What Does It Cost to Contract With an IMO?
13 of the 27 IMOs on this page name a dollar amount in their fee or lead terms (Experior Financial Group, Equis Financial, Ritter Insurance Marketing, Eldercare Insurance Services, Western Marketing, The Price Group, Pinney Insurance, Senior Market Sales, Advisors Excel, BackNine Insurance, Premier Marketing, Benefits Life and Quility and Symmetry Financial Group). Pinney's $22 lead price comes from a page with a 2019 footer. The fees table shows what each IMO puts in writing, and the release table shows what each one says about leaving.
Published fees and pricing terms
Most IMOs describe their fees in words rather than in a price list, and a blank cell means the IMO publishes nothing for that column. IntegrityCONNECT is Integrity Marketing Group's CRM, quoting and lead platform. AEP is Medicare's annual enrollment period, October 15 to December 7.
The default order goes by trust factors. It is not our pick of the best.
| IMO | Required fees | Back office or monthly fee | Appointment fees | Lead cost |
|---|---|---|---|---|
| Equis Financial | Equis has no membership fees, special club fees or contract promotion fees. Lead spend is optional. | Equis has no membership fee. IntegrityCONNECT and the Training Center come with no direct fee for qualifying Integrity or Equis affiliation. | Equis said in a September 28, 2023 post that it was not passing appointment costs on to agents or managers. | Overflow DM $85. Overflow IVR Complete $49. |
| Ritter Insurance Marketing | No direct registration fee. No direct fee for IntegrityCONNECT, PlanEnroll or the Ritter Platform. | Ritter says registration, IntegrityCONNECT, PlanEnroll and the Ritter Platform carry no direct fee. It does not publish a recurring monthly back-office or membership fee. | Varies by carrier and state, from no fee to more than $100 per appointment. MAPD and PDP carriers usually cover resident-state fees but have the agent pay in non-resident states. | IntegrityCONNECT Leads uses a buy-per-lead model. Ritter says contracted agents receive Integrity's discounted rate. |
| Experior Financial Group | There is no cost to register. The public agreement also charges a monthly back-office fee by contract level, plus applicable taxes. | The public agreement lists monthly fees of $19 for an unlicensed associate, $35 for FA, $45 for SFA, $65 for SM and $79 for ED, plus applicable taxes. CRM is included for licensed associates. | Not listed | An April 4, 2023 Experior article says agents should not be paying more than $30 for fresh, never-resold, exclusive leads in a 50-mile radius. Current lead pricing and purchase requirements are not published. |
| PSM Brokerage | PSM says it does not charge a fee for the relationship. | Not listed | Varies: Some carriers charge resident or non-resident state appointment fees. PSM does not identify who pays each carrier fee. | PSM says LeadStar has zero startup costs and no overhead. PSM publishes no per-lead or cost-share price and does not state that lead purchases are required. |
| Eldercare Insurance Services | No joining or platform fee is published. IntegrityCONNECT and MedicareCENTER are marketed with no direct fee under qualifying contracting. | No joining, back-office or membership fee is published. IntegrityCONNECT is marketed with no direct fee for Integrity agents and agencies. | Not listed | The VIP Lead Program reimburses up to $490 after 16 issued enrollments in one line within three months, which is a credit and not a per-lead price. T65 Locator has no direct fee for agents who do business with Eldercare. |
| Brokers Alliance | No fee to contract or work with Brokers Alliance and no platform fee for contracted producers. | Brokers Alliance says there is no platform fee or monthly cost for MyAdvisorCloud, MyAdvisorGrids, RetirementBrain or LifeBrain with the contracting relationship. | Not listed | Not listed |
| Western Marketing | No contracting fee is published. Agents pay for E&O and their own leads. | Western Marketing says IntegrityCONNECT and its listed quoting, e-application, annuity and contracting platforms are available at no cost. It does not publish a recurring back-office, CRM, website or membership fee. | Not listed | Direct agents are responsible for generating or purchasing leads. Double Down reimburses qualifying direct Agent Level agents up to $2,000 a month in documented lead and marketing costs, in four tiers from $250. |
| Pinney Insurance | Not listed | Pinney says its services, technology and tools have no direct fee when the agent is contracted. The basic Insureio CRM has no direct fee. | Not listed | An undated lead page with a 2019 footer lists leads starting at $22 each. Pinney offers a monthly lead contract with packages of 100-250, 250-500 and 500+ leads per month. |
| Agent Pipeline | Not listed | Agent Pipeline says its proprietary CRM is at no cost to agents and agencies. It also says call recording and storage are no cost. | Not listed | LeadCENTER leads can be purchased. Agent Pipeline does not publish current per-lead prices, cost shares or co-op splits, and does not state that purchases are required. |
| Family First Life | No initiation fee to join. Lead, technology and licensing costs are not published. | FFL's October 31, 2025 recruiting article says its free resources have no monthly fees and no hidden costs. Current fees for IntegrityCONNECT, websites or other back-office services are not itemized. | Not listed | FFL says lead purchases are optional and its Integrity Lead Center connects agents with outside vendors. FFL does not list a lead price. |
| Crump Life Insurance Services | Not listed | Crump says its mobile app has no cost to use. It does not publish recurring fees for back-office, CRM, website or membership services. | Not listed | Crump describes Consumer Sites as branded term-life quoting sites with lead-capture tools. It publishes no per-lead price, cost share, co-op split or required purchase. |
| AmeriLife | Not listed | LeadStar has no monthly license fee for licensed insurance agents in the AmeriLife distribution network. Fees for other back-office, CRM, website or membership services are not stated. | Not listed | Not listed |
