Life insurance leads: every type, what it costs, and how to buy
What are life insurance leads and what do they cost?
Life insurance leads are contact records of people who may need coverage, sold to agents. In 2026 the main types are aged leads ($0.25 to $4.50), shared web leads ($20 to $45), exclusive web leads ($50 to $150), direct-mail mortgage protection leads ($25 to $60), live transfers ($55 to $200 or more per call) and public-record data leads, which Leadality sells for $1.00 to $1.38 each. Choose on cost per sale, not price per lead.
What types of life insurance leads can you buy?
Every lead type answers two questions differently: did this person ask to hear from an agent, and how many other agents are calling them? Price follows those answers.
Aged leads
Opt-in leads resold after their real-time window, from a few days to a year old. They are the lowest price per lead among opt-in sources and reward agents who dial a lot and follow up for weeks. Quality varies batch to batch, and earlier buyers have usually called them.
Shared real-time web leads
A person fills out a quote form and the vendor sells that form to several agents at once. The interest is real and recent, but you are in a race, and the first agent to connect usually wins.
Exclusive real-time web leads
The same form fill, sold to one agent. Higher contact and close rates, a much higher price, and every missed call hurts. Worth it for agents who can call within minutes during the workday.
Direct-mail mortgage protection leads
A mailer goes to new homeowners and some mail back a reply card. Cards arrive 1 to 2 weeks after the drop and carry real stated interest, which is why fresh exclusive mail leads list at $25 to $60.
Live transfers
A call center reaches the consumer, checks interest and transfers the live call to you. You pay for the dialing you skip. Price depends on how long the caller stays on the line before it counts.
Data leads
Records built from data rather than from a form: raw lists, life-event data and public records. Raw new homeowner lists cost 5 to 20 cents a record with no phone matching according to Dataman Group. Leadality's leads sit one step up: each new mortgage filing is matched to a carrier-verified mobile, screened against the Do Not Call list before delivery and sold to one agent. Nobody asked to be called, so data leads are manual dial only.
How much do life insurance leads cost?
| Lead type | Typical price | Who else gets it | Did they ask to be contacted? |
|---|---|---|---|
| Aged (3 days to 1 year) | $0.25 to $4.50 | Usually several earlier buyers | Yes, originally |
| Shared real-time web | $20 to $45 | Often 3 to 8 agents | Yes |
| Exclusive real-time web | $50 to $150 | Nobody | Yes |
| Direct-mail mortgage protection (fresh) | $25 to $60 | Nobody, if exclusive | Yes, by reply card |
| Live transfer or inbound call | $55 to $200+ | Nobody, if exclusive | Yes, on the call |
| Raw new homeowner list | 5 to 20 cents a record | Anyone who buys the list | No |
| Public-record data lead (Leadality) | $1.00 to $1.38 | Nobody, never resold | No |
Sources: Aged Lead Store, life insurance lead price table; WorkAgedLeads, life insurance lead price sampling; ActiveProspect, insurance lead cost guide (Sept 2026); InsureLeads, life insurance leads pricing (updated Aug 2026); Elevarus, final expense lead cost per lead 2026 (May 2026); Dataman Group, how to generate mortgage protection leads; David Duford, mortgage protection leads (Jan 2023). Checked October 8, 2026.
How do you choose leads by budget and selling style?
| Your situation | Start with | Why |
|---|---|---|
| New agent, under $100 a month | Aged or data leads | Enough conversations to learn your opener and your numbers |
| Open afternoons, strong phone skills | Data leads plus some aged | Low cash cost per sale; you supply the hours |
| Full calendar, little dialing time | Exclusive web, direct mail or live transfers | You pay for intent so your hours go to appointments |
| Mortgage protection specialist | Fresh data leads plus direct-mail leads | Volume for open blocks, reply cards for prime hours |
| Wants to use a dialer or texts | Only leads whose consent covers it | Check the consent record with your counsel; data leads don't qualify |
| Captive agent | Your carrier's approved programs | Many captive carriers restrict outside leads |
Our guidance, built from the price table above and the worked examples in the exclusive vs shared vs aged comparison.
