Are you looking for high-quality exclusive annuity leads with people who want to purchase a $250K, $500K, or $1 million or more annuity?

For over 10+ years, I’ve helped hundreds of financial advisors, insurance agents, and financial professionals generate exclusive leads without relying on networking events, referrals, word of mouth, paying another company for leads or anything else like that.

Here are my 5 best annuity lead generation strategies if your goal is to get high-quality leads and appointments.

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Looking for exclusive annuity leads?

Step 1: Watch our free Masterclass Training (that explains how our strategy works)

Step 2: Click here to schedule a call if you want us to do it all for you.

Executive Summary

The best way to generate exclusive annuity leads is to set up an automated appointment funnel that generates and converts leads automatically.

This video explains how to set up this funnel, promote it and automate the whole process so you can get qualified annuity leads with people who want to buy an annuity. Like what you hear? Click here to apply to work with us.

What is the best strategy to get annuity leads?

Here are the top 5 ways to get both free and paid annuity leads as an insurance agent, financial advisor or financial professional:

1. Facebook & Instagram (Meta Ads)

Best way to buy exclusive annuity leads

Facebook Ads

Running Facebook & Instagram ads on Meta is one of the best ways to buy exclusive annuity leads. With Meta ads, you can target people actively searching for annuities at a much lower cost than other advertising platforms.

Facebook Ad Pros

  • Quick results
  • Scalable
  • Predictable
  • Fully automated
  • Cheaper than buying leads from other annuity lead companies

Facebook Ad Cons

  • Requires money for ads
  • Only works well if you have the right Facebook ads strategy

Here’s a recent example of the cost per lead in one month for one of our financial advisor clients selling annuities using the strategy outlined here:

Facebook ads example

As you can see, their average cost per lead is only $8.44!

On Facebook, you can even target people interested in annuities, life insurance and wealth management, as seen here:

Example of Facebook annuity interests

Here are some Facebook ad-targeting tips to get better annuity insurance leads:

  • Target an older demographic (age 45+ is best)
  • Focus on wealthy individuals or families ($500K or more in investable assets)
  • Advertise to people who are actually looking for annuities (in-market targeting)
  • Talk about the big problem annuities solve in retirement

The key to success with Facebook marketing is combining the right strategy with the right messaging and target market.

If you’re a client of our done-for-you lead generation or consulting program, you can access our proven financial advisor, annuity and life insurance templates which already convert well. This will save you thousands of dollars in “testing” ads that probably won’t work and months (or even years) of trial and error.

For our clients, here’s how much exclusive annuity leads typically cost on Facebook:

  • Average cost per exclusive annuity lead: $10 to $30 (average is $20)
  • Average cost per booked annuity appointment: $100 to $300 (average is $200)
  • The average amount of investable assets: $250K to $1 Million ($500K is average)

Note: Costs vary depending on your location and target audience, but in most cases, it’s still a lot more cost effective than buying leads from other lead companies.

Remember, these are for exclusive leads that ONLY go to you.

These leads are NOT shared with anyone else, and you don’t need to chase leads for appointments. These leads will book annuity appointments straight into your calendar because they actually want to speak with you (which makes the sales call much easier).

Ready to buy annuity leads on Facebook? Click here to apply to work with us.

2. TikTok Ads

Cheapest way to buy exclusive annuity leads

TikTok Ads

Advertising on TikTok is a new and powerful way to buy exclusive annuity leads with social media at a much lower cost than Facebook ads.

TikTok ad pros

  • Predictable leads
  • Cheaper than Facebook & Instagram
  • Target people searching for annuities
  • Very scalable
  • Fully automated

TikTok ad cons

  • Costs money to run ads
  • Only works if you have the right strategy
  • There is a risk TikTok might get banned in the USA in the future

But you might be thinking…

“TikTok ads? Really? I thought TikTok was just for young people?”

Well, you might be surprised to learn that there are currently 9+ million active TikTok users in the USA who are over 55 years old and 24+ million users who are 45+.

You can target people on TikTok based on income, wealth and more.

Many of our annuity clients use TikTok ads to target people with at least $500K in investable assets.

As a result, TikTok ads have been converting incredibly well for life insurance agents looking for leads and financial advisors who want exclusive leads.

How much do TikTok ads cost?

Here are the results our insurance agent clients selling annuities have experienced:

  • Average cost per lead with TikTok ads: $15
  • Average cost per appointment with TikTok ads: $150
  • The average amount of investable assets with TikTok ads: $500K

These results are averages for clients who sell annuities. In some cases, some of our clients have got even better results!

Here is an example of one of our best-performing annuity clients currently running TikTok annuity ads:

TikTok ads for annuities

As you can see, their CPA (cost per action or cost per lead) is only $4.73. This is almost unheard of the the financial services and insurance industry.

If you need help with using TikTok ads to get leads, watch this video.

Ready to buy annuity leads on TikTok ads? Click here to schedule a call with us.

3. YouTube

Best way to get free annuity leads

Webcam screen recording

One of the best ways to get free annuity leads is to record YouTube videos answering questions about annuities.

