HighLevel review for insurance agencies: pricing, lead routing and integrations
HighLevel is a general marketing and sales platform that many insurance agencies set up as their lead system. Leads come in from forms, ads and vendor post URLs, and workflows you build assign them and run texts, emails and calls.
Plans cover unlimited users for one monthly price, and texts, calls and email are billed by use. There's a 14-day trial, but nothing is set up for insurance out of the box.
- Best for
- Agencies and marketers who will build their own lead workflows, websites and campaigns on one platform
- Price
- From $80.83 a month billed yearly, plus usage
- Free trial
- 14 days. Usage fees still apply, and the plan bills when it ends
- Lead intake
- Forms, a post URL (webhook), email parsing, Facebook lead ads, CSV and Zapier
- Assignment
- Round robin, weighted splits or rules by state, line or license that you build
- Texting and calling
- Texting, calling and email built in, billed per text, minute and email
- Contract
- Monthly or yearly, paid in advance
Our take
Skip HighLevel unless you are willing to build your own setup. It gives an agency one platform for its website, ads, lead intake and follow-up. Leads can be routed by state, line or license, rotated evenly or split by share, but only after you set up the workflow.
Starter covers most single agencies, since users are unlimited. Uplines that set up accounts for downline agents look at Unlimited or Agency Pro.
Nothing comes set up for insurance. Policies, renewals and AMS links are yours to build, and texts and calls add a usage bill.
Pros
- Unlimited users and contacts on every plan
- Routing by state, line or license, with a catch-all branch
- Leads from forms, ads, post URLs and vendor emails
- Texting, calling and email built in
- Websites, landing pages and booking calendars included
- Published prices and a 14-day trial
Cons
- No built-in AMS sync
- Texts, calls and email are billed on top of the plan
- Policies and renewals have to be built as custom records
- License routing is only as good as the fields you keep
- Fees aren't refunded
Plans and pricing
| Plan | Billed monthly | Billed yearly | What it adds |
|---|---|---|---|
| StarterOne agency, up to three locationsWhere most agencies start | $97 | $80.83 | CRM, pipelines, workflows, forms, calendars, email, texting and calling for unlimited users, with three sub-accounts |
| UnlimitedAgencies with many offices or downline agents | $297 | $247.50 | Unlimited sub-accounts, basic API access and phone and email billed through at cost |
| Agency ProUplines reselling it to their agents | $497 | $414.17 | Resell it under your brand, create accounts automatically, mark up phone and email, user reports and full API access |
| EnterpriseLarge organizations | Quote only | Quote only | An account manager, quarterly reviews and HIPAA setup |
Prices are a month for the whole account, as of October 2026, from gohighlevel.com/pricing. Yearly plans are paid at once, $970 for Starter. A sub-account is one separate workspace, such as an office or a downline agent.
Usage charges
Texts, calls, numbers and email draw from a prepaid wallet that tops up on its own.
| Item | Price |
|---|---|
| Text to the US or Canada | $0.00747 a text segment |
| Outbound call | $0.0166 a minute |
| Inbound call | $0.0117 a minute |
| Local number | $1.15 a month |
| $0.675 per 1,000 | |
| Workflow actions after 100 free | $0.01 each |
Good to know before you buy
- Every plan covers unlimited users and contacts.
- A long text counts as more than one segment. Phone carrier fees are added on top.
- HIPAA tools cost $297 per month outside Enterprise and can't be turned off once on.
- An optional setup service costs $1,000 one time.
- Fees aren't refunded, and unused wallet money must be claimed within 30 days of leaving.
Which plan has it
| Feature | Starter | Unlimited | Agency Pro |
|---|---|---|---|
| Users and contacts | Unlimited | Unlimited | Unlimited |
| Sub-accounts | 3 | Unlimited | Unlimited |
| Pipelines, workflows and forms | |||
| Texting, calling and email | |||
| Calendars and booking | |||
| API access | Basic | Full | |
| Phone and email billed at cost | |||
| Resell under your brand | |||
| User and agent reports | |||
| Single sign-on |
Getting started
Start the 14-day trial
A launch team helps during the trial, and a success team for the first 90 paid days.
Register for texting
US phone carriers require business texting numbers to be registered (10DLC, the US registry for business texting numbers) before texts go out.
Set up your pipeline and forms
Build the stages a lead moves through and the forms or post URL that feed it.
Build your assignment workflow
Add the step that assigns a user, and branches by state, line or license if you need them.
Load your contacts
Import a CSV, or move a HubSpot account over with its pipelines, notes and tasks.
Support is by chat, Zoom, phone and tickets. HighLevel doesn't publish an insurance or AMS migration service.
Lead intake
Leads arrive from your forms, a post URL (an inbound webhook) or HighLevel's API. An AI email reader can also pull lead details out of a vendor's notification email.
- Ways leads come in
- Forms and surveys, post URL, API, email parsing, Facebook and Instagram lead ads, CSV, Zapier or by hand
- Lead vendors
- InsureLeads and Fuego LeadZ deliver straight in. ClosrLeads posts to a webhook
- Duplicates
- Match on email or phone and block or allow duplicates. Admins merge up to 10 records at once
- Duplicate deals
- A contact can be kept to one open deal
- Consent
- Checkbox wording is saved on the contact. Booking consent keeps the text and IP address
Assignment rules
Round robin
Leads rotate through a pool of users.
Weighted
Set fixed uneven splits, such as 60% to one producer and 40% to another.
Rules you build
Branch a workflow on state, line or license status, then assign within each branch.
One user
Send a lead to a named user, or keep the owner a lead already has.
