AWL was started by two software developers focused on a singular goal: creating an online business that would allow them to be their own boss. With no initial area of focus, they were able to test many verticals until they stumbled across the idea of matching consumers searching online for insurance with licensed agents looking for customers. Out of this idea, AWL was born. Named All Exclusive Leads and All Web Leads before becoming known as AWL, the company began in 2005 and enjoyed its first commercial success in 2006. By the end of 2008, the company had 20 employees. Today there are over 1,000 proud AWLers. Over the years, AWL has expanded to encompass all personal lines of insurance in the U.S. In 2010, the AWL Contact Center was created to turn online leads into live consumers on the phone, ready to speak to an agent. Today this contact center employs more than 600 representatives.