As life insurance lead generation becomes more competitive, it’s important to stay ahead of the curve.

Everyone else today is:

  • Cold calling
  • Cold emailing
  • Buying shared leads
  • Buying leads lists
  • Going to networking events
  • Relying on referrals
  • Chasing leads to get an appointment
  • Creating a “strong social media presence”
  • Trying to get more likes, followers and engagement
  • And other things like this!

But the problem is…

Although these strategies are not “bad” in themselves.

The reality is…

They do not generate high-quality leads, sales appointments and clients!

So… Is there a better way?


After helping hundreds of financial advisors, professionals and life insurance agents generate leads, here are the best insurance lead generation strategies (rated and reviewed!).


The best way to get life insurance leads (or any other type of lead) is to get your own exclusive leads at cost without needing to pay another marketing company a premium for shared or low quality leads that are difficult to convert. This video explains how.

By getting your own exclusive insurance leads, you can:

  • Save money
  • Be in full control of your marketing
  • Get new leads on-demand
  • Have appointments with people who actually WANT to work with you
  • Grow & scale your business faster

Before you start… Have the right strategy!

The best lead gen strategy

Before you even think about lead generation, it’s important that you have the right strategy in place.

Many insurance agents make the mistake of starting to generate leads without having a proper sales and marketing strategy in place.

As a result, they end up wasting time, money and energy on marketing that will never convert into leads, appointments or clients.

Click here to see a detailed video of the strategy we recommend you use to get leads

What is the best strategy for life insurance leads?

A good life insurance lead generation strategy requires the following three combinations:

  • The right messaging
  • To the right people
  • In the right way

The right messaging

What you say

It’s important that what you say in your messaging explains how you can:

  • Solve a problem for your potential clients
  • Why working with YOU is better than other alternative options

Doing this can be tricky if you’ve never done it before.

Fortunately, because we’ve worked with lots of financial professionals who sell life insurance-related services, such as Indexed Universal Life (IUL), Whole life, Universal life and so on, we already know what messages work well!

In other words, rather than “guess” what will convert well, we already know what to say in your ads, landing pages, follow-up emails, etc to start getting conversions straight away.

This saves you months (or even years) of testing everything yourself and thousands of dollars in wasted ad spend.

If you’d like us to help you too, watch this video.

The right targeting

Right person

It’s important to say the right thing to the right person at the right time.

This is called “in-market targeting”.

In other words, you want to try and target the people who are actually looking for your services right now (or who will very soon be looking for your services.

You can learn how to do this in more detail in ‘Step 4’ of my free training.

The right way

Right strategy

Even if you get the right message in front of the right person at the right time… If you don’t do it the right way, it still won’t work very well.

That’s why you need a step-by-step process to take strangers into leads, appointments and clients.

How to do this is explained in more detail in my free Masterclass training.

I highly recommend you watch the free training before reading the rest of this article.

The free training will explain step by step what you need to do to actually get RESULTS from your marketing and help you get better results when you implement the strategies in this article.

The types of exclusive life Insurance leads

Types of life insurance leads

Here are the types of exclusive life insurance leads you can get by following the lead generation strategies in this article.

  • Indexed Universal Life (IUL) leads
  • Whole life leads
  • Universal life leads
  • Life insurance leads

These strategies can also work well for annuity leads (including fixed indexed annuity leads) and other types of leads for financial advisors (including retirement planning, wealth management, medicare, etc).

How to get life insurance leads

Once you’ve completed the steps in this video and you’ve created a high-converting sales funnel to sell various kinds of life insurance policies, it’s time to start promoting it!

Remember: These strategies work for generating ANY kind of leads, if your goal is to get high-quality appointments with your ideal clients. And we’ve espeically got a lot of experience doing this for financial advisors or insurance professionals who sell IULs, FIAs, Annuities, Universal Life, Medicare and more.

Here are the best marketing channels to get qualified leads with people excited to actually speak with you:

1. Facebook & Instagram Ads

Facebook & Instagram ads

Facebook & Instagram ads are one of the fastest ways to get in front of your target audience and get leads for life insurance.

You can use Facebook or Instagram ads to target people by interests, demographics, behaviors, and even lookalike audiences.

What I like & dislike about Facebook & Instagram ads

FB & IG Pros

  • Fast results
  • Highly scalable
  • High-quality leads
  • Cheaper than buying leads from a lead provider

FB & IG Cons

  • Costs money to run ads

The key to getting ads to work properly is making sure you target the right people with the right messaging in the right way.

The “normal” way of doing this is to create some ads, use funnel building software to create a lead generation funnel and then split test everything to see what works best.

After spending thousands of dollars (and waiting many months), you should be able to find something that works well.

But, if you want to save time (and money), you can work with someone who has already got results for people in the insurance industry and skip most of the testing phase.

This is exactly what we do for clients.

Click here to watch a video that explains how we can help you do this.

2. TikTok Ads

TikTok Ads

You might be surprised to learn that TikTok ads work really well for insurance services.

TikTok has a very large older demographic. There are over 24 million users over the age of 45+ on TikTok in the USA alone.

Because most advertisers are still NOT using TikTok ads (instead they’re on Facebook, Google or YouTube ads), TikTok ads are generally cheaper for generating exclusive leads compared to other marketing channels.

What I like & dislike about Facebook & Instagram

TikTok ad pros

  • Fast results
  • Highly scalable
  • High-quality leads
  • Leads cost less compared to Facebook & Instagram ads

TikTok ad cons

  • Costs money to run ads

We’ve run TikTok ads for insurance and financial professionals on our done-for-you package with great results.

