How to Send Website Quote Forms Into Momentum AMP

There are three ways a website quote request reaches Momentum AMP. Someone re-keys it from an email. Momentum’s own form webhook drops it into a review queue. Or a direct API connection writes it into the account as a live prospect, with drivers, vehicles, property data and files already attached. The right choice depends on your lead volume and how much mapping work you want to own. Here’s what each route looks like step by step, and where the re-keying actually goes away.

What re-keying costs at real volume

Start with the number that decides whether any of this matters. GravityCerts estimates that entering a web lead into Momentum by hand takes 20 to 30 minutes per prospect. That time covers creating the prospect, adding each driver with license state and years licensed, adding each vehicle with its coverages, entering the property details, then saving the email attachments to a desktop and uploading them to the account.

Here’s that estimate at two volumes, using about 21 working days a month:

One GravityCerts client gets hundreds of leads a month. At 300 leads, the hand-entry estimate comes to most of a full-time position, all of it spent typing data the prospect already typed once. For that client, every lead is added to Momentum automatically, so the prospect and all its data are ready before anyone opens the account.

Run the same math at 15 leads a month and you get 5 to 7.5 hours. That’s still real time, but it’s a different decision. Keep that in mind when you get to the section on when you don’t need this.

Route 1: Momentum’s built-in form webhook

Momentum can take submissions from your website form or a third-party form tool and bring them into the AMS as Quote Applications (Momentum AMP help center). You can build the form in any builder, such as Gravity Forms, Typeform or Jotform, as long as it collects the data you want in Momentum. The technical requirement is that your form platform can send POST webhooks in JSON format.

In practice, the workflow looks like this:

1. Build the form in your tool, with fields for everything you want in Momentum.
2. Point the form’s webhook at Momentum.
3. Map the fields in Momentum so your form’s answers land in the right places.
4. Keep the Form Name the same. Momentum reuses your saved mapping for future submissions only as long as the Form Name doesn’t change. Rename the form, or rebuild it in a new tool, and you’re mapping again.
5. Work the queue. Each submission arrives under Prospects/Leads > Quote Applications. Someone opens it, reviews it for accuracy and clicks Save and Merge before it becomes a working record.

Momentum says the webhook removes manual data entry and makes prospects or insureds available for quoting right away. It does remove the typing. What stays is that review-and-merge step for every submission.

To be fair, some agencies will want that gate. If a CSR already triages every web lead to catch duplicates of existing insureds, junk submissions or a bad VIN, the Save and Merge click costs very little. The real cost of this route is ownership. Every new question, every new form and every renamed form is your mapping job, and you have to test it yourself.

Route 2: A direct API push into Momentum

GravityCerts connects straight to Momentum’s API, with no Zapier, middleware or embed codes in between. Data is pushed when the form is submitted, and there’s no batch sync. GravityCerts is a Momentum preferred partner, and the integration has 25+ feed types for pushing and pulling data.

What happens after the prospect clicks submit

Take a hypothetical auto and home bundle with two drivers and three vehicles. The feeds run in an order you set, which you can rearrange by drag and drop:

1. The prospect is created or updated first, including multiple primary named insureds when there are co-owners or spouses.
2. Both drivers are bulk inserted with license state, license number, years licensed, SR-22 status and marital status.
3. All three vehicles are bulk inserted, with coverage details for each vehicle.
4. Property details are added for the home.
5. A separate new quote is created for each line selected, so auto and home each get one, prefilled with client details and coverage selections.
6. Documents are uploaded, including any dec pages the prospect attached and a PDF of the form submission itself, which helps reduce E&O exposure.
7. Notes, tags, custom fields, referral source and agent of record are written to the account, and tasks or opportunities are created as configured.

The order matters. Drivers and vehicles need a prospect to attach to, which is why the prospect is created first.

What the agent actually does next

The prospect is live in Momentum right away, with no review or approval queue. The agent gets an email notification, searches for the lead in Momentum and opens the account. From there they can start quoting with Momentum’s rate feature, or prefill ACORD forms and other applications. Nobody saves attachments to a desktop and uploads them again, because the files are already on the account.

Commercial works the same way. A trucking submission can arrive with power units, radius of operation and cargo type already in the commercial rating data. The integration covers personal and commercial lines, including trucking, life, health and Medicare. Service work can be pushed too. Certificate holders, service requests, tasks and claims are all on the list of data that can go into Momentum, so a COI request form can create the certificate holder instead of leaving a CSR to retype it from an email.

See the full field list on the Momentum integration page.

Setting it up: what you do and what’s done for you

This is the biggest practical difference from the webhook route. With GravityCerts, the agency doesn’t build the mapping.

1. Choose your credential. GravityCerts doesn’t require a paid Momentum API plan. You have two options:
   • Your admin login. There’s no extra Momentum charge. The downside is that if that person changes their password, the connection breaks until the new password is also entered in the website plugin settings.
   • A dedicated API user from Momentum. This is a separate login that doesn’t change when staff change their own passwords, so it’s set-and-forget. Momentum charges more for it. Ask Momentum for the current price.
2. Enter the credentials in the website’s plugin settings. GravityCerts sets up and connects the integration for you.
3. Use the included forms as they are. The pre-built auto, home, commercial and trucking forms are already fully mapped. Once the login is in place, they’re ready to go.
4. Let GravityCerts build your custom fields. GravityCerts creates the custom fields in your Momentum account so form answers and Momentum fields match automatically.
5. Customize when you need to. If you add questions to a current form, such as prior carrier or roof year, GravityCerts maps the new questions. If you need a new form, GravityCerts helps map it. Every field is mappable.
6. Test before you go live. Submit a few realistic leads and check the account in Momentum, including the edge cases below.

