InsuranceOnly Inc. has merged with Direct Response Insurance Agency L.L.C..

InsuranceOnly, Denver, generates leads through proprietary Web sites such as Document Link and Document Link

Direct Responses, Denver, is an insurance agency.

The price of the deal is not available, but Pat Wedeking, president of InsuranceOnly, says the combined company will operate under the InsuranceOnly name.

The deal should give InsuranceOnly the ability to turn many of the leads it generates into actual sales, rather than giving all leads to outside agents and agencies, InsuranceOnly says.

The combined company now has about 25 employees, InsuranceOnly says.