How to Sell Life Insurance Leads
How to sell life insurance leads to agents: package by product, age band and licensed state, write your exclusivity and resale terms down, and take a funded balance first.
Life insurance buyers are mostly individual agents. They buy by product, age band and the states they are licensed in, and many order self-serve from a funded account.
The terms decide the sale. Agents compare how long a lead stays exclusive, how many agents a shared lead reaches, when it becomes aged, and what earns a return. Several sellers in our directory say one thing on the homepage and another in the terms.
Sign agents first, have each fund a balance, generate only in their licensed states, and keep a marketplace and an aged tier ready for leads no fresh buyer takes.
Who buys life insurance leads
Life sites describe several kinds of buyers. Most are agents and agencies, and the market also has organizations, call centers and exchanges that buy and resell.
| Buyer | What they buy | What to know |
|---|---|---|
| Individual agents | Exclusive real-time leads in the states they are licensed in, by product and age band, often ordered in fixed quantities. | Ask where they are licensed before you take a balance. Several sellers require a set number of states or counties per order because one area can be thin. |
| Agencies and call centers | Volume across products and states, live transfers, and leads posted into a dialer or CRM. | Give each product its own lead type with its own caps. Agree the return reasons and the cap on returns per order up front. |
| Insurance marketing organizations | Leads for the agents contracted with them. A few sell only to their own contracted agents. | They may resell to their agents, so agree whether that is allowed and how exclusivity holds. |
| Aged lead buyers | Older leads at a lower price, banded by age, usually shared. 24 of the 71 companies sell aged leads. | Disclose that aged leads were sold before. Several sellers make aged leads final sale. |
| Networks and exchanges | Life leads and calls from publishers by ping post, API or auction. 18 of the 71 are networks, exchanges or marketplaces. | Those that publish rules ban incentivized traffic and vet sources. Keep a source sub ID on every lead. |
The life insurance lead buyer directory lists every company we found that publicly buys or sells life insurance leads, with what each one says it does. It is a research starting point, with no contact details.
What you are selling
What the 71 life insurance lead companies in our directory say they offer:
| Product | Companies offering it |
|---|---|
| Exclusive leads | 55 of 71 |
| Real-time leads | 56 of 71 |
| Shared leads | 20 of 71 |
| Aged leads | 24 of 71 |
| Inbound calls | 23 of 71 |
| Live transfers | 34 of 71 |
| Booked appointments | 10 of 71 |
| Data or lists | 9 of 71 |
| Clicks | 8 of 71 |
Counts cover everything each company says it sells, which can include other verticals.
Start with exclusive real-time web leads for one product, the core of most life companies in our directory, and add an aged tier for leads no fresh buyer takes. Live transfers are common here, but Juiced distributes web leads, so calls need separate call tracking.
What to capture and screen for
- The product: term, whole life, IUL, mortgage protection or final expense.
- Date of birth, so leads fit each product's age band.
- Coverage amount.
- Tobacco use, and height, weight or health conditions where the agent quotes on them.
- State and zip, matched to the agent's licensed states.
- For mortgage protection: homeowner status, mortgage amount and lender.
- A phone verified by text code or call.
- A consent certificate and a source sub ID on every lead.
The field-by-field version is on the life insurance lead distribution page.
Building it, in order
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Sign agents before you build traffic
Find buyers first. Get each agent's licensed states, products, age bands and daily capacity. Generating outside an agent's licensed states produces leads nobody can work.
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Write your exclusivity and resale terms
Decide how long a fresh lead stays exclusive, whether and when it becomes aged, and how many agents a shared lead can reach. Several sellers here limit exclusivity to a set window and several cap shared leads. Put the rule on the order page and in the terms, and make them say the same thing.
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Take a funded balance, not a free test
23 companies here describe a prepaid account and several sell self-serve packages. Follow the same path: no free sample leads, no promised volume by a date, no invoices. In Juiced the agent funds a wallet before leads arrive and is charged as each lead is delivered.
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Write the return policy before the first lead
List what earns a credit: disconnected number, duplicate, outside ordered states, fake name, did not request a quote, language barrier, over the age cutoff. List what does not: no answer, lost interest, no sale. Several sellers also cap returns at a share of each order.
