- Aged Lead Store quotes $20 to $50 for real-time exclusive life insurance leads, without attributing that figure to anyone.
- Aged Lead Store publishes a full aged-lead ladder starting at $0.25 each.
- Every price in the table below names the source it came from, and says what kind of source that is.
- EverQuote’s 2025 annual report does not mention life insurance. Vendor comparison tables still price its life leads.
- MediaAlpha’s annual report names the billable event as “a click, call or lead.” That is the cost-per-call model written into a public filing.
Life insurance leads are contact records for consumers who asked about coverage, sold to agents, agencies and IMOs. Aged Lead Store quotes real-time exclusive leads at $20 to $50, a figure it does not attribute, and prices aged records from $0.25 per lead. Live transfers and inbound calls price above both, because the consumer is already on the phone.
The cheapest record and the most expensive differ by roughly 200 times on Aged Lead Store’s published rates. What follows prices each rung and names where the price came from.
What life insurance leads cost, by type
| Lead type | Price range | Source | What that source is |
|---|---|---|---|
| Aged, 15 to 2,000 days old | $0.25 to $2.00 per lead | Aged Lead Store | The vendor’s own published ladder, priced by age band. Lower again above 250 leads |
| Real-time exclusive | $20 to $50 per lead | Aged Lead Store | A figure the vendor states without attributing it to anyone |
| EverQuote, shared | $15 to $40 and up | Aged Lead Store comparison | One vendor describing a rival. Contradicted by EverQuote’s own filing, below |
| MediaAlpha, exclusive | $20 to $75 and up | Aged Lead Store comparison | One vendor describing a rival |
| Generate your own with search ads | $74.44 average cost per lead | LocaliQ | Aggregated ad account benchmark, Finance and Insurance category |
The full aged ladder, band by band, is broken out in our guide to life insurance lead sources, which ranks each channel by how fast you have to call back.
Read the fourth column before the second. A vendor publishing its own rate card is quoting a price it will honour. A vendor publishing a rival’s price is telling a story about a competitor. An aggregated benchmark drawn from thousands of ad accounts is a different object again. Each carries a different amount of weight, so a table that mixes them without labelling them hides the one distinction a buyer needs.
The range for real-time exclusive leads deserves particular care. It appears on Aged Lead Store’s life insurance page at $20 to $50 with nothing behind it, on a page that attributes its aged prices precisely. It is the most-quoted number in this category and the least supported one. Treat it as the going rate people cite, then verify it against a real quote before budgeting against it.
What the filings actually say
Two companies named in that table file annual reports with the SEC. Those filings disagree with the table.
EverQuote’s 2025 annual report does not contain the phrase “life insurance” anywhere in the document. Not once. The company states its vision as being “the leading growth partner for property and casualty, or P&C, insurance providers.” MediaAlpha’s 2025 annual report reads the opposite way.
| What each filing says | EverQuote, FY2025 | MediaAlpha, FY2025 |
|---|---|---|
| Mentions of “life insurance” | None in the document | Named as a core vertical |
| Stated focus | P&C only: auto, home and renters | P&C, health and life |
| Auto revenue | $629.8 million | Not broken out this way |
| Home and renters revenue | $62.7 million | Not broken out this way |
| Everything else, the “Other” line | $40 thousand | Health and life sit inside the core verticals |
| Total for the year | $692.5 million revenue | $2.2 billion Transaction Value, $1.1 billion revenue |
| Year over year | Growing in auto and home | Up 44.5% and 28.8% |
EverQuote also exited the health insurance vertical in 2023 and sold the assets, and expects revenue from its other verticals to be “insignificant in 2026.”
Now set that against the comparison table. Aged Lead Store prices EverQuote’s life leads at $15 to $40 and lists it as a source of Life, Health and Medicare leads. EverQuote’s own filing does not mention life or Medicare at all, and records its exit from health three years ago.
The lesson generalises past these two companies. Before accepting a price for a vendor’s leads in a vertical, confirm the vendor sells in that vertical. For a public company that check takes one search of one document.
