Where to buy insurance leads — and what to expect
Should you buy leads?
It depends on where you are. New agents with no book, no referral network, and no sphere of influence often need purchased leads to survive the first 6-12 months. Established agents with strong referral systems usually get better ROI from organic lead generation. Most agents land somewhere in between — buying leads to supplement organic efforts.
The math matters. If you spend $50 per lead, close 10% of them, and earn $200 average commission per policy, you are paying $500 in leads for every $200 in commission. That is a losing formula. You need either cheaper leads, higher close rates, higher premiums, or a combination to make purchased leads profitable.
Lead vendors compared
Tivly (formerly NetQuote / AllWebLeads)
Cost per lead: $15-$40 for P&C, $20-$60 for commercial. Pricing varies by state and coverage type.
Lead type: Shared leads (sold to 3-5 agents typically). Exclusive leads available at 3-5x cost.
Quality: Mixed. Volume is high but many leads are price shoppers. Expect 5-15% close rate on shared leads.
Return policy: Can dispute leads within 10 days for invalid phone numbers, wrong state, or already insured.
Best for: Agents who want high volume and can work leads quickly. Speed to call matters — first agent to respond closes more.
Bold Penguin
Cost per lead: $30-$80+ for commercial leads. Premium pricing reflects commercial focus.
Lead type: Commercial-focused exchange. Leads come partially quoted with business details already collected.
Quality: Higher than typical consumer leads. Commercial clients are more serious buyers and the pre-qualification helps.
Best for: Agents focused on commercial lines who want pre-qualified small business leads.
QuoteWizard (LendingTree)
Cost per lead: $10-$30 for auto and home. Lower price point but leads are shared with multiple agents.
Lead type: Shared consumer leads, primarily auto and home. High volume, lower intent.
Quality: Volume play. Many leads are early-stage shoppers. Expect 5-10% close rate.
Best for: Agents who want affordable personal lines leads and have a fast follow-up process.
EverQuote
Cost per lead: $15-$35 for auto, $25-$50 for home. Pricing varies by state.
Lead type: Shared leads with real-time delivery. Auto and home focused.
Quality: Moderate. The platform uses consumer-facing comparison tools to generate leads. Agents report mixed results depending on speed of response.
Best for: Personal lines agents who want a steady flow of auto and home leads.
Organic alternatives (free or low cost)
Google Business Profile: Free. Optimize your listing, collect reviews, and appear in local searches. Agents with 50+ Google reviews consistently report inbound leads.
Referral partnerships: Build relationships with mortgage brokers, real estate agents, auto dealers, and accountants. These produce the highest-quality, highest-close-rate leads in insurance.
Social media: LinkedIn for commercial lines. Facebook and Instagram for personal lines. Consistent posting builds awareness over months — not a quick fix.
Community involvement: BNI groups, chamber of commerce, local networking events. Slow to start, compounds over time.
The lead math you need to know
Before committing to any lead vendor, run this calculation: cost per lead divided by your close rate equals your cost per acquisition. If that cost per acquisition is less than your first-year commission, the leads are profitable. If not, find cheaper leads or improve your close rate first.
Example: Are $25 leads profitable?
Cost per lead: $25
Close rate: 15% (above average)
Cost per acquisition: $25 / 0.15 = $167
Avg first-year commission: $216 ($1,800 premium × 12%)
Profit per customer: $216 - $167 = $49 in year one
Year two and beyond: Renewal commission ($1,800 × 10% = $180) with zero lead cost. This is where purchased leads become profitable — the renewal income.
How to get more referrals by line
Auto referrals: Partner with auto dealers, body shops, and car washes. Offer to be their go-to agent for customers who mention needing insurance. Leave cards and flyers.
Homeowners referrals: Real estate agents and mortgage brokers are the gold standard. Offer to provide quotes for their buyers during the closing process. Be fast and responsive — they will keep calling you back.
Landlord/rental property: Property management companies, real estate investors groups, and REIA meetups. These clients have multiple properties and refer other investors.
Commercial: Accountants, business attorneys, and commercial real estate brokers interact with business owners who need insurance. Build 3-5 of these relationships and you will have a steady flow.
Calculate your income with different lead strategies
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