How to Sell Insurance Leads
How to sell insurance leads line by line to licensed agents. Sign funded agents for one line first, then generate only in the states and age bands they buy.
Insurance buyers are independent agents, agencies and IMOs, call centers and marketplaces. Our directory lists 170 insurance lead companies, and most sell exclusive real-time leads, with live transfers at 80 and inbound calls at 72.
Each line is its own market, and agents buy by licensed state and age. Several sellers sell in packs, tiers and subscriptions, and a lead is often sold fresh and then again as aged, so be clear about exclusivity and resale.
Find agents first, have each fund a balance, write the return policy before the first lead, and keep overflow ready for consumers outside every agent's states or age band.
Who buys insurance leads
Insurance sites name independent agents as the main buyers, alongside agencies, IMOs and FMOs, call centers and lead marketplaces.
| Buyer | What they buy | What to know |
|---|---|---|
| Independent life and final expense agents | Exclusive or aged leads by age band and licensed state, often bought in packs or weekly subscriptions. | Agree the states, age band and coverage type before the first lead. Several sellers credit leads outside the ordered age, so put age in your filters and your return policy. |
| Medicare agents and agencies | Medicare Supplement or Advantage leads and transfers by age, plan type, area and enrollment window. | Capture insurance_line and date_of_birth so they can filter. Ten companies mention CMS marketing rules for Medicare, so expect agents to ask how consent was collected. |
| Auto and home agencies | Auto, home and bundled shoppers with vehicle, driver, current insurer and homeowner details. | A few auto marketplaces sell shared leads with a cap on agents, and a few never sell to two agents of one carrier. A few sellers credit a consumer already insured by the agent's carrier. |
| Agencies, IMOs and FMOs | Volume across many agents; nine companies describe programs for them, from volume pricing to letting an admin assign leads to downline agents. | Set caps and filters per agent or per sub-account so one agent does not take every lead. |
| Marketplaces and networks | Leads and calls from publishers and affiliates across lines; 74 companies buy from others. | Several review traffic sources and consent methods before approving a publisher, so keep a source sub ID and consent certificate on every lead. |
The insurance lead buyer directory lists every company we found that publicly buys or sells 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 170 insurance lead companies in our directory say they offer:
| Product | Companies offering it |
|---|---|
| Exclusive leads | 112 of 170 |
| Real-time leads | 136 of 170 |
| Shared leads | 36 of 170 |
| Aged leads | 40 of 170 |
| Inbound calls | 72 of 170 |
| Live transfers | 80 of 170 |
| Booked appointments | 26 of 170 |
| Data or lists | 30 of 170 |
| Clicks | 22 of 170 |
Counts cover everything each company says it sells, which can include other verticals.
Start with exclusive real-time web leads for one line, which most insurance companies offer and agents expect. Live transfers and inbound calls are also common, but Juiced distributes web leads, so calls need separate call tracking.
What to capture and screen for
- The line of coverage, captured as its own lead type.
- State, checked against the agent's licensed states.
- Date of birth or age band, matched to the order.
- Line details: current insurer for auto and home, coverage amount and tobacco use for life, plan type for Medicare.
- A working phone and a consumer who really asked, confirmed by text code or call where you can.
- Language, since several sellers credit a language barrier.
- A consent certificate and a source sub ID on every lead.
The field-by-field version is on the insurance lead distribution page.
Building it, in order
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Pick one line and sign agents first
Find buyers before you build traffic. For one line, get each agent's licensed states, age band, coverage types and the number of leads they can work. Only then decide where to generate.
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Get every agent to fund a balance
37 insurance companies already ask buyers to prepay or fund an account, and several take a deposit. Ask each agent for a funded balance before the first lead, instead of free sample leads, a promised volume or an invoice. In Juiced the agent funds a wallet and is charged as each lead is delivered.
