Lead generation for life insurance agents
Life insurance lead generation. Sell to families who came looking for you.
Life insurance is rarely bought on impulse. Something happens first: a baby, a mortgage, a funeral, a diagnosis in the family. The lead vendors catch that moment on a quote form and sell it to several agents. Here is what they publish, and what owning that moment changes.
- 10% management fee, $600 CAD or $450 USD minimum
- $0 setup, cancel any month
- 30-day guarantee: not happy, you don't pay
Where life leads come from
A quote form, a few agents, and a race. Each point is from the seller's own guide or product page, as published in September 2026. Confirm the current terms before you buy.
EverQuote: up to three agents per life lead
EverQuote's own life leads guide says its shared life leads never go to more than three agents, with an average share rate around 1.5 agents per lead. It also sells live transfer life leads. Capped-share leads, it says, may cost a slight premium over leads sold without a cap.
Exclusive is not the same as alone
EverQuote's guide admits an exclusive lead does not remove competition entirely, because shoppers often sign up with several lead companies at once. The same family may hear from a different vendor's agent within the hour.
QuoteWizard: up to four agents
QuoteWizard, a LendingTree company, offers life leads too. Its lead page caps any lead at four buyers and puts the typical count below two. Pricing is the lead plus any filters, billed pay as you go.
Check what a vendor actually sells
Not every vendor on a “best life leads” list sells life leads. NextGen Leads, for example, describes itself on its own home page as an under 65 health and Medicare lead seller. Read each vendor's own product page first.
What an owned pipeline changes for a life agent.
Searches with a reason behind them
“Term life insurance for new parents”, “final expense insurance [state]”, “mortgage protection insurance”, “life insurance with diabetes”. Each one tells you the trigger, so the page and the first call can speak to it directly.
Google Ads you control by product
Separate campaigns for term, whole life, final expense or mortgage protection, running only where you hold a licence. The fee is a tenth of spend with a $600 CAD or $450 USD lower limit, and the account is registered to you. Google's rules on sensitive health topics shape how we write the ads, so no ad mentions a person's condition.
Content that answers the hard questions
Plain pages on what a medical exam involves, how no-exam policies work, and what happens if you smoke. Explainer pages cost $50 CAD or $38 USD each, and plans begin at ten pages a month. These pages keep bringing in researchers long after a campaign ends.
Follow-up that respects a slow decision
Families often take weeks to decide. We set up an instant text reply, a short email series that answers common fears, and a reminder for you to call back. Leads land in your CRM with the page they came from, so you know whether you are calling a new parent or someone planning a funeral.
The first 30 days.
01
Week 1: cost per placed policy
Your lead invoices for the past few months get matched to policies that were actually placed, not just apps written. That tells you what a paid client costs you today. Chargebacks from lapsed policies count too, since a policy that lapses in the first year can cost you the commission.
02
Weeks 2 and 3: one product, one market
We start with the product you place best, one landing page with a short quote form, a tracked number, and ads that only show where you can legally sell.
03
Week 4: the acceptance test
A sample quote request should ring your phone and appear in your CRM with the page name on it, the family should get a text reply, and your dashboard needs a cost per lead figure. If it all does not work, you are not billed.
Life insurance lead generation: FAQ.
Yes. Insurance ads run on Google, but personalized targeting around health conditions is restricted. We target the search, not the person's health, and keep claims factual.
Yes. Canadian agents hold a provincial licence (the LLQP is the entry exam in most provinces), and ads run only in provinces where you are licensed.
Yes, and most agents should. Search and content take time. We report both side by side so you can shift budget based on placed policies.
Management of your ad account costs 10% of spend, never below $600 CAD or $450 USD. Content pages run $50 CAD or $38 USD per page with a ten-page minimum. Sites are fixed one-time builds between $1,500 and $20,000+. Setup costs nothing.
Meet the family before the other agents do.
Tell us which products you place and where you are licensed. A costed plan at our listed prices follows within one business day.