Life insurance leads: people researching life insurance
People think about life insurance after a wedding, a baby or a new mortgage, and they read before they call. These are the people researching life cover right now.
What are life insurance leads?
Life insurance leads are people likely to buy term, whole or mortgage protection cover, bought by agents and agencies to start sales conversations. Intent-based life insurance leads are US consumers whose recent reading is about life insurance, such as term versus whole life, policy types or protecting a new mortgage, identified from that research and delivered with contact details, age range, household income and family fields. They aren't a shared real-time lead, where one quote form goes to several agents within seconds, a live transfer handed over on the phone, or an aged lead resold months after the form was filled in. Nobody asked for a quote: you reach them with your own offer while they're still reading.
People researching life insurance
Shared life leads go to several agents within seconds, and aged ones are old form fills resold for cents. Someone reading about term versus whole life this week, or mortgage protection after closing on a house, hasn't filled in a quote form for anyone yet.
We count those readers every day with their age range, household income, marital status and children at home. An agent can match the product to the household: term for young families, permanent cover and estate planning for older, wealthier ones.
| Topic | Category | People researching (US) |
|---|---|---|
| Whole Life Insurance | Life Insurance | 26,499 |
| Life Insurance | Life Insurance | 16,062 |
| Life Insurance for Estate Planning | Life Insurance | 11,253 |
| Life Insurance Policies | Life Insurance | 7,259 |
| Term Life Insurance | Life Insurance | 6,796 |
| Mortgage Protection Insurance (MPI) | Life Insurance | 5,742 |
As of November 14, 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 life insurance leads
The common ways to buy life 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 sell one quote form to a few agents | $3–$5 per shared life lead at BestInsuranceLeads; EverQuote prices through a sales rep123 | Shared: sold up to 3 times at BestInsuranceLeads; EverQuote caps a lead at three agents | Name, phone, email, age and the cover asked about on the form | Real time; every buyer dials within minutes | Per lead; BestInsuranceLeads lists no minimum order or contract |
| Exclusive leads and live transfersOne agent per web lead, or a screened caller handed over live | $5–$7 exclusive and $45 per live transfer at BestInsuranceLeads; $65 exclusive and $160 per transfer at InsureLeads14 | Exclusive: sold to one agent, never resold | The quote form for web leads; a live caller for transfers | Real time, or live on the phone | InsureLeads: no long-term contract, but a $2,500 launch that includes a $1,000 setup fee |
| Aged leadsOld life and final expense quote requests resold at a discount | $0.25–$4.50 per lead at Aged Lead Store, by age and volume; $0.60–$4 at InsureLeads45 | Shared; the store says they may have been sold and called before | The original form: name, phone, email and age | From 3 days to a year after the request | Prepaid, with a $100 minimum order at Aged Lead Store |
- BestInsuranceLeads, Life insurance leads, as of November 2026.
- BestInsuranceLeads, home page (shared and exclusive terms), as of November 2026.
- EverQuote, Best life insurance leads, as of November 2026.
- InsureLeads, Life insurance leads, as of November 2026.
- Aged Lead Store, Life insurance leads, as of November 2026.
Who uses life insurance leads
Independent agents and agencies
Households shopping for cover in the states you're licensed in.
IMOs and insurance marketing organizations
A steady supply for the agents you recruit, cut by territory and product.
Financial planners
Life cover is often the first conversation with a new family client.
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:
- Age range, married and children at home.
- Household income and net worth, by product.
- The states you're licensed in.
- 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 “Life Insurance”, “Term Life Insurance” and “Whole Life Insurance”. Or describe what you sell and pick from the topics we suggest.
- 02
Narrow it to your market
Keep the states you're licensed in, then match age, income and children at home to the product.
- 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 life insurance leads
- 01
Match the product to the household
Give young parents and new homeowners a term or mortgage protection offer sized to the loan, and households over 55 with higher net worth a permanent-cover or estate planning conversation. One lane per product keeps the message right.
- 02
Answer the question they're reading about
Most people researching life cover are stuck on how much they need and what term versus whole costs. A first email with a simple needs worksheet gets more replies than "get a free quote".
- 03
Tie it to the life event
Readers of Mortgage Protection Insurance topics have usually just bought a house; readers of estate planning cover are thinking about heirs. Name the event in your message and the offer feels written for them.
- 04
Keep showing up in their feeds
Upload the emails and mobiles to Meta and Google as a custom audience, limited to your licensed states, and run a term-life calculator or client-review ad while they compare carriers.
- 05
Carry the do-not-call flag into your CRM
Import each mobile's flag with the lead, and only phone people who have given consent or replied asking for a call. One TCPA claim costs more than a year of leads.
Cadence
Export twice a week. Email on day 1, 3 and 8, with a last note on day 14 that compares term and whole life in plain words. Refresh the ad audience weekly and stop after three weeks without a reply; mortgage protection readers go first, while the closing is fresh.
SubjectHow much life cover does your family need?
Hi {first name}, Most families want enough cover to clear the mortgage and replace a few years of income. I made a one-page worksheet that does the math in five minutes, with no sales call attached. If it helps, I can also send term prices from the carriers I'm appointed with in {state}. Just reply with your date of birth and the amount you have in mind. {name}, licensed agent, {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.
Life insurance leads questions
How counts, targeting and prices work for life insurance leads. The lanes guide covers keywords, filters and strength in detail.
How much do life 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: $3–$5 per shared life lead at BestInsuranceLeads; EverQuote prices through a sales rep. Exclusive leads and live transfers: $5–$7 exclusive and $45 per live transfer at BestInsuranceLeads; $65 exclusive and $160 per transfer at InsureLeads. Aged leads: $0.25–$4.50 per lead at Aged Lead Store, by age and volume; $0.60–$4 at InsureLeads.
Are these life insurance leads exclusive?
They aren't sold as exclusive, and they aren't shared quote forms either. Nobody asked for a life quote here, so there's no request being dialed by three agents at once; you find people while they read about term or whole life and reach them with your own offer. Another agent using the same topics could still reach the same person.
How fresh are these life insurance leads?
The counts on this page are for November 14, 2026, the latest data day. Each person read about life insurance within the last 14 days, and new readers arrive every data day. That's days old, not the months-old form fills sold as aged leads.
Can I get life insurance leads only in my licensed states?
Yes. Filter by the state people live in, then narrow to ZIP codes or a radius if you sell at the kitchen table. The count for that area is free before you export.
Do life insurance leads come with phone numbers?
On November 14, 2026, 43,067 of the 55,843 people researching term, whole and other life insurance (77%) had at least one mobile number. Yes, where we have them: every mobile on file, each marked if it sits on a do-not-call list, plus a personal email. A phone number isn't permission to dial it, which the next answer covers.
Can I call or text these life insurance prospects?
Only lawfully. These people researched life cover; they didn't ask an agent to call. Check each mobile's do-not-call flag, get prior express written consent before any autodialed or prerecorded call or text under the TCPA, and follow your state's telemarketing and insurance advertising rules. Lead with email and ad audiences.
Can I target life insurance leads by age and family?
Yes. Each lead has an age range, household income, net worth, married and children at home, so a term offer can go to young parents and a permanent-cover offer to older, wealthier households.
Are aged life insurance leads a better deal?
They're cheaper per record, from about 25 cents to a few dollars, because they're old quote requests that other agents have usually called. They suit agents who dial hard and accept low contact rates. Intent leads cost cents too, but the people read about life insurance in the last two weeks and their request hasn't been resold.