Insurance leads for agents, agencies and brokers
Insurance leads are contact requests from consumers who asked for an insurance quote, usually on a web form, and agreed to be contacted. Agents, agencies and brokers buy them to reach people who are shopping for coverage now. Each lead carries the line of insurance, contact details, a few qualifying answers and a consent record.
Summit Leads is now onboarding buyers and suppliers for auto and home insurance leads. Email us with the lines, states and daily volume you want.
Summit Leads is now onboarding buyers and suppliers for life insurance, final expense, IUL and mortgage protection leads. Email us with the lines, states and daily volume you want.
This page covers the insurance lead types Summit Leads works with, how the leads are generated and delivered across the industry, and what to check in a lead before you pay for it. It is written for buyers: insurance agencies, independent and captive agents, brokers, and lead buying desks.
Generate insurance leads? Sell them through Summit.
Auto and home insurance leadsNow onboarding
- Auto insurance leads
Quote requests from drivers shopping for car insurance, standard and non-standard.
- Home insurance leads
Homeowners insurance quote requests around a purchase, a renewal or a bundle.
- Home and auto insurance leads
Bundle leads that ask for both lines on one form.
Life insurance and final expense leadsNow onboarding
- Life insurance leads
Term and permanent life insurance quote requests.
- Final expense leads
Requests for small whole life policies that cover end-of-life costs.
- IUL leads
Requests for information on indexed universal life policies, as a lead type.
- Mortgage protection leads
Life coverage requests tied to a mortgage.
Buying guides
- Exclusive insurance leads
How exclusive and shared insurance leads compare.
- How to buy insurance leads
Lines, states, filters, caps, delivery and returns, in order.
- How to buy life insurance leads
Where life leads come from and how to set up a first order.
- Insurance lead companies
Seller types and an evaluation checklist.
What are leads in insurance?
In insurance, a lead is a person who has asked to be contacted about coverage. A lead becomes useful to a buyer when it identifies the line of insurance, the person, how to reach them, and the consent they gave. Most insurance leads bought by agencies today are web leads: a consumer fills in a quote request form on a comparison site, a quote site or a single-company site.
Insurance leads are different from insurance prospects you find yourself. A prospect from your own network has not asked for anything yet. A lead has asked for a quote, so the first contact answers a request instead of starting a cold conversation.
| Lead type | How it is produced | What the buyer receives |
|---|---|---|
| Real-time web lead | A consumer completes a quote form and the lead is sent to a buyer within seconds | Contact details, line, qualifying answers and a consent record |
| Aged lead | A web lead resold days or months after it was first generated | The same fields, with an older request date |
| Bundle lead | A form that asks for more than one line, usually home and auto | Fields for each line on one record |
| Referral | A client or partner names someone who needs coverage | Whatever the referrer passes on |
For a wider view of how lead types differ, see types of leads. For aged insurance leads in detail, see aged insurance leads.
How insurance leads are generated and delivered
Across the industry, most insurance leads follow the same path from a search or an ad to an agency. The steps below describe that path in general terms. They do not describe which delivery methods Summit offers for insurance; those are agreed with each buyer during onboarding.
Quote form
A consumer searches for a quote or clicks an ad and lands on a quote request form. The form asks for the line of insurance, contact details and a short set of questions, such as the vehicles to insure or the property address.
Consent
Before the form is submitted, consent language tells the consumer who may contact them and how. The form records that consent with a timestamp. See prior express written consent.
Validation
Phone, email and address checks run before the lead is offered for sale, and duplicates are flagged. See lead validation.
Real-time ping/post
A partial record without contact details is offered to buyers. Buyers bid or pass, and the full lead goes to the winning buyer in seconds. See how ping/post works.
Post-only delivery
Some buyers receive the full lead directly, without a ping first, on fixed terms. This is common where a buyer takes every lead that matches its filters.
Contact and return
The buyer contacts the consumer. A lead that fails agreed checks, such as a disconnected number, can be returned under the return terms the buyer and seller agreed.
