Insurance leads are sold line by line to licensed agents, and each lead can be sold fresh, then sold again as aged.
Our directory lists 170 insurance lead companies. Most sell exclusive real-time leads, and calls are common too: 80 offer live transfers and 72 inbound calls. Buyers filter by line, licensed state and age, and several sellers run an order desk with packs, tiers and deposits.
Insurance is one of the largest markets in our directory: 170 companies. Life, health and auto are the lines listed most, then Medicare, final expense and home. 136 sell real-time leads and 112 exclusive leads, while 80 offer live transfers, 57 run call centers or transfer operations, and 40 sell aged leads.
Agents buy by line, licensed state and age, and several sellers sell the way a store would: a minimum order, a volume tier, a weekly subscription or a deposit. A lead's life is often longer than one sale. Several sellers hold a fresh lead for one agent, then sell it again as aged. Returns credit bad numbers and duplicates, plus insurance-specific reasons such as an age outside the order, a language barrier or a consumer already insured by the agent's carrier.
Juiced lets each agent or agency fund a wallet, set filters and caps by state, line and age, and bid above your minimum so the highest bid wins the lead in seconds. Leads no buyer takes go to your own marketplace, where the price falls until someone buys. Delivery is by webhook into the buyer's CRM, email or text.
What insurance lead companies sell
What the 170 companies in our insurance directory say they offer, read from their own websites.
| Product | Companies offering it |
|---|---|
| Exclusive leads | 112 of 170 |
| Real-time leads | 136 of 170 |
| Shared leads | 36 of 170 |
| Aged leads | 40 of 170 |
| Inbound calls | 72 of 170 |
| Live transfers | 80 of 170 |
| Booked appointments | 26 of 170 |
| Data or lists | 30 of 170 |
| Clicks | 22 of 170 |
Counts cover everything each company says it sells, which can include other verticals.
Exclusive and real-time leads are offered by most companies, and calls are a large second product: live transfers at 80 and inbound calls at 72. Aged leads, shared leads, data and appointments each appear at 26 to 40 companies, which gives a seller outlets beyond the first exclusive sale. Juiced distributes web leads, so transfers and calls need separate call tracking.
What insurance leads are screened for
Insurance companies screen for a real, reachable consumer who asked about a specific line, in a state the agent can write, and within the age or profile the agent ordered.
- Line of coverage. Companies that publish qualifiers describe Medicare, final expense, life, auto and health in the most detail, and the screens change by line: plan type and enrollment window for Medicare, coverage amount and tobacco use for life, vehicle and current insurer for auto.
- Licensed state and area. 102 companies let buyers target by state, county, ZIP code or radius, several by the agent's licensed states only, and a few ask final expense buyers to cover a minimum number of states or counties.
- Age and eligibility. 39 companies let buyers target by age or date of birth. Several return policies credit a lead outside the ordered age range, and a few tag Medicare leads by enrollment window.
- Real interest, confirmed by phone. 29 companies say a screener or call center confirms the consumer's interest before a transfer or delivery, and several confirm the phone with a text code or line check.
- Consent and fraud. 35 companies name a consent certificate such as TrustedForm or Jornaya, 14 list the timestamp, IP or page URL they keep, and 20 describe fraud or bot screening. Several scrub against known litigators.
What an insurance lead has to carry
Insurance buyers target by geography first, usually state or the states they are licensed in, then by age or date of birth. Several add income, vehicle and driver details, homeowner status, current insurer, or the days and hours they take leads and calls.
Every lead type in Juiced starts with ten default fields. Add your own on top, and decide for each one whether it is required and whether the buyer receives it.