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Build the lead type around line, state and age
Add insurance_line, date_of_birth, currently_insured and current_carrier, plus tobacco_use and coverage_amount for life lines. Mark what agents need to decide as required for ping and keep contact fields for the post.
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Decide exclusivity and resale up front
Say whether a lead is exclusive or shared, how many agents get it, and whether it will be sold again later as aged. Several companies here promise exclusive on the homepage and sell non-exclusive in the terms; do not be one of them.
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Write the return policy before the first lead
List what earns credit: bad numbers, duplicates, fictitious information, and the insurance cases such as age outside the order, a language barrier or a consumer already insured by the agent's carrier. List what does not, such as a consumer who said no or did not buy. Agents will blame the leads, so cover it on the first call.
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Generate only where a funded agent is waiting
Point traffic at the states and age bands your funded agents buy. A consumer in a state no funded agent can write produces a lead only your marketplace can sell.
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Let several agents bid on each lead
24 companies already price by bid or auction. In Juiced agents bid above your minimum and the highest bid wins in seconds, while each lead still goes to one buyer. Several buyers bidding beats one buyer at a fixed pack price.
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Keep overflow and track sources
Leads nobody takes go to your own marketplace, where the price falls until someone buys with Buy Now or a standing Buy Order. Keep a source sub ID on every lead so returns for age, language or bad numbers point to the campaign that sent them.
What makes insurance different
- Each line of coverage behaves like its own market, with its own buyers, screens and return reasons.
- Licensing drives geography: 16 companies tie delivery to the agent's license, most often by limiting leads to licensed states.
- Leads are resold over time: 40 companies sell aged leads, and a few hold a fresh lead for one agent before selling it again.
- Several sellers run an order desk with minimum orders, tiers, packs and subscriptions instead of a bid market.
- Return policies carry insurance reasons, such as age outside the order, a language barrier or already insured by the agent's carrier, and seven cap returns at a share of volume.
- Calls are a large share of the market: 80 companies offer live transfers and 57 run call centers or transfer operations.
Common mistakes
- Generating in states where no funded agent is licensed, or outside the age bands agents ordered.
- Mixing lines in one lead type, so a Medicare agent receives auto shoppers.
- Promising exclusive leads and then reselling them as aged without saying so.
- Winning agents with free sample leads instead of a funded balance.
- Leaving age, language and already-insured cases out of the return policy, then arguing over them lead by lead.
- Selling every agent a fixed pack instead of letting several agents bid on each lead.
- Having no overflow plan, so leads outside every agent's filters go unsold.
Related
- Insurance lead buyers and sellers: every company in this market, checked against its own website
- Insurance lead distribution: the fields, screens and routing for this market
- Pay-per-lead vs. pay-per-call: why selling records is simpler than selling live calls
Frequently asked
Which insurance line should I start with?
The line where you can sign funded agents first. Life, health and auto are the lines most listed in our directory, and Medicare, final expense, life and auto are the ones sellers describe in the most detail.
Should I sell insurance leads exclusive or shared?
Most companies here offer exclusive leads, and 36 offer shared. If you share, state a small cap, as the eight companies that publish caps do. In Juiced several agents can bid on an exclusive lead, so you get competition without sharing.
Can I sell an insurance lead again later as aged?
Several do: 40 companies sell aged leads, and a few hold a fresh lead for one agent for a set period first. Tell buyers up front whether a lead will be resold. In Juiced, leads no buyer takes go to your marketplace, where the price falls until someone buys.
How do I handle agents licensed in only some states?
Ask for their licensed states on the first call and set a state filter on their account. Put state in the ping so they only bid on consumers they can write.
Should agents get credit for consumers who do not buy?
Those that address it say no. 9 decline leads where the consumer said no, did not answer or did not buy, while crediting bad numbers, duplicates and filter mismatches. Decide your list before the first lead.
Do insurance agents expect consent records?
What do insurance leads sell for?
No prices are published here. Sellers rarely publish them, and what an 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 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 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.
Scale your lead business, without limits
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