Sell life insurance leads you generate online
To sell life insurance leads, run a quote form that asks for age, tobacco use, basic health answers and the coverage the person wants, show consent language that names who may call, and send each lead as it arrives to buyers or a broker. Buyers pay for life leads they can quote and reach without delay.
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 is for lead generators who run term and permanent life insurance quote forms. It covers what life insurance buyers check in a supplied lead, the records that go with it, and how routing through a broker works. Summit currently works with web leads (form fills). It does not buy or sell calls or live transfers.
Buying insurance leads instead? See insurance leads for agents.
What life insurance buyers look for in a supplied lead
Life leads are bought by independent agents, captive agents, agencies with phone sales teams, and marketing organizations that pass leads to the agents they support. A life agent prices a policy from the applicant's age and health. A lead that already holds those answers lets the agent give a realistic quote on the first call, so it is worth more than a lead with a name and phone number only.
| Detail | Why a life agent wants it |
|---|---|
| Date of birth or age | Age sets the price and which term lengths a carrier will issue. |
| State | Agents only take leads from states where they can write policies. |
| Tobacco or nicotine use | Carriers rate tobacco users in a separate, higher class. |
| Height, weight and general health | These answers give the agent a first guess at the health class. |
| Coverage amount and term length wanted | Shows whether the person wants a large term policy or a smaller permanent one. |
| Reason for coverage | Income for a family, a mortgage or final costs each point to a different buyer. |
| Best time to call | The agent can call when the person said they are free. |
Which of these details a buyer requires, and which filters it applies (age range, state, tobacco status), is agreed between that buyer and the seller. The details that apply to your leads are agreed during onboarding.
Term, permanent and other life lead types
Buyers do not treat every life lead the same. A 35-year-old asking for a 20-year term policy and a 70-year-old asking for a small policy to pay for a funeral reach different agents. Label each lead with the type of coverage the person asked about, so it goes to a buyer that writes that coverage.
- Term life quote leads: people asking for coverage for a set number of years, usually to replace income or pay off debts.
- Permanent life leads: people asking about whole life or universal life coverage that does not expire after a term.
- Final expense leads: older adults asking for a small whole life policy for end-of-life costs. They have their own buyers; see selling final expense leads.
- Mortgage protection and IUL leads: sold as separate lead types with their own buyers. See mortgage protection leads and IUL leads.
Consent and documentation for life leads
A life lead is bought so an agent can call or text the person, so the consent on your form decides whether the lead can be used. Put consent language next to the submit button. It should name who may contact the person, say that calls and texts may use automated technology, and say that agreeing is not a condition of purchase.
Life forms also collect health answers. Say in your privacy policy that these answers are shared with the insurance professionals who will contact the person, and ask only for what buyers use to quote. Store a consent certificate for every lead: the language shown, the time, the IP address and the page URL.
The full list is in insurance lead consent and documentation. For federal and state calling rules, see TCPA compliance for insurance leads.
How to sell life insurance leads through a broker
A broker connects your forms to many life buyers through one integration. Each lead is offered to the buyers whose filters it matches, and the full record goes to the one that wins it.
The person asks for a quote
They answer the age, health and coverage questions and agree to the consent language on your form.
You post the lead
Your system sends the lead to the broker as soon as the form is submitted, with a reference to its consent certificate.
Buyers are pinged
Buyers whose age, state and coverage filters match see a partial record without contact details and respond. See how ping/post works.
One buyer gets the full lead
The winning buyer receives the full record. A lead that no buyer accepts is not sold.
Returns and payment
Both follow the terms agreed during onboarding.
For how a broker orders its buyers and picks a winner, see what is a ping tree. For the checks a broker runs before a lead is offered, see lead validation.
Why timing still matters for life leads
A person shopping for life insurance is rarely in a hurry to buy that day. They do often request quotes on more than one site, and the first agent to reach them with a clear answer has the best chance of a sale. Leads sent in real time keep that chance for the buyer.
A lead that is not sold in real time loses value as other agents reach the person first. In the industry, some older life leads are later sold in batches as aged leads, under their own rules. See aged insurance leads.
Guides for life insurance lead sellers
- How to sell life insurance leads
Form questions, consent, validation and real-time posting for life leads, step by step.
- Insurance lead consent and documentation
Consent language, certificates, records and state rules for every insurance line.
Frequently asked questions
Do life insurance lead buyers want the consumer's health answers?
Most do. Tobacco use, height, weight and general health help the agent estimate a health class before the first call. Ask only the questions buyers use, and say in your privacy policy that the answers are shared.
Can a term life quote lead be sent to final expense buyers?
Only if it matches what those buyers asked for, such as the age range and the coverage amount. Label each lead with the coverage the person requested and let the buyer filters decide where it goes.
Does Summit buy life insurance leads that come from phone calls?
No. Summit works with web leads (form fills) only. It does not buy or sell calls or live transfers.
What makes a life insurance lead hard to sell?
Missing age or health answers, a phone number that does not connect, no consent record, or a person who was sent the same day by the same source. Buyers usually return or decline these leads.
Related
Generating insurance leads?
Email us your insurance lines, traffic sources, how consent is captured, and daily volume. Summit currently works with web leads (form fills), not calls or live transfers.
Or write to team@summitleads.ai. We reply by email.
What happens next
- Step 1: You email us.
- Step 2: We reply by email.