For the full lifecycle and the companies involved at each step, see how insurance lead generation works.
What to look for in an insurance lead
Quality in insurance leads is measured by how many leads you can contact and how many become quoted policies. The checks below are what agencies commonly look at before and after they buy.
- Fields for the line. An auto lead commonly includes vehicles, drivers and whether the person is currently insured. A home lead commonly includes the property address, property type and the purchase or renewal date. A life lead commonly includes age range and coverage type. Missing fields mean slower quotes.
- Validation. Phone numbers that connect, email addresses that receive mail, and addresses that match a real property.
- Consent certificate. A record of the consent language shown, the time, the IP address and the page URL, so you can show what the consumer agreed to.
- Duplicates. The same consumer should not reach you twice in a short window from the same source.
- Age of the lead. The time between the form and your first call. Real-time leads and aged leads are priced and worked differently.
- Return terms. What happens when a lead fails a check, written down before you start.
Line-specific checks are on each lead type page: auto insurance leads, home insurance leads, life insurance leads and final expense leads.
What are the best insurance leads?
The best insurance leads for an agency are the ones that match the lines, states and customer profile it can actually write, delivered fast enough to call while the person is still shopping. There is no single best vendor. Judge any source on the same criteria:
- The line and the qualifying answers match the policies you write.
- The lead reaches you within seconds of the form, or you know its age.
- Each lead carries a consent record you can retrieve.
- You know whether the lead is sold to you only or to several buyers.
- Return terms are in writing.
- You can test with a small volume before you commit.
For how to compare the companies that sell insurance leads, see insurance lead companies.
Exclusive vs shared insurance leads
An exclusive lead is sold to one buyer. A shared lead is sold to several buyers, who then compete to reach the same consumer. Shared leads cost less per lead and are often worked with fast calling. Exclusive leads cost more and give you the only call. Which model a seller uses for insurance is set in the terms you agree with that seller.
For the trade-offs in detail, see exclusive insurance leads. For the general comparison across verticals, see exclusive vs shared leads.
How buying works with Summit
Summit Leads is a lead generation brokerage that buys and sells leads by real-time ping/post. It works with web leads (form fills) only. It does not buy or sell calls or live transfers. Contact is by email only.
You email us
Send the insurance lines, states, daily volume or caps, delivery method and the fields you need to team@summitleads.ai.
We reply by email
We reply with the next steps for your account.
Terms are agreed during onboarding
Return terms and payment terms are agreed during onboarding, before you go live.
For the general buying process, step by step, see how to buy insurance leads. For what drives price, see how much insurance leads cost.
Frequently asked questions
What are leads in insurance?
People who asked to be contacted about insurance coverage, usually by completing a quote request form, and gave consent to be contacted. A lead carries the line of insurance, contact details, qualifying answers and a consent record.
What are the best insurance leads?
The ones that match the lines, states and customer profile you can write, reach you within seconds of the form, carry a consent record and come with written return terms. Test any source with a small volume first.
What is the difference between insurance leads for agents and insurance agency leads?
They are the same leads described from two sides. Agents work the leads; agencies buy them for their agents. Insurance broker leads are the same lead types bought by brokers, who place policies with several carriers.
Are insurance leads for sale real-time or aged?
Both are sold in the industry. Real-time leads are sent within seconds of the form. Aged leads are resold later at a lower price. See aged insurance leads.
Does Summit sell insurance calls or live transfers?
No. Summit works with web leads (form fills) only. It does not buy or sell calls or live transfers.
Related
Buying insurance leads?
Email us the insurance lines, states, daily volume or caps, delivery method and the fields you need. Terms are agreed during onboarding.
Or write to team@summitleads.ai. We reply by email.
What happens next
- Step 1: You email us.
- Step 2: We reply by email.
- Step 3: Return terms are agreed on the onboarding call, before you go live.
Related for publishers: Insurance affiliate program.