Our take on credentials: the admin login is fine if one stable person owns it and remembers the plugin when they change passwords. If you have staff turnover or a password rotation policy, ask Momentum what the API user costs. If you stay on the admin login, make updating the plugin part of your password-change routine.

If a lead doesn’t reach Momentum

The agent still gets the email, so you still have the lead. You’ll know right away because the prospect won’t exist in Momentum when the agent searches for it. A changed password is the first thing to rule out, but it could also be an API glitch, Momentum being down for a time, or a website hiccup.

1. Check the connection. Open the GravityCerts integration settings and click Test Authentication.
2. Update the password if needed. If the website isn’t connected, enter the current password.
3. Resend the lead. Log in to your website, open the form entry’s details and resend it to Momentum.

Test the answers nobody expects

GravityCerts rebuilt the integration on Momentum’s new Public API before the old API’s expected end-of-September 2026 cutoff. That move is finished, and clients didn’t have to re-authenticate.

During that rebuild, GravityCerts found that one mismatched answer could cause Momentum’s API to reject a whole driver or a whole vehicle. On drivers, the problem answers were education responses of “Prefer not to answer” or “Other.” On vehicles, they were deductible responses of “None” or “Unsure.” GravityCerts added checks so those answers no longer cause a rejection.

Whatever connection you use, run test submissions with the answers real prospects give when they don’t know:

• Education set to “Prefer not to answer” or “Other”
• Deductible set to “None” or “Unsure”
• A driver with zero years licensed, or a permit
• A vehicle with no VIN, only year, make and model
• Two named insureds with different last names
• A commercial lead with a blank radius or cargo field

Then open the record in Momentum and confirm that every driver and vehicle you submitted is actually there.

Webhook vs direct API, side by side

When the same form also feeds AgencyZoom

One submission can trigger several integrations. If you run AgencyZoom for sales alongside Momentum, the same quote form creates a new AgencyZoom lead with the details its API accepts. That lead goes into the new business pipeline stage with an agent assigned, files uploaded and one or more opportunities created. Your producers work the lead there, or AgencyZoom automations fire, while Momentum holds the full record with drivers, vehicles and coverages for quoting. Nobody copies the lead from one system into the other.

When you don’t need this

• Low web volume. At a handful of leads a month, a CSR who reviews and enters each one may be fine, especially if they call every lead anyway.
• You want a human gate on every record. In that case, the webhook’s review queue is a feature you’d keep.
• Your form tool already sends JSON webhooks and you like your site. Try Momentum’s webhook first. It costs you mapping time, not a new website.
• Your new business comes from referrals and phone calls. If the website form isn’t where your data entry hours go, fix that bottleneck first.

What it costs on GravityCerts

Momentum Integration is included in Teams Pass at $299/month. Agency Pass at $399/month includes Advanced Momentum Integration, which adds the Client Center. With it, your clients create an account on your website, log in, and see their policies, coverages, shared documents, contacts and claims history. They can also upload documents straight to their Momentum account, and each login is logged as a note in Momentum. Template sites have no setup fee. Custom design runs $2,495 to $3,995, and 95% of sites launch in under 7 days. Details are on the pricing page.

Next step

Pull up last week’s web lead emails and count the minutes your team spent getting them into Momentum. Then book a walkthrough and bring one of those leads. We’ll show you exactly where each field would land in your Momentum account.

Frequently asked questions

Do I need a paid Momentum API plan to use the GravityCerts integration?

No. GravityCerts doesn’t require a paid Momentum API plan. You can connect with your admin login at no extra Momentum charge, or use a dedicated API user that Momentum charges more for. Ask Momentum for current pricing on the API user.

Do Momentum form webhook submissions become prospects automatically?

They arrive under Prospects/Leads > Quote Applications. Staff open each one, review it and click Save and Merge. With the GravityCerts direct API route, the prospect is live in Momentum right away with no review step. Some agencies prefer to keep the review queue.

What happens if the person whose login connects Momentum changes their password?

With the admin login option, the connection breaks until the new password is entered in the website plugin settings. A dedicated Momentum API user avoids this because its login doesn’t change when staff change their own passwords. You still get the lead by email. Once the password is updated, you can resend the entry to Momentum from the entry’s details on your website.

Can one website form send to Momentum and AgencyZoom at the same time?

Yes. One submission can trigger several integrations. Momentum gets the full record, and AgencyZoom gets a new lead in the new business pipeline stage with an agent assigned, files uploaded and opportunities created.

Does the Momentum integration handle commercial and trucking leads?

Yes. It covers personal and commercial lines, including trucking, life, health and Medicare. Trucking submissions can push power units, radius of operation and cargo type, and there’s a pre-built trucking form that’s already mapped.