Cost per call and cost per lead are different purchases
MediaAlpha’s filing contains the clearest description of how this market bills, in a sentence written for investors: “A transaction becomes payable upon a qualifying consumer action, such as a click, call or lead, and is generally not contingent on the sale of a product to the consumer.”
A click, a call and a lead are three different units, and the choice between them decides who absorbs the cost of reaching a human being.
Buy per lead and you own that cost. The dials, the wrong numbers, the voicemails and the people who filled in a form months ago are all yours to absorb. Buy per call and the seller owns it, because billing starts only when a person is connected to your agent. The per-call price is higher because it has already cleared the work the per-lead price leaves you to do.
So ask any vendor which event triggers payment before you sign. A vendor billing on delivery of a record and a vendor billing on a connected conversation are selling different products at prices that look comparable on a rate card.
Almost every published price in this category is a cost per lead, because live transfers and inbound calls are widely sold and rarely priced in public. The comparison that matters is not price against price. It is price against the contact rate you actually achieve on your own dials.
Our source-by-source guide to life insurance leads ranks each channel by how fast you have to call back. For the economics of exclusivity, our breakdown of shared against exclusive life leads works the break-even.
Buying against generating your own
LocaliQ’s 2026 search advertising benchmarks put the Finance and Insurance category at an average cost per lead of $74.44. The same benchmark set puts average cost per click in that category at $3.39.
Set that against the $20 to $50 Aged Lead Store quotes for a purchased real-time exclusive lead. On unit price the purchased lead wins comfortably, and on everything else the comparison shifts. A lead you generate is exclusive by construction, arrives against a promise you wrote, and belongs to a campaign you can tune. A lead you buy arrives against a promise somebody else made, and you answer for whatever it said.
Most agencies of any size run both. Bought leads carry volume and fill the calendar, while generated leads carry margin and compound, because a search campaign that works keeps working.
One demand-side fact belongs in any lead budget. LIMRA and Life Happens found in their 2025 Insurance Barometer Study that healthy adults aged 18 to 30 overestimate the premium on a $250,000 twenty-year level term policy by roughly 10 to 12 times. The price objection your producers meet on those calls is one the prospect invented before the call began. Training a producer to quote a real premium in the opening minute answers it, and that costs less than replacing a lead vendor.
Frequently Asked Questions
How to find leads for life insurance?
Four routes. Buy real-time leads from a marketplace or vendor. Buy inbound calls or live transfers, billed on a connected conversation. Buy aged records in bulk, which Aged Lead Store prices from $0.25 each. Or generate your own through search, social and referral, which LocaliQ benchmarks at $74.44 per lead across Finance and Insurance. Most agencies run several at once.
How much does it cost to get leads for life insurance?
Aged Lead Store quotes real-time exclusive leads at $20 to $50, without attributing that figure to anything. Aged Lead Store prices aged records across its age bands from $2.00 down to $0.25 per lead. Generating your own through search advertising averages $74.44 per lead in Finance and Insurance. Compare those against each other only after you know which are rate cards and which are one vendor’s account of a rival.
Who has the best life insurance leads?
No vendor is best for every agency, and any page naming one is usually selling it. Judge a vendor on three checks: whether it actually sells in the life vertical, how it verifies a record before selling it, and what your contact rate is on a test batch. The first check is fast. EverQuote’s annual report never mentions life insurance, while MediaAlpha’s names it as a core vertical.
What do leads mean in life insurance?
A lead is a contact record for a consumer who took an action indicating interest in coverage, such as completing a quote form, responding to direct mail, or clicking an ad. It carries contact details and no commitment. What varies between leads is age, exclusivity, how the consumer was approached, and whether anyone verified the record before selling it. Those variables explain nearly all of the price spread.
How to price your next buy
Price every source in one table and put the origin of each number beside it. Some figures in this market are vendor rate cards, which are reliable. Others are characterisations of competitors, and one of those is contradicted by the competitor’s own annual report. Labelling each one is what makes the columns comparable.
Then do the arithmetic that decides your real cost. Pull your last 90 days of dials, work out what share of each source reached a live human, and divide the price you paid by that share. That number is what a lead from each source actually costs you, and it usually sits well above the rate card.
