The General
Non-standard and high-risk drivers pay more per lead because the audience is harder to reach
Overview
The General specialises in non-standard auto cover: drivers with prior accidents, lapses in coverage or weaker credit. Because that audience is harder to source at scale, per-lead payouts sit above the standard-carrier average. It pairs naturally with credit repair, debt payoff and financial-recovery content, which is exactly where most insurance affiliates do not publish.
Strengths
- Above-average per-lead payout for the category
- Low competition for the matching content angle
- Underserved audience with genuine need
Trade-offs
- Narrower audience limits total volume
- Brand perception can deter some publishers
- Lower absolute payout than prime-carrier programmes
Commission structure
| Model | CPL — per lead |
|---|---|
| Published rate | $6–$14 per qualified lead |
| Cookie window | 30 days |
| Payment terms | Net 30 |
| Minimum payout | $50 |
| Recurring | No |
| Payout tier | Low Low payout per action, high volume |
Source: www.moneymatchup.com · Data checked: 2026-10-28
How to apply for the commission
- Apply directly or via a network that carries The General offers.
- Show that your audience matches non-standard drivers - credit, debt or recovery content is the strongest signal.
- Confirm state availability, which is narrower than prime carriers.
- Complete compliance review; non-standard auto advertising faces extra scrutiny.
- Set tracking in /go/.
- $50 minimum, Net 30.
Low payout per lead, but the content angle is wide open. If you already write about credit repair or debt, this is the highest-value insurance offer you can put in front of that reader.
Traffic restrictions
Not available in every state. Stricter creative review than prime carriers.
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