There are a lot of ways to get annuity leads, but not all of them are created equal.

After helping hundreds of financial advisors, insurance agents and financial professionals generate exclusive annuity leads without:

  • Going to networking events
  • Cold calling
  • Cold emailing
  • Buying leads lists
  • Relying on referrals

Or doing anything like that…

Here are the 5 best strategies (rated and reviewed!) for annuity lead generation that actually work.

The best strategy for exclusive annuity leads

Before you start generating annuity leads, you need the right strategy.

Without the right strategy, it doesn’t matter what lead generation marketing method you use, it won’t work very well.

So the big question is…

What is the best strategy to get exclusive annuity leads with people who are actually excited to work with you BEFORE they even speak with you?

Click here to watch a video that explains the strategy to do this step-by-step.

Note: Even though the strategy works for ANY business that needs appointments, we’ve specifically got great results using this strategy for financial advisors who sell annuities and other life inusrance related products. See our client results here.

What are the best ways to get annuity leads?

Here are the 5 most popular ways to get annuity leads (rated and reviewed):

1. Facebook Ads annuity Leads

Facebook Ads

Facebook is one of the best places to generate annuity leads because you can target people who are actively searching for annuities online without paying for expensive Google ads.

What I like & dislike about Facebook ads

FB Ad Pros

  • Quick results
  • Scalable
  • Predictable
  • Fully automated
  • Cheaper than buying leads from another marketing company

FB Ad Cons

  • Requires money for ads
  • Only works well if you have the right Facebook strategy, messaging and target audience

Does Facebook ads work for annuity lead generation?

Facebook ads can work extremely well for getting annuity leads.

However, many financial advisors and insurance agents who run Facebook ad campaigns never seem to get any results.


It’s usually because they either:

  • Have the wrong strategy
  • Have the wrong messaging
  • Have the wrong targeting

Facebook ads only work if you can get the right message in front of the right person in the right way.

Here’s how you can fix all three:

The best strategy for annuity leads with Facebook ads

If you’re just sending people from a Facebook ad to download some kind of free eBook, fill out an application form, go to your scheduling page or worse – visit your website homepage – your Facebook ads will never convert well.

We’ve tested every kind of lead magnet imaginable, and we’ve found the best strategy for generating annuity leads on Facebook is by using a video sales letter lead magnet.


A video sales letter (VSL) allows you to build trust with prospects so they are actually excited to schedule a call with you to learn more about how you can help them.

A video sales letter is similar to a webinar but shorter, easier to record and can be watched on-demand 24/7.

Here’s a recent example of the cost per lead in one month for one of my financial advisor clients who sells annuities using my VSL strategy:

Facebook ads example

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

Have the right messaging

Another important part of creating successful annuity Facebook ads is to have the right messaging for the right target audience.

For the right messaging, you need to:

  • Focus on the biggest pain points annuities solve
  • Explain why your solution is better than other alternative solutions
  • Create curiosity to get people to take action

If you’re one of our clients on our done-for-you lead generation or consulting program, you can get access to our proven financial advisor, annuity & insurance templates which already convert well.

This saves you thousands of dollars in “testing” ads that probably won’t work and months (or even years) of trial and error.

Click here to learn more about working with us if you want to use our proven templates for getting results straight away.

Have the right target market

For the right targeting, you need to:

  • Target an older senior market demographic (age 45+ is best)
  • Target wealthy individuals or families ($250K or more)
  • Target people who are actually looking for annuities (in-market targeting)

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

Example of Facebook annuity interests

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

See ‘Step 4’ of my Free Masterclass training to learn more about targeting people on Facebook ads.

How much do annuity leads on Facebook cost?

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

Average cost per lead: $20

Average cost per appointment: $200

The average amount of investable assets: $500K

Note: Costs vary depending on your location and target audience.

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 an appointment. They book the appointment straight into your calendar because they actually WANT to speak with you (which makes the sales call much easier).

Click here to learn more about working together if you’d like us to help you get your own exclusive annuity leads.

2. TikTok Ads annuity leads

TikTok Ads

You might be thinking “TikTok ads? Really!!? I thought TikTok was just for young people?”

You might be surprised to learn that TikTok ads are quickly becoming ‘the next Facebook’ in terms of active users. And older people are flocking to the platform too.

In fact, there are currently 9+ million active TikTok users in the USA over 55 years old and 24+ million over the age of 45+.

What I like and dislike about TikTok ads

TikTok ads pros

  • Predictable leads
  • Less competition compared to Facebook, Google & YouTube
  • Older demographic audience is large (in the millions) but still not as big as other channels
  • Scalable
  • Fully automated

TikTok ads cons

  • Costs money

And in terms of targeting, TikTok ads work almost exactly the same as Facebook ads.

