Life insurance leads are sold to individual agents, by product, age band and state, with fresh, aged and shared tiers.
71 life insurance companies sit in our directory, and the buyer is usually one licensed agent. 56 sell real-time leads, 24 sell aged leads and 20 sell shared leads, so the same consumer can be sold more than once if the terms allow it.
Life insurance is an agent market. Most of the 71 companies in our directory sell real-time and exclusive leads, but 24 also sell aged leads, 20 shared leads and 34 live transfers. Leads are packaged by product (term, whole life, IUL, mortgage protection, final expense), by age band and by the states the agent is licensed in.
The detail that matters is how long a lead stays exclusive and to how many agents it goes. Several sellers say exclusivity lasts only a set period before a lead can be resold as aged, several cap how many agents share a lead, and a few sell shared leads to no more than one agent per carrier. Agents read those terms closely, and so should you.
Juiced lets each agent or agency fund a wallet, set filters and caps on state, zip, product and age, 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 with Buy Now or a standing Buy Order. Delivery is by webhook into the agent's CRM, email or text. Juiced distributes web leads, so transfers and calls need separate call tracking.
What life insurance lead companies sell
What the 71 companies in our life insurance directory say they offer, read from their own websites.
| Product | Companies offering it |
|---|---|
| Exclusive leads | 55 of 71 |
| Real-time leads | 56 of 71 |
| Shared leads | 20 of 71 |
| Aged leads | 24 of 71 |
| Inbound calls | 23 of 71 |
| Live transfers | 34 of 71 |
| Booked appointments | 10 of 71 |
| Data or lists | 9 of 71 |
| Clicks | 8 of 71 |
Counts cover everything each company says it sells, which can include other verticals.
Real-time and exclusive leads lead the table, at 56 and 55 of the 71 companies. Unlike most markets, the second tier is large: 34 sell live transfers, 24 aged leads, 23 inbound calls and 20 shared leads, and 10 sell appointments. A life seller can monetize the same consumer as a fresh exclusive lead, then a shared or aged one later, which makes written resale and exclusivity terms part of the product.
What life insurance leads are screened for
Life sellers screen by product first, then by the profile an agent needs to quote.
- Product line. 14 of the 71 name mortgage protection as its own lead type and several sell IUL leads, alongside term, whole life and final expense. Each product brings its own age band and questions.
- Age band. Several sellers screen to an age band per product, such as a narrower band for mortgage protection than for general life, and several credit leads that turn out older than the band or older than a set cutoff.
- Coverage and health. 6 ask the coverage amount, 3 ask about tobacco use, a few ask about health conditions, height and weight, and a few ask for a beneficiary.
- Mortgage details. Mortgage protection sellers screen for homeowners, and a few pass the mortgage amount and the lender with the lead, often from mailer responses.
- Phone and intent checks. 8 say they verify phones with a text code, 13 say a person or call center confirms interest, and several check line type and duplicates before delivery.
- Consent records. 14 name a consent certificate service, and several say they keep the timestamp, IP address or consent text with each lead.
What a life insurance lead has to carry
Agents target by licensed geography first: 39 of the 71 name state, county, zip or radius targeting, and several target only the states the agent is licensed in. Several ask for a minimum footprint, such as a set number of states or counties per order, and some add income or homeowner filters.
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 life insurance fields
Field names and answer options checked against 7 public lead forms, form templates and posting specs in this market, October 2026.
| Field | Type | Why |
|---|---|---|
| coverage_amount | Numeric | Asked in most of the quote forms and posting specs we reviewed. |
| 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. |
| gender | List of Values | Asked in most of the quote forms and posting specs we reviewed. Female, Male |
| coverage_type | List of Values | Asked in most of the quote forms and posting specs we reviewed. Term, Whole life, Universal life, Final expense, Not sure |
| height_inches | Numeric | Asked in most of the quote forms and posting specs we reviewed. |
| weight_lbs | Numeric | Asked in most of the quote forms and posting specs we reviewed. |
| health_class | List of Values | Seen in a few of the quote forms and posting specs we reviewed. Preferred plus, Preferred, Regular plus, Regular |
| medical_conditions | Boolean | Seen in a few of the quote forms and posting specs we reviewed. |
| source_sub_id | Identifiers | Records which source sent each lead, so returns can be traced to it. |
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 state, zip, coverage_type, coverage_amount, date_of_birth, gender, tobacco_use, height_inches, weight_lbs and health_class. That is the profile an agent needs to decide whether they can quote and what to bid, with no contact details exposed before the bid.
