Liberty Mutual is taking All Web Leads to court, demanding over $1.35 million after allegedly being saddled with costly class actions from faulty insurance leads.
Liberty Mutual Insurance Company, a Massachusetts corporation with its principal place of business in Boston, has filed a lawsuit in the United States District Court for the District of Massachusetts against All Web Leads, Inc., a Florida corporation with its principal place of business in Austin, Texas. The complaint, dated September 12, 2025, alleges that All Web Leads (AWL) breached its contract and failed to indemnify Liberty Mutual after providing leads that, according to Liberty Mutual, resulted in expensive litigation.
At the center of the complaint is an agreement between Liberty Mutual and AWL, under which AWL was to provide insurance marketing leads to Liberty Mutual. Liberty Mutual claims it performed all its obligations under the agreement, including payment for AWL’s services. The dispute arose after two individuals - John Fralish and Adam Ward - filed separate class action lawsuits against Liberty Mutual under the Telephone Consumer Protection Act (TCPA), each alleging that they did not consent to receive communications from Liberty Mutual.
According to the complaint, on April 28, 2021, John Fralish filed a class action lawsuit against Liberty Mutual under the TCPA. Liberty Mutual states it issued an indemnification demand to AWL on September 16, 2021. Fralish then filed a second class action complaint on April 28, 2022, in the United States District Court for the Northern District of Indiana (Case No. 22-cv-00336), again alleging he received communications from or on behalf of Liberty Mutual without his consent. Liberty Mutual claims it issued a second indemnification demand to AWL on June 6, 2022.
A similar situation is described regarding Adam Ward, who, on or about March 1, 2024, filed a class action lawsuit against Liberty Mutual in the US District Court of Massachusetts under the TCPA. Liberty Mutual claims it issued an indemnification demand to AWL on August 1, 2024. In both the Fralish and Ward matters, Liberty Mutual alleges that AWL refused to indemnify and hold Liberty Mutual harmless in connection with the litigation.
Liberty Mutual further alleges that AWL failed to properly vet, isolate, or otherwise scrub the leads prior to providing them. The complaint references information from Journaya, a marketing data intelligence company, indicating that the name associated with the phone number provided by AWL did not match the intended lead.
As a result of the Fralish and Ward litigations, Liberty Mutual claims to have incurred litigation costs, attorneys’ fees, and other damages in the amount of at least $1,359,260.13, exclusive of allowable and/or applicable interest and costs. The complaint seeks a judgment against AWL in an amount no less than $1,359,260.13, plus attorneys’ fees, costs, expenses, prejudgment or postjudgment interest, and such further legal and equitable relief as the court deems appropriate. Liberty Mutual also seeks multiplied damages as allowable under Massachusetts General Laws Chapter 93A, Section 11, for what it alleges was AWL’s willful and knowing conduct.
Liberty Mutual is one of the 10 biggest insurance companies in Massachusetts by market share. Learn more in this guide.
This lawsuit highlights the risks insurers claim to face when relying on third-party vendors for lead generation and marketing. For insurance professionals, the case underscores the importance of rigorous vendor management, contract enforcement, and compliance with federal marketing laws. The outcome could have implications for others in the industry who manage large-scale marketing partnerships.