| Integrity Marketing Group | Realtime leads require a prepaid wallet. Wallet balances are not redeemable for cash. | Integrity says IntegrityCONNECT is free for all Integrity insurance agents and agencies. No recurring back-office or membership charge is listed. | Not listed | Integrity does not publish dollar lead prices. It says prices or price ranges depend on lead criteria and type and are shown in the platform. |
| Senior Market Sales | Not listed | SMS says Lead Advantage Pro is available to contracted agents at no cost, and its Client Stream case study says SMS does not charge for Client Stream access. Other back-office, CRM, website or membership fees are not published. | Not listed | Client Stream uses agent-selected bid pricing by supplier. SMS's case study reports $50 to $55 per live-transfer lead during the 2023 AEP. No current dollar schedule is published and SMS does not state that lead purchases are required. |
| The Price Group | $0 to join. Agents cover their own expenses. | No desk fees, technology fees or monthly platform charges. | TPG says a carrier pays the appointment fee once you are contracted. Confirm it for each carrier. | TV live transfers $45 per call. Veteran Leads $45. |
| Financial Independence Group | Not listed | Users or their organizations are responsible for any fees incurred through FIG Portal use. The April 1, 2026 terms do not state a recurring back-office or monthly amount or frequency. | Not listed | Not listed |
| Advisors Excel | Not listed | Advisors Excel publishes no IMO membership or back-office fee. Its optional marketing and automation services start at $275 a month for an AE Snappy Kraken DIY package, and AE Freedom360 is $700 a month plus a one-time $349 setup fee. | Not listed | AE Digital's current Level 1 offer lists $750 per month plus $1,000 per month in ad spend and Level 2 lists $1,500 per month plus $2,500 per month in ad spend. A current AE Digital case study reports a $17.94 average cost per lead. |
| Simplicity Group | Not listed | Not listed | Not listed | Simplicity's IUL webinar marketing is no-cost because advisors use their own client and prospect databases. It publishes no per-lead price, cost share or required lead purchase. |
| Premier Marketing | Not listed | Premier Marketing says contracted agents get IntegrityCONNECT quoting, CRM and enrollment tools with no platform fees. Premier does not publish a dues schedule. | Not listed | Dollar-per-lead prices are not public. Final Expense Lead Credit Program credits are $165 for 5 apps, $240 for 10 apps and $290 for 15 apps per month. |
| BackNine Insurance | Not listed | BackNine says the standard agent model has no recurring agent software or membership fee for BOSS, Quote & Apply or brokerage support. The SaaS path has a $3,000+ setup fee and additional fees are not itemized. | Varies. BackNine includes carrier appointment processing in the agent model. | BackNine does not require lead purchases. Leads or advertising that an agent chooses to buy are agent costs. |
| Quility and Symmetry Financial Group | Not listed | Switchboard Sites costs $42 per month and requires Switchboard Activate. Quility's April 21, 2026 Agency Rocket article lists preferred subscription prices of $107.95 for Debt Action Plan, $89.95 for Banking Action Plan and $62.95 for My New Retirement for contracted agents. | Not listed | Not listed |
| The Marketing Alliance | Not listed | TMA charges distribution partners nothing for tele-interviewing and completed-application submission. Case rescue has no additional cost. | Not listed | Not listed |
| Benefits Life | $0 to contract. No required technology fee published. | No required back-office fee is published. MedicareCopilot Elite, an optional CRM, lists at $199 a seat a month, and contracted agents get a discount whose price is not published. | Not listed | Benefits Life says LeadConnect live transfers cost about $20 per lead after its 50% marketing co-op, based on Benefits Life LeadConnect results from the 2026 AEP. |
Release policy
The release policy decides whether you can move your carrier contracts to another IMO and what the IMO asks for first. Family First Life, Western Marketing, The Price Group, Pinney Insurance, Agent Pipeline, Senior Market Sales and 13 more publish no release policy, so they are not listed.
We list these in the default order built on trust factors. A higher spot is not a quality ranking.
| IMO | Release policy |
|---|---|
| Equis Financial | Equis said in a September 2023 post that it does not grant releases. Agents wait out each carrier's period, which Equis puts at generally six months |
| Ritter Insurance Marketing | Generally open. Releases are postponed from September 1 to December 31, and agents contracted under six months wait six months from their appointment date. Debit balances must be paid first |
| Experior Financial Group | Immediate release on request when you owe no chargebacks or debt |
| PSM Brokerage | PSM says its model includes an open release policy (August 25, 2026). Carrier release, timing, debt and blackout rules still apply |
| Eldercare Insurance Services | Eldercare's homepage says it has an open release policy. The release fee and turnaround are not published |
| Brokers Alliance | Granted on request with no notice period. Open fraud or unpaid advance debt can hold it |
| Quility and Symmetry Financial Group | Quility will not release agents to or from National Agents Alliance, Family First Life or Equis (release FAQ, February 2026). It signs only after the other IMO signs first |
| Benefits Life | Open release on request with no Benefits Life waiting period, cause requirement or fee. Carrier blackout dates still apply |
Frequently asked questions
What does it cost to contract with an IMO?
13 of the 27 put a dollar amount in their written fee or lead terms, and the fees table on this page shows each one.
Where do these figures come from?
They come from the vendors' own pages and are as of the month shown. If a vendor did not publish something we left it out.
How we researched this. We based this page on each vendor's published pricing where available, terms and product pages, reviewed in October 2026, together with our team's experience working with insurance agents and agency owners since 2008.