G.O.A.T. Leads review: leads, pricing and terms
G.O.A.T. Leads sells real-time leads to life and health agents, generated by its own Facebook, Instagram, TikTok, Google and YouTube ads. The lines are veteran life, final expense, IUL, mortgage protection, trucker life, under-65 health and Spanish-language life, and it sells aged leads too, in four age buckets.
Every line has a published price range. You can buy single orders, or take a weekly subscription for a lower price per lead, and the leads land in your CRM in under a minute.
- Best for
- Life and health agents who want low-cost real-time or aged leads with published prices
- Formats
- Real-time leads and aged leads
- Lines
- Veteran life, final expense, IUL, mortgage protection, trucker, health and Spanish-language life
- Shared or exclusive
- Real-time leads are exclusive to one licensed agent. Aged leads may have been contacted by other agents
- Price
- Real-time leads from $19 to $31 for final expense to $49 to $82 for trucker life
- To start
- A single order or a weekly subscription, paid by card, with no setup fee
- Contract
- Weekly subscriptions run at least four weeks
- Returns
- Replacements for up to 20% of an order, requested within 72 hours
- States
- All 50 except New York, by state or ZIP radius
Our take
G.O.A.T. Leads fits life and health agents, especially in final expense, veteran, mortgage protection and IUL, who want real-time leads at published prices and want exclusive real-time leads worked by phone and text. Aged leads give newer agents a cheap way to practice.
Most agents should start with a single order in one line and a few states, track contact and close rates, then move to a weekly subscription for the lower price once a line performs.
Start a weekly subscription when you're ready to work leads every week, since each one runs at least four weeks.
Pros
- Published price ranges for every line
- Published sample lead for each of 7 lines
- Leads usually arrive in under a minute
- Aged leads in four age buckets for low-cost volume
- Lower prices on weekly subscriptions
Cons
- Aged leads may have been contacted by other agents before you buy them
- Bad leads are replaced up to 20% of an order, with no refunds
- Weekly subscriptions carry a four-week commitment
- No phone support line on the site
Product details
| Product | Lines | Who gets it | Typical price |
|---|---|---|---|
| Veteran life leads | Veteran life | One licensed agent | $20 to $40 per lead |
| Final expense leads | Final expense | One licensed agent | $19 to $31 per lead |
| IUL leads | IUL | One licensed agent | $19 to $48 per lead |
| Mortgage protection leads | Mortgage protection | One licensed agent | $27 to $50 per lead |
| Trucker life leads | Trucker | One licensed agent | $49 to $82 per lead |
| Under-65 health leads | Health | One licensed agent | $22 to $25 per lead |
| Spanish-language life leads | Spanish-language life | One licensed agent | $20 to $35 per lead |
| Aged final expense leads | Final expense | Not sold before, may have been contacted | from $4 per lead |
| Aged IUL leads | IUL | Not sold before, may have been contacted | from $8 per lead |
| Aged veteran life leads | Veteran life | Not sold before, may have been contacted | from $7 per lead |
| Aged mortgage protection leads | Mortgage protection | Not sold before, may have been contacted | from $8 per lead |
| Aged trucker life leads | Trucker | Not sold before, may have been contacted | from $9 per lead |
| Aged health leads | Health | Not sold before, may have been contacted | from $6 per lead |
Aged leads
Aged leads are earlier quote requests sold in four buckets: 45 to 90 days, 91 to 120 days, 121 to 180 days and 181 days or more. They're offered for final expense, IUL, veteran life, mortgage protection, trucker life and health. They haven't been sold before but may have been contacted by other agents.
Getting started
- Create an account and choose a line, a quality tier and your states, ZIP radius, age range or income band.
- Pay by card for a single order or a weekly subscription. There's no setup fee.
- Orders usually start within 24 hours and fill within about three days, with each lead sent to your CRM, email or text as it comes in.
- Pause a subscription for up to seven days per pause or cancel in the dashboard, and the cancellation applies once the paid period closes.
