Insurance leads: people shopping for auto and home insurance
People shop their auto and home insurance at renewal, after a rate rise or after a move. These are the people comparing policies right now.
What are insurance leads?
Insurance leads are people shopping for a policy, bought by agents and carriers to write new business. For personal lines, intent-based insurance leads are US consumers whose recent reading is about auto or home insurance, comparing carriers, alternatives to their current insurer or a home policy about to expire, identified from that research and delivered with contact details, home location, homeowner status and age range. A shared real-time lead is a comparison-site quote form sold to a few agents within seconds; a live transfer is a shopper put through on the phone; an aged lead is a quote request resold weeks later. Intent leads are none of those: the shopper is still comparing and hasn't asked anyone for a quote.
People shopping auto and home insurance
Personal lines are won at switching moments: a renewal notice with a higher premium, a policy about to expire, a new car or a new house. The shopper compares carriers and reads about alternatives for a few days, and the agent who reaches them in that window writes the policy.
We count people researching auto and home insurance every day with their home location, homeowner status and age range. Agents can keep to their licensed states, split homeowners for bundles from non-owners for auto-only quotes, and send each the right offer.
| Topic | Category | People researching (US) |
|---|---|---|
| Auto Insurance | Vehicle Insurance | 40,341 |
| Home Insurance | Home Insurance | 24,258 |
| Auto Insurance Comparison | Vehicle Insurance | 17,239 |
| Home Insurance Policy Expiration | Home Insurance | 12,839 |
| Auto Insurance Alternatives | Vehicle Insurance | 7,772 |
As of November 13, 2026. People in the US researching each topic on that day, counted exactly; the page checks for a new day every hour. People often research several topics, so the rows overlap: the total above counts each person once. A lane keeps a rolling 14-day window, so it also holds people from earlier days.
Ways to buy insurance leads
The common ways to buy insurance leads, side by side. Third-party prices come from each seller's own pages or a named industry source, checked November 2026 and linked below; where nobody publishes a figure, the row says how the price is set.
| Way to buy | Price | Exclusivity | Contact data included | Timing | Contract or subscription |
|---|---|---|---|---|---|
| Intent leadsPeople researching your topics, which you export yourself | 10¢ falling to 5¢ per lead; counts and samples free | Not exclusive, but no form fill is split among buyers | Name, personal email, mobiles with do-not-call flags, home city and ZIP, homeowner, income | Researched in the last 14 days; new people every data day | None: prepaid balance, top-ups from $250 |
| Shared real-time leadsComparison sites send one quote form to a few agents | $5–$9 per shared auto lead and $8 per home lead at BestInsuranceLeads; SmartFinancial's 2022 guide puts auto leads at $5–$251234 | Shared: up to 3 agents at BestInsuranceLeads and at EverQuote | Name, phone, email, and the car or home details from the quote form | Real time, while they're still on the comparison site | Per lead; SmartFinancial states no required minimums or contracts |
| Exclusive leads and live transfersOne agent per quote form, or a shopper put through on the phone | $7–$14 exclusive auto and $12 exclusive home at BestInsuranceLeads; $35–$45 exclusive and $90–$100 per transfer at InsureLeads1256 | Exclusive to one agent | The quote form, or a live caller | Real time, or live | InsureLeads: no contract, but $2,500 to launch an exclusive campaign |
| Aged leadsOld auto and home quote requests resold in bulk | $0.25–$3.50 per aged auto lead and $0.25–$2.50 per aged home lead at Aged Lead Store78 | Shared and resold to other agents | The original quote form | From 3 days to a year old, often after the renewal has passed | Prepaid, $100 minimum order |
- BestInsuranceLeads, Auto insurance leads, as of November 2026.
- BestInsuranceLeads, Home insurance leads, as of November 2026.
- SmartFinancial, Auto insurance leads basics for agents (2022), as of November 2026.
- EverQuote, Leads for agents, as of November 2026.
- InsureLeads, Auto insurance leads, as of November 2026.
- InsureLeads, Home insurance leads, as of November 2026.
