Performance share: 20% of revenue from leads the system touched. So if a lead came through the system and ended up sitting across from you, and they buy, 20% of that revenue is the performance share. Performance share invoices don’t have the 5% admin fee.
Why both? The retainer keeps the lights on whether it’s a busy month or a quiet one. The performance share is what aligns us. I only make real money when you do. If the system doesn’t produce, I’m working for $1,000 a month.
Formal agreement language
Client will pay Agency a monthly retainer of $1,000 CAD, a 5% Processing & Administration Fee, plus applicable GST/HST. The Processing & Administration Fee is calculated on the base amount of each invoice and applies to all invoices under this Agreement except Performance Share invoices. The retainer compensates Agency for: system configuration and deployment, ongoing maintenance and operation of the infrastructure built for Client, optimization of system performance, monthly reporting, and the business overhead and administration required to deliver these services on a continuous basis.
Performance Share equal to 20% of Attributable Revenue generated each calendar month.
Client will pay Agency a monthly retainer of $1,000 CAD, a 5% Processing & Administration Fee, plus applicable GST/HST. The Processing & Administration Fee is calculated on the base amount of each invoice and applies to all invoices under this Agreement except Performance Share invoices. The retainer compensates Agency for: system configuration and deployment, ongoing maintenance and operation of the infrastructure built for Client, optimization of system performance, monthly reporting, and the business overhead and administration required to deliver these services on a continuous basis.
Performance Share equal to 20% of Attributable Revenue generated each calendar month.
When we sign, there’s a $1,000 security deposit. That’s one month’s retainer. It’s not a payment for services. It just sits there as a safety net for both of us.
If an invoice ever goes more than 30 days without being paid, I can apply the deposit to cover it. You’d just replenish it within 10 business days so it’s back in place.
When the agreement wraps up and everything’s settled, the deposit comes back to you within 30 days.
Formal agreement language
Upon execution, Client will provide a security deposit equal to one (1) month’s Monthly Retainer. The Security Deposit secures Client’s payment obligations. It is not a prepayment for Services and does not reduce any monthly payment obligation.
If any invoice remains unpaid for more than thirty (30) days past its due date, Agency may apply the Security Deposit against the unpaid balance with five (5) business days’ written notice. Client must replenish within ten (10) business days.
Upon termination, the Security Deposit (less any amounts applied) will be returned within thirty (30) days, provided all outstanding invoices are paid in full.
Upon execution, Client will provide a security deposit equal to one (1) month’s Monthly Retainer. The Security Deposit secures Client’s payment obligations. It is not a prepayment for Services and does not reduce any monthly payment obligation.
If any invoice remains unpaid for more than thirty (30) days past its due date, Agency may apply the Security Deposit against the unpaid balance with five (5) business days’ written notice. Client must replenish within ten (10) business days.
Upon termination, the Security Deposit (less any amounts applied) will be returned within thirty (30) days, provided all outstanding invoices are paid in full.
Performance share invoices go out within 10 business days of each month’s end. Payment is due within 15 days of the invoice date.
If an invoice goes more than 15 days past due, I’ll send a written notice. If it’s still not paid within 5 business days of that notice, I can pause everything except basic lead capture and routing. Leads keep getting caught so nothing falls through the cracks, but new builds, optimization, and reporting pause until we’re squared up.
If something goes more than 45 days unpaid, that’s treated as a material breach.
Formal agreement language
Performance Share payments are calculated monthly and invoiced within ten (10) business days of each month’s end. Payment is due within fifteen (15) days of invoice date.
If any invoice remains unpaid for more than fifteen (15) days, Agency will provide written notice. If payment is not received within five (5) business days of notice, Agency may suspend all Services except basic lead capture and routing.
If any invoice remains unpaid for more than forty-five (45) days, Agency may treat such non-payment as a material breach and terminate this Agreement.
Performance Share payments are calculated monthly and invoiced within ten (10) business days of each month’s end. Payment is due within fifteen (15) days of invoice date.
If any invoice remains unpaid for more than fifteen (15) days, Agency will provide written notice. If payment is not received within five (5) business days of notice, Agency may suspend all Services except basic lead capture and routing.
If any invoice remains unpaid for more than forty-five (45) days, Agency may treat such non-payment as a material breach and terminate this Agreement.
Here’s the simple version: if the system touched the lead, and that lead becomes a client, the revenue counts as attributable.
‘Touched’ means the system actually did something. Sent a text, routed the lead, triggered a follow-up. Not just logging a name in a database.
What doesn’t count: clients you already had before we started, referrals that come in and convert without the system being involved, or leads that get manually entered but the system never reaches out to.
