- A license does not bring buyers. Lead source is the most important question for a new agent.
- Purchased leads cost money up front. Inbound calls and referrals work differently.
- Ask who pays, how leads are shared, and what is guaranteed. No one can guarantee volume.
- Checkmate delivers inbound calls and qualified web leads to agents.
On this page
What kinds of life insurance leads are there?
| Source | How it works | What to watch for |
|---|---|---|
| Purchased lists | You buy contact data and call or message people | Cost per contact, low reply rates, and cold-call compliance rules |
| Shared leads | A form submission sold to several agents at once | Competition for the same person, and price per lead |
| Live transfers | A caller is connected to you on the phone | Cost per transfer, and the quality of the pre-screening |
| Inbound calls | People call a number after seeing an ad or a brand | Volume you do not control, and the agency's routing rules |
| Referrals | Existing clients and contacts send people to you | Slow to build, and strong over time |
| Your own marketing | You build a website, social presence, or ads | Money, time, and compliance review of your own content |
Why is cold calling so common, and what are the rules?
Cold calling is common because it needs no one else. It is also regulated. Telemarketing rules, the Do Not Call registry, and consent rules for texts and autodialers apply to insurance sales, and violations are expensive. If an agency expects you to call lists, ask how it handles consent and compliance.
What should you ask an agency about leads?
- Where do my conversations come from, and who pays for them?
- Are leads shared with other agents, or are they routed to me?
- What is guaranteed? Anyone who guarantees a number of calls is making a promise that is hard to keep.
- What are the rules for how leads are routed, and can they change?
- What happens in a slow week?
How does Checkmate deliver leads?
People call Checkmate ready to buy, and our agents answer inbound calls and work qualified web leads, with no cold calls and no purchased lists. Our AI reads each inbound request, matches it to the right carrier, and routes the call or lead to an agent. Volume varies, and we do not promise a number. The routing and tools are shown on our agent page.
What are the limits?
Inbound lead flow does not replace skill. You still need to listen, ask good questions, explain options, and follow up. It also does not remove the need for a license and a contract. Our guides on becoming an agent and carrier contracting cover those.
When inbound leads are not what you want
Some agents prefer to control their own pipeline.
- You want to build your own brand and marketing from scratch and keep every lead source in your own hands.
- You want to specialize in a market that an inbound program does not serve, such as commercial or group coverage.
- You expect a fixed number of calls each day. Call volume varies, and no honest agency can fix it.
Frequently asked questions
Where do life insurance agents get leads?
Agents get leads from purchased lists, shared leads, live transfers, inbound calls, referrals, and their own marketing. Each has a different cost and level of control, and agencies usually specialize in one or two.
Do I have to buy my own leads?
At some agencies you do. At others, leads are provided. Ask whether you pay per lead, how leads are shared, and whether any deduction appears on your commission statement.
Can I be a life insurance agent without cold calling?
Yes, if your agency supplies inbound calls or other warm sources. Ask where your conversations come from before you join, and get the answer in writing.
Does Checkmate use cold calls or purchased lists?
Checkmate agents answer inbound calls and work qualified web leads delivered to their pipeline. Call volume varies, and we do not promise a number.
Are live transfer leads worth it?
It depends on cost and quality. Live transfers connect you to a person on the phone, which can be efficient, and the price per transfer can be high. Track what each source costs against policies issued, and ask what screening happens first.
Sources
Source links last checked November 13, 2026.
This page is general education about the insurance profession. It is not legal, tax, or career advice, and it does not promise income, appointment, or approval of any application. Licensing rules are set by each state and change, so confirm the current requirements with your state insurance department. Checkmate does not guarantee earnings. Coverage sold by Checkmate agents is subject to underwriting approval, and product and carrier availability varies by state.
Talk to the Checkmate team.
Licensed or not yet, tell us where you are. A team member contacts you within one business day. Phone lines are open Monday to Friday, 9am to 8pm ET.
