Health insurance leads are sold off multi-line insurance menus, in every format from exclusive real-time leads to aged files priced by age.
Of the 74 health insurance companies in our directory, 52 offer exclusive leads, 46 live transfers, 25 aged leads and 21 shared leads, and only 15 publish health-specific criteria.
Health insurance is rarely sold on its own. Most of the 74 companies in our directory also sell Medicare, life, final expense or auto leads, and only 15 publish criteria specific to health, such as ACA or under-65 shoppers, short-term plans, on or off exchange and subsidized coverage, or income and household size. An agent buying health leads is usually buying from a menu, and compares your lead with every other line on it.
Every format is on offer. 62 companies deliver in real time, 52 offer exclusive leads, 46 sell live transfers and 39 inbound calls, while 25 sell aged leads, 21 shared leads and 16 data or lists. 26 run networks, exchanges or marketplaces, 10 price by bid or auction, and 25 let agents sign up and order online. Agents here know how to compare tiers, caps and prices.
Juiced lets each agent or agency fund a wallet, set filters and caps by state, ZIP code and your household fields, and bid above your minimum so the highest bid wins the lead in seconds. Leads no agent takes go to your own marketplace, where the price falls until someone buys. Juiced distributes web leads, so calls and transfers need separate call tracking.
What health insurance lead companies sell
What the 74 companies in our health insurance directory say they offer, read from their own websites.
| Product | Companies offering it |
|---|---|
| Exclusive leads | 52 of 74 |
| Real-time leads | 62 of 74 |
| Shared leads | 21 of 74 |
| Aged leads | 25 of 74 |
| Inbound calls | 39 of 74 |
| Live transfers | 46 of 74 |
| Booked appointments | 15 of 74 |
| Data or lists | 16 of 74 |
| Clicks | 9 of 74 |
Counts cover everything each company says it sells, which can include other verticals.
Real-time and exclusive leads lead the table, and live transfers and inbound calls each appear at more than half of these companies. Aged leads, shared leads, data, appointments and clicks each have a real minority of sellers, so agents can buy almost any format. Start exclusive, keep a shared tier with a stated cap, and treat aged leads as the outlet for what does not sell fresh.
What health insurance leads are screened for
Few health insurance companies publish health-specific screens, so most of what buyers screen for shows up in their filters, verification claims and return policies.
- Plan interest. Several companies name ACA or under-65 coverage, major medical, short-term plans, and on or off exchange or subsidized plans. One captures the reason for a coverage gap, the length needed and the start date for short-term buyers.
- Income and household. Four companies capture or verify income and household data, and two describe self-employed or small business owners as a segment.
- Real interest. Most companies describe some check before delivery: live screeners confirming the person wants an agent, text or one-time code phone checks, IVR qualification or call recordings reviewed before a lead is sent.
- Licensed states. Several companies target or onboard by the agent's licensed states, and a few sell only to agents contracted or appointed with them.
- Not a bad record. Return policies here credit disconnected or fake numbers and duplicates, and a few add agent tests, students, language barriers, people who did not request a quote and people already insured by the agent's carrier.
What a health insurance lead has to carry
Most health insurance buyers target by state, and several narrow to county, ZIP code or radius. Several also filter on age, income, coverage type, lead age, carrier, delivery hours or the states an agent is licensed in.
Every lead type in Juiced starts with ten default fields. Add your own on top, and decide for each one whether it is required and whether the buyer receives it.
The health insurance fields
Field names and answer options checked against 10 public lead forms, form templates and posting specs in this market, October 2026.
| Field | Type | Why |
|---|---|---|
| tobacco_use | Boolean | Asked in most of the quote forms and posting specs we reviewed. |
| date_of_birth | Dates | Asked in most of the quote forms and posting specs we reviewed. |
| household_size | Numeric | Asked in most of the quote forms and posting specs we reviewed. |
| gender | List of Values | Asked in most of the quote forms and posting specs we reviewed. Male, Female |
| coverage_type | List of Values | Asked in most of the quote forms and posting specs we reviewed. Individual and family, Short-term medical, Medicare, Dental and vision |
| annual_household_income | Numeric | Asked in several of the quote forms and posting specs we reviewed. |
| medical_conditions | Boolean | Asked in several of the quote forms and posting specs we reviewed. |
| employer_coverage_offered | Boolean | Seen in a few of the quote forms and posting specs we reviewed. |
| currently_insured | Boolean | Seen in a few of the quote forms and posting specs we reviewed. |
| source_sub_id | Identifiers | Seen in a few of the quote forms and posting specs we reviewed. |
Every lead starts with these
| Field | Type |
|---|---|
| first_name | Text |
| last_name | Text |
| phone | Numeric |
| address_1 | Text |
| address_2 | Text |
| city | Text |
| state | Text |
| zip | Postal Codes |
| county | Counties |
Provenance
| Field | Type | Why |
|---|---|---|
| source_url | URLs | The page the lead was captured on |
| consent_timestamp | Date & Time | When the consumer submitted the form |
| ip_address | IP Address | The address the form was submitted from |
This page does not state what the rules on consent require. They are published by the FCC and the FTC, and TCPAWorld tracks how they change. The full list of field types is on the lead fields page.
What you need to decide on a lead is not what you need to sell it
Every field carries four switches rather than one required flag.
Ping with zip, state, date_of_birth, household_size, tobacco_use, coverage_type and annual_household_income. That is enough for an agent to judge the household and decide a bid, without exposing contact details before the sale.
