Insurance Agency Profit Tracker

Insurance Agency Profit Tracker Excel for your insurance agency — clients and fees, work log, expenses, and a monthly P and L dashboard. Know what every client actually pays — and whether the month actually made money.

Built for insurance agents and small agency owners who need to know, client by client and hour by hour, what the policy is really worth per hour — without accounting software. If a client is eating hours at a discount rate, this workbook shows it before you renew the next agreement.

WHAT'S INCLUDED (6 sheets):

- Clients and Fees — client, policy, monthly fee, hours per month, effective hourly rate, add-on revenue, and total monthly revenue for every client. Change a fee and the rate and totals update.

- Client Work Log — date, client, task, hours, hourly rate, amount, and whether it was billable for every job. Fee rows pull the rate from sheet 1 by formula; add-on jobs are priced per job.

- Expenses — agency management software, mileage, home office, marketing, insurance, training, bank fees and supplies, with a monthly cost for each.

- Monthly P and L — revenue, software, mileage, office, marketing, insurance, training and other expenses by month, Jan-Dec, with net profit and margin. Revenue is a formula from the Work Log.

- Dashboard — total revenue, clients, hours, billable vs non-billable hours, capacity used, average rate, expenses, net profit and margin, best and weakest clients, revenue by client, costs by category, and hours by client.

- Cover and How to Use — start here. Yellow cells are the only ones you edit.

EXAMPLE DATA (October 2026 — replace with your own numbers):

- 12 clients; monthly fees 10,650; add-on revenue 955; total revenue 11,605.

- 136 retainer hours; 153.75 hours logged (147.75 billable, 6 non-billable); capacity used 96.1 percent of a 160-hour month; average rate per billable hour 78.54.

- Software 265, mileage 210, office 295, marketing 140, insurance 95, CPE / training 85, other 30; total expenses 1,120; net profit 10,485; net margin 90.3 percent.

- Best client by revenue: Copper Canyon Construction, 2,050. Best effective rate: Saguaro Coffee Roasters, 85.71 per hour. Lowest effective rate: Valley Food Truck Co., 41.67 per hour.

- Average monthly fee 887.50; average revenue per client 967.08; best add-on revenue 250 (Copper Canyon Construction).

HOW IT WORKS:

1. Download the Excel file instantly after purchase.

2. On sheet 1, enter each client's policy, monthly fee, hours per month, and add-on revenue. Effective hourly rate and total monthly revenue fill in by formula.

3. On sheet 2, add a row per job: date, client (spelled exactly as on sheet 1), task, hours, hourly rate, and whether it was billable. Amount fills in by formula. Fee rows pull the rate from sheet 1.

4. On sheet 3, enter each month's software, mileage, office, marketing, insurance, training and other costs.

5. On sheet 4, enter software, mileage, office, marketing, insurance, training and other expenses each month, then check capacity and net profit on the Dashboard.

HOW THE NUMBERS WORK:

Effective hourly rate is monthly fee divided by hours per month. Total monthly revenue is the fee plus add-on revenue. Average rate per billable hour is total revenue divided by billable hours. Capacity used is hours logged divided by a 160-hour month. Net profit is revenue minus software, mileage, office, marketing, insurance, training, and other expenses — before the owner's own pay, which comes out of profit as drawings.

WHO IT'S FOR:

Insurance agents and small agency owners who want client fees, effective rates, billable hours, capacity, and a monthly P and L in one workbook — without accounting software.

PLEASE NOTE:

- This is a digital download. No physical item will be shipped.

- Works in Microsoft Excel and Google Sheets (upload to Google Drive to open in Sheets).

- Example data for October 2026 is included (12 clients, 136 retainer hours, 153.75 hours logged in total, 12 expense items). Replace it with your own numbers.

- The example is simplified: net profit is before the owner's own pay — the owner takes drawings from profit, so add an owner-pay line on the P and L if you draw a salary. Capacity is measured against a 160-hour month; change it on the Dashboard if your month is different.

- This is a planning and bookkeeping tool only, not insurance, tax, legal, or CPA advice.

- Due to the nature of digital downloads, refunds are not available. Message me before buying if you have a question.

Built by an accountant: B.S. Accountancy, ASU W. P. Carey, with revenue-reconciliation experience at Marriott and audit work at PwC.