And when it’s unclear, the benefit goes to you. We’re both looking at the same dashboard.
Formal agreement language
Attribution operates on two levels: tracking (whether a lead is in the pipeline) and billing (whether a lead generates Performance Share). A lead generates Performance Share only when it has received at least one Agency Touchpoint beyond mere data capture.
When attribution is ambiguous, the benefit goes to Client. Agency will not claim Performance Share for revenue where the connection to an Agency Touchpoint is unclear.
Attribution operates on two levels: tracking (whether a lead is in the pipeline) and billing (whether a lead generates Performance Share). A lead generates Performance Share only when it has received at least one Agency Touchpoint beyond mere data capture.
When attribution is ambiguous, the benefit goes to Client. Agency will not claim Performance Share for revenue where the connection to an Agency Touchpoint is unclear.
If you’re already in conversation with someone when we start, they’re yours. You’ve got 30 days from signing to let me know who you’re actively working with.
Anyone who’s been sitting untouched for 30+ days, the system picks up and starts re-engaging them.
That’s actually one of the first things we do. Those leads already raised their hand once. The system brings them back to the table.
Formal agreement language
For leads in Client’s existing database that have no contact history in Agency-managed systems as of the Effective Date, the thirty-day dormancy clock begins on the Effective Date. Agency may re-engage these leads from day one as part of the Pipeline Revival service.
Client may rebut by providing contemporaneous documentary evidence of substantive contact within the thirty days preceding the Effective Date.
For leads in Client’s existing database that have no contact history in Agency-managed systems as of the Effective Date, the thirty-day dormancy clock begins on the Effective Date. Agency may re-engage these leads from day one as part of the Pipeline Revival service.
Client may rebut by providing contemporaneous documentary evidence of substantive contact within the thirty days preceding the Effective Date.
When one of your agents closes a deal on a lead the system brought in, the performance share works a little differently.
Instead of 20% of revenue, it’s based on what you actually earn from that agent’s production. We take 20% of your total compensation rate from their work and apply that to the gross commission on the deal.
You let me know your compensation structure at signing, and if it ever changes, you’ve got 10 business days to update me. That way the math always reflects what’s actually happening.
Formal agreement language
For leads routed to Client’s team members through Agency-managed systems, the Performance Share rate shall be the Team Pipeline Rate: twenty percent (20%) of Client’s total compensation rate from team member production, applied to the Gross Commission earned by the team member on the transaction.
Client will disclose the total compensation rate in writing at execution and notify Agency in writing within ten (10) business days of any change.
For leads routed to Client’s team members through Agency-managed systems, the Performance Share rate shall be the Team Pipeline Rate: twenty percent (20%) of Client’s total compensation rate from team member production, applied to the Gross Commission earned by the team member on the transaction.
Client will disclose the total compensation rate in writing at execution and notify Agency in writing within ten (10) business days of any change.
Once the system has touched a lead and they become attributable, that status stays for the life of the agreement. It doesn’t expire, decay, or reset.
So if someone comes in through the system today and buys a second policy two years from now, that renewal or cross-sell still counts. The system brought them in. That relationship continues to generate value.
One touch is enough to establish it. The lead doesn’t need to keep receiving automated messages for the attribution to hold.
Formal agreement language
Once a lead becomes an Attributable Lead, that status persists for the duration of this Agreement. Attribution does not decay, expire, or diminish based on the passage of time or the number of transactions completed.
All revenue received by Client from an Attributable Lead — including renewal commissions, recurring fees, subsequent transactions, and cross-sell revenue — is Attributable Revenue for as long as this Agreement remains in effect.
A single Agency Touchpoint is sufficient to establish attribution.
Once a lead becomes an Attributable Lead, that status persists for the duration of this Agreement. Attribution does not decay, expire, or diminish based on the passage of time or the number of transactions completed.
All revenue received by Client from an Attributable Lead — including renewal commissions, recurring fees, subsequent transactions, and cross-sell revenue — is Attributable Revenue for as long as this Agreement remains in effect.
A single Agency Touchpoint is sufficient to establish attribution.
Every month you get an attribution summary alongside the performance share invoice. If something looks off, you’ve got 10 business days to flag it.
Just let me know which lead, what seems wrong, and what you’re seeing on your end. I’ll look into it and get back to you within 10 business days. If we still can’t sort it out together, we bring in a third party we both agree on.
While we’re working through it, the disputed amount stays on hold. Nobody’s forced to pay or accept something that’s still being figured out.
Formal agreement language
Client has ten (10) business days from receipt of the attribution summary to dispute any line item. A dispute must: (a) identify the specific lead or transaction, (b) state the grounds, and (c) include supporting evidence.
