How much do exclusive insurance leads cost?

Exclusive insurance leads cost between $28 and $150 depending on the line of business. Auto exclusive leads run $28–$65, homeowners $30–$75, life $40–$90, health $35–$80, Medicare Supplement $45–$100, and commercial leads $60–$150. Real-time exclusive leads delivered under 5 minutes typically command the top of each range.

What is the cheapest type of insurance lead?

Shared auto insurance leads are the cheapest at $8–$18 per lead. However, they also have the lowest close rates (4–7%) because up to 8 agents receive the same lead simultaneously. On a cost-per-acquisition basis, cheap shared leads often cost more per closed policy than premium exclusive leads that convert at 15–25%.

How much do Medicare insurance leads cost?

Medicare leads vary by type: Medicare Supplement shared leads cost $20–$40, exclusive leads $45–$70, and premium exclusive $70–$100. Medicare Advantage leads run slightly lower: $18–$35 shared, $40–$65 exclusive, $65–$90 premium. Medicare leads command higher prices than auto because of the high lifetime policy value and 85%+ renewal rates.

Are insurance leads worth buying?

Yes — when purchased from quality vendors who deliver exclusive, verified, real-time leads. A well-run exclusive lead program produces 3:1 to 6:1 ROI on first-year commissions. The key is tracking cost-per-acquisition (CPA) rather than cost-per-lead. Exclusive auto leads at $40 with a 20% close rate cost $200 per closed policy — often cheaper than shared leads at $15 with a 5% close rate ($300 per closed policy).

Lead Pricing

Insurance Lead Cost by Type 2026 — Full Pricing Breakdown

Q: How much do insurance leads cost?

Insurance lead costs range from $8–$18 for shared auto leads up to $100–$150 for premium exclusive commercial leads. The most common purchase — an exclusive auto lead — runs $28–$45. Exclusive life insurance leads cost $40–$60 and exclusive Medicare Supplement leads run $45–$70. Prices vary by vertical, exclusivity level, state, and vendor.

May 22, 2026 11 min read By InsureLeads Pro

The single most common question we hear from insurance agents: how much should I be paying for leads? The frustrating answer is "it depends" — but only because the actual answer requires knowing your vertical, your exclusivity requirement, your state, and whether you care about sticker price or cost-per-acquisition (CPA).

This page cuts through that. Below is a complete 2026 pricing reference organized by insurance vertical, lead type, and distribution model — plus a vendor comparison showing where InsureLeads Pro sits in the market.

TL;DR: Shared leads run $8–$50 depending on vertical. Exclusive leads run $28–$150. Real-time exclusive leads are always worth the premium — close rates are 3–5x higher than shared. Always evaluate CPA, not sticker price.

What Determines Insurance Lead Cost?

Lead prices are set by four variables. Once you understand them, the ranges below will make immediate sense:

1. Insurance Vertical

Medicare Supplement and commercial leads cost more because policies are larger and renewals are predictable. Auto leads are the lowest-cost volume product. Life insurance leads sit in the middle but have high lifetime value per closed policy.

2. Exclusivity Level

A shared lead is sold to 4–8 agents simultaneously. An exclusive lead is yours alone. A real-time exclusive is yours and delivered within seconds of the consumer submitting their information. Each tier doubles (roughly) the per-lead price — but with correspondingly higher close rates. The math favors exclusive when you track CPA correctly.

3. Geography

High-competition states — California, Florida, Texas, New York, New Jersey — command 20–40% premiums above national averages. Rural Midwest and Mountain West states often price 15–25% below the ranges in this guide.

4. Vendor Quality

Data verification, TCPA compliance documentation, lead age at delivery, and return policies all affect effective cost. A lead that's 48 hours old when delivered has lost 60–70% of its conversion potential. Low-quality vendors undercut on price but extract a hidden tax in wasted time and uncontactable records.

Skip the research — compare real pricing instantly. Try our free lead cost calculator to see your actual CPA by vertical and close rate.

Run the Calculator →

Insurance Lead Pricing by Vertical — Master Table

The table below shows market pricing across all six major insurance verticals. Three distribution tiers: shared (4–8 agents), exclusive (yours alone), and real-time exclusive (delivered within seconds of form submission, typically top-of-funnel intent).

Vertical	Shared Lead	Exclusive Lead	Real-Time Exclusive Best ROI	Avg. Close Rate (Exclusive)
Auto Insurance	$8–$18	$28–$45	$45–$65	15–22%
Homeowners Insurance	$12–$22	$30–$50	$50–$75	14–20%
Life Insurance	$15–$30	$40–$60	$60–$90	16–24%
Health Insurance (ACA)	$12–$25	$35–$55	$55–$80	18–26%
Medicare Supplement	$20–$40	$45–$70	$70–$100	20–28%
Medicare Advantage	$18–$35	$40–$65	$65–$90	18–25%
Commercial / Business	$25–$50	$60–$100	$100–$150	12–18%

State multipliers apply to all figures above. California, Florida, Texas, and New York routinely add 20–40% to every row. Midwest and rural states typically run 10–20% below these ranges. The calculator linked above lets you model by state.

Pricing Breakdown by Vertical

Here's a deeper look at each vertical — including what drives the price range, what to expect at each tier, and the CPA math.

Auto Insurance $8–$65 / lead

Shared (4–8 agents) $8–$18

Exclusive $28–$45

                Real-Time Exclusive
                $45–$65
            

Highest-volume vertical. Shared leads saturated — agents routinely call prospects already in conversations with 5+ competitors. Exclusive auto leads at $40 with 20% close rate = $200 CPA. Shared at $15 with 5% close rate = $300 CPA.