- Aged Lead Store, Auto insurance leads, as of November 2026.
- Aged Lead Store, Homeowner insurance leads, as of November 2026.
Who uses insurance leads
Independent agents and agencies
Shoppers in your licensed states, while they're comparing.
Captive agents
Households near your office, for auto and home bundles.
Insurtechs and comparison sites
Shoppers in the states you've launched in.
Every field we have, at one price per person
Name, job title, company and website, business email with its validation status, personal email, every mobile we have with its own do-not-call flag, direct and company phones, LinkedIn, department, title and employer history, schools, home city, age, gender, household income, net worth, homeowner, married and children at home, the company's size, revenue, NAICS and SIC codes and address, and why they're here: the topics they researched or the pages they visited. The same fields in the dashboard, the CSV, the API and the webhook.
Every field, by group 70 in all
Who they are33
- First Name
- Last Name
- Job Title
- Seniority
- Standard Title
- Department
- Job Function
- Sub-departments
- Headline
- Title History
- Employer History
- Education
- LinkedIn Connections
- Company
- Website
- Industry
- NAICS
- SIC
- Employees
- Employee Range
- Revenue
- Revenue Range
- Company Address
- City
- State
- Company ZIP
- Company Country
- Company Description
- Photo
- LinkedIn Headline
- Current Title (LinkedIn)
- Current Company (LinkedIn)
- Location (LinkedIn)
Home and household11
- Home City
- Home State
- Home ZIP
- Home Country
- Age Range
- Gender
- Household Income
- Net Worth
- Homeowner
- Married
- Children at Home
How to reach them12
- Business Email
- Email Status
- Personal Email
- Mobile
- Mobile on DNC
- Direct Phone
- Company Phone
- Company LinkedIn
- X (Twitter)
- GitHub
- All Mobiles
Why they're here9
- Intent Topics
- Intent Score
- Last Active
- Visited Page
- Visited At
- Lane
- Keywords Matched
- Intent Strength
- First Seen
The ID that lasts5
- Exported
- Seen Before
- Suppressed
- Lead ID
- Person ID
Aim it at the people you can serve
Lanes take household and location filters as well as topics, so you only pay for people you can serve. For this market, these matter most:
- Homeowner yes, for home and auto bundles.
- Home state, ZIP code or radius.
- Age range and household income.
- Home state, city, ZIP codes, or a radius around a ZIP code.
- Homeowner, household income, net worth, age range, married and children at home.
- Require a mobile, or only mobiles that aren't on do-not-call lists.
Pay per lead, only when you export
100% usage-based: pay per lead, no subscription. From 10¢ a person, falling to 5¢ as your month grows, with no seats or contract: add funds to a prepaid balance and spend them on any lane.
Intent leads
Charged once a month per person, however many of your lanes find them.
| People this month | Each |
|---|---|
| First 2,500 | 10¢ |
| 2,501 – 7,500 | 8¢ |
| 7,501 – 20,000 | 6.7¢ |
| Above 20,000 | 5¢ |
10,000 in a month cost $817.50; 50,000 in a month cost $2,987.50. Only the people inside each band get its price. More than 100,000 a month? Talk to us.
Free before you buy
Size the market and check who's in it at no cost.
- Daily counts for every lane and every topic.
- Samples of the people in a lane, before you export.
- Quotes on every export, shown before you pay.
- Exclusion lists, so you never pay for people you already have.
- API, webhooks and CSV on every account.
Set it up in 3 steps
- 01
Add the topics
Create a free account and start a lane with topics such as “Auto Insurance”, “Auto Insurance Comparison” and “Auto Insurance Alternatives”. Or describe what you sell and pick from the topics we suggest.
- 02
Narrow it to your market
Keep your licensed states, then split homeowners for bundles from non-owners for auto.
- 03
Export, or have them sent
Check the count free every day. Export a CSV when it looks right, pull leads through the API, or have each new person sent to your CRM by webhook.
How to work insurance leads
- 01
Split bundles from auto-only
Run one lane on homeowners with both home and auto topics, and another on non-owners with auto topics. The bundle discount is your strongest pitch to owners; price alone is the pitch to renters.