Pricing
Every line has a price range per lead, posted on the site. Which end of the range you pay depends on the quality tier you pick. Weekly subscriptions come in a bit cheaper per lead, and aged leads start lower than that, with the age bucket setting the price.
| Line | Real-time leads | Aged leads |
|---|---|---|
| Veteran life | $20 to $40 | from $7 |
| Final expense | $19 to $31 | from $4 |
| IUL | $19 to $48 | from $8 |
| Mortgage protection | $27 to $50 | from $8 |
| Trucker life | $49 to $82 | from $9 |
| Under-65 health | $22 to $25 | from $6 |
| Spanish-language life | $20 to $35 | Not offered |
Price per lead as of October 2026. Real-time leads come in Standard, Premium and Blended tiers.
| Item | Cost |
|---|---|
| Chargeback administration | $500 if a charge is found valid after a chargeback |
Cost per sale
Sales to break even each month
Cost per sale is the price divided by your close rate. Break-even is the number of sales whose commission covers a month of spend.
Sample leads and filters
G.O.A.T. Leads publishes a sample for veteran life, final expense, IUL, mortgage protection, trucker, health and Spanish-language life leads, and every one opens with the shopper's age, city and state.
Veteran leads
A veteran life sample goes on to show the military branch and status, and then the coverage amount the shopper is asking for.
Final expense leads
The final expense sample lists the coverage amount, the beneficiary and a yes or no on whether the shopper already has life insurance.
IUL leads
IUL is about goals, so the sample shows what the shopper wants the policy to do, the monthly contribution they have in mind and their employment status.
Mortgage protection leads
For mortgage protection you get the balance on the mortgage, what the payment is each month and who the beneficiary is.
Trucker leads
Truckers get their own card. It asks if the driver is an owner-operator or works for a company, how many years of CDL experience they have and what coverage they want.
Health leads
Health shows the number of dependents, the monthly payment the shopper makes now and whether a spouse is on the plan.
Spanish-language life leads
The Spanish-language life card lists coverage amount, marital status and the best time to call.
Filters
You can target by state and ZIP radius, and filter by age range and income band.
Lead quality checks
Leads come from G.O.A.T. Leads' own landing pages and forms, promoted through Facebook, Instagram, TikTok, Google and YouTube ads, depending on the line. Real-time leads can come with a TrustedForm certificate recording the shopper's consent, session, IP address and timestamp.
Before delivery, leads are held for possible spam, duplicates, rotating numbers, bad phone patterns, repeated submissions from one IP address, agents testing the form and shoppers who already bought a policy. A carrier check flags dead numbers, which are replaced, and aged leads are checked for opt-outs and do-not-contact requests before delivery.
Delivery and integrations
Real-time leads usually reach you in under a minute by CRM, direct API, webhook, email or text.
Named integrations include GoHighLevel, Ringy, Salesforce, HubSpot and direct API or webhook.
Lead returns
G.O.A.T. Leads replaces bad leads, up to 20% of an order, with a lead of the same type and filters. It doesn't give refunds.
Within 72 hours after the order fills, mark the lead in your dashboard and pick a reason code. Support calls a disconnected number to confirm it before replacing it.
| Usually credited | Usually refused |
|---|---|
|
|
Contract and cancellation details
A weekly subscription is a four-week commitment: your first purchase plus three weekly renewals. Each pause lasts up to seven days, or you can cancel through the dashboard or by email, and the cancellation applies once the paid period ends.
Canceling two or more subscriptions before their four weeks are up blocks new subscriptions on the account. Leads already delivered aren't refunded, and Maryland law governs the terms.
G.O.A.T. Leads alternatives
These lead companies sell similar lines and lead types.
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Frequently asked questions
How much do G.O.A.T. Leads cost?
As of October 2026, real-time leads range from $19 to $31 per lead for final expense to $49 to $82 per lead for trucker life. Aged final expense leads cost from $4 per lead.
Are G.O.A.T. Leads exclusive?
Real-time leads are sold as exclusive, one licensed agent per lead. Aged leads haven't been sold before but may have been contacted by other agents.
Can I return bad G.O.A.T. Leads?
Bad leads such as disconnected numbers, duplicates within 60 days and out-of-territory leads are replaced, up to 20% of an order, when you flag them within 72 hours after the order fills.
Can I cancel a G.O.A.T. Leads subscription?
Yes, from your dashboard or by email, and it takes effect once the paid period ends. A weekly subscription is a four-week commitment.
How we researched this review. We based this review on the pricing, terms and product pages published by G.O.A.T. Leads, reviewed in October 2026, together with our team's experience working with insurance agents and agency owners since 2008.
Corrections
Vendors change their pricing all the time and they don't email us when they do. So if you see a price on here that's gone up, a plan G.O.A.T. Leads quit selling or a contract term that reads different now, let us know and send the link to the page where G.O.A.T. Leads has it. Somebody here pulls up that page and checks it before we change anything on ours.