How health insurance companies sell and price
50 of the 74 companies price per lead, 28 quote custom pricing and 22 price per call. Ten run a bid or auction, from an auction that charges only enough to beat the next bid to a second-price auction with automatic account funding. A few price per transfer, per sale or per appointment, and four charge a subscription.
The buyer side is broad. 59 companies generate their own traffic, 34 run call centers or transfer floors, 26 run networks, exchanges or marketplaces and 15 resell. A few are agencies that sell leads only to agents contracted with them. 25 companies offer self-serve signup or online ordering, and several run lead stores where an agent filters by state, age and lead age and checks out.
Exclusive, shared and aged, and what the labels mean
Exclusive leads go to one agent at most companies that sell them. Shared leads usually come with a cap: several companies limit how many agents get each one, and two keep shared leads carrier-exclusive, one agent per carrier. One keeps a lead exclusive for a set period before it becomes aged inventory.
Aged leads are a business here. Several companies sell aged leads in age bands at falling prices, some say the leads were sold and contacted before, and several sell them as final sale. Several companies' exclusivity claims on marketing pages conflict with terms or FAQs that call the leads non-exclusive or shared with a small number of buyers. Read the agreement, not the homepage.
In Juiced each exclusive lead goes to the highest bidder, and leads nobody takes go to your own marketplace, where the price falls until someone buys with Buy Now or a standing Buy Order. That is the same falling-price model the aged lead stores here run by hand.
What agents are asked to commit, and how returns work
21 companies run prepaid or funded accounts, four keep a card on file and two invoice. 26 say there is no long-term contract and five use one. Minimums range from none to minimum orders, weekly spend floors and higher launch floors for transfers, and one company's marketing says no minimums while its signup form asks for a minimum first payment. A few auto-fund or top up balances, and a few refund unused balances when an agent cancels.
45 companies say something about returns. The common credits are bad or disconnected numbers, fake information, duplicates within a set window and leads outside the agent's filters. Several sell on an all-sales-final basis, four cap returns at a share of monthly purchases, and four refuse credits for no answer, lost interest or no sale. Transfers are judged by a set billable duration or buffer, and one company gives agents a short window to accept or reject a warm transfer at no cost.
- Write the credit reasons before the first lead, including whether a student or an agent test counts.
- Decide whether returns are capped and whether aged leads are final.
- In Juiced, approved returns are credited back to the agent's wallet.
Consent records, do-not-call and the supply side
16 companies name TrustedForm or Jornaya, and several pass consent text, timestamp, IP address and user agent with each lead. Several say they scrub against do-not-call or litigator lists, while 13 put do-not-call or calling obligations on the buyer in their terms, and one says buying a lead does not transfer consent. Keep the certificate and a source_sub_id on every lead. The rules are published by the FCC and FTC, and by CMS where Medicare is involved.
31 companies buy from publishers, affiliates, call centers or other aggregators. Eight bar incentivized traffic, and several approve publishers by application or approve creative in writing. Payouts run per lead, per call, per action or as revenue share on transfers, and a few withhold payment for invalid leads, suspected fraud or non-compliance. One marketplace makes sellers disclose record age, exclusivity and a replacement policy on every listing, a good checklist for your own lead types.
How Juiced runs a health insurance lead business
Buyers fund a wallet
Each buyer adds funds before leads arrive and is charged as each lead is delivered. Approved returns are credited back to the wallet. No invoices to send and no payments to chase.
Buyers set filters and caps, then bid
Each buyer filters on your fields and caps how many leads they take. They bid above your minimum, and the highest bid wins the lead in seconds.
Delivery goes where the buyer works
By webhook into the buyer’s CRM, by email or by text.
Unsold leads go to your marketplace
A lead no buyer takes is not dropped. It goes to your own marketplace, where its price falls until someone buys it outright or a standing buy order picks it up.
Related
- Health insurance lead buyers and sellers: every company in this market, checked against its own website
- How to sell health insurance leads: who buys, what to screen for and the order to build in
- Insurance lead distribution: the wider vertical
Frequently asked
Should I sell health insurance leads exclusive or shared?
Start exclusive, which 52 of the 74 companies in our directory offer, and add shared with a stated cap. 21 companies sell shared leads, and several limit how many agents get each one or keep them one agent per carrier.
What should a health insurance lead tell the agent?
State and ZIP code, age, household size, income, tobacco use and the coverage the person wants. Agents filter on these, and the few companies with health-specific screens focus on ACA or under-65 coverage, short-term plans and income.
Are health insurance agents used to bidding?
Yes. Ten companies here run a bid or auction, including a second-price auction. In Juiced each agent funds a wallet, bids above your minimum, and the highest bid wins the lead in seconds.
What do health insurance agents ask before they buy?
Their FAQs answer whether leads are exclusive or how many agents get each one, how to pause or set a daily limit, the return policy, how billing and funding work and whether there is a contract. A few also explain who handles do-not-call. Have an answer for each.
What gets a health insurance lead credited?
Usually bad or disconnected numbers, fake information, duplicates and leads outside the agent's filters. A few credit students, agent tests, language barriers and people already insured by the agent's carrier, and several sell aged leads as final.
What should I do with health leads no agent buys?
Sell them later. 25 companies here sell aged leads, often in age bands at falling prices. In Juiced, unsold leads go to your own marketplace, where the price falls until someone buys.
What do health insurance leads sell for?
No prices are published here. Sellers rarely publish them, and what a health 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 health 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.
Sell more of the health insurance leads you already generate.
Funded buyers, bids above your minimum, and a marketplace for the leads nobody took the first time.
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