YouTube SEO Pros

  • It’s free
  • High-quality leads
  • Leads convert quicker
  • Best marketing channel to build trust with leads
  • Videos can rank on both Google & YouTube search
  • YouTube videos get faster results than writing content

YouTube SEO Cons

  • Takes time to create videos
  • Some advisors might not feel comfortable on video

The key to getting leads for free with YouTube is to create helpful YouTube videos that answer annuity-related questions people are searching for on YouTube.

For example, if someone searches YouTube for “How does an annuity work” or “What is the safest way to build wealth in retirement?” your video could appear in the search results.

You can then include a link to your sales appointment funnel in the description of your videos so that people can schedule a call with you to learn more.

Here’s an example of the views one of my annuity clients has got from YouTube:

YouTube financial advisor example

As you can see, they started with 0 videos and 0 views, and they’ve been consistently growing each month. Their videos now generate new leads, appointments, and clients each month.

And best of all, these leads are 100% free and generated without paying for ads.

To learn how to do this in more detail, see ‘Step 4’ of my free Masterclass training.

Ready to generate exclusive annuity leads with YouTube? Click here to schedule a call with us.

4. Blogging (Search Engine Optimization)

Easiest free way to get high-quality annuity leads

Google search

Optimizing your website for search engines is one of the easiest ways to get free annuity leads each month.

Unlike paid ads, with search engine optimization (SEO), you can generate free leads from people searching on Google for information related to annuities.

SEO Pros

  • Free leads
  • High quality leads
  • Evergreen leads each month
  • Very profitable
  • You can save time by creating content using AI

SEO Cons

  • Takes a longer time to see results compared to running ads

To get annuity leads with SEO, you need to write articles on your website that answer questions that people are searching for on Google.

This includes questions such as:

  • What are the best annuity rates?
  • What are the best annuity providers?
  • How can I buy an annuity?
  • How much does a $500K annuity pay per month?
  • What percentage of your portfolio should be in annuities?

And so on…

If you optimize your article for search engines, you can appear at the top of Google for these and similar questions.

This means you’ll get leads from people who are actively searching for information about annuities right now.

Here’s an example of one of my clients who started creating annuity articles for his blog and now gets leads each week for free from Google:

Annuity SEO traffic

They started writing articles in the summer of 2023 (following the method I teach in my strategy here), and as you can see, they are now getting hundreds of visitors and new leads and annuity clients each month.

Here’s what one of my clients who sells annuities emailed me after getting their first client for FREE from Google using our VSL strategy:

Learn how to get leads with SEO in more detail here.

Ready to get exclusive annuity leads with SEO? Click here to apply to work with us.

5. Buy annuity leads from lead companies

Financial advisor sales call

A popular way to get annuity leads is to buy leads from other marketing or lead generation companies that sell leads.

Buying insurance leads is a good way to get leads without doing any marketing work yourself.

Pros of buying leads

  • Requires no (or very little) work on your end
  • Fast results

Cons of buying leads

  • The most expensive way to generate leads
  • The quality of leads is not always great
  • Sometimes you need to chase leads to get an appointment
  • Some leads are shared with other advisors
  • You’re not in full control of your marketing

How does buying insurance leads work?

  • Annuity lead generation companies typically pay for ads on Facebook or Instagram
  • After they generate a lead for $10 (as an example), they resell it to other insurance agents or financial advisors for $50, $100, $200, or more.
  • Some annuity companies will prequalify leads (also known as appointment setting) before sending them to you by asking them how much they have in investable assets.

The results can differ for each annuity lead program.

After speaking with many clients who have bought insurance leads in the past, they’ve often told me the leads were:

  • Bad quality
  • Hard to get hold of on the phone
  • They would need to spend a long time chasing leads to get an appointment

That’s why many of my clients prefer to get exclusive leads at cost and control their own digital marketing.

Note: We actually work with some of the lead companies that sell leads so we know all the ins and outs of buying and selling leads to businesses. There are pros and cons.

The costs of buying an annuity lead can range from $250 to $500 per lead.

Many lead companies define a “lead” as anyone who fills out an online form, but this definition doesn’t necessarily equate to a sales appointment. If you pay $250 for a lead and only speak with one out of ten leads, your actual cost per appointment would be $2,500, which is higher than purchasing leads directly from social media platforms like Facebook or TikTok.

Buying insurance leads can be an effective lead generation strategy if the lead provider is good and you are willing to chase leads to get an appointment.

However, many of our financial advisor clients prefer to get their own exclusive annuity leads directly from the source and be in full control of their marketing.

Watch this video if you’re interested in getting your own exclusive insurance leads.

Ready to buy exclusive annuity leads from paid advertising platforms or by using organic lead generation strategies? Click here to apply to work with us. If we’re a good fit, we’ll explain how it all works in more detail and send you the next steps to place an order.


Getting exclusive annuity leads can be easy and affordable with the right strategy. The marketing strategies outlined in this article should give you a good place to start.

If you want a deeper dive into getting exclusive leads and appointments with your ideal clients, watch this free training video I’ve recorded. It explains everything you need to do step-by-step.