Life insurance lead programs
Term and permanent life demand, run as two programs rather than one, with the coverage amount, the age and health signals, and the reason they are shopping captured while the prospect is still typing.
Two programs, because they are two different people
The generic "life insurance lead" is the reason so many agents quit buying them. One record is a 34-year-old with a new mortgage who wants a price. The next is a 58-year-old asking whether whole life is worth it. Same vertical, completely different call, and an agent who opens the wrong way loses both.
- Term. Level term shoppers with a face amount and a length in mind, usually triggered by a mortgage, a child, or a job change. Fast conversations, price sensitive, often comparing against two other quotes.
- Permanent. Whole life and other coverage that does not expire. Slower conversations, fewer competing quotes, and a decision that turns on health and on what the money does while the client is alive.
- Routed, not pooled. A prospect who names a small face amount for burial costs goes to the final expense program instead of arriving in your term queue as a disappointment.
- One buyer either way. Both programs are exclusive. The record is sold once and does not come back to market later as an aged lead.
How term and permanent differ as programs
They cost different amounts to generate and they convert in different shapes. Neither is better. They are different businesses to run on a floor, and a desk staffed for one is usually bad at the other.
Term programs
Cheaper to generate and quicker to a decision, because the prospect is asking a question with a number for an answer. That cuts both ways: the same clarity that makes a term prospect easy to quote makes them easy for someone else to quote too.
- Shorter calls, more of them, and a shorter path from contact to application.
- Price sensitive, so the carrier shelf you hold matters more than the script does.
- Smaller premium per placed case, which is why the cost per lead has to stay honest.
- Placement risk sits in underwriting and in not-taken policies rather than in the sale.
Permanent programs
More expensive to generate, because the intent is rarer and the prospect is harder to find. The conversation is longer and the close is less about price, so the program rewards a floor that can hold a second and third appointment.
- Longer sales cycle, often more than one call, sometimes a spouse on the second one.
- Fewer competing quotes in the prospect’s inbox, so speed to dial buys you more here than a discount would.
- Larger premium per placed case, and a persistency profile worth protecting.
- Health signals matter more, because the product has to be placeable before it is worth selling.
Both programs are priced per lead and quoted by program. Ramp one at a time, measure your own cost per acquisition on your own numbers, and scale the one your floor is actually built for.
What the agent knows before the phone rings
Three things decide whether a life call opens well: how much coverage they asked for, whether the case can be placed, and who they are trying to protect. All three are asked at the form rather than saved for the call.
Coverage amount
The face amount the prospect asked about, as they entered it. It decides the product, the carrier, and the opening line, and it is the single field most often missing from a bought life lead. Filter on the bands your carriers actually want.
Age and health signals
Date of birth or age, tobacco use, and a short set of health questions. Enough to route the record to an agent who can place the case with a carrier they hold, and not one word more than that. It is routing information, not a rate class.
Beneficiary intent
Who they are trying to protect and what prompted the search: a spouse, children, a mortgage, a business partner, or a parent who just died without coverage. This is the difference between a quote and a conversation.
Mortgage protection and income replacement
Two use cases inside the term program, separated by the reason the prospect went looking. The product is often the same. The first sentence of the call is not, and that is the part that decides whether there is a second one.
- Mortgage protection. Triggered by a purchase or a refinance, with the coverage amount usually anchored near the loan. The agent opens with the house, not with a quote form, because the house is why the prospect filled anything out.
- Income replacement. Triggered by a new child, a marriage, or a job change, with the coverage amount anchored to what the household would lose. Longer horizon, and the spouse usually joins the second call.
- Final expense is not either of these. Burial coverage intent runs as its own vertical with the monthly budget captured up front, because building to a premium is a different sale than building to a face amount.
- The trigger is on the record. Whatever prompted the search comes through as a field rather than as something your agent has to excavate.
The filters that run before delivery
Every one of these runs on our side, before the record reaches your dialer. A lead you have to dispute is a lead you already paid an agent to work.
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Phone validation
Line type and reachability checked before the record is sent. A disconnected number is not a cheap lead, it is a wasted dial and a disposition nobody learns anything from.
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Duplicate suppression
Across programs and across time, not just inside one campaign. Someone who fills out a term form and a mortgage protection form in the same week is one lead, and you are charged for one.
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Licensing geography
State and county matched to where your agents are appointed. Life licensing is state-level, but your carrier appointments and your floor coverage often are not, so the filter goes to the county.
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Age, coverage amount, and product fit
Age band, requested face amount, and tobacco use matched to the program you bought and the carriers you hold. Records that fit a different program are routed there rather than sold to you anyway.
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Your own disqualifiers
The rules your desk learned the hard way, applied to your traffic specifically. Send dispositions back and the filters tighten on your program rather than on some global average.
Consent is captured at acquisition, because it cannot be reconstructed afterward. The exact disclosure language the prospect saw, the timestamp, the IP address, and the page are stored with every life record and produced on request. Internal suppression and opt-out state is applied before a lead is delivered, not after a complaint. See consent and compliance.
Where the life programs sit
Final expense leads
Burial coverage intent with the monthly premium budget captured up front.
Final expenseMedicare leads
Advantage, Part D, and Supplement, split by enrollment window and targeted by county.
Medicare programsDelivery and routing
Native into AgentTech Dialer and Solved Enroll, or posted to your CRM on submission.
Delivery pathsThe exclusivity policy
Sold once, to one buyer, and never remarketed later as an aged record.
ExclusivityAlso worth reading: how the program runs end to end, pricing by program, consent and compliance, and what this looks like for agents and agencies.
FAQs
Questions about life insurance leads
Why are term and permanent sold as separate programs?
Because someone pricing 20-year term is not the same prospect as someone asking about whole life. The term shopper usually has a number in mind and is comparing it against two other quotes. The permanent shopper is asking what happens when the term runs out, or what the money is worth if they live. Mixing them produces a queue where the agent guesses which call they are on, and guessing wrong in the first thirty seconds usually ends it.
Does the coverage amount come on the lead?
Yes. The face amount the prospect asked about is captured at the form, so the agent opens with the right product instead of working up to the question. It also routes the record: someone asking about a small face amount for burial costs belongs in the final expense program, not in a term queue, and we move it rather than sell it to you as a life lead.
What health information is captured, and is that underwriting?
No, it is routing. Age, tobacco use, and a short set of health signals are captured so the record reaches an agent who can actually place the case with a carrier they hold. It is not a rate class and we do not present it as one. The underwriting conversation belongs to your agent and the carrier.
Are mortgage protection leads a separate program?
They run as a use case inside the term program rather than as a separate vertical, because the product is the same and the difference is the reason for the call. What comes through on the record is the trigger, a purchase or a refinance, which is what lets the agent open with the mortgage instead of with a generic quote.
Can I buy only the age bands and coverage amounts my carriers want?
Yes. Age band, coverage amount band, tobacco use, and state and county all run as pre-delivery filters, alongside any disqualifiers your desk has learned on its own. Leads that fail a filter are not delivered and are not billed, which is a better outcome for both of us than a credit request two weeks later.
How is a life lead priced?
Per lead, quoted by program, with the rate depending on the program, the filters you apply, and the volume you commit to. Term and permanent price differently because they cost different amounts to generate. There is no platform fee and no monthly minimum to start. See pricing.
Something else? Contact us
Start with one program, not both.
Tell us the states, the age bands, and the coverage amounts your carriers want, and we will start you on the program your floor is built for.