The deciding number is cost per sale: price per lead divided by your contact rate, appointment rate and close rate multiplied together. A $65 exclusive lead that becomes a sale 7.7% of the time costs about $844 in leads per sale. A lead at under a dollar that closes under 1% of the time can cost far less in cash and far more in hours. Put a value on your time, run both in the cost-per-sale calculator, and test any new source on 100 or more leads before you judge it.
Why is a new mortgage a life insurance trigger?
Buying a home is one of the few moments when a family's need for life insurance jumps overnight and they know it. Three facts make the case:
- The coverage gap is large. The 2025 Insurance Barometer from LIMRA and Life Happens found 51% of Americans aged 18 to 75 own life insurance, and 40%, about 100 million adults, say they need coverage or more of it.
- The mortgage is the biggest bill a family would inherit. Private mortgage insurance does not help: the CFPB notes that PMI protects the lender, not the borrower, if payments stop.
- Buyers are established adults. NAR's 2025 buyer profile puts the median first-time buyer at 40 and the median repeat buyer at 62, and 24% of buyers have children under 18 at home. That spans term, mortgage protection and, for older buyers, permanent coverage.
Timing matters too. A mortgage is recorded with the county within days or weeks of closing and becomes public record, which is why mortgage protection mailers and callers reach new owners so soon after they move in. Fresher records mean you are early to that conversation instead of late.
What does Leadality sell, and where doesn't it fit?
Leadality sells one product today: exclusive new homeowner leads built from public mortgage filings in Hillsborough County, Florida. Each lead is days old, sold to one agent and never resold, and comes with:
- Owner name
- Mobile number with carrier line type
- Property address, city and ZIP
- Mortgage recording date
- Loan amount (when the filing reads cleanly)
- Lender
- Quality score
Leads land in a dashboard where you mark each one New, Contacted, Quoted, Sold or Dead, keep private notes and export to CSV. Every number is screened against the Do Not Call list before delivery; you still scrub before you dial, because the registry changes daily. Plans are $69 for 50, $149 for 125, $399 for 400 leads a month, cancel anytime.
Where it fits
Independent agents and small agencies licensed in Florida who sell mortgage protection or term and dial by hand. Agents in and around Tampa can see local coverage on the Tampa mortgage protection leads page.
Where it doesn't
- You need opt-in, consented leads for a dialer, texting or AI calling. Ours are not opt-in.
- You need date of birth or age on the lead. We don't include it.
- You sell outside Florida, or in a Florida county that isn't live yet.
- You're a captive agent whose carrier bans outside leads.
- You expect opt-in conversion. With no stated intent, contact-to-appointment rates run lower than leads where the person filled out a form, and the opener has to reflect that.
What compliance rules apply when you call leads?
You own compliance for every call you make, whatever the lead source. The essentials, in plain terms (this is general information, not legal advice):
- TCPA autodialer and voice rules. Calls to mobiles that use an autodialer, or a prerecorded or artificial voice, need prior consent, and telemarketing calls need it in writing. The Supreme Court narrowed what counts as an autodialer in Facebook v. Duguid (2021), and the FCC treats AI-generated voices as artificial (2024 ruling). Hand-dialing one number at a time avoids the autodialer rules.
- The National Do Not Call Registry applies to manual calls. Scrub with a registry version no more than 31 days old under the Telemarketing Sales Rule, call only between 8 a.m. and 9 p.m. the called person's local time, and honor do-not-call requests within 10 business days at most under FCC rules.
- State rules add more. Florida limits commercial solicitation calls to 8 a.m. to 8 p.m. and three calls per person in 24 hours on the same subject (Fla. Stat. 501.616), and those limits apply to licensed insurance agents (501.604). Florida's telephone solicitation law also keeps a state no-call list and requires prior express written consent for sales calls that use automated selection and dialing.
- The one-to-one consent rule is not in force. The FCC's 2023 rule requiring consent to one seller at a time was vacated by the 11th Circuit on January 24, 2025, before it took effect (Wiley summary). Ignore any vendor pitch that leans on it.
- Your carrier and IMO may add rules on outside leads, scripts and recording. Check before you buy.
For a call-by-call version with Florida hours, scripts and a cadence, read the mortgage protection leads playbook.