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Set expectations on the first call
Agents will blame the leads when consumers do not answer or buy. Explain how fresh each lead is, what you verified, how fast they should call, and what counts as a return.
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Build one lead type per product
Give term, mortgage protection, IUL and final expense their own lead types, with coverage_type, coverage_amount, date_of_birth, tobacco_use and the health fields marked required for ping. Agents filter on these before they bid, and contact details stay in the post.
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Generate only where a funded agent is waiting
Point traffic at the states your funded agents are licensed in. If you use direct mail, as 6 sellers here do, mail only into those states.
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Let agents bid, and keep an aged tier
When several funded agents cover a state, let them bid above your minimum; the highest bid wins in seconds. Leads no one takes go to your Juiced marketplace, where the price falls until someone buys. Keep aged leads on their own lead type so fresh buyers never receive them.
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Trace every return to its source
Store source_sub_id on every lead. When an agent returns disconnected numbers or consumers who never asked for a quote, you can see which source sent them and drop it.
What makes life insurance different
- The buyer is usually one licensed agent, buying by product, age band and state.
- Aged and shared leads are a large second market: 24 of the 71 companies sell aged leads and 20 sell shared leads.
- Exclusivity often has an end date, after which a lead is resold as aged.
- Shared leads come with caps on how many agents receive them, and a few sellers allow only one agent per carrier.
- Terms often put do-not-call and calling compliance on the buying agent.
- Mortgage protection is a product line of its own, listed separately by 14 of the 71 companies.
Common mistakes
- Selling into states where the agent is not licensed.
- Calling leads exclusive on the homepage while the terms allow resale.
- Mixing aged leads into fresh orders without saying so.
- Putting mortgage protection, IUL and term life on one lead type with one age band.
- Leaving return reasons vague, then arguing over unanswered calls.
- Offering free test leads or invoicing instead of taking a funded balance.
- Having no overflow or aged tier for leads no fresh buyer takes.
Related
- Life insurance lead buyers and sellers: every company in this market, checked against its own website
- Life insurance lead distribution: the fields, screens and routing for this market
- Insurance lead distribution: the wider vertical
- Pay-per-lead vs. pay-per-call: why selling records is simpler than selling live calls
Frequently asked
Who buys life insurance leads?
Mostly individual licensed agents and agencies, plus insurance marketing organizations, call centers, networks and exchanges that buy and resell.
Should I sell exclusive, shared or aged life leads?
Start exclusive. 55 of the 71 companies offer exclusive leads. Add shared or aged tiers only with written caps and resale rules, and keep each on its own lead type.
Which life products should get their own lead type?
Term, whole life, IUL, mortgage protection and final expense. 14 of the 71 companies list mortgage protection separately and several sell IUL leads, each with its own age band and questions.
Do life agents sign contracts?
Rarely long-term ones. 31 of the 71 say there is no long-term contract. Commitments come as a funded balance, a package or a minimum order quantity.
How do I keep life insurance returns down?
Verify phones, screen to each product's age band, match leads to licensed states, list your return reasons and cap returns per order. Trace every return to its source sub ID.
Where do life insurance sellers get traffic?
58 of the 71 generate at least some of their own through direct mail, social, search and email, and 27 also buy from affiliates, publishers, aggregators and list compilers.
What do life insurance leads sell for?
No prices are published here. Sellers rarely publish them, and what a life insurance lead sells for depends on whether it is exclusive or shared, a web lead or a call, the geography, how fresh it is and how many buyers want it. The pay-per-lead pricing guide shows how to work out your own floor from cost and let buyers bid above it.
Does Juiced handle life insurance calls or live transfers?
No. Juiced distributes web leads and delivers them by webhook, email or text. It does not track or route phone calls, so if calls are part of your product you need call tracking software for that side.
Selling life insurance leads to more than one buyer?
Juiced is lead distribution software for companies that sell leads. Buyers fund a wallet and bid above your minimum, each lead goes to the highest bid in seconds, and leads that miss their first buyer go to your own marketplace instead of being lost.
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