Life insurance leads are inquiries from consumers interested in discussing life insurance coverage. Programs may generate shared leads, exclusive leads, phone calls, appointments or transfers.
A lead is not an insurance recommendation. The licensed producer remains responsible for the insurance sales activity and suitability/appropriateness requirements applicable to the product and state.
Lead Segmentation
Possible segments:
- term life
- permanent life
- mortgage protection
- final expense
- other carrier/agency-defined categories
Final-expense intent has its own dedicated page.
Lead Models
| Model | Primary issue |
|---|---|
| Shared | Competition |
| Exclusive | Exclusivity definition |
| Aged | Freshness and prior distribution |
| Inbound call | Source and intent |
| Live transfer | Pre-transfer process |
Insurance Marketing Governance
NAIC notes that insurance producers who sell, solicit or negotiate insurance are licensed by state regulators, and states govern producer sales and marketing activities.
NAIC's Unfair Trade Practices model also addresses false or misleading insurance advertising, including electronic and Internet advertising. Actual state law controls.
Economics
Measure:
lead → contact → quote/application → submitted policy → issued policy → placed/in-force policy
A low lead cost does not matter if placement or persistency is poor.
Vendor Questions
Ask about source, product framing, age, exclusivity, state filters, previous sale/distribution, disclosures and call recordings.