For example, you can target people based on interests such as “annuities,” “retirement,” “investing” and more.


On TikTok you can target people by income level. So if you want to target wealthier individuals or families on TikTok, it’s a good idea to include this in your targeting.

How much do annuity leads with TikTok ads cost?

Average cost per lead: $15

Average cost per appointment: $150

The average amount of investable assets: $500K


In our tests, we’ve found TikTok ads to be cheaper than Facebook ads right now because most people are advertising on Facebook. As a result, TikTok has less advertising competition which means your costs are lower.

However, it probably won’t stay this way forever. So take advantage of the lower costs while you can!

If you need help with using TikTok ads for getting annuity leads, we have a done-for-you package where we can do it all for you. Click here to learn more.

Google search

Facebook and TikTok ads are a great way to get your own exclusive annuity leads quickly, but they are not free. You need to pay for Facebook or TikTok for ads in order to generate leads.

But what if you want to get warm qualified annuity leads for FREE?

If you want to get annuity leads for free, then Google would be one of the best ways to do so.

You can do this by using Google SEO (Search Engine Optimization).

What I like & dislike about Google SEO

Google SEO Pros

  • Free leads
  • High quality leads
  • Evergreen leads each month
  • Very profitable
  • Can be outsourced easily in the future

Google SEO Cons

  • Takes time to create content

Get annuity leads with SEO

To get free exclusive leads with Google, you need to show up when people search for annuities-related keywords on Google without running ads.

You can do this simply by creating content that answers questions your potential clients are searching for.

For example, if someone searches for “how do annuities work,” you could show up with an article on your website that answers that question.

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

How much do annuity leads with Google SEO cost?

Cost per lead: $0

Cost per appointment: $0

In other words, they are FREE.

The only cost is your time to create content.

If you don’t want to spend time creating content yourself, you can also outsource it.

The cheapest way to outsource content creation would be by hiring a freelancer on Fiverr (here are some top-rated Fiverr freelancers) for about $20 to $60 per article or by using an AI copywriting tool to write the content for you (we use and recommend Jasper to help you write content faster with AI).

Webcam screen recording

Similar to getting free annuity leads from Google SEO, you can also get free exclusive leads from YouTube search (with no sponsored ads!).

What I like & dislike about YouTube

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 SEO Cons

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

You can do this by creating helpful YouTube videos that answer questions people are searching for on YouTube.

For example, if someone searches for “how does an annuity work” on YouTube, your video could show up in the search results.

You can then include a link to your lead generation funnel in the description of your video so that people can reach out to you for more information.

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

How much do annuity leads with YouTube cost?

Nothing! Annuity leads from YouTube searches are free. Similar to Google SEO, the only cost is the time it takes for you to create videos each week. Typically it can take about 2-4 hours to record, edit and publish one video.

5. Buying annuity and insurance leads

Financial advisor sales call

Another popular way to get annuity leads is to buy annuity leads from other marketing or lead companies (instead of generating annuity leads yourself).

What I like & dislike about buying annuity leads

Pros for buying leads

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

Cons for buying leads

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

How much does buying annuity leads cost?

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

However, for many lead companies, a “lead” is usually just someone who fills in an online form, and it’s not the same as a sales appointment.

So keep in mind your cost to get an actual qualified sales appointment will most likely be higher.

Does buying annuity leads work?

Buying annuity leads can be an effective lead generation strategy IF you find a good quality lead program. However, this is rare. And sometimes lead companies can start out good, and then the quality declines over time.

Unfortunately, most financial advisors and insurance agents I’ve spoken to have told me that buying annuity leads are expensive and very few (if any) leads that they’ve bought have converted.

That’s why they’re looking for a better way to generate their own exclusive leads without buying leads.

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

How to get quality leads for insurance services

To get quality leads as a financial advisor or insurance agent, you need to be in control of your marketing and educate prospects BEFORE they speak to you.

The best way to do this is explained in this free training.

How to get Fixed Indexed Annuity (FIA leads)

The same strategies to get annuity leads can work for Fixed Indexed Annuity leads too. A fixed indexed annuity lead is a prospect with someone interested in an insurance product that provides a guaranteed return on your investment, as well as protection against market downturns.

It’s a popular choice for retirees since it offers stability and security while still providing the potential for growth.

To learn the best way to get either FIA leads or annuity leads with people who actually WANT to work with you, be sure to watch this free training here.


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