Getting exclusive Indexed Universal Life leads, or IUL leads, is one of the best ways for financial advisors, financial professionals and insurance agents to grow their businesses.

After helping hundreds of financial advisors get high-quality annuity leads, financial advisor leads and IUL leads, here’s everything you need to know about getting exclusive Indexed Universal Life leads without:

  • Buying low-quality or shared leads
  • Cold calling
  • Cold emailing
  • Networking
  • Relying on referrals
  • Or anything else like that!

Executive Summary

The best way to get Indexed Universal Life Insurance leads is to set up an automated appointment funnel that generates and converts leads on autopilot.

This video explains how to set up this funnel, promote it and automate the whole process so you can get IUL leads with people who WANT to speak with you on autopilot each month.

Once you have this funnel set up, here’s an overview of some of the strategies you can use to promote it.

What is the best strategy to get IUL leads?

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

1. Paid Advertising

Fastest way to buy exclusive IUL leads

Facebook Ads

Paid advertising is the fastest way to get exclusive IUL leads 100% online very quickly.

When you advertise on platforms such as Facebook, Instagram, or even TikTok, you get exclusive leads & appointments with people interested in Indexed Universal Life Insurance.

And best of all?

It’s cheaper than buying leads from another marketing or lead generation company!

Paid Ad Pros

  • Get IUL leads quickly
  • Completely automated
  • Very scalable
  • Exclusive leads
  • Cheaper than paying another company for leads

Paid Ad Cons

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

To find potential clients interested in Indexed Universal Life, I recommend using the following targeting criteria with paid ads:

  • Target people over the age 45+
  • Target high-income or high net worth indivudals
  • Target people in the whole USA (not just a small local area)

What’s the key to success with paid advertising?

The key to getting IUL leads with paid ads is to have the right messaging and targeting.

Fortunately, because we’ve already run lots of successful IUL lead generation campaigns, we already know what works and what doesn’t.

This means we can give you IUL ads that already convert well without you needing to spend months wasting time and money trying to figure out what works best.

To learn more about how we can help you, click here to watch this video. If you like what you hear on the video, you can schedule a call with us if you want us to do it all for you.

2. Search Engine Optimization (SEO)

Best free way to get IUL leads

Google search

Search Engine Optimization is one of the best ways to get IUL leads for free!

Creating helpful content that educates your audience about IUL insurance can attract leads searching for help with Indexed Universal Life.

SEO Pros

  • Free leads
  • Evergreen leads
  • Leads convert quickly into clients
  • You can use AI to help you write articles to save time

SEO Cons

  • You need to write articles
  • Takes 3-6+ months to see results

One of the best ways to get IUL leads from Google is to create a blog and write articles about topics related to IUL insurance.

Once you have this content, you can send people to your marketing & sales funnel, as seen in ‘Step 3’ of this video.

Isn’t there a lot of competition for ranking first on Google?

It all depends on what keywords you’re targeting.

Many financial advisors who do SEO don’t realize that IUL keywords have very low competition compared to annuities in general, and it’s relatively easy to rank for these keywords… Especially if you’re targeting a local area!

In fact, I even created an article called “The best IUL companies” to see what would happen. And if you search Google, you’ll see my website is currently ranked number 6 in Google as seen here:

And I don’t even sell IULs! (my clients do)

This shows that there’s not much competition yet in the IUL space, and it’s still relatively easy to rank for IUL-related keywords.

What kind of results can you expect?

Writing and optimizing IUL-related articles for your website allows you to get indexed universal life insurance leads and clients for free without paying for ads.


How do you know the best content to create to get IUL leads who convert quickly? Check out ‘Step 4’ of this video to learn how to do this.

3. YouTube

Fastest way to get free IUL leads

YouTube VSL

YouTube is another great way to get free IUL leads.

To get IUL leads from YouTube videos, you simply record videos answering questions people ask about Indexed Universal Life Insurance.

YouTube Pros

  • Videos are easier (and quicker) to rank vs writing articles
  • Videos build trust quicker compared to written content
  • Automated leads
  • Low competition
  • Free leads
  • YouTube videos can appear in both YouTube and Google search results (double listings!)

YouTube Cons

  • Some insurance agents don’t like being on camera
  • Takes 3+ months to see results

When creating helpful YouTube videos about IUL insurance, it’s important to send people from these videos to a sales funnel designed to convert strangers into leads, appointments and clients.

To save time, you can repurpose your blogs (see tip 2 above) into YouTube videos. That way you can generate more IUL leads from one piece of content.

