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…

These life insurance lead generation strategies are not as effective as they used to be.

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!).

Executive Summary


The best way to get life insurance leads (or any other type of insurance lead) is to use an automated appointment funnel to get your own exclusive leads. 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

What is the best life lnsurance lead generation strategy?

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
  • Annuity leads
  • Medicare leads
  • Term Life Insurance leads
  • Premium life insurance leads

And many other types of leads for financial advisors (including retirement planning, wealth management, high net worth investor leads, etc).

So, with that out of the way, here are the best strategies for generating exclusive insurance leads:

1. Use technology to automate lead generation

The best way to start getting life insurance leads is to use technology in your business to automate the process of getting qualified leads.

You can do this by creating an “Automated Appointment Funnel“.

An automated appointment funnel will generate and convert life insurance leads into sales automatically.

This video I recorded explains in more detail how it works:

YouTube player

You see, many insurance agents make the BIG mistake of generating insurance leads without having a proper sales funnel and marketing strategy in place.

The result?

None of the leads they generate convert into sales appointments or clients.

They waste time, money and energy on marketing that doesn’t work.

But it’s not because “marketing doesn’t work.”

It’s because the strategy they’re using to generate and convert leads doesn’t work.

But with the right strategy, everything changes.

Click here to see a detailed video of the strategy we recommend you use for generating life insurance leads with an automated appointment funnel.

2. Target the right people at the right time

Marketing strategy

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 many financial professionals who sell life insurance-related services, such as Indexed Universal Life (IUL), Whole life, Universal life, annuities, infinite banking, medicare 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 will save you months (or even years) of testing everything yourself and thousands of dollars in wasted ad spending.

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.

3. Facebook & Instagram Ads

Facebook & Instagram ads

Facebook & Instagram ads are one of the fastest ways to buy leads for life insurance.

You can use Facebook or Instagram ads to buy life insurance leads with people who are looking for different types of life insurance policies.

Here’s an example of one of my clients generating life insurance leads with Facebook ads:

annuity leads

As you can see, they are generating exclusive leads for less than $9.

Most other life insurance lead generation companies charge $20, $50, $100 or more for a shared lead. But this is $8.44 for an exclusive lead with someone interested in learning more about how you can help them.

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.

4. TikTok Ads

TikTok Ads

Running TikTok ads as an agent is another great way to buy life insurance leads in your business.

Through TikTok ads, you can target people looking for life insurance services, annuities, retirement planning, and more.

TikTok works almost the same way as Facebook ads. Once you know your cost per lead with TikTok ads, you can increase or decrease your budget to choose how many life insurance leads you want each month.

Here’s an example of one of our clients generating insurance leads on TikTok for less than $5 per lead:

TikTok Ad Example

This is almost unheard of in the insurance industry!

Yet, with the right strategy, it’s possible.

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
  • Not as large (yet) compared to Facebook & Instagram

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

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 life insurance leads compared to other advertising platforms.

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).

5. Search engine optimization (SEO)

Google search

Search engine optimization (SEO) is one of the best ways to get life insurance leads for free.

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.

Here’s what one of my clients said after generating their first lead through SEO, following the strategy in my training:

organic SEO lead

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.

6. YouTube SEO

YouTube SEO

YouTube SEO is another excellent way to get free life insurance leads.

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

Here’s an example of one of my insurance clients who started posting weekly insurance YouTube videos following my strategy:

YouTube financial advisor example

They started with 0 views and now they get new insurance leads each week (for free) because their YouTube videos rank at the top of the YouTube search engine for keywords related to insurance services.

As a bonus, creating videos also builds trust with leads much faster, because the more videos people watch, the more they feel like they know you.

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 and free way to get quality life insurance leads each month, then you definitely need to consider YouTube.

7. Buy life 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. This is also known as a pay per lead model. However, in my experience, buying insurance leads can have mixed results.

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, 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?

Business choice

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, the best way to do that is to use 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.

Hire a lead generation company

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

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.