- 02
Catch the renewal
Readers of Home Insurance Policy Expiration have a renewal coming. Ask for the declarations page and quote against it before the old policy renews.
- 03
Quote by email if they'd rather
Plenty of shoppers avoid phone calls. Offer a side-by-side quote from a photo of their current policy, returned by email, and you get the policy details without a cold call.
- 04
Stay in the feed while they compare
Load the list into Meta and Google as a custom audience in your licensed states, with a "rates went up? compare in a day" ad, while they look at other carriers.
- 05
Round out the household
Once you write the auto policy, ask about the home, renters, umbrella or a teen driver. One shopper is often a two- or three-policy household.
Cadence
Export daily or every other day, because auto shoppers decide within days. Email the same day, follow up on day 2 and day 5, and stop after a week; move non-responders to a check-in 30 days before their next renewal.
SubjectSend me your renewal and I'll quote against it
Hi {first name}, If your auto or home renewal went up, the quickest way to see whether you're overpaying is a side-by-side quote. Reply with a photo of your declarations page and I'll price the same coverage with the carriers I represent in {state}. No phone calls unless you ask for one. {name}, {agency}
Interest signals, not opt-in leads
These people researched the topics above. They didn't fill in a form or agree to be contacted, so these aren't opt-in or consented leads. Every mobile carries its own do-not-call flag. Follow the TCPA, state telemarketing laws, the national and state do-not-call rules and your industry's own marketing rules before you call or text. They work best for email, ad audiences and other compliant outreach.
Insurance leads questions
How counts, targeting and prices work for insurance leads. The lanes guide covers keywords, filters and strength in detail.
How much do insurance leads cost?
100% usage-based: pay per lead, no subscription. Intent Leads charges 10¢ per lead for the first 2,500 in a month, then 8¢ up to 7,500, 6.7¢ up to 20,000 and 5¢ after that, from a prepaid balance. Counts and samples are free, and each person is charged once a month however many of your lanes find them. Other ways to buy them, as of November 2026. Shared real-time leads: $5–$9 per shared auto lead and $8 per home lead at BestInsuranceLeads; SmartFinancial's 2022 guide puts auto leads at $5–$25. Exclusive leads and live transfers: $7–$14 exclusive auto and $12 exclusive home at BestInsuranceLeads; $35–$45 exclusive and $90–$100 per transfer at InsureLeads. Aged leads: $0.25–$3.50 per aged auto lead and $0.25–$2.50 per aged home lead at Aged Lead Store.
Are these real-time insurance leads?
No. Real-time leads are quote forms sent to agents within seconds of being filled in. These are people researching auto and home insurance, found from their reading, and they haven't asked anyone for a quote.
Are your auto and home insurance leads exclusive?
They aren't sold as exclusive. Comparison sites share each quote form with up to three agents; here there's no form, so you aren't racing other agents to the same request. Anyone else using these topics could still reach the same shopper.
How fresh are the insurance leads?
The counts on this page are for November 13, 2026, the latest data day. Every shopper read about auto or home insurance in the last 14 days; new shoppers arrive with each data day. Personal lines decisions move fast, so export daily or every other day.
Can I target insurance leads by state or ZIP code?
Yes: home state for licensing, then ZIP codes or a radius around your office if you're a captive agent who writes locally. Each area's count is free before you export.
Do insurance leads come with phone numbers?
On November 13, 2026, 67,713 of the 88,059 people researching auto and home insurance (77%) had at least one mobile number. Yes. You get the shopper's mobiles with a do-not-call flag on each, plus a personal email and home city.
Can I call or text these insurance shoppers?
Within the rules only. They researched coverage but didn't request contact, so respect each do-not-call flag, get prior express written consent before autodialed or prerecorded calls and texts, and follow your state's telemarketing rules. An emailed quote offer is the cleaner first step.
Do you have their current carrier or premium?
No. You get the person, home location, homeowner status, age range, income band, contact details and the topics they read about. Ask for the declarations page to quote against their current policy.