See step 3 & 4 here for more info on how to do this.

4. Buy IUL Leads From Lead Companies

Get sales leads without cold calling

Another popular way to get IUL leads is to buy IUL leads from an IUL lead generation company.

This might initially sound like a great idea.

Buying IUL leads from a marketing company sounds very attractive because you don’t have to do any marketing yourself!

You buy leads, and different types of life insurance leads get delivered to your inbox.

Some places you can buy IUL leads include:

However, over the years, we’ve spoken to many insurance agents who told us the results when buying leads were not as good as expected.

Here are some problems they experienced:

  • Low-quality leads
  • Leads that were hard to speak to
  • Unpredictable results
  • Shared leads
  • Low-quality lead lists
  • Expensive leads

So even though buying IUL leads can work in some cases, there are pros and cons to be aware of.

Buying lead pros

  • Get leads quickly

Buying lead cons

  • Lead quality is sometimes low (depending on the lead company you use)
  • You need to chase leads to get an appointment
  • Most expensive way to get leads

How does buying IUL leads work?

1. A lead or marketing company will typically run ads to generate IUL leads

2. The lead or marketing company will then re-sell the lead to insurance agents (for example, if it costs them $50 to generate the lead, they may resell it for $300)

The lead or marketing company, in some cases, will pre-qualify the lead

As you can see, even if you find a good quality IUL lead generation company, you’re going to be paying a lot more for a lead because the lead generation company needs to charge a markup on the leads they sell you to be profitable themselves.

That’s why many insurance agents and financial advisors we work with prefer to get their own exclusive IUL insurance leads.

Why get your own IUL leads?

When you generate your own exclusive IUL leads, you get:

  • More control over your marketing
  • Better quality leads because leads know who you are before they schedule a call
  • Leads book a call in your calendar rather than just fill in a form online
  • You spend less time chasing leads to get an appointment
  • The lead quality is higher
  • You get leads at a lower cost
  • Leads are exclusive to you
  • You can get as many leads as you like on-demand
  • It’s more scalable and flexible (turn lead flow on/off when needed)

Want to learn more?

How to get exclusive leads & appointments is explained in this video here.

5. AI Lead Generation Tools

Generate leads with blogging

Another way to generate IUL leads is to use AI lead generation tools to help automate many difficult or time-consuming parts of your marketing.

Here are a few of my favorite lead generation tools to get IUL clients:

  • Customers.AI: This tool allows you to identify about 30% of the anonymous visitors on your website. You get a leads list in real-time of all the people who have visited your website and haven’t contacted you yet to learn more.
  • Surfer AI: If you want to rank higher on Google, you need to write articles that are optimized for search engines. Surfer allows you to create 2,000+ word articles (that are search engine friendly) at the click of a button. This helps you get free leads on Google.
  • Descript: Want to get leads from YouTube but find recording & editing video time-consuming.

Want to learn about more tools to automate your IUL lead generation campaign? Check out our free Masterclass training video here.

What is the cost of buying IUL leads?

Here are the costs of buying IUL leads:

Buying IUL leads from a lead company:

  • Average cost per lead: $100 (typically only 1 out of 10 leads convert to appointments)
  • Average cost per qualified appointment cost: $1,000

Here are the costs of buying IUL leads yourself through paid ads:

  • Average cost per lead: $20
  • Average cost per qualified appointment: $200

As you can see, buying IUL leads from a paid advertising platform is much more cost-effective than paying for leads through another lead generation company.

The results above are based on clients who have generated IUL leads using Facebook, Instagram or TikTok ads.

We also have some clients who generate IUL leads, appointments, and clients for free every week using free and low-cost organic strategies.

Want to see how it’s all possible?

Watch this video here.


There are many strategies to get high quality prequalified IUL leads for your insurance business. If like many of our clients, you’d like to get your own exclusive leads instead of paying another company for leads, be sure to watch this free training here to see how it all works.

The video explains how you can get IUL leads in a way that is:

  • Automated
  • Predictable
  • Profitable
  • Scalable

In other words, you only speak to people who are actually excited to work with you.

Once again, to learn how to get your own exclusive leads & high-quality appointments with your ideal clients each month, be sure to watch my free masterclass training here.

Even though the training is applicable to any business that needs leads and appointments, we’ve had a lot of success doing this specifically for insurance agents and financial advisors who need Indexed Universal Life insurance leads, annuity leads, retirement planning and even tax planning leads.

Once again, watch this free training to get started.

I’ll see you on the other side!