The insurance fields
Field names and answer options checked against 22 public lead forms, form templates and posting specs in this market, October 2026.
| Field | Type | Why |
|---|---|---|
| date_of_birth | Dates | Asked by most of the forms and posting specs we reviewed, across auto, life, health and Medicare. |
| gender | List of Values | Asked by most of the forms and posting specs we reviewed. Male, Female |
| tobacco_use | Boolean | Asked by most of the forms and posting specs we reviewed, mainly for life, final expense and health. |
| insurance_line | List of Values | Several of the forms and posting specs we reviewed carry a line or product field. Auto, Home, Condo, Renters, Term life, Whole life, Universal life, Final expense, Annuity, ACA or individual health, Short term medical, Medicare Advantage, Medicare Supplement, Part D |
| currently_insured | Boolean | Asked by several of the forms and posting specs we reviewed. |
| current_carrier | Text | Asked by several of the forms and posting specs we reviewed. |
| coverage_amount | Numeric | Several of the life and final expense forms and specs we reviewed ask for a face amount. |
| health_conditions | Boolean | Several of the life and health forms and specs we reviewed ask about major health conditions. |
| consent_certificate_url | URLs | A consent certificate or token travels with the lead in several of the forms and posting specs we reviewed. |
| tcpa_consent | Boolean | Records that the consumer checked the consent box; the wording itself is kept with the lead. |
Every lead starts with these
| Field | Type |
|---|---|
| first_name | Text |
| last_name | Text |
| phone | Numeric |
| address_1 | Text |
| address_2 | Text |
| city | Text |
| state | Text |
| zip | Postal Codes |
| county | Counties |
Provenance
| Field | Type | Why |
|---|---|---|
| source_url | URLs | The page the lead was captured on |
| sub_id | Text | Ties every lead to the traffic source that produced it |
| consent_timestamp | Date & Time | When the consumer submitted the form |
| ip_address | IP Address | The address the form was submitted from |
This page does not state what the rules on consent require. They are published by the FCC and the FTC, and TCPAWorld tracks how they change. The full list of field types is on the lead fields page.
What you need to decide on a lead is not what you need to sell it
Every field carries four switches rather than one required flag.
Ping with state, zip, insurance_line, date_of_birth, currently_insured and current_carrier, plus tobacco_use for life and health lines. That gives an agent the line and profile to bid on without seeing contact details before the bid.
Each line of coverage is its own market
Life, health, auto, Medicare, final expense and home each have their own buyers, screens and return reasons. Medicare buyers ask about plan type and enrollment windows, and ten companies mention marketing rules from CMS for Medicare leads. Final expense buyers order by age band and state, and a few sellers require them to take several states or counties. Auto buyers filter on vehicle, driver and current insurer, and a few shared marketplaces never sell the same lead to two agents of one carrier.
Licensing ties it together. 16 companies tie delivery to the agent's license, by limiting leads to the states an agent can write or selling only to licensed agents. Build one lead type per line with the fields that line's buyers filter on, and put state and date_of_birth in the ping so an agent never bids on a consumer they cannot serve.
How agents buy: orders, tiers and deposits
Per lead is the most common model, named by 108 of the 170 companies, followed by custom quotes at 61 and per call at 33. Bid or auction pricing appears at 24, per-sale pricing at 18, subscriptions at 16, and per transfer at eight. 37 say buyers prepay or fund an account and 14 keep a card on file.
Several sellers run an order desk rather than a bid market. 28 sell in set order sizes, volume tiers, bundles or packs with a minimum, several run weekly or monthly subscriptions with a commitment period, and several take a deposit before the first lead. Several offer a trial or pilot order. Larger sellers work under insertion orders, and nine describe programs for agencies, IMOs or FMOs, from volume pricing to letting an admin buy leads and assign them to downline agents.
- Kyle's rule fits this market: the agent funds a balance first, with no free sample leads and no promised volume by a date.
- In Juiced several agents bid on each lead instead of buying from a fixed menu, and the highest bid wins in seconds. Several buyers bidding beats one buyer at a flat price.
Exclusive, shared and aged: one lead, several sales
112 companies offer exclusive leads and 36 offer shared leads. Eight state a cap on how many buyers receive a shared lead, and those caps are small. 12 explain how aged leads relate to fresh ones: a few hold a fresh lead for one agent for a set period, then sell it again as aged, and others sell aged leads that several agents have already worked. Several treat aged leads as final sales or sell them as-is.
