How much do insurance leads cost?

Published price lists (11). Caboom Leads, Financialize, G.O.A.T. Leads, InsureLeads, Lead Heroes, LeadMaker, MediaAlpha, Next Call Club, QuoteWizard, Speakeasy Leads and TTC Leads post prices on their own sites. Some list one price per lead.

Others list ranges that move with volume, lead age or territory. Packs and subscriptions usually lower the price per lead.

Bidding (6). At AWL, Centerfield, MediaAlpha, NextGen Leads, QuoteWizard and SmartFinancial you set what you will pay per lead or call.

Any starting price you see is a minimum. It can be realistic in a thin market, but in competitive areas the price that actually wins leads runs higher.

Priced per lead in a store (1). iLeads shows the price on each lead before you buy, and older leads cost less.

Quote only (9). AWL, Benepath, EverQuote, Hometown Quotes, Lead Concepts, Lead Connections, Next Call Club, OneLife Marketing Solutions and Tivly give prices after you contact them or inside your account.

Filters add cost at AWL, QuoteWizard and SmartFinancial. A low base price can rise once you narrow by age, income, homeownership or similar filters.

AWL, MediaAlpha, Next Call Club and QuoteWizard use more than one model, so they appear in more than one group.

Price per lead is a poor measure of value. What you care about is how often you reach the person and how often you close, and that depends on how the lead was generated, how strong the shopper's intent was and how far along they were in their search. A high-intent search lead can cost three times what another source does and still come out cheaper per sale, simply because it closes more often.

Region matters too. Search traffic and competition are different from one market to the next, so a company that does well for you in one state can do poorly in another.

The only reliable way to find the best companies for your agency is to test. Buy a small order from two or three that fit your line, work every lead the same way and compare cost per sale with the calculator below.

Auto, home, life, health and Medicare leads are each priced separately. Most companies bill live transfers per call, appointments per appointment and leads per lead, though some sell packs or monthly packages instead.

At some companies an exclusive lead costs more than a shared one, and aged leads come in price bands based on how long ago the shopper asked. Several companies drop the price at higher volume, and several charge extra for filters such as age or income.

How much do insurance leads cost?

The range is wide and depends on the format. Real-time leads, live transfers and aged leads each have their own prices, and the format table above gives the lowest, median and highest starting price for each.

Prices are what each company publishes, with the date. Some are bid minimums or package prices.

How do I work out what a lead costs per sale?

Divide the price per lead by your close rate. The calculator above does the arithmetic for you.

Are cheaper leads a better deal?

Not always. A lead that costs more but closes more often can cost less per sale, so buy a few from different companies, work them the same way and compare cost per sale.

Where do these prices come from?

They come from the companies' own pages and are as of the date shown. A company that did not publish a price is simply left out of the tables.