What should you ask a lead vendor before you buy?
| Ask | What a good answer looks like |
|---|---|
| Who else gets this lead? | Ask for the exact number of buyers, and what happens if you find out an exclusive lead was resold. |
| How old is it, exactly? | You want a date on every lead: form date, mail-back date or recording date. "Fresh" is not a date. |
| What consent comes with it? | For opt-in leads, ask for the consent record and what it covers. For data leads, the answer is none, and the vendor should say so. |
| What happens with bad numbers? | Get the credit or replacement rule in writing before you pay, including the deadline to report. |
| Is there a minimum, contract or weekly budget? | Minimums change the cost of a fair test. Month to month is the easiest way to find out if a source works for you. |
| How are phone numbers checked? | Ask whether line type is checked and whether numbers are screened against the Do Not Call list before delivery. You still scrub either way. |
| Can I see a sample? | A real, redacted sample shows the fields, the formatting and how much cleanup you'll do. |
Where Leadality fits
Public-record data leads. Not opt-in, manual dial only: no autodialers, texts or prerecorded messages without your own consent. Scrub against the National Do Not Call Registry and honor opt-outs. Every plan starts with the Data Lead Agreement.
Where should you go next?
- How much do life insurance leads cost in 2026? Prices, budgets and the calculator.
- Exclusive vs shared vs aged leads, with worked cost-per-sale math.
- How to work mortgage protection leads: cadence, scripts and calling rules.
- Mortgage protection leads from this week's filings.
- New homeowner leads: what's in each record and how it's built.
- Tampa and Hillsborough County leads.
- Leadality pricing: three plans, cancel anytime.
Life insurance leads FAQ
What are life insurance leads?
Life insurance leads are contact records of people who may need coverage, sold to agents. Some come from people who filled out a form or mailed back a card, some are calls transferred live, and some, like Leadality's, are built from public records such as new mortgage filings.
Where can agents buy life insurance leads?
From real-time web lead vendors, aged lead marketplaces, direct-mail lead companies, live transfer call centers, IMOs and FMOs that resell leads to their agents, and data lead providers. Compare them on exclusivity, lead age, consent, bad-number credits and minimums, then test on a small, tracked batch.
How much do life insurance leads cost in 2026?
Published 2026 prices run from about $0.25 for old aged leads to over $200 for some live transfers. Shared web leads cost about $20 to $45, exclusive web leads about $50 to $150, and fresh direct-mail mortgage protection leads about $25 to $60.
What is the best type of life insurance lead?
There isn't one best type. Exclusive and live leads suit agents with little dialing time and strong closing skills. Aged and data leads suit agents with open hours and a disciplined follow-up cadence. Judge every source by your own cost per sale.
Are exclusive life insurance leads worth the price?
Often, if you call within minutes and convert well, because you aren't racing other agents. If you can't reach leads quickly, much of what you paid for exclusivity is wasted. Track contact, appointment and close rates for a month before scaling.
Why are new homeowners good prospects for life insurance?
A new mortgage is usually a family's largest debt, and private mortgage insurance protects the lender, not the family. LIMRA's 2025 study found about 100 million American adults say they need life insurance or more of it, and a home purchase is a natural moment to fix that.
Are Leadality leads opt-in?
No. Leadality sells public-record data leads from new mortgage filings. They are not opt-in and carry no consent, so they are for manual dialing only. Buyers scrub against the National Do Not Call Registry, honor opt-outs and accept the Data Lead Agreement before delivery.
Is the FCC one-to-one consent rule in effect?
No. The 11th Circuit Court of Appeals vacated the FCC's one-to-one consent rule on January 24, 2025, before it took effect. Other TCPA consent rules for autodialed, prerecorded and artificial-voice calls remain. Ask your counsel how they apply to your leads.
Where are Leadality leads available?
Hillsborough County, Florida (Tampa) is live today. More Florida counties are planned, and pages will only list a county once it is live. For other areas or custom volume, email team@leadality.ai.
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Exclusive new homeowner leads from Hillsborough County (Tampa), FL. From $69 a month, cancel anytime.
Last updated by the Leadality team.