Agency will respond within ten (10) business days. If the parties cannot resolve a dispute within fifteen (15) business days, either party may invoke the escalation procedure in the Master Service Agreement. Disputed amounts are held in abeyance pending resolution.
Client has ten (10) business days from receipt of the attribution summary to dispute any line item. A dispute must: (a) identify the specific lead or transaction, (b) state the grounds, and (c) include supporting evidence.
Agency will respond within ten (10) business days. If the parties cannot resolve a dispute within fifteen (15) business days, either party may invoke the escalation procedure in the Master Service Agreement. Disputed amounts are held in abeyance pending resolution.
By the 10th of every month, you get a report covering the previous month. How fast leads are getting responded to, how many appointments booked, system uptime, the attribution summary, and what I’d recommend adjusting.
We also hop on a monthly video call, about 30 minutes, to walk through the numbers together. At month 3 and month 6, I do a deeper review against the targets we set at the start.
Formal agreement language
Agency will deliver a monthly performance report by the 10th of each month covering the prior month. The report will include: CSF dashboard, total leads captured, lead response times, booking rate, stale lead reactivation count, system uptime, attribution summary, and recommendations.
Agency and Client will hold one scheduled video call per month (approximately 30 minutes).
Agency will deliver a monthly performance report by the 10th of each month covering the prior month. The report will include: CSF dashboard, total leads captured, lead response times, booking rate, stale lead reactivation count, system uptime, attribution summary, and recommendations.
Agency and Client will hold one scheduled video call per month (approximately 30 minutes).
If something breaks and leads aren’t being captured, I’m on it the same business day.
For everything else, like new builds, configuration changes, or general questions, I get back to you within three business days.
I’m available by email during business hours, Monday through Friday, 9 to 5 Pacific. I’m not available for on-demand calls outside of scheduled meetings unless the system is actually down.
Business days don’t include BC statutory holidays or December 22 through January 1.
Formal agreement language
Response Times:
Agency is available via email during business hours (9:00 AM to 5:00 PM PST, Monday through Friday). Agency is not available for on-demand calls outside of scheduled meetings unless a system outage is occurring. “Business day” means Monday through Friday, excluding British Columbia statutory holidays and the period from December 22 through January 1.
Response Times:
Agency is available via email during business hours (9:00 AM to 5:00 PM PST, Monday through Friday). Agency is not available for on-demand calls outside of scheduled meetings unless a system outage is occurring. “Business day” means Monday through Friday, excluding British Columbia statutory holidays and the period from December 22 through January 1.
Your client data is yours. I’m processing it on your behalf, following your instructions. Everything stays on Canadian infrastructure.
If there’s ever a security issue, I let you know within 48 hours. I keep records of any incidents for 24 months.
When the agreement wraps up, I either return or destroy all personal information within 30 days, whichever you prefer.
Formal agreement language
Client is the organization that collected personal information and determines the purposes for its collection, use, and disclosure. Agency processes personal information solely on behalf of Client and in accordance with Client’s instructions.
Agency will notify Client within forty-eight (48) hours of becoming aware of any breach of security safeguards involving personal information. Agency maintains records of all breaches for twenty-four (24) months.
Upon termination, Agency will return or destroy all personal information within thirty (30) days at Client’s election.
Client is the organization that collected personal information and determines the purposes for its collection, use, and disclosure. Agency processes personal information solely on behalf of Client and in accordance with Client’s instructions.
Agency will notify Client within forty-eight (48) hours of becoming aware of any breach of security safeguards involving personal information. Agency maintains records of all breaches for twenty-four (24) months.
Upon termination, Agency will return or destroy all personal information within thirty (30) days at Client’s election.
Your client data, contact lists, business records, and platform accounts are always yours. That never changes.
The automation layer is mine during the engagement. The workflows, sequences, and code that make everything work together. You’re licensed to use all of it for as long as the agreement is active.
After 6 months, you can buy the entire system outright. The longer you stay, the less it costs:
• Months 6 to 12: 6x average monthly compensation
That’s the whole idea behind the pricing. By month 24, you can own everything for one month’s compensation. The system gets sharper over time as it learns your market. You’re building toward ownership, not renting.
Formal agreement language
All third-party platform accounts created or configured during this engagement are owned by Client. Client retains all data, contact lists, and business records.
Custom Configurations are the intellectual property of Agency. Client is granted a non-exclusive, non-transferable licence for the duration of this Agreement.