How life insurance companies sell and price
58 of the 71 generate at least some of their own traffic, and many also buy or resell: 18 are networks, exchanges or marketplaces, 12 resell or broker, 8 sell data or lists and 21 run call centers or live transfer desks. A few are insurance marketing organizations that sell leads only to agents contracted with them.
52 price per lead, 20 quote separately, 13 price per call, 9 charge a subscription or monthly fee and 9 sell by bid or auction. Real-time delivery is standard for fresh leads, while several fill orders over days or in daily or weekly batches. 6 name direct mail, including mortgage protection mailers, alongside social, search and email.
Exclusive, shared and aged: read the resale terms
34 of the 71 say an exclusive lead goes to one agent or buyer only. Several limit that promise in time: the lead is exclusive for a set window, then may be resold as aged or enter a shared pool. Shared leads come with caps: 11 state a limit on how many agents receive a lead, and a few never sell one lead to two agents of the same carrier.
Several sites say exclusive on the homepage while the terms say leads are non-exclusive unless agreed in writing, or were previously sold. Agents who have been burned ask for the resale rule in writing. Decide yours before launch: how long fresh leads stay exclusive, when they become aged, and how many buyers a shared lead can reach. In Juiced, each lead goes to the single highest bidder, and unsold leads go to your marketplace instead of a second sale you did not disclose.
What agents commit, and how returns work
23 describe a prepaid or funded account and 9 keep a card on file. 31 say there is no long-term contract and 13 say there is no minimum, though several sell fixed packages or minimum order quantities, and one site that says no minimums asks for a minimum first payment at signup. Several sell self-serve: pick product, states and quantity, pay, and receive leads. That suits Kyle's rule: no free sample leads, no promised volume by a date, no invoices.
Returns here are narrow and written down. Typical credit reasons are disconnected or wrong number, duplicate, outside the ordered states, fake name, did not request a quote, language barrier or age over the cutoff. Several exclude no answer, lost interest and no sale. 5 cap returns at a share of each order, 7 give replacements or credits only, and 20 say sales are final or non-refundable for at least some products, often aged leads. One credits leads that arrive without consent records. In Juiced, approved returns are credited back to the agent's wallet.
- List every return reason and the window on the order page.
- Say whether aged leads are returnable.
- Set a cap on returns per order and state it up front.
Consent, do-not-call and the supply side
46 of the 71 say something about consent, and life is unusually explicit about who carries the risk. 9 say they scrub against do-not-call lists, but the terms at 18 put calling and do-not-call compliance on the buying agent. At 3, the consumer consent wording says contact may happen even if the number is on a do-not-call list, and one order form claims those rules do not apply to real-time leads. Treat claims like that as a question for your own counsel. The rules are published by the FCC and FTC.
27 buy from outside sources: affiliates, publishers, lead generators, aggregators, list compilers and carriers selling consumers they did not convert. They buy through affiliate networks, ping post or a real-time exchange. Several ban incentivized traffic, and payouts are described per lead, per call or as revenue share, paid weekly or monthly after a threshold. One says it pays nothing for invalid leads and claws back what it paid. Keep a source sub ID on every lead so returns trace to the publisher.
How Juiced runs a life 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
- Life insurance lead buyers and sellers: every company in this market, checked against its own website
- How to sell life insurance leads: who buys, what to screen for and the order to build in
- Insurance lead distribution: the wider vertical
Frequently asked
Who buys life insurance leads?
Mostly individual licensed agents and agencies, buying by product, age band and licensed state. Insurance marketing organizations, call centers, networks and exchanges also buy and resell, and a few organizations sell leads only to agents contracted with them.
Are life insurance leads exclusive?
Fresh leads usually are, at least for a while. 55 of the 71 companies offer exclusive leads and 34 say an exclusive lead goes to one agent only, but several end exclusivity after a set window and resell the lead as aged. 21 of the 40 companies here with a buyer FAQ answer the exclusivity question.
How do aged life insurance leads work?
24 of the 71 sell aged leads, usually banded by how old they are and sold to more than one agent. Several say aged leads are final sale or returnable only for duplicates or filter mismatches. Keep aged leads on their own lead type so agents buying fresh leads filter them out.
What do life insurance sellers say about do-not-call?
Why do life sellers ask for several states?
Several require a minimum footprint per order, such as a set number of states or counties, because volume in a single small area is thin. Ask each agent where they are licensed before you take a balance, and target only those states.
Can I sell mortgage protection leads as life insurance leads?
Sell them as their own lead type. 14 of the 71 companies list mortgage protection separately, with its own age band, a homeowner screen and often the mortgage amount and lender.
What do life insurance leads sell for?
No prices are published here. Sellers rarely publish them, and what a life 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 life 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 life 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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