Homeowners Insurance $12–$75 / lead

Shared (4–8 agents) $12–$22

Exclusive $30–$50

                Real-Time Exclusive
                $50–$75
            

Often purchased alongside auto for bundling opportunity. Cross-sell potential raises LTV significantly — agents who bundle auto+home report 30–40% lower effective CPA on the pair.

Life Insurance $15–$90 / lead

Shared (4–8 agents) $15–$30

Exclusive $40–$60

                Real-Time Exclusive
                $60–$90
            

Longer sales cycle (3–5 touches) makes exclusivity critical — prospects approached by multiple agents simultaneously rarely complete the process. High first-year commission ($400–$800 typical) supports premium lead spend.

Health Insurance (ACA) $12–$80 / lead

Shared (4–8 agents) $12–$25

Exclusive $35–$55

                Real-Time Exclusive
                $55–$80
            

ACA commission structures are tighter than other lines ($10–$25 PMPM), so CPA discipline matters more here. High close rates on exclusive leads help offset the compressed commission. OEP and SEP drive seasonal price spikes.

Medicare Supplement $20–$100 / lead

Shared (4–8 agents) $20–$40

Exclusive $45–$70

                Real-Time Exclusive
                $70–$100
            

The highest-LTV lead type in the industry. 85%+ annual renewal rates mean first-year commission ($300–$600 typical) is only a fraction of lifetime value. Medicare leads justify the highest CPA in any portfolio.

Commercial / Business $25–$150 / lead

Shared (4–8 agents) $25–$50

Exclusive $60–$100

                Real-Time Exclusive
                $100–$150
            

Lowest close rates due to longer sales cycles and multi-decision-maker dynamics — but policies are large ($2,000–$15,000+ annual premium). Close rate discipline and multi-touch follow-up sequences are essential here.

InsureLeads Pro Pricing vs. Market Rates

Comparing a lead vendor isn't just about price per lead — it's about data quality, exclusivity guarantee, delivery speed, and what happens when a lead is bad. Here's how InsureLeads Pro compares to market rates across those dimensions.

Feature	Market Average	InsureLeads Pro
Auto Lead Price (Exclusive)	$32–$55	$28–$45 (Starter tier)
Medicare Supplement (Exclusive)	$55–$80	$45–$70 (Pro tier)
Real-Time Delivery	Often 15–60 min delay	Under 5 minutes (standard)
Share Ratio	Up to 6–8 agents	1:1 exclusive (no sharing)
TCPA Compliance Docs	Varies by vendor	Included on every lead
Phone Verification	Inconsistent	All leads verified pre-delivery
Bad Lead Return Policy	Credit within 7–30 days	Same-day replacement
Intro Pack (No Subscription)	Most require monthly minimum	$75 — try before you commit

InsureLeads Pro's Starter tier is priced at the lower end of the exclusive market range on purpose — we want agents to see the ROI difference before they're locked into a large monthly commitment. The $75 Intro Pack exists for the same reason: get results before you subscribe.

The CPA Calculation — Stop Optimizing Price Per Lead

Every agent who has run a profitable lead program has internalized one formula:

CPA = (Lead Cost × Leads to Close 1 Policy) ÷ 1
Or more practically: CPA = Lead Cost ÷ Close Rate
A $15 shared lead at 5% close rate = $300 CPA. A $40 exclusive lead at 20% close rate = $200 CPA.

The $40 exclusive lead costs 2.7× the shared lead. It delivers a 33% lower CPA. And it does it with 4× fewer contacts — meaning less time, fewer unanswered calls, and less rejection. The CPA advantage of exclusive leads compounds when you factor in agent time as a cost.

Run this math before you buy any leads. Our free calculator handles the arithmetic — you supply your close rate, commission, and volume, it returns your projected CPA and ROI across all six verticals.

Frequently Asked Questions

How much do insurance leads cost on average?

The most common purchase — an exclusive auto lead — runs $28–$45. Shared auto leads are $8–$18 but convert at much lower rates (4–7% vs 15–22%). Across all verticals, exclusive leads range from $28 to $150 depending on the insurance line. Medicare and commercial leads sit at the top of the range because of larger policy values.

Are exclusive insurance leads worth the higher price?

Yes — consistently, when you calculate cost-per-acquisition instead of cost-per-lead. Exclusive leads close at 3–5× the rate of shared leads because you're the only agent working that prospect. The premium price translates to lower CPA in nearly every vertical. The exception is high-volume auto where some agents prefer shared leads as a volume strategy, but even there, exclusive leads outperform on CPA math.

What is the cheapest insurance lead you can buy?

Shared auto leads at $8–$12 are the lowest-cost lead product available. However, low sticker price doesn't mean low cost-per-acquisition. At 4–5% close rates on shared auto leads, you're spending $160–$300 per closed policy. Many agents find exclusive leads at $30–$45 with 18–22% close rates produce better economics at $150–$200 per closed policy.

How do I compare insurance lead vendors without overpaying?

Ask four questions before purchasing: (1) What is the exact share ratio? (2) What is lead age at delivery — is it truly real-time? (3) What is your return policy for bad data? (4) Do you provide TCPA compliance documentation? Vendors confident in quality answer all four directly. Vendors who hedge or avoid question 2 are typically selling aged leads at fresh prices.

Start with the $75 Intro Pack — No Subscription Required

Exclusive, real-time, pre-qualified leads across all 6 insurance verticals. Try the quality before you commit to a plan.

$75 intro pack · one-time

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Or view all membership plans — Starter, Pro, and Gold tiers available.

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