Updated October 23, 2026
How to buy insurance leads comes down to three decisions: which lead type, which vendor, and how fast you can contact each lead once it arrives. Price per lead is the number vendors advertise; cost per policy written is the one that decides whether you make money. This guide covers both.
Quick answer: Start with a small test (50 to 100 leads) from one vendor, in one line of business and one state. Buy exclusive leads or live transfers if you can call within a minute or two; shared leads only pay if you are among the first to reach the prospect. Measure contact rate, quote rate and close rate, then compute cost per policy and compare it with the commission the policy pays.
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Vendor price guides published in 2026 describe four main types. The ranges below are for auto insurance leads, from the Elevarus buyer's guide (June 2026), which also cites an ActiveProspect index; ranges vary by source, state and line of business, so treat them as a starting point and get quotes.
| Type | What you get | Price range cited (auto) | Watch out for |
|---|---|---|---|
| Shared web leads | A form-fill sold to several agents at once (the guide says three to five) | $10 to $25 per lead | You race other agents; whoever calls first usually wins |
| Exclusive web leads | A form-fill sold only to you | $15 to $30 per lead (some indexes $30 to $80) | Ask how the lead was generated and how old it is when delivered |
| Live transfers | The prospect is on the phone and transferred to you | $20 to $40 per transfer (an index cited at $50 to $150) | You must answer every transfer, or you pay and lose it |
| Aged leads | Older leads resold cheaply | $3 to $8 per lead | Low contact rates; many have already bought |
Most purchased leads are worked by phone and text, which in the United States brings in the Telephone Consumer Protection Act and state telemarketing rules. Ask the vendor for proof of the consumer's consent for each lead, and keep it. Rules change and differ by state, so check current requirements with your compliance resources or counsel before you call or text purchased leads; this guide is not legal advice.
Every number below is a stated assumption, chosen to show the method. Replace them with your own results after a test batch.
| Step | Shared leads | Exclusive leads |
|---|---|---|
| Leads bought | 100 at $18 = $1,800 | 100 at $28 = $2,800 |
| Contact rate (you reach them) | 35% = 35 | 55% = 55 |
| Quote rate (of contacted) | 60% = 21 | 65% = 36 |
| Close rate (of quoted) | 20% = 4.2 policies | 25% = 9 policies |
| Cost per policy | $429 | $311 |
In this example the cheaper lead is the more expensive policy. Now compare with the value of the policy: if an auto policy pays you $150 a year in commission and the average client stays four years, lifetime commission is $600, so both columns make money, but only one leaves much margin. Our free insurance agency value calculator shows how retained book value adds up.
The contact rate in the table is the number most within your control. A shared lead that you call in the first minute behaves more like an exclusive one; an exclusive lead you call after lunch behaves like an aged one. Practical steps: have leads delivered by text or straight into your CRM, call immediately, follow with a text if there is no answer, and try again at a different time the same day. If you are in appointments all day, that is the part to hand off.
Purchased leads are fastest to start. Over time most agencies shift budget toward sources they own: referrals from current clients, cross-selling home and umbrella to auto clients, partnerships with mortgage brokers and real estate agents, and reviews on Google. We cover those in how insurance agents get leads.
Unmanually is a 24/7 AI Office Manager for independent insurance agents. The AI Office Manager answers inbound calls, calls back new leads you consented to contact, collects the details you need to quote, books the appointment, follows up on open quotes and sends renewal reminders, and you run it by voice between client meetings. See what it does for insurance agents.
Vendor guides published in 2026 cite roughly $10 to $25 for shared auto web leads, $15 to $30 or more for exclusive leads, $20 to $40 and up for live transfers, and $3 to $8 for aged leads. Prices vary by state and line of business.
Often, if you can contact them quickly. Exclusive leads usually reach and close at higher rates, so their cost per policy can be lower than cheaper shared leads. Test both and compare cost per policy.
How leads are generated and consented, whether they are exclusive, delivery speed, the return policy for bad leads, available filters, and any minimum spend or contract.
Owners spend about 11 to 16 hours/week on admin, and a lead reached within an hour is nearly 7 times more likely to turn into a real conversation (HBR). Knowing what to do is the easy part; the money leaks out in the calls you can't take, the follow-ups nobody sends and the invoices that sit unpaid. Unmanually is a 24/7 AI Office Manager for independent insurance agents that you run by voice from your phone:
Sources: admin hours, Time etc / Censuswide 2023 and Amex SME Barometer 2026; speed to lead, HBR audit of 2,241 US companies (2011).
Unmanually is an AI Office Manager that works 24/7 and that you run by voice from your phone. Leave your mobile number and the AI Office Manager calls you right away, the same way it would call back one of your customers. That call is the demo: it answers, books you a 15-minute time with the founder and follows up.
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