Exclusivity claims need checking. Researchers found several companies whose marketing pages promise exclusive leads while their terms sell on a non-exclusive basis or allow resale. Say plainly how many agents receive each lead and whether it will be sold again later, and put it in writing.
- Tell buyers whether a lead is exclusive, shared or aged, and how many agents get it.
- In Juiced, leads no buyer takes go to your own marketplace, where the price falls until someone buys with Buy Now or a standing Buy Order.
Returns, consent and the fine print
91 companies say something about returns. Common credited reasons are disconnected or wrong numbers, fictitious information, duplicates inside a set window and filter mismatches. Insurance adds its own: eight credit a language barrier, several an age outside the order, a few a consumer already insured by the agent's carrier, and a few agent tests, students or industry professionals. Seven cap returns at a share of each order or month, and 9 decline leads where the consumer said no, did not answer or did not buy. 23 say sales are final or purchases non-refundable somewhere in their terms, though several of those still replace invalid leads.
102 companies make consent claims and 108 make do-not-call claims. 20 say they or the buyer scrub against do-not-call lists, and 27 put responsibility for calling rules and do-not-call compliance on the buyer. Researchers flagged several companies whose own pages contradict each other on exclusivity, refunds or minimums, and several with placeholder text or placeholder links on live pages. Read the agreement, not the homepage. The rules themselves are published by the FCC and FTC.
- Write your credited and declined reasons before the first lead, including age, language and already-insured cases, and walk each agent through them on the first call.
- In Juiced, approved returns are credited back to the buyer's wallet.
- Store the consent certificate and source sub ID as fields on every lead.
How Juiced runs an insurance lead business
Buyers fund a wallet
Each buyer adds funds before leads arrive and is charged as each lead is delivered. Approved returns are credited back to the wallet. No invoices to send and no payments to chase.
Buyers set filters and caps, then bid
Each buyer filters on your fields and caps how many leads they take. They bid above your minimum, and the highest bid wins the lead in seconds.
Delivery goes where the buyer works
By webhook into the buyer’s CRM, by email or by text.
Unsold leads go to your marketplace
A lead no buyer takes is not dropped. It goes to your own marketplace, where its price falls until someone buys it outright or a standing buy order picks it up.
Related
- Insurance lead buyers and sellers: every company in this market, checked against its own website
- How to sell insurance leads: who buys, what to screen for and the order to build in
Frequently asked
Which insurance lines do lead companies sell?
Life, health and auto are the lines most listed in our directory, followed by Medicare, final expense and home. Companies that publish qualifiers describe Medicare, final expense, life and auto in the most detail. Set each line up as its own lead type.
Are insurance leads exclusive or shared?
Both. 112 of the 170 companies offer exclusive leads and 36 offer shared leads, and eight state a cap on how many agents receive a shared lead. It is the question these companies answer most often in their own FAQs.
What are aged insurance leads?
Leads sold after their first use. 40 companies sell aged leads, and a few hold a fresh lead for one agent for a set period before selling it again as aged. Several sell aged leads as final, with no returns.
Do insurance companies sell calls or web leads?
Both, often side by side. 80 offer live transfers and 72 inbound calls, and 57 run a call center or transfer operation. Juiced distributes the web leads; transfers and calls need separate call tracking.
What return reasons are specific to insurance?
Beyond bad numbers and duplicates, sellers credit a language barrier, an age outside the order, a consumer already insured by the agent's carrier, and agent tests or students. Several cap returns at a share of the order, and several sell aged leads as final.
Who is responsible for consent and do-not-call compliance?
What do insurance leads sell for?
No prices are published here. Sellers rarely publish them, and what an insurance lead sells for depends on whether it is exclusive or shared, a web lead or a call, the geography, how fresh it is and how many buyers want it. The pay-per-lead pricing guide shows how to work out your own floor from cost and let buyers bid above it.
Does Juiced handle insurance calls or live transfers?
No. Juiced distributes web leads and delivers them by webhook, email or text. It does not track or route phone calls, so if calls are part of your product you need call tracking software for that side.
Sell more of the insurance leads you already generate.
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