Speaking
Adam Mueller
Founder and CEO, Mueller
Adam Mueller co-founded QuoteWay in 2020 with two partners from Cambridge, Ontario and built it into the first white-label insurance lead generation company in Canada to run at scale, with no outside money. QuoteWay was acquired by Neilson Financial Services in 2025. Today he runs Mueller, a Canadian performance marketing firm where AI does much of the creative, the copy and the analysis, and people make the calls.
Invite Adam to speak Speaker sheet (PDF)
Talks
Three talks, told first-hand
The Back Road: Bootstrapping and Selling a White-Label Insurance Lead Engine in Canada
He left a life sciences program at McMaster University to build a life insurance agency, started generating his own leads, and saw that lead generation done properly scales further than the sales layer around it. That became QuoteWay: brands built from scratch that brought customers to carriers and lead buyers, funded by campaign profits, built in the harder Canadian market after turning down the easy money of U.S. ACA and Medicare advertising, and sold to Neilson Financial Services in 2025. A founder's case: choosing the harder market on purpose, building inside a regulated industry, and building something someone will buy.
Judgment Is the Job: Running a Marketing Company Where AI Does the Production
Most people are still guessing how AI will change work. At Mueller it already has: AI does much of the creative, the copy and the analysis, and people make the calls, with millions of dollars a month in advertising on the line. What moved to machines, what did not, where it breaks, and what that means for the people who will manage companies next.
Real Numbers, Real Growth: Marketing That Answers to Revenue
A cost per lead means nothing until you know what the lead becomes. Marketing grounded in revenue, not vanity metrics: lead costs tied to actual sales, policy value and persistency, and the discipline it takes to manage millions of dollars a month in advertising.
Formats
- Talk with questions, 30 to 45 minutes
- Fireside chat with a student or faculty host
- Classroom guest for a case discussion
- Panel
On the record
QuoteWay Canada Inc. was acquired by Neilson Financial Services in 2025. Adam's public announcement of the sale, naming his co-founders Brett Tavares and Dylan Graham, is pinned on his LinkedIn profile.
Brands Adam has worked with