- If no rule matches
- Every branch has a fallback path for leads that match no rule, where you can queue the lead or send it for review
- Who got what
- Workflow logs show each step, so you can trace why a lead went to a user
It doesn't check licenses for you. Routing by license only works if your producer license fields are kept current. HighLevel has no license lookup of its own.
Follow-up and calling
Workflows send texts, emails and voicemail drops, place calls and create tasks. Email sequences can stop when the lead replies.
- Texting and calling
- Built in, billed per text and minute from your wallet
- Outside dialers
- Kixie and PhoneBurner log calls and outcomes in HighLevel
- Opt-outs
- STOP and UNSUBSCRIBE set do-not-disturb on that channel, and the contact shows who set it
- Do Not Call list
- No national registry check. The terms make calling and texting rules your job
- Texting registration
- US phone carriers require business texting numbers to be registered (10DLC, the US registry for business texting numbers)
Client and policy records
There's no built-in policy record. You build one as a custom object with your own fields, then link it to the policyholder.
- Contact view
- Messages, tasks, notes, appointments, documents, payments, deals and policies in one place
- Importing policies
- A CSV import, linked to each client by an ID you choose
Renewals, retention and cross-sell
Renewals
A policy expiration date can start a workflow before, on or after the date, with emails, texts, calls and tasks. A missing date starts nothing.
Cross-sell and win-backs
You build them from tags, lost deals or policy fields. There's no ready-made monoline or coverage-gap finder.
Connections
| Connects to | Type | How | What it does |
|---|---|---|---|
| EZLynx | Agency system | Zapier | New applicants come in, and stage changes can create prospects or notes in EZLynx. No policy or renewal sync |
| InsureLeads and Fuego LeadZ | Lead vendor | Built in | Deliver leads straight into HighLevel |
| ClosrLeads | Lead vendor | API | Posts live leads to a HighLevel webhook |
| Facebook and Instagram Lead Ads | Forms | Built in | Ad form leads come in and can start a workflow |
| HealthSherpa Medicare | Medicare | Built in | Sends clients to HealthSherpa with a quote link, and enrollments can come back |
| Kixie | Phone | Built in | Logs calls, texts and recordings and starts workflows |
| PhoneBurner | Dialer | Add-on connector | Dials from HighLevel and logs the outcomes |
| HubSpot | CRM | Built in | Moves contacts, deals, pipelines, notes and tasks into HighLevel |
| Inbound webhook | Automation | API | Any system that can post data can create a contact or deal |
| Zapier | Automation | Zapier | Creates or updates contacts from other apps |
PhoneBurner needs a separate connector app. Zapier needs its own account, which Zapier bills separately.
Medicare and health
- Enrollment
- HealthSherpa can send enrollment details back to HighLevel when an application is submitted
- Health data
- HIPAA tools and a BAA are available, for $297 per month outside Enterprise
Client portal and mobile app
- Agent app
- iPhone and Android, with contacts, pipelines, messages, tasks, payments and reports
- Client portal
- Billing, shared files and courses. Client uploads attach to the contact and can start a workflow
- Branded client app
- A paid add-on
Reporting
Reports you get
- Lead source saved on every contact, first and latest
- Deals by source, stage and conversion
- Won deals by lead source
- Response times by user and channel
- Custom dashboards on your policy records
What users say
What reviewers say most often, as of October 2026.
What users like
- All-in-one breadth
- Flexible automation
- Lead follow-up
- Appointments
- Value compared with assembling several tools
- Scalability
What users dislike
- Learning curve
- Complex setup
- Interface confusion
- Glitches, bugs or slowdowns
- Uneven support experiences
- Extra usage and add-on costs
Contract and cancellation
- Term
- Monthly or yearly, paid in advance
- Renewal
- Renews on its own until you cancel
- Canceling
- In the account, by support ticket or by phone. Access ends right away
- Pausing
- Pause the account for $27 a month instead of canceling
- Refunds
- Plan fees aren't refunded. Claim leftover wallet money within 30 days
- Your data
- Admins export contacts and deals to CSV, without full message history. Data is kept 90 days after you cancel
From HighLevel's terms of service and help center.
HighLevel alternatives
- Salesforce Financial Services CloudFrom $325 a user per month, billed yearlyInsurance policy records built in, with an AMS360 connector
- LeadSquaredFrom $60 a user per month, billed yearlyReady-made routing by state, line, hours and workload
- Ricochet360From $20 a user per month, yearly contractCalling and lead routing built for insurance teams
- MedicarePRO CRMFrom $45 a monthA ready-made CRM for Medicare agents
See every option in insurance lead management software.
Frequently asked questions
How much does HighLevel cost?
Starter is $97 a month, Unlimited $297 and Agency Pro $497, or less billed yearly. Texts, calls and email are charged by use on top.
Does HighLevel have a free trial?
Yes, 14 days. Texts and calls you send during the trial are still charged, and the plan bills unless you cancel.
Can HighLevel route leads by state or license?
Yes, with a workflow you build that checks the lead's state and your producers' license fields. It doesn't look up licenses itself.
Does HighLevel connect to my agency management system?
Not directly. EZLynx connects through Zapier for new applicants, and other systems need Zapier or the API.
Can HighLevel take leads from my lead vendors?
Yes. Any vendor that posts to a URL can deliver, and InsureLeads and Fuego LeadZ connect directly.
How we researched this review. We based this review on the pricing, terms and product pages published by HighLevel, 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 HighLevel quit selling or a contract term that reads different now, let us know and send the link to the page where HighLevel has it. Somebody here pulls up that page and checks it before we change anything on ours.