Buyout Option (after six months of continuous engagement):
The Buyout includes complete documentation of all system configurations, operational logic, integration maps, source code, vendor account details, and up to ten (10) hours of knowledge transfer sessions.
All third-party platform accounts created or configured during this engagement are owned by Client. Client retains all data, contact lists, and business records.
Custom Configurations are the intellectual property of Agency. Client is granted a non-exclusive, non-transferable licence for the duration of this Agreement.
Buyout Option (after six months of continuous engagement):
The Buyout includes complete documentation of all system configurations, operational logic, integration maps, source code, vendor account details, and up to ten (10) hours of knowledge transfer sessions.
The agreement runs for 36 months. During that time, either of us can step away with 30 days notice. If you leave after speed-to-lead is running but before the full system is built out, there’s a $4,400 completion fee that covers the value of what’s already been delivered.
After 36 months, it’s month-to-month. 30 days notice, no penalties.
If there are deals still in progress when the agreement ends, the performance share still applies when those deals close. You’d just send over a list of what’s pending within 10 business days.
And if you go the buyout route and own the system outright, that’s the final payment. No ongoing performance share after that.
Formal agreement language
Either party may terminate during the initial thirty-six (36) month term by providing thirty (30) days’ written notice. If Client terminates after Phase 1 completion but before Phase 2 is complete, a completion fee of $4,400 CAD, plus the 5% Processing & Administration Fee and applicable GST/HST, applies.
After the initial term, this Agreement continues month-to-month with thirty (30) days’ written notice. No early termination fees apply after the initial term.
Performance Share Tail: For applications submitted as of the termination date but not yet closed, Performance Share applies to the resulting revenue when the application closes. Client provides a list of pending applications within ten (10) business days of termination.
The Performance Share tail does not apply if termination occurs through the Buyout Option, in which case the Buyout fee constitutes full and final payment.
Either party may terminate during the initial thirty-six (36) month term by providing thirty (30) days’ written notice. If Client terminates after Phase 1 completion but before Phase 2 is complete, a completion fee of $4,400 CAD, plus the 5% Processing & Administration Fee and applicable GST/HST, applies.
After the initial term, this Agreement continues month-to-month with thirty (30) days’ written notice. No early termination fees apply after the initial term.
Performance Share Tail: For applications submitted as of the termination date but not yet closed, Performance Share applies to the resulting revenue when the application closes. Client provides a list of pending applications within ten (10) business days of termination.
The Performance Share tail does not apply if termination occurs through the Buyout Option, in which case the Buyout fee constitutes full and final payment.
For this to work, there are a few things I’ll need on your end.
Access: logins, account permissions, and admin access to the platforms we’re working with, within 5 business days of me asking. For Phase 2, I’ll also need time with your team to understand how things actually work day-to-day.
Timely responses: when I need information, approval, or a quick answer, 3 business days is the window. If things take longer on your end, it can push the timeline.
Data accuracy: the business data, commission figures, and financial info you provide for attribution needs to be accurate. I’m building on what you give me.
Subscriptions: if the system relies on a third-party tool, keeping that subscription active is on you. If something gets cancelled without a heads-up, I can’t be responsible for what breaks.
Formal agreement language
Client will provide Agency with all necessary login credentials, account access, and administrative permissions within five (5) business days of request.
Client will respond to Agency requests for information, approval, or clarification within three (3) business days.
Client is responsible for the accuracy of all business data, commission figures, and financial information provided for attribution purposes.
Client is responsible for maintaining active subscriptions to all third-party platforms that form part of the operational systems.
Client will provide Agency with all necessary login credentials, account access, and administrative permissions within five (5) business days of request.
Client will respond to Agency requests for information, approval, or clarification within three (3) business days.
Client is responsible for the accuracy of all business data, commission figures, and financial information provided for attribution purposes.
Client is responsible for maintaining active subscriptions to all third-party platforms that form part of the operational systems.
This covers both the insurance practice and the wellness practice. Same system, same methodology, same terms.
Both businesses are part of this agreement. Both get the full buildout.
The cross-referral system connects them so you can move people between practices, but each business gets its own CRM, automation, and workflows.
Formal agreement language
This engagement covers both Client businesses. Agency provides identical categories of technology and marketing consulting services to each business line: the same CRM platform, automation infrastructure, and advertising methodology regardless of Client’s industry vertical.
Leads and clients acquired through Agency-managed systems for either business are subject to the same attribution model.
This engagement covers both Client businesses. Agency provides identical categories of technology and marketing consulting services to each business line: the same CRM platform, automation infrastructure, and advertising methodology regardless of Client’s industry vertical.
Leads and clients acquired through Agency-managed systems for either business are subject to the same attribution model.