So far, for most of our clients, running TikTok ads has resulted in a lower cost per lead compared to running the same ads on other marketing platforms (such as Facebook ads).

3. Google SEO

Google search

Google SEO is the process of optimizing your website to rank higher in Google search results.

When people search for things related to insurance services, you want your website to show up on the first page of Google.

The higher you rank, the more traffic you’ll get to your website and the more leads you’ll generate.

And the best part is that once you rank high on Google, you’ll continue to get traffic and leads for months or even years without having to do any additional work.

What I like & dislike about SEO

SEO Pros

  • Can get leads for months or years without additional work
  • Leads are actively searching for your services
  • Free exclusive leads without paying for ads

SEO Cons

  • You need to create content regularly
  • Takes time to see results

If you’re patient and want to generate leads for the long term for free, Google SEO is a great option.

Just keep in mind that it takes time and effort to see results.

4. YouTube SEO

YouTube SEO

YouTube SEO is very similar to Google SEO, but instead of optimizing your website, you’re optimizing your YouTube videos.

The goal is to get your videos to rank higher in YouTube search results so you can get more views and generate more leads.

By creating videos, you also build trust much faster because people can get to know you more easily.

What I like & dislike about YouTube SEO

YouTube SEO Pros

  • YouTube videos can show up on YouTube & Google search
  • Get leads with people searching for your services
  • Free leads
  • Evergreen leads

YouTube SEO Cons

  • Videos build trust faster than written content
  • Takes time to see results
  • Recording videos can be time-intensive

Overall, I think the pros of YouTube SEO outweigh the cons. If you’re looking for an evergreen free way to get quality life insurance leads each month, then you definitely need to consider YouTube.

5. Buy insurance leads

Advisor Leads

One of the most popular ways to get life insurance leads is to buy them from a marketing or lead generation company.

When you buy leads, you’re buying the information of someone who has filled in an online form and is interested in speaking to a life insurance agent or another financial professional.

While buying leads can definitely work, you want to avoid buying shared leads (where you compete with other life insurance agents), and I’d also avoid buying lead lists since these tend to be the worst kind of leads (in terms of conversion rates).

I’d recommend only buying exclusive leads.

However, even if you find a lead provider that gives you exclusive leads, you have to remember that it’s always going to cost less if you get the leads yourself vs paying another company for leads.

What I like & dislike about buying life insurance leads

Pay Per Lead Pros

  • Buy life insurance leads without doing any work
  • Real time leads delivered to your inbox

Pay Per Lead Cons

  • Most expensive way to get leads
  • Some agents have reported you get low-quality leads
  • Sometimes you can get the wrong numbers or data
  • Sometimes you can get old leads who are no longer interested

Overall, with a very strong sales process, buying exclusive insurance leads can work.

But many financial advisors and insurance agents I speak to would rather get their own exclusive leads at cost without paying another company for leads.

If you fit into that category, then watch this video that explains how to get your own leads, appointments and clients each month on autopilot.

What works best for life insurance agents?

If you’re a life insurance agent or financial advisor, I recommend you generate your own exclusive life insurance leads each month.

So, what is the best way to do this?

Here’s what I’d recommend, depending on your situation:

  • Free leads: If you want free exclusive leads without having to pay for ads or buy leads from a lead generation company, then the best way to do that is by using Google SEO and YouTube SEO to rank your website and videos high in the search results.
  • Paid leads: If you want leads much faster, then you can pay for leads by buying them from a lead gen company or paying for ads and getting them directly from the source. For best results, I’d recommend running your own ads to be in control of your own lead source in your business.

If you’re in the insurance industry and you want to learn how to get free and/or paid leads, see ‘step 4’ of my free Masterclass training video here which goes through how you can do this in more detail.

Free vs paid insurance leads: which is best?

Business choice

There are two paths to getting insurance leads.

They are:

  • The fast and more expensive path (paid lead generation)
  • The slow and more profitable path (free lead generation)

Both paths can work well. But they each have their pros and cons.

The fast and more expensive path

This is where you run ads or buy life insurance leads, and you see results straight away. It’s great for those who want leads right NOW.

However, the downside is that you have to pay for these leads which can take away some of your profits.

The slow and more profitable path

This is where you create content that appears on Google and YouTube search so that you get evergreen insurance leads for FREE.

The downside is that it takes work and time to create content (either written or video content).

But the upside (free leads for years into the future) far outweigh the downsides in my opinion!

Did you know… Chances are you’re reading this article because of a Google search you made. This is proof that the strategy we use to get leads for free through Google searches really does work.

This video explains how you can do the same for your business.

Which option is best for YOU?

For the financial professionals I work with, I generally recommend that you do both (if you can).

If you can’t do both (due to budget limitations), then at least start with the slow and more profitable path (free lead generation).

Once you’re winning clients using the free lead generation strategies, you can reinvest some of your profit into the paid lead gen strategies.

Get help with insurance lead generation

If you need help with generating your own insurance leads then here’s how we can help:

  • Option 1: We can help you do it
  • Option 2: We can do it all for you

Both options get the same results, the only difference is who does the work to set everything up.

Here are the next steps to learn more:

Click here to watch a video that explains how the strategy works

If you like what you hear in the video, you can then schedule a call to learn more about working together.

Oh, and the good news is that with our lead system, once it’s set up and running, most of it runs on autopilot. So we don’t charge any monthly or ongoing fees.

You just set it up once, get results and leave it running in the background.

It requires very little work to keep it going.